Adobe Systems Incorporated announced the completion of its acquisition of privately held Neolane, a leader in cross-channel campaign management technology. Neolane integrates online and offline marketing data from across an enterprise - performing robust audience segmentation and delivering marketing messages across channels. It offers a best-in-class platform for sophisticated automation and execution of campaigns across the Web, email, social, mobile, call center, direct mail and point of sale (POS). This enables marketers to deliver consistent customer experiences, personalized campaigns and increased ROI.
"With the completion of the Neolane acquisition, Adobe's lead in digital marketing is extended further, bringing critical cross-channel campaign management capabilities to the Adobe Marketing Cloud," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing business. "What's most exciting is the enthusiasm we've heard from marketers who have been asking for a comprehensive solution that makes their day-to-day work easier and more effective."
"The Adobe and Neolane combination will provide brands with the complete digital marketing platform they have been looking for. As a current client of both Adobe and Neolane, we were thrilled to learn that these two forces were joining together," said Bates (Tres) Belk, marketing director, Advance Digital. "We're confident that this will help us deliver the most outstanding customer experiences and provide our team with a single platform to manage the entire marketing process."
"At Nespresso, Neolane is the platform to manage our cross-channel campaigns, from master customer data to campaign execution. Additionally, both our creative and analytics are managed using Adobe solutions," said Didier Richer, head of CRM, Nespresso. "With the acquisition of Neolane by Adobe, two companies with a strong digital DNA, Nespresso sees an excellent opportunity to connect its creative and customer knowledge in one single end-to-end marketing platform."
"As a strategic partner of both Adobe and Neolane, we see this acquisition as a natural fit and our existing relationships with them will undoubtedly strengthen as they integrate their capabilities," said Bryan Kennedy, CEO of Epsilon. "With Adobe's expertise in digital marketing and Neolane's proficiency in cross-channel campaign management, we can drive end-to-end authentic brand experiences and build greater customer engagement for our clients."
Neolane will become the sixth solution in the Adobe Marketing Cloud, complementing the existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings. This creates an unparalleled platform for delivering rich, personalized experiences to consumers across channels and devices, and giving a unified view of the customer to marketers. The Adobe Marketing Cloud enables marketers to drive what once were incredibly complex campaigns - delivering marketing ROI that is highly measureable.