For existing customers of Adobe, this has become a whole lot easier from today. With the announcement that Adobe is to acquire Marketing Automation leader, Neolane for $600 million in an all-cash transaction, real meat has been added to the Adobe marketing automation bone. Forming part of the Adobe Marketing Cloud, integration plans will begin from today with the transaction expected to close in Q3 2013. Marketers may not realize it yet, but the only way that they can deliver on their customers expectations is to begin investing not just spending. And a core part of this investment through 2015 is to establish scalable marketing platforms, that deliver right time insight, robust analytics and cross-channel capabilities. What this means for Adobe. Powerful segmentation, cross-channel segmentation augments the Adobe Marketing Cloud. The consumer master data record was one of the major benefits of the Neolane platform.