Adobe & Neolane: Under the Hood

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