Newton, MA
October 6, 2008

Neolane Launches First Marketing Automation Solution Designed for Cross-Channel, Not Just Multi-Channel, Marketing

Marketers Now Have the Ability to Create, Manage and Execute Campaigns Across Both Traditional and Emerging Channels from One Platform

Enterprise marketing software provider Neolane, Inc. today launched the first marketing automation solution designed for Cross-Channel, not just Multi-Channel, marketing. Called Cross-Channel Marketing Optimization, it gives marketers the ability to create, manage and execute campaigns across both traditional and emerging channels such as mobile from one platform. Neolane will demonstrate the new solution at the upcoming DMA08 Conference (booth #1653), taking place October 11-16, 2008 in Las Vegas.

Neolane's Cross-Channel Marketing Optimization solution is built on the new Neolane v5 platform – a single, web-services based platform that centrally manages direct marketing campaigns, leads, resources, customer data and analytics to improve effectiveness and return on investment (ROI). Going well beyond traditional campaign management software, Neolane helps companies evolve from multi-channel to true cross-channel direct marketing – where campaigns are coordinated and consistent across channels, rather than just executed in silos. Neolane also offers marketers the option of adding Marketing Resource Management (MRM) capabilities – thus providing one interface for marketers to handle planning, budgeting, physical and digital asset management, process automation and program measurement, in addition to cross-channel campaign management.

"Marketers are under increased pressure to be more accountable when it comes to defending, measuring and protecting marketing spend. With Neolane's cross-channel solution, we are empowering marketing teams with all the tools they need to generate ROI for their efforts," said Stephan Dietrich, president, Neolane, Inc. "Neolane's roots are in cross-channel marketing automation. We have the only platform that can transcend organizational silos and simplify the management of coordinated, consistent and highly personalized cross-channel campaigns."

Easing the Transition from Multi-Channel to True Cross-Channel Marketing
Traditionally, legacy marketing software has not supported all marketing channels, or been able to provide a single, one code-based interface for campaign management, analytics and MRM. Therefore, over time, many marketing organizations have created a patchwork of technology – a Frankenstein monster. The Frankenstein lurches along clumsily until it becomes overwhelmed and collapses.

"Neolane's new Cross-Channel Marketing Optimization solution will provide significant advantages for our direct marketing campaigns, ensuring we can provide our clients with a single, consolidated view of each of their customer interaction so they can gain better insight into campaign tracking and performance," said Alon Doron, president of Image Direct. "Neolane will easily integrate with our existing database systems, creating one platform from which all marketing initiatives are driven in order to execute more targeted, effective campaigns."

The new Neolane v5 platform was created from the ground up to support the notion of cross-channel marketing, allowing companies to design and orchestrate targeted, relevant, personalized and event-triggered campaigns across direct mail, email, SMS, MMS, fax, Web, telephone and more. With one up-to-date system of record for customer and prospect data, marketers can create a closed-loop approach to communications using marketing automation technology that actively manages campaign progression every step of the way – and across each channel. New features for optimizing cross-channel campaigns include:

• Marketing Resource Dashboard – An appealing and easy-to-manipulate GUI allows teams to visualize and manage all stages of a campaign from previewing creative and facilitating collaborative planning processes, to tracking responses and making changes on-the-fly to improve results.
• Predictive Modeling – Users can easily set up specific rules for how their existing data is analyzed such as limiting population size, staying within a certain budget or maximizing profit. Additionally, marketers can develop and use statistical scores to better target customers and identify those with the highest propensity to buy. This modeling capability allows marketers to visualize estimated campaign performance and make informed decisions about segmentations and execution.
• Automated Reports – New out-of-the-box ROI reports are designed to measure and automatically track program effectiveness using key performance indicators (KPI).
• Enhanced Email Deliverability – Additional automated tools include email deliverability reports that generate an in-box rendering so marketers can see how an email appears using different ISPs, and adjust creative accordingly for better response.
• Transactional Message Processing - Neolane helps marketers unify all outbound communications by coordinating marketing campaign messages with transactional content such as notifications, account alerts and statements, in order to provide a consistent brand identity and maximize cross- and up-sell opportunities.

Neolane's Cross-Channel Marketing Optimization solution is available immediately.

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