Neolane & IBM help boost marketing effectiveness
Enterprise marketing software provider Neolane is to integrate IBM's DB2 database software into its marketing automation platform, as well as using IBM's InfoSphere Master Data Management (MDM) Server to help marketers with both the relevance and quality of their campaign data.
As marketing spend remains under intense scrutiny worldwide, the two companies have begun working together to help marketers achieve a better understanding of their customer databases and to better manage and automate their customer communications.
Through the InfoSphere Warehouse infrastructure, Neolane's platform aims to help marketers understand their customers' needs more accurately, and be able to capitalise on new opportunities highlighted by better customer intelligence.
"IBM and Neolane have complementary solutions that enable marketers to maximise the use of core data on customers, locations, products and accounts while ensuring that data is updated and synchronised across channels in real-time," explained Rob Thomas, vice president of information management for IBM, who feels that the new solution will help marketers turn unwieldy amounts of customer data into more effective marketing campaigns, resulting in more valuable and longer-term customer relationships.
The new Cross-Channel Direct Marketing and Lead Management Optimisation solutions comprise a web-based platform that centrally manages direct marketing campaigns, leads, resources, customer data and analytics. The platform was designed to handle the full range of both traditional and emerging channels including mobile (i.e. SMS and MMS).
Among the features offered, the platform was designed to:
- Ensure coherence and real-time synchronisation of customer data across multiple sources;
- Consume and/or publish customer data to provide a single customer view and to drive unified marketing programmes across multiple channels;
- Enable real-time, event-driven or scheduled customer communications;
- Provide geographic segmentation and targeting, as well as up-selling, cross-selling and product bundling opportunities.