Adobe Neolane has worked with over 400 international customers to integrate emerging technologies such as mobile with traditional channels.
The customer success stories below illustrate how enterprise-level integration of traditional and emerging marketing channels enables clients to achieve stated business objectives, such as improved customer retention and increased ROI.
For some time, Mercola.com used their homegrown tool to distribute information, which incorporated a simple email client. While this method was secure, as their subscriber list grew, Mercola.com knew they had to enhance their security settings to continue protecting the safety of customer and reader data. The retailer realized they needed a more expansive platform—one that would help to preserve consumer privacy, as mandated by FDA regulations.
From a marketing perspective, C Spire needed to retool in order to support this corporate mission and drive deeper customer engagement. The company had been using a web-based email marketing tool, but there was minimal targeting or personalization of campaigns. Based on these criteria, C Spire selected Neolane’s conversational marketing platform, including the Neolane Campaign and Neolane Interaction applications.
Prior to Neolane, the LA Kings were using CRM and email marketing tools provided by their ticketing vendor. They couldn’t integrate multiple data streams (transactions, campaign responses, web behavior, forms, social media activity, etc.), resulting in a fractured and incomplete view of their fans. Moreover, their email tool offered limited segmentation and personalization capabilities. Neolane was chosen based on a few key factors, including Neolane’s open API, personalization engine, cross-channel capabilities, and future-proof platform, as well as the deep industry knowledge of partner FanOne Marketing.
Barnes & Noble previously used an email service provider (ESP) to deliver promotional messages and a separate system to send transactional messages. However, marketers faced several inherent challenges, including lack of consistency, reliance on internal technical resources for campaign targeting, and limited segmentation and personalization capabilities. They then turned to Neolane’s conversational marketing platform to manage all messages from one central platform.
PMU is a worldwide leader in horse betting and provides sport betting as well as poker through its website. The company relies on the Neolane platform to create and execute its customer marketing strategies. This case study shows issues PMU was dealing with and how Neolane’s solution has helped improve business.
An acclaimed cancer center, The Center, faced two core communications challenges. The first was differentiating itself from a branding and awareness perspective, and the second was developing hyper-personalized communications strategies that enabled it to build and maintain trusting patient relationships. The Center evaluated several marketing technology vendors against a specific set of criteria that included the ability to manage campaigns and sub-campaigns, A/B testing, cross-channel support with embedded email execution, and individual behavioral tracking. Based on these factors, The Center selected Neolane’s conversational marketing technology.
Fnac very quickly realized the importance of setting up a global marketing strategy, integrating both the online business and retail stores to execute multi touch-point customer journeys. Moreover, to cope with the increasing volume of messages sent over the past few years, Fnac has had to automate its marketing processes (i.e., registration, campaign execution, monitoring, measuring, etc.). To overcome the challenges of automating and personalizing campaigns, Fnac chose Neolane as the base for its marketing operations. Fnac had big plans for the use of Neolane. As well as automating the process for launching personalized campaigns, Fnac also aimed at orchestrating national and local actions and coordinating messages efficiently on all available channels.
As Sophos grew its customer base and expanded into new global regions, the marketing department needed to be able to scale and improve lead management processes without adding more resources. With Neolane, Sophos can automate response handling for hundreds of campaigns each month. Leads are cleansed, deduped, and quickly processed in Salesforce.com. Sophos is now applying the benefits of automation to the customer lifecycle process, streamlining the ability to stay ahead of customer communications like sending renewal notices associated with upcoming license expiration.
Higher response rates, better reporting, more channels, and more efficient internal work processes are just some of the reasons that persuaded SAS EuroBonus to choose Neolane’s platform to manage its campaigns. Neolane provides easy to use and powerful segmentation capabilities and ﬂexibility, along with the ability to personalize content on a one-to-one basis, according to customer proﬁles. SAS is able to target a campaign according to whatever segmentation criteria it wishes. Neolane offers SAS the possibility to adjust the content of the campaign very precisely for speciﬁc target groups every time.
With 120 stores and 1,000,000 members of its loyalty program across three Nordic countries, the goal for Stadium was to improve its relationship marketing capabilities by engaging in one-to-one conversations with customers through an array of traditional and new channels. With the ultimate aim being to increase return on marketing investment (ROMI), Stadium’s strategy for enhancing its customers’ brand experiences included building interactive conversations. With Neolane, Stadium had a system with which to deﬁne marketing best practices and facilitate process sharing, as well as to create a rich 360-degree view of the customer and run cross-channel campaigns.
Sears Canada was using multiple, disparate systems across its retail, catalog, and card services groups, which meant that campaigns were executed in silos. Moreover, the marketing teams were bogged down by inefficient, manual, and undocumented processes, such that generating campaign lists alone took a tremendous effort. This inefﬁciency, in turn, signiﬁcantly limited Sears Canada’s ability to run additional campaigns to support its revenue goals. With Neolane’s workﬂow capabilities, Sears Canada has transformed complex, manual processes into an intuitive visual framework that automates campaign execution.
While the sports and entertainment industry is still relatively new to digital marketing, several years ago, FanOne realized there had to be a better way to automate segmentations and improve results for cross-channel marketing strategies. New Era Tickets selected Neolane’s conversational technology platform to help its clients improve ticket sales, establish a single, consolidated view of their customers and prospects, and increase customer retention and lifetime value.
KBM Group faced many challenges including a campaign management system that was incapable of scaling, maintaining multiple, siloed databases, and managing various external vendors—all of which contributed to increasing costs, frustration, and deteriorating customer communication for its client, Danone. KBM Group selected Neolane based on its experience supporting distributed marketing campaigns, the ability to simplify even the most complex marketing environments, and its deep expertise in creating a dynamic 360-degree marketing view of customers.
In its early days, Abcam developed a proprietary email marketing application, which allowed marketers to semi-automate rudimentary segmented campaigns. SQL database query skills for any advanced segmentation and the ability to write html code often required IT support. As the company grew its product range, customer base, and the number of campaigns it needed to run, it began to reach the limits of its in-house tool. Abcam engaged Neolane Professional Services to help optimize more complex processes such as automated one-to-one content personalized product updates.
Debenhams has for many years offered customers the opportunity to receive direct marketing communications. But its customer data was held in multiple siloed databases. There was limited integration. Segmentation, targeting, and reporting capabilities were simplistic. One concern Debenhams had in investing in a solution was the up-front IT and licensing costs. Available in SaaS mode, Neolane enabled a low-cost, low-risk entry with the advantage of offering scalability to full implementation.
Until recently, tailoring communications to each individual guest, their needs, and preferences was something of a challenge for Maybourne. Its marketing team performed an admirable job, but faced many challenges. They lacked access to a single customer view on a data warehouse, for example, and had to source data from multiple disparate systems. The incumbent customer relationship management (CRM) tool offered very limited data analysis, segmentation, and targeting. “The key beneﬁt is that Neolane gives us a one-stop shop for campaign segmentation, creation, development, execution, and reporting,” said Tom Thrussell, head of customer relationship management at Maybourne Hotel Group. “Using Neolane to help us personalize our marketing conversations, customer perceptions of our luxury service brand are consistent and our campaign performance numbers are signiﬁcantly up.”
Using Neolane since 2007, PhotoBox has created innovative campaigns for customer acquisition, loyalty, and retention. To enhance acquisition and develop customer loyalty, the company has put in place an automated, and 100 percent personalized approach to transform registered users of the site into buyers. This approach begins by sending the prospect a targeted and personalized introductory offer (proﬁle, language, offer, and message), with several follow-ups scheduled in the ﬁrst month. Through this approach, the number of customers taking advantage of the introductory offer increased by 16 percent with the satisfaction rate among buyers reached 94 percent.
Dior in the U.S. was faced with three major marketing challenges. First, the company needed to increase brand awareness. Second, in addition to the branding challenge, 70 percent of those who shop at Dior are not repeat customers. Dior viewed this as an opportunity to market to these individuals, speciﬁcally engaging in targeted cross-sell and upsell strategies. Third, Dior wanted to focus more on improving engagement with its best, most loyal customers. Dior uses Neolane’s enterprise marketing software to store its entire U.S. customer data generated from every touch-point. It then deploys advanced analytics to segment customers into several categories, such as those who buy small gifts, high-spending customers who buy from multiple categories, or a shoe and handbag regular. This enables Dior to score, segment, and calculate the lifetime value of each customer.
Through multiple loyalty programs and regular hotel bookings, Posadas accumulated more than 7 million customer records, but wasn’t using the data wisely. This was a major challenge as Posadas was evolving from a product-focused organization to a customer-focused one in which improving guest satisfaction and customer loyalty were top priorities. As a result, the hotel chain needed to better use its data to improve the customer experience at every single point of contact—from marketing communications to the actual on-site, physical hotel experience. Posadas turned to Neolane’s enterprise marketing software platform, which features a centralized data mart that tracks customer interactions across various marketing channels.
In 2008, Mornay Services implemented the Neolane marketing automation platform to run one-to-one personalized campaigns across its three main communication channels—direct mail, email, and call center. The company’s goal was to break free from its previous siloed approach to marketing, and to deploy an agile, personalized customer marketing strategy that would set it apart from competitors in the financial services sector. The Neolane solution was selected for its capacity to coordinate campaigns across all channels, to personalize each message, as well as its ability to automate sales and prospecting processes.
With Hispanic-owned businesses making up the fastest growing component of the business market in the U.S., Image Direct partnered with Neolane and implemented ONE.0, a proprietary marketing platform powered by Neolane’s enterprise marketing software, to overcome campaign launch challenges and support closed-loop campaigns for its national brand-name advertising clients.
To meet its customer communication challenges, Synergie GIE launched its Multi-Channel Relationship Marketing project in 2008 with the aim of initiating customer communications at the right time using the most appropriate combination of interactive channels in order to build customer loyalty and generate sales. To support this initiative, Synergie selected Neolane’s enterprise marketing software.
Bales operates in a very competitive market with tight margins. High quality of service is the hallmark of the company’s success, evidenced by a repeat booking rate of around 50 percent. However, until recently it faced a series of challenges when it came to establishing and maintaining consistent, relevant, and pro-active marketing communications with customers. Bales considered a shortlist of five vendors, including Neolane, recommended to the company by Experian.
Facing declining revenues and lagging consumer demand, EMI Music moved to embrace the digital music age. However, it quickly recognized that if its business model was undergoing a transformation, so too would its marketing and sales strategies. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists’ music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. Neolane’s platform allows EMI Music to capture and store customer data in a centralized database, and to continually merge, purge, and de-duplicate the information.
AccorHotels.com, part of the Accor hotel and service group, implemented Neolane’s solution to improve prospect and customer online communications. Combining campaign personalization, collaborative content management and automation enabled the company to increase online revenue by $250 million while reducing marketing expenses by $400,000.
Fortis Bank, an international provider of banking and insurance services, turned to Neolane to automate, customize, and track the delivery of business-critical research and reports to over 5,550 clients according to their location and market interests.
Packard Bell turned to Neolane to power intelligent direct marketing campaigns and execute Packard Bell’s strategy to build more meaningful, long-term relationships with its indirect customer base. Packard Bell selected Neolane based on its proven expertise in planning and executing complex, cross-channel direct marketing campaigns— integrating emerging channels with traditional offline efforts—and driving meaningful customer dialogue.
Sephora’s technology requirements for its new enterprise marketing solution were stringent. It needed a marketing data mart that could be updated daily by direct marketers, regardless of their location; the overall system needed to be able to predict purchase behavior across multiple channels; and it needed to allow for the development of customer profiles to increase loyalty and revenue per customer. Sephora began an extensive search, ultimately selecting Neolane’s enterprise marketing software solution and SPSS Clementine® data mining technology. Combined, the Neolane and SPSS solutions met Sephora’s need for a multinational deployment, featuring wide-ranging configuration capabilities and flexible architectures.
The bank’s first objective was to gain the ability to plan and execute campaigns for two lines of business from a single platform: all outbound email, including personalized e-newsletters, for prospecting plus loyalty and account alerts via email and text messaging. AXA Bank requested proposals from a number of international campaign management vendors and integrators. After an extensive evaluation, AXA Bank selected Neolane.
Global electronics manufacturer, The Hager Group, utilizes Neolane’s enterprise marketing platform to automate and improve the effectiveness of its demand generation and lead management processes.