Blog Post:When Adobe announced its intent to acquire Paris-based Neolane in June, Gleanster Research analyst Ian Michaels wrote, "… it's really what's under the hood that counts, and Adobe just bought a Ferrari." This week, we finally brought our Ferrari home. Welcome Neolane! Adobe has done a great job building a world-class Marketing Cloud platform with our five solutions: Analytics, Target, Social, Experience Manager, and Media Optimizer—but we understood that marketers needed something more. They needed help delivering highly personal experiences across any channel and device within milliseconds. They needed help answering their CEO when asked, "How is our marketing budget paying off?" In addition, they needed help managing the sophisticated automation and execution of thousands of campaigns a year across web, email, social, mobile, call center, direct mail, point of sale (POS), and other emerging channels. Enter Neolane, with one, unified cross-channel campaign management tool to the rescue. As our sixth Marketing Cloud solution, Neolane technology will become an integrated part of all other solutions, aggregating data from the other five and making it actionable across any channel. We believe this creates the most powerful Marketing Cloud in the industry for delivering rich, personalized experiences to consumers across channels and devices, and in giving one unified view to marketers—not to mention more answers around highly measurable marketing returns. Many customers already rely on both Adobe and Neolane, and I look forward enabling them to further benefit from our united technologies. In recent weeks, I've had opportunity to know the Neolane founders and EMEA team a bit better, and I can honestly say that we couldn't have chosen a better group of humans to do business with. Adobe has strong start-up roots, with a long history of combining organic innovation with key acquisitions to deliver the most robust set of solutions for digital marketers today. We've been at this a long time, beginning with Omniture in 2009 and followed by Day Software in 2010, Demdex and Auditude in 2011, and Efficient Frontier in 2012. And with each acquisition, our focus on integrating both technology and culture alike into Adobe's family is key to the long-term success and richness of our customer offerings. There is considerable synergy with Neolane, and I look forward to helping build impact for our customers with the EMEA and global teams. Adobe's SVP and GM of Digital Marketing, Brad Rencher, shared some great thoughts on this Neolane acquisition from Adobe's own partners and customers. Be sure to check them out. I'm so proud of all we've accomplished thus far, and look forward to providing more updates on our Digital Marketing plans, challenges and successes in the months to come. Stay tuned. @mrzablan

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Author: Date Created:24 July 2013 Date Published: Headline:Adobe & Neolane: Under the Hood Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/07/53.png

When Adobe announced its intent to acquire Paris-based Neolane in June, Gleanster Research ana­lyst Ian Michaels wrote, “… it’s really what’s under the hood that counts, and Adobe just bought a Fer­rari.” This week, we finally brought our Fer­rari home. Wel­come Neolane!

Adobe has done a great job build­ing a world-class Mar­ket­ing Cloud plat­form with our five solu­tions: Ana­lyt­ics, Tar­get, Social, Expe­ri­ence Man­ager, and Media Opti­mizer—but we under­stood that mar­keters needed some­thing more. They needed help deliv­er­ing highly per­sonal expe­ri­ences across any chan­nel and device within mil­lisec­onds. They needed help answer­ing their CEO when asked, “How is our mar­ket­ing bud­get pay­ing off?” In addi­tion, they needed help man­ag­ing the sophis­ti­cated automa­tion and exe­cu­tion of thou­sands of cam­paigns a year across web, email, social, mobile, call cen­ter, direct mail, point of sale (POS), and other emerg­ing channels.

Enter Neolane, with one, uni­fied cross-channel cam­paign man­age­ment tool to the rescue.

As our sixth Mar­ket­ing Cloud solu­tion, Neolane tech­nol­ogy will become an inte­grated part of all other solu­tions, aggre­gat­ing data from the other five and mak­ing it action­able across any chan­nel. We believe this cre­ates the most pow­er­ful Mar­ket­ing Cloud in the indus­try for deliv­er­ing rich, per­son­al­ized expe­ri­ences to con­sumers across chan­nels and devices, and in giv­ing one uni­fied view to marketers—not to men­tion more answers around highly mea­sur­able mar­ket­ing returns. Many cus­tomers already rely on both Adobe and Neolane, and I look for­ward enabling them to fur­ther ben­e­fit from our united technologies.

In recent weeks, I’ve had oppor­tu­nity to know the Neolane founders and EMEA team a bit bet­ter, and I can hon­estly say that we couldn’t have cho­sen a bet­ter group of humans to do busi­ness with. Adobe has strong start-up roots, with a long his­tory of com­bin­ing organic inno­va­tion with key acqui­si­tions to deliver the most robust set of solu­tions for dig­i­tal mar­keters today. We’ve been at this a long time, begin­ning with Omni­ture in 2009 and fol­lowed by Day Soft­ware in 2010, Demdex and Audi­tude in 2011, and Effi­cient Fron­tier in 2012. And with each acqui­si­tion, our focus on inte­grat­ing both tech­nol­ogy and cul­ture alike into Adobe’s fam­ily is key to the long-term suc­cess and rich­ness of our cus­tomer offer­ings. There is con­sid­er­able syn­ergy with Neolane, and I look for­ward to help­ing build impact for our cus­tomers with the EMEA and global teams.

Adobe’s SVP and GM of Dig­i­tal Mar­ket­ing, Brad Rencher, shared some great thoughts on this Neolane acqui­si­tion from Adobe’s own part­ners and cus­tomers. Be sure to check them out.

I’m so proud of all we’ve accom­plished thus far, and look for­ward to pro­vid­ing more updates on our Dig­i­tal Mar­ket­ing plans, chal­lenges and suc­cesses in the months to come. Stay tuned. @mrzablan

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