Adobe has announced the completion of its acquisition of cross-channel campaign management technology, Neolane.

Neolane integrates online and offline marketing data from across an enterprise – performing audience segmentation and delivering marketing messages across channels. This enables marketers to deliver consistent customer experiences, personalised campaigns and increased ROI.

Neolane will become the sixth solution in the Adobe Marketing Cloud, complementing the existing analytics, target, social, experience manager and media optimizer offerings.

Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business said: “With the completion of the Neolane acquisition, Adobe’s lead in digital marketing is extended further, bringing critical crosschannel campaign management capabilities to the Adobe Marketing Cloud.

 “What’s most exciting is the enthusiasm we’ve heard from marketers who have been asking for a comprehensive solution that makes their day-to-day work easier and more effective.”