Newton, MA
June 15, 2011

Macmillan Pens Deal with Neolane for Cross-Channel Marketing Campaign Management

Publisher Turns to Neolane’s Conversational Marketing Technology to Create a Unified Solution that Leads to More Personalized, Effective Customer Engagement

Conversational marketing technology provider Neolane, Inc. today announced details of its agreement with Macmillan, a global publisher of books, textbooks, and digital content and services. Neolane was selected by the publisher's North American subsidiary to streamline marketing operations and improve overall campaign effectiveness across its divisions. By creating a single marketing view of the customer, Macmillan is able to improve personalization and ensure consistent, relevant messaging across multiple channels to positively influence lifetime customer loyalty and engagement.

Macmillan selected Neolane for ease-of-integration with existing technology infrastructure. Neolane's highly intuitive drag-and-drop interface improves marketer agility and creates greater efficiencies around campaign planning, executing, management and measurement. Macmillan primarily relies on email and social channels to communicate with customers and plans to expand to other channels such as mobile using Neolane to better communicate with customers based on established preferences and purchase behavior.

"The publishing industry continues to undergo a dramatic transformation, influenced by emerging technologies, evolving retail landscape, and changes in the way individuals engage with media and consume information. Our approach to marketing needed to undergo a similar transformation," said Michael Harbolt, vice president, digital markets, Macmillan. "Neolane is providing us with a better solution to consolidate our marketing and CRM investments that not only enables us to streamline operations and become more efficient, but also gain a richer, more complete view of our customers that will improve overall marketing effectiveness, subscriber volume and data quality."

The Macmillan team will quickly recognize the productivity and efficiency benefits of greater automation and working within a single, centralized marketing database. With Neolane's conversational marketing technology, the publisher can now engage in more consistent, dynamic one-to-one relationships with customers regardless of channel – inbound or outbound - resulting in stronger brand recognition, positive customer experience and greater ROI. Additionally, better targeting and segmentation will translate into more engaged and loyal customers over the long term.

"Neolane has strong experience working within industries where increasing reliance on digital technologies is impacting how companies manage and influence customer relationships. Macmillan is a tremendous example of a company that is embracing new marketing technologies to ensure it continues to build valuable lifetime customer relationships,” said Stephan Dietrich, president, Neolane, Inc. “We are a dedicated partner that will work closely with Macmillan to ensure the publisher is adopting new best practices enabled by our technology that will maximize the value of every customer touch point to create a well-rounded experience that maps toward ROI and marketing operations goals.”

About Macmillan Publishing Group
Macmillan in the US is a group of publishing companies in the United States held by Verlagsgruppe Georg von Holtzbrinck, which is based in Stuttgart, Germany. Our American publishers include Farrar Straus and Giroux, Henry Holt & Company, W.H. Freeman and Worth Publishers, Palgrave Macmillan, Bedford/St. Martin’s, Picador, Roaring Brook Press, St. Martins Press, Tor Books, and Bedford Freeman & Worth Publishing Group. For information on these companies, please visit http://us.macmillan.com

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