Adobe acquired Neolane in July 2013 and later re-named the product Adobe Campaign. Adobe Campaign provides both marketing automation and marketing resource management functionality such as spend & financial management, workflow, and asset management.
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BlueConic
Score 9.4 out of 10
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BlueConic, the a pure-play customer data platform, designed to liberate companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. The vendor states over 300 companies use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer…
Multi-Channel Campaign Management: I have found Adobe Campaign to be excellent for managing campaigns across multiple channels, including email, mobile, social media, and web. Its centralized platform allows me to plan, execute, and track campaigns effectively, making it ideal for organizations with diverse marketing channels. For example, when I was running a campaign to promote a new product launch across email, SMS, and social media channels, Adobe Campaign provided me with the tools to orchestrate and track the campaign seamlessly. I could ensure consistent messaging and a cohesive customer experience across different channels.
Where you are looking for agility and product placement - this is a great product. We were able to move $750k in product in a month due to the pure agility in offering more targetted discounts to users at the right moment. If you use the software correctly - this is like giving your core website experience steriods to offer users the right products at the right time. This shouldn't, however, replace comprehensive funnel testing. Think of it more like hyper offer-management service
It allows me to capture leads through various sources, such as website forms or landing pages.
It offers a centralized repository where I can securely store and manage customer data, encompassing contact information, preferences, transaction records, and additional relevant data.
It provides robust analytics and reporting capabilities.
BlueConic's technology and interface is second to none. They excel at taking potentially difficult tasks and making them easy for users to accomplish without having to stretch the platform's limits or reach out to customer support.
The way BlueConic integrates with websites almost seems like magic; by placing a single tag you're able to track almost everything and deploy website personalization.
BlueConic releases frequent updates to the platform, like new integrations to other platforms and different tools for tracking data.
Adobe Campaign does not have a high enough sales intelligence to let us know which landing page format would be the most optimal for the proper development of our mass marketing operations, which in the long run would also help with customer collection.
Does not directly track the number of people who enter our website, beyond sending them automated messages depending on whether they entered a certain section of the site. This problem is important, because it does not allow us to get complete tracking results in that area.
The platform does not do social media marketing extensively enough to let us create dynamic evaluations on the results of interactions that are obtained within social networks, which creates a huge margin of error in our analytical results messages, and so we have stopped applying social marketing.
They should have the ability to port data beyond O&O properties. This is likely more complex than I make it seem, but a deal w/ a DMP to be able to do so would likely solve the issue.
Could have some more "out of the box" APIs.
WOuld be great if they had in-house consultants that could come and help set-up best practices with your other existing partnerships (this would be a HUGE ask though; places like Salesforce charge thousands for such services).
Once you go for Neolane you are a bit stuck with it, so we will most likely stay with Neolane. Cost of investment and training are the main factors at work here. We havesimply have invested too much in the product to stop using it after 2 years. That said, my score of 8 does not imply that the product is worthy of getting an 8 but reflects our willingness to renew. Given that upgrading to a new version will cost again a substantial sum, we most likely will keep using the current version we are on which is 6X.
Thanks to this tool we are taking more internal control of the creation and deployment of campaigns with less dependency on an ESP. We can pre-program marketing publications, being able to concentrate on the target audience. It helps me manage email campaigns with real-time tracking.
Although there is a lot of material available on the internet to answer questions, I still feel a lack of commitment and delay in the responses of the support, but as a whole, it leaves nothing to be desired. I believe that, in the great majority, companies sin in the desired support, but we cannot generalize. But this one, in particular, has a wide range of specialists and well-qualified management, but I believe that it is not so bad.
As we tried to centralise the marketing automation platform within the enterprise, Adobe Campaign can plug into several instances of Salesforce.com for lead management queues. All other marketing automation platforms can only plug into one instance of Salesforce.com. Adobe Campaign was also able to handle the complexity and challenges of our enterprise data which are a result of years of legacy, mergers and acquisitions and data aggregation.
BlueConic is more lightweight and allows for more unique experiences at the same time. Again - this isn't meant to perfect the core UX of your site, but sit on top to deliver unique experiences to control offer management and close rates.
Not everything was great at all times. It was handled accordingly, pricing was reasonable for what was purchased. It was the best value on the market at the time of purchase.
Talking about profits can be subjective if you don't take into account the periodic variations between net and gross profit margins, but fortunately with Adobe Campaign, it is easy to notice these differences quickly.
Results have always seemed relative to us, as they vary greatly depending on how much is invested.
