SOURCE: Neolane, Inc.

December 11, 2007 17:30 ET

Neolane and Packard Bell Win NCDM Database Excellence Award for Multichannel Marketing Achievements

The DMA and DIRECT Magazine Recognize Packard Bell's Use of Neolane's Enterprise Marketing Platform to Drive Better Customer Relationships

LAS VEGAS, NV--(Marketwire - December 11, 2007) - NCDM 2007 Conference & Exhibition (booth #306) -- Neolane, Inc., the software company for new-generation marketing, today announced it was selected as a Bronze winner in the NCDM Database Excellence Awards competition in recognition of its work with Packard Bell to enhance its multichannel marketing efforts. Presented annually by the Direct Marketing Association (DMA) and DIRECT magazine, the NCDM Database Excellence Awards honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases. Winners were honored in a ceremony held at the NCDM 2007 Conference & Exhibition earlier today in Las Vegas.

Multichannel Excellence: Packard Bell Strengthens Brand and Inspires Repeat Purchases

When Packard Bell teamed up with Neolane, they had several business objectives in mind. Specifically, they sought to forge direct relationships with indirect customers; send targeted customer communications that inspired repeat business; and execute consistent, highly targeted and personalized campaigns.

To put the challenge in perspective, each month, Packard Bell plans and executes 750 to 1,000 marketing campaigns in eight languages, targeting an average of less than 200 recipients per campaign out of a database of close to 1,500,000 active addresses. Many communications are event-triggered: A thank-you email message the day after the purchase; a sales proposal three months after the activation of a software trial; or a memory upgrade offer 18 months after a PC purchase. Other communications are scheduled independently, such as new product launches, seasonal offers or sales.

To achieve its business objectives, Packard Bell relies on the Neolane solution to capture new customer information. In fact, Packard Bell has been able to identify 33 percent of its new retail customers -- up from virtually zero pre-Neolane. Then Neolane helps store that information in an accessible, centralized database for marketers to reference. Finally, Neolane enables Packard Bell's marketing teams, located in various countries, to perform segmentations and extractions according to numerous criteria including purchase date, product type and serial number, warranty expiration date and reactions to previous messages (past behavioral data). Average customer value is also up 50 percent as repeat business driven by personalized campaigns grows. Neolane has helped make it simple for Packard Bell to manage large, complex marketing campaigns and also automate the ideal and most valuable customer journeys.

"Packard Bell's deployment of Neolane's enterprise marketing platform is a tremendous case study that demonstrates the value of highly coordinated, personalized marketing efforts in high-volume, global marketing environments," said Patrick McHugh, executive vice president of North American Operations, Neolane. "We are honored to be recognized by the DMA and DIRECT magazine for the value our technology brings to enterprise-level multichannel marketing initiatives."

About NCDM Database Excellence Awards

Presented annually by the Direct Marketing Association (DMA) and DIRECT magazine, the NCDM Database Excellence Awards honor organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases. The 2007 awards were presented in four categories: Analytics and Modeling Applications, Technological Applications, Multichannel Marketing, and Business-to-Business Marketing. In addition, a Platinum Award is presented to what is selected as the "Best of the Best" of all of the year's entries.

About NCDM

Co-sponsored by DIRECT magazine and the Direct Marketing Association (DMA), the National Center for Database Marketing (NCDM) Conference is dedicated exclusively to the database marketing community. NCDM is held once a year and brings marketing and technology decision makers together to find practical approaches to today's direct marketing challenges using customer data and technology. To register for NCDM 2007 or for additional information, please visit

About Neolane

Neolane drives marketing that delivers, with the only enterprise marketing software that enables companies to integrate emerging technologies such as mobile with traditional channels. Neolane provides a single, open platform encompassing all the essentials for managing campaigns, leads, dynamic content, marketing resources, customer data and analytics. More than 100 of the world's most innovative marketers including Accor Hotels, EMI Music, Sephora and Virgin Megastores use Neolane to improve effectiveness and drive revenue via cross-channel, personalized marketing. Visit

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