We called this possibility in our annual predictions for 2012 and 2013. This is a great acquisition for Adobe and one that Lima Consulting Group supports. A 600 million dollars investment to acquire the market leader in cross-channel campaign management which allows Adobe to step forward in becoming the standard for how marketing is managed, measured and optimized.
LCG is eager to secure certifications and roll this into our product line-up and service offering.
Acquisition Brings Cross-Channel Campaign Management to Industry’s Most Comprehensive Offering for Marketers
SAN JOSE, Calif. – June 27, 2013 – Adobe Systems Incorporated (Nasdaq:ADBE) today announced it has entered into a definitive agreement to acquire privately held Neolane, a leader in cross-channel campaign management technology, headquartered in Paris, France, for approximately $600 million in cash.
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.
Neolane will become a 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.
The Neolane acquisition builds upon Adobe’s strategy of combining organic innovation with key acquisitions to deliver the most robust set of solutions for digital marketers today. This most recent acquisition complements other strategic digital marketing acquisitions, beginning with Omniture in 2009 and followed by Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).
“Neolane has more than 400 customers worldwide, many of whom are Adobe customers as well,” said Stéphane Dehoche, CEO and co-founder of Neolane. “Combining our capabilities into Adobe Marketing Cloud will open up a level of visibility that makes these marketers’ day-to-day work easier and more effective. Adobe has an incredible vision for the future of marketing along with a connection to the creative process that no other company can match. We’re ready to help take their market leadership to the next level.”
The combination of Adobe and Neolane will give customers richer customer profiles, greater activation of social and mobile data, better definition of highly valuable customer segments, and more sophisticated automation and execution platforms. Many customers already rely on both Adobe and Neolane and will benefit from further integration between the Adobe Marketing Cloud and Neolane’s cross-channel capabilities.
Neolane adds cross-channel campaign management technology to the Adobe Marketing Cloud. This is a critical addition to Adobe’s complete set of analytics, targeting, social, content management and media optimization solutions. Neolane will integrate with Adobe’s solutions to empower cross-channel and highly personalized campaign management across the web, email, social, mobile, point of sale, direct mail, call center and other emerging channels.
1 thought on “Our partner, Adobe, buys Neolane to extend the Digital Marketing Cloud”
You called it?!!! You wrote Adobe was going to buy Responsys. Nice prediction.