Neolane revamps marketing analytics tool

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Conversational marketing technology provider Neolane has launched the latest version of its marketing analytics technology. 

The tool delivers customer insight to help marketers monitor the efficiency of campaigns and take action accordingly. The newest release brings enhanced analytics capabilities for better analysis of Big Data – enabling marketers to optimise targeted campaigns in real-time and create reports.

Orgaqnisaed around three main steps – understand, execute and monitor – marketers can gain insight into their customers’ needs to segment and target campaigns with performance then measured using graphical, interactive and personalised dashboards.

Stephane Dehoche, president and CEO at Neolane, said: “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’ behaviour.

“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 personalised cross-channel experiences.”

Neolane points to Gartner’s recent report A Marketing Analytics Framework for CMOs to support the revised release.

Author of the report Kimberly Collins said: “CMOs are under tremendous pressure to be more accountable, measure marketing performance and optimise the marketing mix. 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.”

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