Gartner 2013 - Multichannel Campaign Management (MCCM)

1. Page § 1 JASONBARGENT.COM COMPARING THEGARTNERMULTI-CHANNEL CAMPAIGN MANAGEMENTMAGIC QUADRANT BY GARTNER Jason BargentSales and Marketing LeaderMCCM VENDORS2013 vs 2012

2. Page § 2 JASONBARGENT.COM Mul7-‐Channel Campaign Management (MCCM) May 2012 Mul7-‐Channel Campaign Management (MCCM) May 2013 Multi-Channel Campaign ManagementGartner Quadrant - 2012 vs 2013Click to Download 2013 Gartner MCCM Report Click to Download 2012 Gartner MCCM Report

3. Page § 3 JASONBARGENT.COM 2013 MCCM - The Movers and Shakers(and those that stayed still or dropped)Mul7-‐Channel Campaign Management (MCCM) May 2013 Click to Download 2013 Gartner MCCM Report Mul7-‐Channel Campaign Management (MCCM) May 2012 Click to Download 2012 Gartner MCCM Report ` Leaders Visionaries Niche Challengers The Movers and Shakers Stagnant or Decline ü  Crowded and Mature Market ü  2 New Entrants (ExactTarget & Selligent) ü  Only 3 Vendors showed signiﬁcant movement (Adobe, Neolane & Infor) ü  No real movement in Leaders ü  Leaders need to innovate further and develop digital capabiliPes ü  Salesforce.com not present but will be in 2014 with acquisiPon of ExactTarget

4. Page § 4 JASONBARGENT.COM Vendor Summary – Cautions to Evaluate CloselyVendor Summary of Gartner 2013 MCCM Cau7ons Adobe Offline Channels & Capability (Call Centres, Direct Mail), User Interface, Support and focus towards agencies ClickSquared Low Mindshare for MCCM & Digital MarkePng, Momentum of growth is slowing as it moves to SaaS model ExactTarget E-‐mail centric base (60%), AcceleraPon needed for RealPme AnalyPcs and Next Best Offer, Long ImplementaPons IBM ReacPve customer support, Mid-‐Market will see Pghter compePPon, Need to demonstrate on-‐demand success To differen Poor B2C, Need to accelerate investment in social and mobile, UI, develop mindshare outside of base Marketo Slow customer support, roadmap for mobile & emerging digital, SPll not profitable despite 2012 plans to breakeven Neolane Workflow complexiPes, Accelerate digital markePng to differenPate, advanced analyPcs needs developing / partnering Oracle Eloqua So_ware bugs, Needs more support for complex & mulP-‐channel campaigns, poor direct mail, limited B2C focus, roadmap Oracle Siebel Digital, Mobile and Social capabiliPes need to grow, Delay in support & bug fixes, roadmap Pitney Bowes Flat growth in 2012, poor Mind Share from the market, integraPon across product range, no Call Centre or CRM integraPon Responsys E-‐mail centric base (70%), conservaPve vision & roadmap, maintenance outages, poor analyPcs & mobile markePng SAP Cost and value challenges, Poor UI, Strategy – must drive thought leadership to grow SAP with marketers SAS O_en chosen for advanced analyPcs rather than strengths in campaign management, poor Digital MarkePng strategy SDL Complexity in use, long Pmes to learn the placorm, poor support outside UK, focused towards MSP’s not marketers Selligent Advanced campaigns (predicPve analyPcs & real Pme offers), B2C focus, poor adopPon/support outside core industries Sitecore Heavy on customisaPons and back end developments, MS centric infrastructure, Offline channels (call centre & direct mail) Teradata Roadmap &investment in Digital MarkePng and Social, Dependency on classic channels (web, email), Support, poor B2B

5. Page § 5 JASONBARGENT.COM Gartner’s Observations – B2B or B2C focus?Vendor B2B B2C Comment Adobe Gartner made no comment of B2B or B2C focus ClickSquared X Consider for B2C mid-‐size wanPng SAAS ExactTarget X Acquired Pardot for B2B lead management IBM IBM will see increased pressure from mid-‐market B2C and B2B campaign management To diﬀeren X X Strengths in B2C service industries, mostly sells to B2B manufacturers Marketo Gartner made no comment of B2B or B2C focus Neolane X X Neolane conPnues to raise mindshare in B2B and B2C Oracle Eloqua X Oracle Eloqua has limited references for B2C Oracle Siebel Gartner made no comment of B2B or B2C focus Pitney Bowes X B2C for ﬁnancial services, telecommunicaPons and some retail clients Responsys X SaaS only, B2C campaign management -‐ email, social, mobile, web as primary channels SAP Gartner made no comment of B2B or B2C focus SAS Gartner made no comment of B2B or B2C focus SDL Gartner made no comment of B2B or B2C focus Selligent X B2C customer base and is skewed toward core industry clients only Sitecore Gartner made no comment of B2B or B2C focus Teradata X Consider Teradata if you are a large B2C seeking MRM in MCCM

6. Page § 6 JASONBARGENT.COM Strengths Cau7ons §  Digital marke7ng: Adobes MarkePng Cloud provides basic and advanced online capabiliPes in analyPcs and campaign management. The Adobe MarkePng Cloud provides analyPcs for real-‐Pme segmentaPon, customer scoring and opPmizaPon for digital channels, such as social, display, search video, email and mobile. §  Focus: In 2012, Adobe refined its digital markePng strategy and consolidated mulPple offerings into the Adobe MarkePng Cloud, which consists of five disPnct soluPons: Adobe AnalyPcs, Adobe Target, Adobe Experience Manager, Adobe Social and Adobe Media OpPmizer. The company simplified its pricing, packaging, SKUs and contracts. In the second quarter of 2013, Adobe released a new collaboraPon environment that makes it easier for markePng departments and agencies to collaborate on campaigns, share creaPve assets, and provide real-‐Pme updates on campaign progress. Dashboard roll-‐ups report on key performance indicators (KPIs) and campaign achievements. Adobe strengthened partnerships with SapientNitro, IPG Media Lab, Accenture, Deloike, WPP, Omnicom and Publicis Groupe (which includes Razorfish, DigitasLBi and Roseka). §  Road map: Adobe conPnues to integrate its five MarkePng Cloud soluPons and to improve the UI and user experience. For instance, in 2013, Adobe Experience Manager will focus on responsive design, such as "touch first" mobile UI authoring experiences, simplified authoring and content reuse through integraPon with the Adobe Digital Publishing Suite. Adobe will focus on "predicPve markePng" in areas such as analyPcs and social. For example, Adobe will introduce predicPve social publishing capabiliPes that help social marketers know when to publish social content based on when their audiences would most likely engage with it. §  Offline capability: Growing digital markePng placorms like Adobes must conPnue to integrate with offline campaign management funcPons, such as call centers and direct mail. §  User experience: A number of references menPoned the need for improvements in UI and overall usability. Some clients also menPoned the need for escalaPon of support for faster issue resoluPons. §  Adver7sing-‐centric: Adobes digital markePng capabiliPes are largely geared to adverPsers, agencies and publishers. Posi7on: Movement: Summary: Visionary Mover & Shaker -‐ Moved up since 2012 Adobe (Visionary) conPnues to develop its capabiliPes to assist companies and agencies in managing digital markePng budgets channels. Consider Adobe for Web analyPcs, Web content management (WCM) and addressable adverPsing. Adobe targets the publishing, media, retail, financial services, travel and high-‐tech industries.

7. Page § 7 JASONBARGENT.COM Strengths Cau7ons §  Advanced analy7cs: ClickSquared provides in-‐database analyPc scoring, including prebuilt industry-‐specific predicPve and descripPve models. §  Campaign func7ons: ClickSquared provides easy-‐to-‐use, accessible funcPons, such as a drag-‐and-‐drop campaign design interface, visual audience selecPon from within its business intelligence (BI) toolset, and the use of IBMs Netezza for quick, ad hoc query execuPon (fast counts). Other changes included extending integraPon to third-‐party email providers, giving access to distributed data to markePng teams and extending social engagement capabiliPes. §  Road map: Plans for 2013 include expansion in markePng resource management (MRM), content management and real-‐Pme interacPon. §  References: Many references cited data mining and flexibility as top strengths. §  Mind share: ClickSquareds visibility for MCCM and digital markePng remains low. §  Momentum: The company made the minimum requirement for new customers in 2012. It delayed more aggressive plans for 2012 such as offer management and response akribuPon metrics. §  Growth: Revenue and momentum slowed in 2012 as ClickSquareds legacy service business transiPons to SaaS MCCM. Posi7on: Movement: Summary: Niche Player Declined -‐ Moved down since 2012 ClickSquared (Niche Player) conPnues to transiPon from service-‐based to product-‐based MCCM. In 2012, ClickSquared packaged its offerings for industries such as sports, travel and financial services. Consider ClickSquared if you are a business-‐to-‐consumer (B2C) midsize organizaPon wanPng a so_ware as a service (SaaS) subscripPon model with a focus on digital channels (such as email, SMS and social).

8. Page § 8 JASONBARGENT.COM Strengths Cau7ons §  Revenue: ExactTarget reported $294 million in revenue in 2012. It has strong growth and is expanding its global footprint. §  Momentum: In 2012, ExactTarget acquired Pardot (for B2B lead management) and iGoDigital (Web personalizaPon).In the last 12 months, it launched MobileConnect and MobilePush (integrated push messaging), SocialPages (Facebook Pages app), Distributed Sending (distributed email sending) and AutomaPon Studio (mulPchannel campaign creaPon). §  Road map: Plans for 2013 include advanced content and offer management, mulPchannel playbooks to guide the creaPon of advanced mulPchannel campaigns, and more-‐advanced analyPcs reporPng. In addiPon, ExactTarget plans to partner with Visible Technologies for integraPon with ExactTargets SocialEngage product. ExactTarget will also launch its third-‐party applicaPon development framework and storefront, called HubExchange. §  References: References menPoned self-‐service, highly customizable offerings, third-‐party integraPon support and help when needed as the biggest strengths for ExactTarget. §  Email-‐centric: Most clients and references evaluate ExactTarget against other email providers, not MCCM or other emerging digital markePng placorms. §  Advanced analy7cs: ExactTarget needs to accelerate investment in online/offline real-‐Pme analyPcs, next-‐best-‐offer capability, and comprehensive akribuPon metrics across channels. §  Implementa7on: A few references menPoned implementaPon took longer than planned but acknowledged complex environments. Posi7on: Movement: Summary: Visionary New Entrant – New to 2013, did not appear in 2012 ExactTarget enters this years Magic Quadrant as a visionary with several new acquisiPons and rollouts for digital-‐markePng-‐focused MCCM. Clients can consider ExactTarget when a SaaS-‐only campaign management tool focusing on email, mobile, social and Web is needed, as well as when transacPonal messaging is needed. (acquired by SFDC in June 2013)

9. Page § 9 JASONBARGENT.COM Strengths Cau7ons §  Viability: IBM has a global reach, with $104 billion in revenue in 2012, making it one of the more viable vendors in this market. §  Digital-‐markePng-‐focused deployment opPon: Notable changes in 2012 included the release of IBM Cross-‐Channel MarkePng OpPmizaPon (no longer called Unica) that focused on real-‐Pme markePng, markePng performance management and usability. IBM MarkePng Center, a SaaS opPon, exploits Coremetrics and provides email and digital campaigns, site personalizaPon, tracking, and management. IBM purchased Tealeaf Technology for customer experience management and behavioral analysis. §  Road map: For 2013, IBM emphasizes real-‐Pme, email and digital markePng, and conPnued integraPon with the rest of the IBM porcolio. IBM will focus heavily on markePng performance opPmizaPon and full-‐response akribuPon management. (Some early components of these plans were originally released in 2012.) IBM seeks to broaden its focus from campaign execuPon to campaign planning and resource allocaPon. §  Breadth and integra7on: References menPon the breadth of offerings and IBMs integraPon into a placorm as IBMs biggest strengths in MCCM. §  Compe77on: The vendor must conPnue to provide a leading vision in digital markePng amid acceleraPng compePPon. Other markets, such as WCM and even email markePng, are gaining mind share and revenue in this area. References menPoned IBM is following in areas such as social and mobile. §  Support: Several references menPoned that customer support has been reacPve, with relaPvely slow turnaround Pmes on cases. However, most are resolved through an escalaPon process. §  Midmarket: IBM will see increased pressure from on-‐demand, midmarket players in both B2C and B2B campaign management. Although IBM currently serves midmarket companies, including with its new IBM MarkePng Center SaaS release, IBM needs to demonstrate success with its on-‐demand digital markePng soluPon as a whole, not just disPnct Web or email markePng offerings. Posi7on: Movement: Summary: Leader Stagnant – Remains the Same as 2012 The IBM Cross-‐Channel MarkePng OpPmizaPon soluPon, formerly branded as "Unica," belongs to IBMs broader Smarter Commerce iniPaPve (involving the acquired companies Unica, Coremetrics and Sterling Commerce and other assets). Consider IBM (Leader) when MCCM is a strategic requirement. IBMs MCCM offering supports a range of industries.

10. Page § 10 JASONBARGENT.COM Strengths Cau7ons §  Core func7ons: Infor Epiphany MarkePng includes basic and advanced campaign management execuPon, and basic and advanced analyPcs. Infor Epiphany MarkePngs campaign management strength lies in B2C service industries, and Infor has significant mind share in real-‐Pme, next-‐best-‐offer capabiliPes through Infor Epiphany InteracPon Advisor. §  Partners and acquisi7ons: 2012 saw the introducPon of mulPple social markePng features, including social-‐enabled emails, Social Commerce Advisor (a partnership with 8thBridge) and a social channel for customer service (through a partnership with salesforce.com MarkePng Cloud/Radian6). Other updates include arbitraPon and opPmizaPon funcPons for marketers as well as channel expansion, such as InteracPon Advisor for salesforce.com. Infor also acquired Orbis Global for MRM. §  Road map: Plans for 2013 include a revamped UI, expanded cloud deployment opPons, naPve support for Hadoop and expanded support for Web services data integraPon to enhance the customer profile. Infor also plans to release a new Advisor for social data monitoring. §  References: Clients menPoned thorough and consistent support to resolve problems. Clients conPnue to see Infor Epiphany InteracPon Advisor as the companys biggest strength. §  Compe77on: The company, through Infor Epiphany MarkePng, offers B2C campaign management in a company that mostly sells so_ware to B2B manufacturers. Infor must conPnue to raise mind share outside Infors user base. §  High-‐profile investments in MCCM: References menPoned Infor needs to keep evolving the product and invest in new features. Infor Epiphany MarkePng should accelerate Infors investments in social markePng and for mobile markePng (as Infor has done with its release of Mobile App Advisor and Geo-‐MarkePng Advisor) to raise its visibility. §  UI: References menPon an outdated UI that lengthens the Pme needed for training and configuraPon, although a UI road map is planned for 2013. Posi7on: Movement: Summary: Niche Player Mover & Shaker -‐ Moved up since 2012 Consider Infor (Niche Player) for Infor Epiphany MarkePng soluPons if you are a large enterprise seeking campaign management with integrated advanced analyPcs in industries such as financial services, telecommunicaPons, hospitality, retail and high tech.

11. Page § 11 JASONBARGENT.COM Strengths Cau7ons §  Growth: Marketos revenue grew 80% year over year in 2012, with 70% growth among large enterprises. (Gartner esPmates Marketos 2011 revenue was $58 million.) It now has more than 2,000 customers. §  2012 enhancements: To speed Pme to value and increase markePng efficiency, Marketo introduced Program Exchange as part of its MarkePng NaPon. Program Exchange creates a network through which customers can share Marketo programs and access best-‐pracPce campaigns. Customers can clone Marketo programs directly within the subscripPon, thereby decreasing the manual effort required for new campaigns. Marketo completed the integraPon of social markePng applicaPons, including social sharing, social sign-‐on, forms, video sharing, polls, referrals and sweepstakes. Thus, customers can make all of their markePng efforts social, increase their reach with social upli_, and add social profile data to the lead management data. Data analyPcs enhancements deliver insights over Pme, with the ability to akribute outcomes to mulPple markePng touches. §  Road map: Marketo recently launched Marketo Financial Management, which makes it easier for marketers to manage their budgets. AddiPonal plans for 2013 include the Engagement MarkePng Module, support for search engine opPmizaPon (SEO) and pay-‐per-‐click programs, new predicPve analyPcs capabiliPes (beginning with lead scoring), expanded mobile funcPons, and addiPonal naPve CRM integraPons, including SAP (launched), NetSuite and SugarCRM. Marketo will be extending social markePng capability through its Crowd Factory acquisiPon. §  References: References point to ease of setup, use and expansion as strengths, and conPnue to score Marketo above average for the lead management product. Clients benefit from the MarkePng NaPon community. They perceive their Marketo investment as having a high ROI. §  Customer service: References give customer support mixed reviews — good service is available, although it can be slow. §  Road map: Mobile support in Marketo requires some custom work — expanded capabiliPes will be criPcal to supporPng emerging digital markePng needs. §  Profitability: Marketo had targeted 2012 as a break-‐even point but, despite growth, is not yet profitable. Posi7on: Movement: Summary: Niche Player Stagnant – Remains the Same as 2012 Marketo (Niche Player) has broadened its presence in the market with growth and conPnued expansion into enterprise accounts.

12. Page § 12 JASONBARGENT.COM Strengths Cau7ons §  Growth: Neolane reported revenue of $58 million and year-‐over-‐year growth of 40% in 2012. It focuses on North America, Europe and the Asia/Pacific markets. §  Digital marke7ng: In 2012, Neolane enhanced decisioning to engage with anonymous audiences and convert them to idenPfied customers; mobile capabiliPes (including mobile push noPficaPon, in-‐app personalizaPon and geolocaPon offer recommendaPons); and social capabiliPes (such as using Facebook Open Graph to collect users acPons — music listened to, videos viewed, arPcles shared and check-‐ins made — via Facebook Connect or Facebook applicaPons). In addiPon, Neolane enhanced and released Neolane Content Manager to simplify and accelerate email and digital markePng. §  Road map: Plans for 2013 include a focus on interacPon, offer management, and analyPcs for customer and markePng opPmizaPon. §  Customizable campaigns: References menPon Neolanes ability to fully customize campaigns as a top strength. §  Workflow: Several references menPoned complexity in sewng up and running workflows, as well as cited workflow inconsistency. §  Digital marke7ng road map speed: Neolane should accelerate digital markePng areas, such as WCM, social markePng and search markePng, to differenPate itself in the growing and compePPve campaign management market. §  Analy7cs: Neolane does not have many clients using its integraPon to third-‐party predicPve analyPcs tools, including from KXEN and Weka. Neolane should accelerate its investments in advanced analyPc capabiliPes or make the partnerships more accessible to clients. Posi7on: Movement: Summary: Visionary Mover & Shaker -‐ Moved up since 2012 Neolane (Visionary) conPnues to raise its mind share in B2C and B2B MCCM. Consider Neolane when you want a SaaS soluPon for Web, email and social markePng. It targets the retail, travel and hospitality, media and entertainment, and financial services and insurance industries, parPcularly.

13. Page § 13 JASONBARGENT.COM Strengths Cau7ons §  Growth: Eloqua reported $95.8 million in revenue in 2012 and 34% growth from the prior year. §  Momentum: Oracle acquired Eloqua in February 2013. Other changes in 2012 include display adverPsing management from within Eloqua, embedding salesforce.com Chaker for collaboraPon within the lead management placorm, and an updated Lead Scoring Engine with an HTLM5 interface, allowing marketers to quickly build lead scoring models with real-‐Pme updates. Eloqua Asset Management, launched in October 2012, targets the financial services segment. §  Road map: For 2013, Oracle Eloqua will focus on verPcal breadth, such as Oracle Eloqua for insurance and Oracle Eloqua for manufacturing. Plans also include integraPng with Oracle Sales Cloud Service (formerly Oracle Fusion Sales), and adding to exisPng standard integraPons to salesforce.com, Oracle CRM On Demand and Microso_ Dynamics CRM. There are also plans to integrate Oracle Eloqua with Oracle Social MarkePng, Oracle RightNow Cloud Service and Oracle Commerce. §  Lead management: References cite lead management robustness as the top strength for Oracle Eloqua. §  Complex campaigns: References menPoned needing more support for very complex, variable campaigns and for more mulPchannel (especially direct mail) capabiliPes. Clients conPnue to menPon so_ware bugs. §  Oracle transi7on: The Oracle acquisiPon has raised concerns among some Eloqua customers regarding the product road map and integraPon plans, as well as support for integraPon with salesforce.com technologies. Gartner esPmates that more than 60% of Eloquas customers are integrated with salesforce.com. §  B2C: Oracle Eloqua has limited references for B2C. Posi7on: Movement: Summary: Niche Player Declined -‐ Moved down since 2012 Oracle Eloqua (Niche Player) has a respected SaaS offering for lead management in B2B. Major industry segments include high tech, financial services and manufacturing. Consider Oracle Eloqua if you are a B2B company and if you have sales agents working on large, considered purchases focused on lead management.

14. Page § 14 JASONBARGENT.COM Strengths Cau7ons §  Growth: Loyalty and campaign management conPnue to gain momentum. §  Improvements: In 2012, Oracle launched the Siebel Open UI Framework, with support for any browser and any device; it improves the user experience, performance and scalability. In addiPon, enhancement to the Campaign Performance OpPmizaPon offering should improve the performance of large-‐scale, mulPwave campaigns. Increased throughput and scalability for the Real-‐Time Loyalty Engine Architecture will beker support real-‐Pme rewards and recogniPon at the point of interacPon, as well as mulPserver deployments with mulPple real-‐Pme engine components. §  Road map: Deployments in early 2013 were targeted to support the social marketer, beginning with Oracle Social MarkePng (formerly Vitrue) integraPon. Early enhancements will support integrated social engagement, to be followed by cross-‐channel campaign analyPcs and incorporaPon of social data into targePng capabiliPes. Planned enhancements in socially enabled dynamic email markePng will further bring social connecPons into the mulPchannel offering, as will Phase 1 support of Social Loyalty capabiliPes. §  References: Customers cite the broad range of funcPonality, the support for complex campaigns, and global support and scalability as key to their success with Oracle Siebel. §  Digital marke7ng: Oracle Siebel needs to increase support for digital markePng, including social and mobile campaigns and offers. §  Support: Some customers report inconsistent support experiences. Expert assistance is available, but soluPons o_en depend on the availability of log data and are more forthcoming if problems involve out-‐of-‐the-‐box funcPons. Delayed bug fixes can also impede producPvity. §  Road map clarity: In addiPon to Oracle Siebel offerings, a number of markePng applicaPons are offered to the enterprise that can create some confusion among prospects. Posi7on: Movement: Summary: Leader Stagnant – Remains the Same as 2012 Oracle Siebel (Leader) excels both in the funcPons and scalability of its MCCM offering and in its integraPon with other Oracle Siebel products, such as Call Center. Oracle Siebel shows growth across a broad range of industries. Consider Oracle Siebel if you seek an overall CRM suite and are an exisPng (or prospecPve) Oracle Siebel user.

15. Page § 15 JASONBARGENT.COM Strengths Cau7ons §  Growth: Pitney Bowes So_ware has a global footprint, with growth in Inbound/Outbound Fusion sales, as well as expansions in exisPng accounts. §  Progress: In 2012, Pitney Bowes So_ware released major new versions of both Portrait Dialogue and Portrait InteracPon OpPmizer, which conPnue the fusion of inbound and outbound real-‐Pme markePng. Usability enhancements improve the marketers experience. Out-‐of-‐the-‐box social features support expanding digital requirements. §  Road map: Enhancements in 2013 will offer features that support deeper customer understanding and further enable mulPchannel customer engagement. Mobile funcPons will expand through locaPon-‐aware mobile best-‐next-‐acPon and integraPon with pbSmart Mobile. Pitney Bowes So_ware will also enhance its email markePng and reporPng. §  References: Customers comment on the strong sense of partnership they receive working with Pitney Bowes So_ware, that the company is commiked to customer success, and that it wants to act as a strategic partner to ensure customers get value out of the companys deployment. §  Mind and market share: Gartner esPmates MCCM revenue has remained flat, at about $17 million, from last year. Pitney Bowes So_ware does not receive significant mind share in the market. §  Integra7on: References indicate some integraPon challenges remain across the product range, although the company states that its 2013 release will address the challenges. §  Use cases: Prospects should consider other alternaPves when integraPon with a call center or CRM suite support is not part of the overall MCCM strategy. Posi7on: Movement: Summary: Niche Player Declined -‐ Moved down since 2012 Pitney Bowes So_ware (Niche Player) offers basic and advanced inbound and outbound campaign management for B2C financial services, telecommunicaPons and some retail clients. Consider Pitney Bowes So_ware if you engage large numbers of customers across mulPple channels, if you need both basic and advanced campaign analyPcs, or if you wish to integrate your MCCM soluPon with your call center.

16. Page § 16 JASONBARGENT.COM Strengths Cau7ons §  Revenue: Responsys achieved $163 million in revenue for 2012. §  Digital marke7ng breadth: Responsys provides basic B2C campaign management and some advanced analyPc and digital markePng capabiliPes in a mulPtenant SaaS applicaPon. Channels include email, mobile, social, display and Web. In 2012, Responsys added the Social Data Cloud (technologies and partnerships to allow customers to import the social graphs of opt-‐in customers and similar data into Responsys Interact for use in targePng messages), a Cross-‐Channel Content Library (for managing digital content assets across channels), new support for two-‐way, mulPstep SMS campaigns, and support for the retargePng of display adverPsing on Facebook Exchange. §  Road map: Plans for 2013 include faster disaster recovery by replicaPon across data centers. It will also work on incremental li_ reporPng on display and mobile, as well as improve tracking and targePng capabiliPes by device type (for example, target to people associated only with an Android OS device), and offer a new soluPon for cross-‐channel preferences and compliance management. §  Expecta7ons: References point to Responsys as having met or exceeded expectaPons for the offerings as a whole. §  Email-‐centric: Gartner esPmates that more than 70% of Responsys revenue comes from email markePng, despite the growing breadth of digital markePng offerings. Many references reported that they use email and Web landing pages as their main channels, leaving the breadth of its offerings largely untested. The vision and road map for digital markePng has become much more conservaPve in the last 12 months. §  Maintenance down7me: Several clients menPoned regular maintenance downPme as an issue for Responsys. §  Analy7cs and mobile marke7ng areas: References menPon a need for Responsys to invest more in advanced data analysis and data mining for mulPchannel markePng. Some clients menPon Responsys has been slow in responding to mobiles impact on email and areas such as responsive design, templates and metrics (in terms of, for example, where people are opening their emails). Posi7on: Movement: Summary: Visionary Declined -‐ Moved down since 2012 Responsys (Visionary) takes a digital approach to MCCM. Responsys parPcularly targets the retail, financial services, travel and hospitality, and high-‐technology industries (in order of priority). Consider Responsys when seeking a SaaS-‐only, B2C campaign management tool that uses email, mobile, social, display and Web as main channels.

17. Page § 17 JASONBARGENT.COM Strengths Cau7ons §  Viability: SAPs Campaign Management offering saw 38% growth in customers in 2012, driven by adopPon among SAPs CRM customers. §  Capabili7es: In 2012, SAP made it more feasible for marketers to realize the SAP vision of delivering real-‐Pme, targeted customer engagement across channels on any device. Usability improvements gave marketers more ability to run quick campaigns. The new Audience Discovery and TargePng with predicPve analyPcs capabiliPes (based on Hana) will allow marketers to exploit big data more effecPvely. The Social Media AnalyPcs product supports social listening and social analyPcs. Mobile enhancements include support for locaPon-‐based, context-‐aware mobile engagement through SAP Precision MarkePng. §  Road map: In 2013, SAP will expand its predicPve analyPcs capabiliPes, enhance the now-‐standard SAP Jam for stakeholder integraPon and decision making, improve mobile loyalty capabiliPes, and enrich advanced real-‐Pme customer discovery and analyPc capabiliPes on Hana. §  Integrated solu7on: References indicate the greatest strength of SAP Campaign Management is its ability to integrate with other areas, such as financials, sales and distribuPon, materials management, and portals. §  Investment: Cost and value remain challenges. SAP funcPons resonate best with those who wish to understand the holisPc customer process fully by automaPng markePng processes beyond markePng to include service, sales and billing, and planning and budgePng. §  UI: References want SAP to keep improving its UI. The latest SAP CRM UI customizaPon and configuraPon abiliPes should improve end-‐user ability to modify and change the UI. References cite the customizaPons and reskins of their soluPon as criPcal in making it easy to use. §  Strategy: SAP must conPnue to extend and offer markePng thought leadership to drive markePng departments to choose SAP MarkePng. Posi7on: Movement: Summary: Challenger Declined -‐ Moved down since 2012 SAP (Challenger) offers an integrated soluPon with strong capabiliPes, including market-‐leading analyPcs. It focuses parPcularly on the retail, banking, high-‐tech and consumer products industries. If you run an SAP environment, evaluate SAP Campaign Management to see whether it meets your requirements before seeking best-‐of-‐breed soluPons.

18. Page § 18 JASONBARGENT.COM Strengths Cau7ons §  Viability: SAS generated $2.8 billion in revenue in 2012 and reports high double-‐digit growth for campaign management revenue (analyPcs included). The vendor has solid basic and advanced funcPons for campaign management, as well as strong advanced analyPcs capabiliPes, such as analyPcs segmentaPon and opPmizaPon, that are integrated into the campaign process. §  Analy7cs: In 2012, SAS focused on real-‐Pme capabiliPes, offered tesPng and treatment management, and improved email and mobile markePng integraPon. SAS introduced SAS High-‐Performance AnalyPcs within its MarkePng OpPmizaPon product for its large banking, retail, hospitality and telecom clients needing to opPmize offers on a large scale. §  Road map: In May 2013, SAS launched Customer Intelligence 6, which offers co-‐deployment of previously separate markePng opPmizaPon, digital markePng and real-‐Pme decision management products alongside tradiPonal campaign management — all within one UI. This new version also focuses on high-‐performance real-‐Pme markePng, partnerships with markePng service providers (MSPs) and digital markePng (such as for mobile adverPsing). New releases for most of SASs MCCM modules are planned throughout 2013. §  References: References reported that an integrated data structure underneath MCCM is one of the most beneficial features of SAS products. References menPoned that SAS has comprehensive funcPons. §  Campaign management: References consider SAS for power users and for its advanced analyPcs, rather than for its strengths in campaign management alone. §  Troubleshoo7ng: Several references reported defects that were hard to find and, at Pmes, difficult to fix. §  Digital marke7ng thought leadership: The vendor needs to accelerate its digital markePng strategy, parPcularly around its Web analyPcs and social offerings. These should become visible core competencies for SAS and serve as to differenPate the vendor in digital markePng and MCCM. Posi7on: Movement: Summary: Leader Stagnant – Remains the Same as 2012 SAS (Leader) offers best-‐in-‐class markePng analyPcs. It offers soluPons for several industries, with financial services being its largest. Place SAS on your shortlist if you want advanced analyPcs within MCCM.

19. Page § 19 JASONBARGENT.COM Strengths Cau7ons §  Viability: SDL is a large, profitable provider of global informaPon management systems. Gartner esPmates SDLs annual MCCM revenue at $30 million. §  Momentum: SDL reported 62 new MCCM customers in 2012, although 40% were stand-‐alone email markePng customers. In 2012, SDL issued a new release, with a 64-‐bit database and predicPve modeling features. SDL Campaign Manager v.2.8 became generally available in the third quarter of 2012, with performance and scalability for campaign audiences of 100 million individuals. SoluPons became generally available for the retail, consumer goods, and travel and leisure industries. SDL also worked on integraPon with its Tridion and Fredhopper offerings for Web personalizaPon, content opPmizaPon and offer management. §  Road map: Plans for 2013 include rollouts of SDL Intelligent MarkePng Suite, which combines SDLs Email Manager, Campaign Manager, Customer AnalyPcs and partnerships, such as Dynmark for mobile intelligence and EngageSciences for social campaigns. SDL will also start to migrate its offerings from Silverlight to HTML5, starPng with email offerings. §  Value: References menPon data repository, email funcPons and segmentaPon as top strengths for SDL. §  Complexity: References menPon needing a deep knowledge of the various SDL tools. Users need significant Pme to learn how to apply the tools to their requirements. §  Support outside the U.K.: Several references menPoned having to wait for support unPl the U.K. "comes online.” §  MSP-‐centric: The channel partner, not the markePng department, usually selects SDL. In addiPon, MSPs tend to view SDL as a low-‐cost, operaPonally focused alternaPve to larger campaign management offerings. Posi7on: Movement: Summary: Niche Player Stagnant – Remains the Same as 2012 SDL (Niche Player) provides campaign management execuPon on top of a high-‐performing analyPcs engine. Consider SDL, parPcularly if you want hosted campaign management with analyPc tools for midmarket campaign management.

20. Page § 20 JASONBARGENT.COM Strengths Cau7ons §  Growth: Selligent is profitable, with revenue from campaign management so_ware increasing 35% year over year, driven by 43 new clients in 2012, most of which deploy Selligent via SaaS. Selligent added 30 new partners in 2012 to its already acPve partner network to give it further sales reach and to increase implementaPon support for clients. §  Momentum: In 2012, Selligent launched its MRM module, extending its core campaign management capabiliPes to support clients seeking project planning and budgePng, collaboraPon tools, and ROI analyses. Selligent also enhanced its email capabiliPes to support large-‐volume email programs. §  Road map: In 2013, Selligent will debut its Customer Intelligence module, which will offer visual data exploraPon and analysis on top of clients customer view. Selligent will also focus on social integraPon, including tracking social logins and offering Facebook personalizaPon. The vendor plans mobile extensions, such as in-‐app messaging and naPve support for responsive design approaches. Finally, it plans support for behavioral targePng and profiling as Selligent seeks to help customers build rich behavioral metrics based on Web acPvity to use in targeted communicaPons. §  References: References comment on ease of use; nontechnical people can use the product effecPvely. References feel that they receive good value from their investment, based on simple pricing and a robust set of features. §  Func7ons: Selligent does not yet support all advanced campaign funcPons, such as predicPve analyPcs and real-‐Pme offers. Social integraPons planned for 2013 will be entry-‐level. §  Focus: Selligents current customer base is B2C and is skewed heavily toward core industry clients; thus, B2B or B2C prospects outside the industries listed above should explore other providers. Resources are also heavily based in EMEA; thus, the ownership experience will be more richly supported there. §  Support: Clients report inconsistent support experiences. Posi7on: Movement: Summary: Niche Player New Entrant – New to 2013, did not appear in 2012 Selligent (Niche Player) focuses parPcularly on the retail, financial services, hospitality and tourism, and publishing and media industries. Consider Selligent, especially for B2C deployments with integrated email and campaign management, and parPcularly within EMEA.

21. Page § 21 JASONBARGENT.COM Strengths Cau7ons §  Financials: Sitecore reported a profit in 2012 and an increase in mulPchannel revenue in 2012. Gartner esPmates that 40% of Sitecores 2012 revenue came from MCCM. Most of its revenue comes from the U.S., the U.K. and Denmark §  Digital marke7ng: Sitecore serves content and can execute campaigns for websites, email, mobile sites & social media. It seeks to be a hub for exchanging digital informaPon with external systems (customer databases). The company offers on-‐premises and single-‐tenant opPons. It offers consulPng for digital marketers and partners with agencies such as Y&R and DigitasLBi. §  Func7ons: Released in 2012, v.6.6 adds a SDK for naPve applicaPons supporPng Apples iOS placorm. The embedded browser allows marketers to use content from Sitecore in a mobile applicaPon, such as allowing campaign content to be triggered from within an applicaPon. The Ooyala Connect module integrates Ooyala and Sitecore Media Library so that marketers can manage videos, channels, players and labels from the Media Library as well as insert videos and channels in Sitecore pages and track video playback using Digital MarkePng System (DMS). Sitecores customers can now syndicate, view and embed video housed in Ooyalas video placorm within Sitecores UI. In addiPon, the new Brightcove Video Cloud Connect for Sitecore enables customers to manage and publish video assets directly from Sitecores WCM by using the Video Cloud online video placorm. Finally, Sitecore released its Social Starter Kit, in partnership with Telligent, to build community areas of the website, such as forums, blogs, wikis and media galleries. §  Road map: Sitecores 2013 road map focuses on markePng akribuPon metrics. Sitecore will use Targits dashboard and reporPng tools against an online analyPcal processing (OLAP) cube containing analyPc and markePng performance data. §  Integra7on: References point to integraPon flexibility and scalability as strengths for Sitecore content management, specifically with Microso_s stack. §  Customiza7on and professional services: References indicated that, despite many out-‐of-‐the-‐box features, complex environments require much customizaPon and back-‐end development. Clients believe that Sitecore needs a larger professional services team. §  Microsoe-‐centric infrastructure: Sitecores .NET strength makes it less akracPve to users looking for tools for Java or Linux, Apache, MySQL and PHP (LAMP) stacks. §  Offline capability: Sitecore and other growing digital markePng placorms must provide or integrate with offline campaign management, such as call centers and direct mail. Posi7on: Movement: Summary: Visionary Declined -‐ Moved down since 2012 Sitecore (Visionary) conPnues refocusing from tradiPonal WCM to digital markePng aimed at markePng organizaPons. Consider Sitecore for Web campaign management and the orchestraPon of campaigns for digital channels. Sitecore parPcularly targets the financial services, energy, oil and gas, government and insurance industries.

22. Page § 22 JASONBARGENT.COM Strengths Cau7ons §  Viability: Teradatas year-‐over-‐year revenue grew 14% in 2012 (but the growth rate slowed from 22% in 2011). Teradata and Aprimo have unified their campaign management offerings under the Teradata brand. Teradata conPnues to support its exisPng campaign management offerings separately, depending on business issues, data strategy, deployment preference and campaign complexity, although Teradata aims for one placorm in the long term. §  Changes: In 2012, Teradata turned its own and Aprimos campaign management into one offering. The company improved its UI and added mulPdatabase support, such as the ability to read (but not yet write to) Oracle. Teradata acquired eCircle and is integraPng its email markePng offerings. It improved data visualizaPon and reporPng by extending its partnership with MicroStrategy. Teradata released Real-‐Time InteracPon Manager 3.0 for stand-‐alone inbound markePng for both cloud and on-‐premises deployment. §  Road map: Plans for 2013 include naPve applicaPon support for Oracle and SQL Server, easier configuraPon of customized workflows between campaign management and MRM, and extension of its digital markePng center to beker exploit the Web, mobile and social. Teradata plans a needed digital channel push in 2013. §  References: Professional services references rate Teradata high among campaign management vendors. However, of late, references menPon Teradata is being stretched thin in tech support. §  Classic channels: References menPoned the need for evoluPon beyond the classic channels of direct mail and email, and the need for significant investment in digital markePng. Teradata is addressing this through acquisiPons such as eCircle, but Teradata needs an accelerated digital markePng road map. §  Support: Some references noted that support is somePmes limited and that the company relies on more expensive extended services for resoluPon. Teradata says it is addressing this issue through added resources who are currently being trained. §  Road map: Teradata needs to deliver a complete, combined offering by the end of 2014 — a concern in a rapidly moving digital markePng environment. References menPoned needing beker strategic direcPon for Aprimo in Teradatas road map. Posi7on: Movement: Summary: Leader Stagnant – Remains the Same as 2012 Consider Teradatas (Leader) Campaign Management if you are a large B2C organizaPon seeking MRM in MCCM. Teradata focuses on the financial services, media, transportaPon and telecom industries.

23. Page § 23 JASONBARGENT.COM Contact Me for Further Information,Help or Assistance