Adobe announced yesterday that it has agreed to acquire Neolane, a Paris-based marketing software company with its U.S. headquarters in Newton, for $600 million in cash.

“The acquisition of Neolane brings critical cross-channel campaign management capabilities to the Adobe Marketing Cloud,” said Brad Rencher, SVP of Adobe’s Digital Marketing business, in a release. “Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process.”

Neolane’s software attempts to track and measure enterprises’ marketing efforts across both online and offline channels. Earlier this week, for instance, the MFA announced that it had selected Neolane to track its marketing campaigns. The company claims 400+ companies globally.

This kind of cross-platform marketing analytics is a hot area, as Localytics‘ Brian Suthoff pointed out by email. “In just three years – and mostly just in 2013 – almost $4.5 billion was spent acquiring marketing automation and campaign management companies, validating the burgeoning value of analytics-based customer engagement,” said Suthoff. “Today, more people have phones and tablets than PCs, and the most valuable mobile engagement is happening in apps. Marketing spend will migrate to where the customers are, so keep your eye on the emerging mobile channels as next critical evolution. As we look ahead, the next critical campaign channel will be realized through this omni-present and ultra-personal channel.”

Neolane saw $58 million in revenue in 2012, according to the BBJ, and has around 80 employees out in Newton.