Embedded modelling for marketing automation

A new integration between a data mining platform and a marketing automation solution is providing “one click” predictive modelling. KXEN and Neolane have partnered to provide the predictive capability as part of a global technology alliance.

The data mining automation supplied by KXEN has been fully integrated into the Neolane marketing automation system. As a result, predictive functionality is now a single button within the workflow platform. Marketers will be able to apply data-driven models to both inbound and outbound communications across channels.

“Marketers no longer need previous data mining experience to access the power of predictive analytics in their campaigns, it is simply another element of the Neolane graphical marketing workflow,” says Stephane Dehoche, CEO, Neolane.

KXEN founder and CEO Roger Haddad says: “Organisations are increasingly viewing data mining as a vital tool in retaining and growing their customer base, something that is further underscored by the requirement from Neolane’s users.  KXEN’s unique position as supplier of readily-embeddable customer lifecycle analytics makes it ideal for Neolane requirements and the partnership takes us even further into our core market.”