January 22, 2013
Conversational marketing technology provider Neolane today announced a new version of its marketing analytics technology. Neolane Marketing Analytics allows marketers to have a better understanding of their customers’ behavior across channels, execute fine-tuned marketing actions based on this knowledge and monitor the efficiency of marketing campaigns.
The enhanced analytics capabilities deliver exceptional ease-of-use, empowering marketers to optimize, execute and monitor their own campaigns without requiring a Data Scientist or employing additional help from IT departments. This will help marketers better leverage Big Data and use that information to create efficient digital marketing campaigns. Neolane Marketing Analytics allows marketers to extract actionable insight from the raw data, perform intelligent targeting, optimize campaigns in real-time and create meaningful reports.
Neolane Marketing Analytics is a key option of the Neolane conversational marketing platform. Neolane provides a wide range of capabilities to help marketers leverage data and enable efficient marketing. The capabilities are organized around three main steps required for a campaign: understand, execute and monitor.
“CMOs are under tremendous pressure to be more accountable, measure marketing performance and optimize the marketing mix,” noted Kimberly Collins, research vice president, Gartner, Inc. in a February 2012 report, “A Marketing Analytics Framework for CMOs.” “They need instant access to information and insight to make more informed decisions, strategically plan and measure return on marketing investments. CMOs require insights into both marketing execution and marketing operations.
Consumers are demanding more from brands and marketers who need to respond with more personalization, marketing accuracy and real-time information. To further empower direct and digital marketers, cross-channel marketing platforms must provide a user-friendly marketing data analysis environment able to handle Big Data. As such, Neolane recognized marketers needed these functions and expanded its marketing analytics capabilities by providing a user-friendly analytics technology. It also simplifies analysis and reporting through drag-and-drop functionality and highly graphical interfaces.
“With Neolane Marketing Analytics, we are offering unique data analysis features for marketers to address the emergence of Big Data and have a better understanding of their customers’ behavior,” stated Stephane Dehoche, president and CEO, Neolane. “Most of our clients have dramatically increased their productivity and are now measuring their customers’ reactions in real-time. Marketers are therefore empowered to effectively use data and deliver personalized cross-channel experiences.”