Neolane extends marketing automation platform

Neolane has announced the launch of Neolane Interaction, Neolane Distributed Marketing and Neolane Campaign Optimisation as new options for its marketing automation platform.

These options are designed to help improve loyalty and create revenue opportunities by unifying inbound and outbound communications; driving meaningful conversations; and presenting timely, relevant offers across channels.

Based on Neolane's v5.1 platform, the three new options complement the capabilities of the company's cross-channel marketing optimisation solution, which enables marketers to plan, create, execute and measure cross-channel campaigns in a consistent, coordinated manner.

New functionality is aimed at improving the effectiveness of cross-channel marketing campaigns at all stages of the customer lifecycle spanning email, contact centre, websites, direct mail and mobile communications.

Neolane Interaction enables marketers to unify inbound and outbound offers as part of a comprehensive bi-directional cross-channel marketing strategy.

It enables personalised, relevant and consistent customer conversations at every interaction.

During inbound contact via the web, contact centre or at the point of sale, Neolane Interaction is able to recommend offers in real-time over that channel, or as timely follow-ups via outbound channels such as email, direct, call centre and mobile.

Personalisation is achieved through analysis of Neolane's single customer view of declared and inferred behaviour across channels, and allows organisations to customise offers, including up-sell and cross-sell offers, based on the most recent customer interactions whether initiated by the consumer or the company.

Neolane Distributed Marketing facilitates collaboration between central marketing departments, regional offices or points of sale that need to brand campaigns to better resonate with local audiences.

Benefits of the Distributed Marketing solution include greater autonomy for local marketing operations, reduced costs and the sharing of best practices, while consistency of core elements is assured through the use of centralised resources.

This solution also provides the ability for marketers to measure ROI for localised campaigns.

Increasing numbers of channels and hyper-segmentation are leading to high volumes of campaigns, causing customers to be at risk of over-solicitation.

Using Neolane Campaign Optimisation, marketers can optimise contact frequency while identifying periods of under-contact to maximise response rates and cut through clutter.

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