Offer Optimisation Becomes a Reality: Aberdeen Group Reveals Combination of Technology and Customer Analytics as Keys to Improving Marketing Performance

• Monday, 16 November 2009

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-New Benchmark Report Highlights the Technologies and Processes Marketers Need to Show Significant ROI; Neolane to Offer Complimentary Access to the Report for a Limited Time-

TWICKENHAM, UK and NEWTON, Mass., USA: – November 16, 2009 – Today’s enterprise marketers have the unenviable task of attempting to improve marketing effectiveness within their organisations while staying within the parameters of their existing budgets. A new study published by Aberdeen, a Harte-Hanks Company (NYSE:HHS), discusses how offer optimisation can help marketers achieve significant marketing return on investment (ROMI) through customer analytics. Enterprise marketing software provider Neolane sponsored the report.

Due to a lack of effectiveness related to traditional marketing campaigns, many companies are starting to invest in technologies and resources that enable offer optimisation. The Aberdeen report, “Offer Optimization: Using Customer Analytics to Improve Marketing Performance,” (1) highlights how Best-in-Class companies are capturing and analysing data to help realise significant benefits like customer acquisition, cross-sell/up-sell effectiveness and customer retention, while working towards achieving significant ROMI and improved marketing performance. For a limited time, Neolane is making the report available on a complimentary basis at http://www.aberdeen.com/link/sponsor.asp?spid=30411016&cid=6...

“In our studies, we found that ROMI emerged as the top pressure compelling Best-in-Class companies to invest in technologies like marketing automation software, that enables offer optimisation,” said Jeff Zabin, research fellow, customer management technology group at Aberdeen. “It’s this overwhelming pressure that speaks to the need for marketers to move beyond traditional marketing tactics and harness the power of customer data to interact and transact with both existing and prospective customers across multiple touch points in the most effective ways possible.”

The report offers a roadmap for marketers, identifying the best technologies, analytics capabilities and business processes to help marketers work towards making offer optimisation a reality. According to the report, one of the five key characteristics Best-in-Class companies shared was in selecting and deploying technology. Specifically, marketing automation software is viewed as one of the most essential technologies in helping marketers use and analyse customer data in the most effective way possible. The most valuable marketing automation software uses the best tools to help marketers analyse customer intelligence to design the most effective and personalised, cross-channel campaigns.

Neolane’s Cross-Channel Marketing Optimisation solution enables marketers to plan, create, execute and measure campaigns in a consistent, highly-coordinated manner while improving campaign effectiveness at all stages of the customer lifecycle spanning email, contact center, Web sites, direct mail and mobile communications. Neolane recently announced the availability of Neolane Interaction™, a new application available as part of its Cross-Channel Marketing Optimisation solution that is specifically designed to help marketers unify inbound and outbound offers. During inbound contact via the Web, contact center or at the point of sale, Neolane Interaction is able to recommend offers in real-time over any channel, or as timely follow-ups via outbound channels such as email, direct, call center and mobile. It enables personalised, relevant and consistent customer conversations at every interaction and allows organisations to customise offers, including up-sell and cross-sell offers.

“B2C marketers are continuously looking for ways to prove marketing effectiveness and ROI, which is becoming increasingly difficult in today’s challenging and dynamic environment. This Aberdeen report supports Neolane’s views on the market and commitment to empowering marketers through technology as they work to improve customer loyalty and establish the skill sets required to become Best-in-Class,” said Stephan Dietrich, president, Neolane, Inc. “We work closely with our customers to provide them with the database that enables them to leverage their valuable customer data to create a single view of declared and inferred behavior across channels to help them execute highly personalised campaigns and customised offers and increase revenue-generating potential.”

(1) “Offer Optimization: Using Customer Analytics to Improve Marketing Performance,” by Jeff Zabin, Aberdeen Group (October 2009)

About Neolane

Neolane provides the only enterprise marketing software
specifically designed to manage, automate and optimise programs across traditional and emerging channels including direct mail, email and mobile. With Neolane’s cross-channel marketing and lead management
solutions, marketers can manage campaigns, resources, customer data and analytics from a single platform to dramatically improve effectiveness and ROI. Built by marketers for marketers, Neolane is used by more than 170 of the world’s leading companies including Accor Hotels, Alcatel-Lucent, Orange and Sephora. Visit www.neolane.com.

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Media Contacts:

United Kingdom
Derek Harris
Harris Communications(For Neolane)
Ph: +44(0) 1395 516613
Email: derek@harriscomms.com

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