Using the SPSS Clementine (now IBM SPSS Modeler, following a 2009 acquisition) statistic modeling solution, Sephora was able to run “predictive” algorithms on top of Neolane’s open architecture to run analysis on channel-specific campaigns, such as direct mail, email and SMS. Because Neolane is connected to the “customer record,” or CRM data, it’s also able to measure customer interactions that happened at the point of sale in-store, on the Web or even in the call center and loop that back to needed actions through marketing campaign management.
Using SPSS with Neolane, Sephora was able to double campaign response rates and reduce its overall campaign-analysis time by five days. Overall, the company reached 70% in productivity gains when creating and executing direct-mail campaigns using Neolane and SPSS.
Adobe, Vittal said, gave marketers access to the content supply chain, but needed a way to bring that content to life. Neolane essentially “ties together CRM, transactional databases and loyalty platforms to bring to the table ways to access and use that data,” Vittal said. “In addition, it also brings you the ability to communicate [and] execute campaigns in real time or in batch.”
The goal? To help campaign managers and marketers organize their data, create an accurate view of the customer based on data from multiple channels and, ultimately, use that insight to segment customers further and present communications in the form of messages, offers, services and information.
Adobe, which through its Marketing Cloud already supports social marketing, display and search-media optimization, analytics and landing-page optimization, “needed the [cross-channel campaign] management that is necessary at an enterprise level,” wrote Paul Greenberg, CRM analyst and president of The 56 Group, for ZDNet.