- Multichannel campaign management vendors are adding new features to keep up with demand from digital marketers, but offerings still vary widely in functionality and maturity.
- Key capabilities for marketers to focus on when evaluating vendors include segmentation, predictive analytics, email marketing, and support for multiple channels like mobile.
- The document analyzes and scores various vendors like Adobe, IBM, and Oracle on their capabilities for critical use cases like campaign creation, execution, and measurement.
Summary Comparison of the 2013 Gartner MCCM Magic Quadrant vendors to the previous year, 2012 results. Easily see what Gartner's standout recommendations are and how the MCCM Multi-Channel vendors compares to 2012.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Digital Marketing Case Study + Consortium DetailsBest Practices
Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function.
How to Register? Other Questions? Give us a call or simply fill in the "Get in touch" form and we will be in touch to discuss further.
Summary Comparison of the 2013 Gartner MCCM Magic Quadrant vendors to the previous year, 2012 results. Easily see what Gartner's standout recommendations are and how the MCCM Multi-Channel vendors compares to 2012.
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
Digital Marketing Case Study + Consortium DetailsBest Practices
Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function.
How to Register? Other Questions? Give us a call or simply fill in the "Get in touch" form and we will be in touch to discuss further.
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Te...PerformanceIN
James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment.
*****
As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Email & Mobile Marketing is available with a Campaign Commander solution by Emailvision.
Campaign Commander enables automation of online marketing activities to significantly increase the relevance and profitability of marketing and emailing campaigns.
Email subscriber information that’s linked to the Microsoft Dynamics CRM produces a bi-directional data flow of important customer metrics that helps marketers improve subscriber segmentation and helps sales teams to drive greater lead generation.
MarketView Marketing Database Platform | Data Services, Inc.Data Services, Inc.
Data Services' MarketView Data Management & Analytics Platform provides direct & data-driven marketers with a 360 degree view of their US & int'l marketing databases with advanced tools for database segmentation, customer/data analytics, data visualization, business intelligence, campaign management, cross-product analysis, marketing channel affinity reporting as well as a seamless connection to Data Services DSIemail Broadcasting Platform as well as integration with 3rd party platforms for CRM, ESP, eCommerce, Marketing Automation and more, all in a seamless online platform requiring no software or application to download.
A guide for your 2020 programs covering:
-Programmatic Advertising
-The Adaptive #ABM process
-Account segmentation
-#MediaPlanning, #budgeting & much more.
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
This brochure gives an overview of the multichannel database platforms that Yes Lifecycle Marketing has to offer to its clients, both in the Business-to-Business and Business-to-Consumer verticals.
Mobile CRM: a New Perspective Mobile sales teams are usually composed of a firm’s most valuable salespeople: the ones who close the most deals and are the most direct generators of new revenue.
A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.
SECRETS TO SUCCESS SERIES: Customer listening and feedback metrics are the most powerful for optimizing and maximizing your digital strategies. In this discussion, CRM Metrix will identify why it is a misconception to rely solely on site traffic and satisfaction metrics to justify the brand website investment. Hemen Patel, Russ Shirley, and Ike Brunner will illustrate and educate about the large opportunity to drive sales and revenue, increase loyalty, and gain or convert market share by focusing on the metrics that count.
The current state of the blockchain ecosystem, how it will evolve and how to prepare for the next steps from a business perspective.
Presentation delivered at #EIC16
The narrative can be found here: http://fintank.net/position_papers/european-identity-cloud/
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Te...PerformanceIN
James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment.
*****
As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Email & Mobile Marketing is available with a Campaign Commander solution by Emailvision.
Campaign Commander enables automation of online marketing activities to significantly increase the relevance and profitability of marketing and emailing campaigns.
Email subscriber information that’s linked to the Microsoft Dynamics CRM produces a bi-directional data flow of important customer metrics that helps marketers improve subscriber segmentation and helps sales teams to drive greater lead generation.
MarketView Marketing Database Platform | Data Services, Inc.Data Services, Inc.
Data Services' MarketView Data Management & Analytics Platform provides direct & data-driven marketers with a 360 degree view of their US & int'l marketing databases with advanced tools for database segmentation, customer/data analytics, data visualization, business intelligence, campaign management, cross-product analysis, marketing channel affinity reporting as well as a seamless connection to Data Services DSIemail Broadcasting Platform as well as integration with 3rd party platforms for CRM, ESP, eCommerce, Marketing Automation and more, all in a seamless online platform requiring no software or application to download.
A guide for your 2020 programs covering:
-Programmatic Advertising
-The Adaptive #ABM process
-Account segmentation
-#MediaPlanning, #budgeting & much more.
Presentation at Loriman Social Media Seminar on Automated Marketing Software Solutions. Features to look for, Solutions and Pricing. It is an overview of the landscape for software to power marketing, lead generation and sales.
This brochure gives an overview of the multichannel database platforms that Yes Lifecycle Marketing has to offer to its clients, both in the Business-to-Business and Business-to-Consumer verticals.
Mobile CRM: a New Perspective Mobile sales teams are usually composed of a firm’s most valuable salespeople: the ones who close the most deals and are the most direct generators of new revenue.
A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.
SECRETS TO SUCCESS SERIES: Customer listening and feedback metrics are the most powerful for optimizing and maximizing your digital strategies. In this discussion, CRM Metrix will identify why it is a misconception to rely solely on site traffic and satisfaction metrics to justify the brand website investment. Hemen Patel, Russ Shirley, and Ike Brunner will illustrate and educate about the large opportunity to drive sales and revenue, increase loyalty, and gain or convert market share by focusing on the metrics that count.
The current state of the blockchain ecosystem, how it will evolve and how to prepare for the next steps from a business perspective.
Presentation delivered at #EIC16
The narrative can be found here: http://fintank.net/position_papers/european-identity-cloud/
Tracxn Research — Home Improvements Landscape, December 2016Tracxn
Companies using AR, VR, and 3D rendering technology for visualization of furniture saw almost a 3X spike in funding in 2016, from $12.6M in 2015, to $49.5M in 2016.
Tracxn Research - Smart Cars Landscape, January 2017Tracxn
With most self-driving car makers expected to rollout fully autonomous versions by 2021, funding into vision-based technologies (a crucial component of smart cars) has gathered steam.
Tracxn Alternative Lending Landscape - India - July 2015Tracxn
Scope: This report covers companies providing Alternative Lending under Personal loans and Business loans sectors in India.
Interesting Insights:
- ~$27M invested across alternative lending companies in just the last 18 months
- ~30 companies across P2P Lending & SME Lending verticals with more than half founded in just the last 18 months
- Top funded sector: SME Lending (Capital Float ($16M), LendingKart ($9.5M), NeoGrowth ($4.6M))
- Investors: Sequoia Capital, Aspada Investments, SAIF Partners
TRACXN
Building the largest team of Analysts tracking startups globally for Venture Capital Funds.
www.tracxn.com
hi@tracxn.com
Tracxn Mobile FinTech Startup Landscape June 2015Tracxn
With over $2.3B invested in the last 5 years, the Mobile Fintech sector is all the rage right now. Square, Monitise, Obopay, Revel System & iZettle have more than $1B in total funding. Activity in this sector is still high with 2015 having already witnessed seven $10M+ rounds and five acquisitions. This activity is likely to grow with of the increased usage of mobile payments and the further unbundling of bank services. VC firms have shown significant interest as well, with NEA, Sequoia Capital, Google Ventures, Andreessen Horowitz and SV Angel making multiple investments.
We have tracked 350+ startups in the Mobile Fintech space.
Interesting insights from the report:
- Of the 470+ startups, 250 were founded in 2013 and 2014.
- Last 1.5 years have seen $1.5B funding.
- mPOS and White label wallets companies have received $400M funding in the last one year.
Tracxn Research - 3D Printing Landscape, September 2016Tracxn
Healthcare, printer matching services, and marketplaces for 3D printed objects are some of the large business models emerging out of the 3D printing landscape, which has witnessed three of the largest years by funding from 2014 to 2016.
Tracxn Online Rental Startup Landscape - July 2015Tracxn
Scope: This report covers companies providing and enabling online rental of products to consumers as well as businesses.
We have analysed 300+ Start-up companies (94 Funded and 233 Unfunded) from Horizontal, Transport, Fashion, Adventure, Camera, Books, Gaming and Video, Tools, Furniture, Heavy Equip., Healthcare Equip. & Other sectors. Pley (Online rental for toys), The Black Tux (Online rental for tuxedos) and eHi Car Rental experienced notable investments in last six months.
Top investors such as 500 Startups, Y Combinator, FundersClub and others have shown proclivity towards Fashion and Transport sector. Reocar, Yongche, Chegg, RentTheRunway, Pley, TheBlackTux, iCarsclub, RelayRides, FlightCar and eHI have a combined funding of $500 million +
Interesting Insights:
- Over $1B invested in last 5 years, with ~ $200M invested in H1 2015.
- Transport and fashion are the most funded sectors while ~ $1B invested since 2012.
- Transport - 21 investments worth ~ $300M and Fashion - 10 investments worth ~ $90M.
- 2014 - H1 2015 has seen 59 rounds of funding.
TRACXN
Building the largest team of Analysts tracking startups globally for Venture Capital Funds
www.tracxn.com
hi@tracxn.com
Tracxn Research - Event Management Landscape, January 2017Tracxn
Local event discovery platforms secured 90% of the total funding. 2016 marked a sector peak for this sector in term of total funding. The sector also witnessed 20 acquisition deals.
Tracxn Startup Research: Alternative Lending Landscape, September 2016Tracxn
This report covers lending companies which operate through an online platform and use alternative data points for credit scoring. It also covers ecosystem of companies that enable alternative lending.
Tracxn Healthcare Analytics Landscape Report, September 2016Tracxn
In 2016, the healthcare analytics sector saw a significant consolidation activity with 14 major acquisitions, the largest being IBM's acquisition of Truven Health Analytics for $2.6B in February.
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Marketing planning and performance measurement solution business caseNandita Nityanandam
Synoptek developed a product that serves as a single source for marketing planning, team collaboration and performance measurement, and brings an end to the never-ending woes of marketers in terms of executing their operations and bringing insight into their day-to-day activities.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Through Measurement 360, a Meta initiative marketers can gain a holistic view of the customer journey and figure out if their strategies are actually working
How to make sense of the abm technology landscapeEngagio
As the B2B buying process becomes more complex, it’s never been more necessary to align sales and marketing teams to ensure a great customer experience. To help meet this demand, a surplus of ABM vendors and technologies have entered the market – and the organizations that are embracing this new technology are reaping the rewards.
However, many companies are still struggling to make sense of the ABM technology landscape. How should you evaluate new technology? How can you make sure it fits into your go-to-market strategy? And How can you tell the difference between imposters and the real ABM platforms?
Jon Miller, CEO of Engagio, hosts Peter O’Neill, Lead Analyst at Research in Action for a lively discussion on evaluating ABM technology.
In this presentation, you’ll find out:
– The current industry trends driving sales and marketing alignment, and the biggest mistakes to avoid
– What technology other successful organizations are using for ABM
– How to avoid getting burned with the wrong ABM vendor
Plus, Peter reveals new data on Account-Based Marketing SaaS and Software: The Top 20 Global Vendors 2019.
Measuring the Effectiveness of B2B MarketingHileman Group
Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Macro Case Study -- Email Marketing Outsourcing (PDF)Macromator Inc.
Here's how we act as a natural extension of a marketing operations team!
Macro helped a fast growing tech enterprise focused on both virtual and in-person events, such as education webinars and informational sessions, organized on a monthly basis. However, their marketing operations team lacked the tactical skills needed to run the campaigns, manage the marketing automation platform, and also work on any process improvements.
The client came to Macro because of our experience solving these marketing operations bottlenecks.
The results? Here's what we achieved for this client:
Better Pipeline:
- 55.31% Increase in Lead to MQL Ration.
Better Engagement Lift:
- 106% Increase in clients reached
- 2% Jump in overall open rate
- 5.5% Increase in Click-Through Rate
Increased Efficiency & Scale:
- 70% Reduction of time from Request to Sent
- 200% Increase in monthly campaigns executed
2014 Demand Metric Outlook Study: Highlights & HorizonsDemand Metric
There’s little doubt that 2013 was the Year of the Customer. Successful companies have always known that the “Customer is King.” What was different about 2013 was that companies, particularly their marketing and sales organizations, had better tools with which to understand their needs, wants and desires and better ways to serve these needs.
2013 was also the year in which the Modern Marketing Organization consolidated and deepened its role within large and mid-sized organizations as the owner and driver of revenue-producing initiatives and programs. More than ever before, Marketing has direct control over the sales/buying process and with it the customer journey. That change has given Marketing more opportunity to prove its value to the company, while at the same time increasing pressure to deliver results with measureable advances in performance and productivity.
This premier Demand Metric Outlook Study will examine Highlights of 2013: Our best research, great marketing moments and major
influencers in our industry as shared by our Research Directors and Senior Analyst Network.
In the Horizons section of this study, we pull out our crystal balls and share our predictions for trends, new ideas and emerging vendors and
products we see on the Horizon for 2014.
To obtain this document, visit us at http://www.demandmetric.com/register
Here's how we complement teams with an outsourced demand center!
Macro acted as a natural extension for a company providing financial services to healthcare professionals.
The results? We increased their campaign execution capacity by 200%, leading to a 55.31% increase in Lead-to-MQL ratio in one year.
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
OFFICIAL Partner for L&T Metro Hyderabad for First & Last mile, 7 stations-3500 employees, from home- office enabling for 3 lakhs passengers/day facility. Single-window app which will be further enabled to have a lot of other options being vetted by commuter, as bus/bike/taxi on pay per use model. Looking out of success in Hyderabad, we have been awarded with MUMBAI METRO with MMRDA awarding us the official partner for their First & Last mile connectivity, which would cater to around 1crore customer/day when it runs full fledged in 2026. Through same mobile app we run 5700 employees/day transportation with 78 companies registered in area of magarpatta in, PUNE. Traditionally, Corporates have been using a dedicated fleet of buses and cabs to serve the mobility requirements of the workforce. However increasingly, corporate are shifting to ‘Per Use Model’ to save costs as transport is second largest cost item for any IT/ITES company after salary
GOAMILES, App based taxi Services with Diffrent Business ModelSachin Bhavsar
GOAMILES: 1st Mobile taxi app service in entire Asia without taking any revenue share from taxi drivers income, yet effective, helping government earn required taxes, tourist making their transportation cost cheaper & end to end mobile operations with complete transparency deploying 1000 drivers to earn their livelihood & make the state of Goa have their 1st mobile-based taxi app system.
1. G00271323
Critical Capabilities for Multichannel Campaign
Management
Published: 1 July 2015
Analyst(s): Adam Sarner, Julie Hopkins, Mike McGuire, Jennifer Polk
Multichannel campaign management vendors are aggressively adding
features to keep up with demand from digital marketers, but offerings still
vary widely in functionality and maturity levels. Marketers should focus on
campaign management's critical capabilities when evaluating the evolving
landscape.
Key Findings
■ Over the last year, competition has accelerated the pace of innovation and improvement among
multichannel campaign management (MCCM) products.
■ Marketers see the need to break down organizational silos and integrate across functions and
channels. Vendors have responded by supporting analytics and external data, a consistent user
interface (UI), and channel integration improvements to make these connections.
■ Providers in the Magic Quadrant for MCCM generally offer strong capabilities in just one or two
areas, such as multidimensional segmentation and campaign workflow. In most other areas,
functionality ranges from basic to advanced.
■ New extensions to MCCM, particularly social and mobile marketing, can improve coveted real-
time interaction between company and customer. However, most vendors have added on these
capabilities through acquisition and have not integrated them, nor do they have a track record
or complete vision in these areas.
Recommendations
■ Audit uses cases (campaign creation, execution, orchestration and measurement) against
functions (segmentation, predictive analytics, email marketing and so forth) to identify any gaps
in your own MCCM projects.
■ Consider product functions as just one factor in your purchase decision, along with product
roadmap, customer references, vendor viability and ability to integrate with other systems (such
as social marketing or ad tech). Use this research, along with the MCCM Magic Quadrant, to
see how each vendor compares.
2. What You Need to Know
Since 2014, vendors have accelerated the pace of adding capabilities to their MCCM offerings to
keep up with marketers' demands and multichannel marketing campaigns' increasing complexity.
Competition is also growing between MCCM vendors and point solutions. Functions that may have
given some vendors first-mover advantage last year may have left them on a par with competition in
2015. For example, functionality such as social marketing gave some vendors early basic social
publishing capabilities, which multichannel marketers now consider incomplete and commoditizing.
However, event-triggered marketing, real-time decisioning tools and other functions have greatly
risen in importance.
Leading vendors focus on:
■ Adding multiple external data sources and improving advanced analytics, particularly in real-
time channels
■ Integrating MCCM with other CRM, marketing and analytics applications
■ Increasing support for more channels, particularly mobile
Some vendors have further improved their offerings by adding industry-specific functions,
expanding their capabilities and client base geographically, and/or appealing to both business-to-
consumer (B2C) and B2B companies. Some vendors have improved by extending their native
functionality either through acquisition or organic product investments. Others are expanding their
partner ecosystem. Vendors' capacities, maturity, roadmaps and so forth can affect everything from
your total cost of ownership to the channels you support, to the time and complexity of your
implementation.
If you are extending MCCM capabilities beyond what you already have with your current vendor:
■ Re-evaluate your current vendor, even if you talked to the vendor six months ago — its offerings
may have changed, and in some cases, the vendor may have shifted its roadmap.
■ Talk to Gartner and the vendor's references about any new capabilities. In some cases (such as
mobile marketing), few customers are actually using the new functions. This can save you from
taking on an immature solution that enables too few processes, or limited expertise from the
vendor, for building a mobile foundation.
If you're evaluating MCCM vendors for the first time or need a major overhaul:
■ Audit use cases (campaign creation, execution, orchestration and measurement) against
functions (such as segmentation and email marketing) to see where to start or where you might
have gaps in your own MCCM strategy.
■ Use the Magic Quadrant for MCCM for comparing each vendor, and evaluate vendors' future
roadmaps to ensure they are keeping pace with your long-term strategy and the market
direction itself.
Page 2 of 22 Gartner, Inc. | G00271323
3. Analysis
Critical Capabilities Use-Case Graphics
Figure 1. Vendors' Product Scores for Campaign Creation Use Case
Source: Gartner (July 2015)
Gartner, Inc. | G00271323 Page 3 of 22
4. Figure 2. Vendors' Product Scores for Campaign Orchestration Use Case
Source: Gartner (July 2015)
Page 4 of 22 Gartner, Inc. | G00271323
5. Figure 3. Vendors' Product Scores for Campaign Execution Use Case
Source: Gartner (July 2015)
Gartner, Inc. | G00271323 Page 5 of 22
6. Figure 4. Vendors' Product Scores for Campaign Measurement Use Case
Source: Gartner (July 2015)
Page 6 of 22 Gartner, Inc. | G00271323
7. Vendors
Adobe
Adobe Campaign, part of Adobe Marketing Cloud, offers one of the most complete sets of MCCM
functions. Consequently, the product scores high overall in all four use cases, including campaign
creation, where Adobe has traditional strength. We rated this product Outstanding in content
marketing, and Excellent on many capabilities, including campaign workflow, multidimensional
segmentation, email marketing, mobile marketing and ad management. Adobe Campaign moved
from Outstanding to Excellent in social marketing against more active competitors, and it scored
Good on the rest. Like other vendors in this market, Adobe will continue to integrate multiple
products as part of its unified marketing cloud vision. It made particular progress with Adobe
Analytics, Experience Manager, Target and Adobe Marketing Cloud Core Services in 2014. Adobe
Campaign targets the retail, media, publishing, financial services, travel and high-tech industries.
Consider Adobe for multichannel marketing capabilities for both online and offline channels.
AgilOne
AgilOne offers basic MCCM, with Fair ratings in all use cases — it does best in campaign creation
and orchestration. AgilOne excels in predictive analytics, in which it receives an Excellent rating. It
has gaps in content marketing and social marketing (Poor ratings), and weaknesses in campaign
workflow, real-time decisioning, ad management and mobile marketing (Fair ratings). Consider
AgilOne if you are in the retail, B2B, media and education industries, and if you want improved
analytics for better segmentation and targeting.
Experian
Experian's Marketing Suite supports core MCCM functions, with Excellent ratings in
multidimensional segmentation and email marketing. Good ratings in predictive analytics, event
triggering and real-time decisioning speak to Experian's data heritage. However, the Marketing Suite
UI could use modernization (it's on the roadmap for 2015), and support for other capabilities lags
behind some competitors (for example, content marketing, ad management and social marketing).
Consider Experian for cross-channel campaign management if you are a B2C company in the
financial services, retail or media industries, and if you want to exploit first- and third-party data to
better identify and understand customers.
IBM
IBM Marketing Solutions, available as software-as-a-service or as on-premises offerings, score well
in all use cases. IBM offers a nearly complete portfolio of MCCM functions, with Excellent scores in
multidimensional segmentation, campaign workflow, predictive analytics, real-time decisioning and
mobile marketing. It also provides email capabilities, event triggering, integrated mobile and Web
notification, and push messaging. This portfolio will appeal to digital marketers in almost any
industry who need to automate campaigns across multiple channels, both online and off.
Gartner, Inc. | G00271323 Page 7 of 22
8. Infor
Infor's Customer Interaction Hub supports all four use cases reasonably well, although it does best
in campaign creation and orchestration. Infor has assembled a nearly complete portfolio of
functions — especially in terms of multidimensional segmentation, campaign workflow and real-time
decisioning. Ad management and content marketing remain gaps. Infor's product will appeal to
sophisticated marketers who want more support for real-time and event-based marketing, where
Infor's analytics sophistication can really help. Consider Infor if you are a large company in financial
services, telecommunications, healthcare, retail, consumer manufacturing or high-tech.
Marketo
Marketo's MCCM offering supports all use cases adequately. The company offers at least some
support for all capabilities (ad management and predictive analytics receive Fair scores). Marketo
offers Excellent email marketing solutions. It has used this strength in B2B lead management
processes to expand into message-related areas, such as event triggering and real-time
decisioning. Marketo's product provides all the MCCM basics and will particularly appeal to
companies that need support for B2B event-based marketing, as well as B2C companies targeting
digital channels.
Microsoft
Microsoft Dynamics Marketing supports all use cases adequately. The company receives Good
scores for its capabilities, except for content marketing and ad management, which receive Fair
marks. Microsoft recently added support for email and mobile messaging and for webinars.
Microsoft will appeal to companies that already use Microsoft applications (such as for sales and
service) and that want to integrate core campaign management.
Oracle
Oracle's Marketing Cloud offers one of the strongest, most consistent sets of functions in the
MCCM market. It scores high on all use cases (campaign creation and measurement are the
strongest scenarios). In every capability, the product scores at least a Good rating, while some are
Excellent (multidimensional segmentation, campaign workflow and content marketing), and it
receives Outstanding marks for email marketing. In 2014, Oracle added more reporting and support
for external data. Oracle Eloqua is geared for B2B marketing for sales forces, and it features
campaign and lead management, as well as lead scoring. Oracle Responsys supports MCCM for
B2C companies.
Pegasystems
Pegasystems supports all four use cases adequately. It excels in predictive analytics and real-time
decisioning (Excellent scores) but lacks content marketing and ad management (Poor) and is weak
in social marketing and mobile marketing (Fair). Pegasystems focuses particularly on "next-best
offers" by drawing in CRM and external data and applying predictive algorithms to large datasets.
Pegasystems will appeal to the largest midsize companies in the financial services, healthcare,
technology and telecom industries.
Page 8 of 22 Gartner, Inc. | G00271323
9. Pitney Bowes
Pitney Bowes' Customer Engagement Solutions suite suports all use cases adequately. It excels in
real-time decisioning (Excellent score). It scores low in content marketing and ad management
(Poor), with a further weak spot in mobile marketing (Fair). However, Pitney Bowes did strengthen
itself in predictive analytics, a weaker spot in 2014. Pitney Bowes supports both online and offline
channels. Product integration — especially between inbound and outbound activities — still remains
incomplete. The Customer Engagement Solutions suite will appeal to B2C companies in financial
services, telecom, retail, utilities and the public sector.
RedPoint
RedPoint's MCCM platform supports all use cases fairly well. It receives Excellent scores for
campaign workflow (a nice improvement from 2014) and mobile marketing, and it improved a 2014
weakness in predictive analytics. It still has a gap in ad management (Poor) and a weakness in
content marketing. RedPoint continues to build on its data capabilities — for example, it has added
support for unstructured data in Hadoop since 2014. RedPoint stands out in data-driven campaign
design but trails competitors in more fundamental campaign execution, reporting and business
intelligence, and user interface. Consider RedPoint if you are a midmarket organization and want to
unlock information silos with data from multiple sources and marketing channels.
Salesforce
The Salesforce Marketing Cloud offers solid support for all four use cases. It offers Outstanding
email marketing, and scores Excellent in campaign workflow, social marketing (where it slipped
back because of more active competitors) and mobile marketing. Only ad management gets a Fair
rating. Unlike many MCCM vendors, Salesforce excels in supporting digital channels even more
than in general campaign management functions. Consider Salesforce if you want to optimize B2C
interaction with an emphasis on digital channels.
SAP
SAP offers good support for all four use cases (campaign creation and orchestration are a bit
stronger than the other two). It scored Excellent for multidimensional segmentation, predictive
analytics and real-time decisioning. SAP bumped up its real-time decisioning score with the
acquisition of SeeWhy. SAP scored lower in ad management (Fair) and slipped back in content
marketing and social marketing (both Fair) because competitors have done more in these areas
since 2014 (SAP describes its strategy as an open platform, which integrates with third parties for
these solution areas here). SAP's offering will suit marketers who run large-scale integrated
campaigns and need to automate the data management and processes around them, including
sophisticated setups required for end-to-end process automation. The SAP MCCM product is
purchased most frequently by retail, consumer packaged goods, high-tech, professional services,
sports and entertainment, telecom, and financial services industries.
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10. SAS
SAS's Customer Intelligence platform supports campaign execution and measurement adequately
and provides stronger capabilities for campaign creation and orchestration. SAS excels in the
fundamentals of campaign management. It scores Excellent for multidimensional segmentation,
predictive analytics and event triggering. It offers Outstanding real-time decisioning. However,
competitors have outpaced SAS in support for digital channels, where it receives a Fair rating in
social marketing, email marketing, mobile marketing and ad management. Consider SAS if you want
advanced analytics for segmentation and targeting, particularly if you are in the financial services,
telecom, retail or insurance industries.
SDL
SDL Campaigns (part of the Customer Experience Cloud) supports all use cases well. It offers
Excellent content marketing and social marketing. It has only one weakness: ad management (Fair).
Every other capability receives a Good score. SDL can handle more complex multichannel,
multistep campaigns, including the strong inclusion of assets in content marketing and social
marketing, something the other MCCM vendors lack. Consider SDL for multichannel, multistep,
event-triggered campaign management. SDL appeals particularly to upper-midmarket or large B2C
companies looking for support in email, Web, mobile and social channels.
Selligent
Selligent supports all use cases adequately, although it's a bit stronger in campaign creation and
orchestration. Selligent's capabilities don't stand out in any area, but it has only one area where it
scores Poor (ad management) and one where it scores Fair (content marketing). Since 2014,
Selligent has made progress in predictive analytics and real-time decisioning, which had been weak
spots. Consider Selligent if you are a B2C midmarket company in the retail, financial services,
publishing, or travel and tourism industries and you need basic easy-to-use MCCM without
spending too much.
Sitecore
Sitecore Experience Platform supports all use cases very well, especially campaign execution.
Sitecore offers Excellent content marketing and mobile marketing. Ad management remains the only
area of weakness (Fair), although it has made progress on this capability, too, since 2014. Consider
Sitecore to gather, analyze and apply customer insights and content in support of customer service
and digital commerce, particularly if you are in the automotive, consumer packaged goods, financial
services, energy, government, technology or retail industries.
Teradata
Teradata's MCCM product (part of its Integrated Marketing Cloud) offers strong support for
campaign creation, orchestration and measurement, although only adequate support for campaign
execution. Teradata offers Excellent multidimensional segmentation — an area where it has
improved since 2014 — and Excellent campaign workflow and predictive analytics. It has
weaknesses in content marketing and ad management (it made progress on the latter since 2014).
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11. Consider Teradata if you are in the financial services, media, transportation or telecom industries
and you need strong data management and analytics for segmentation, personalization and
performance measurement.
Zeta Interactive
Zeta Interactive's MCCM offering supports all use cases adequately. It offers Excellent email
marketing, but it has numerous weaknesses, including predictive analytics, real-time decisioning,
content marketing and social marketing (Fair), and a gap in ad management (Poor). Consider Zeta if
you are a midsize B2C company in high-volume businesses, such as travel, entertainment, media,
financial services and retail, and if you need speed to market, services and support for your MCCM.
Context
Multichannel marketing continues to be a goal for marketers, but marketers don't go from one to
"multi" overnight. Multichannel marketing unfolds gradually, with marketers starting with one
channel — usually email — and then adding another channel to coordinate campaigns and
interactions at touchpoints largely guided by the customer. The MCCM market has evolved similarly,
with vendors adding support for channels and other functions to keep up. All providers offer strong
functions in just one or two areas, such as multidimensional segmentation and campaign workflow.
In most areas, the strength of the providers can differ dramatically, from nonexistent or basic to
outstanding. Unless you're just starting out with multichannel marketing, the new functions you
need — many of our clients today seek event-triggering, mobile and predictive capabilities —
probably haven't matured. You can get a competitive edge by adding them to your campaigns, but
they entail risk as a particular vendor's offering may not have a long track record. We created this
Critical Capabilities document to give you an overview of MCCM vendors' capabilities so that you
can choose the product that best balances your old and new multichannel needs.
Product/Service Class Definition
MCCM products orchestrate company communications and marketing offers to customer segments
across channels, such as websites, mobile, social, direct mail, call centers and email. Capabilities
include the following:
■ Basic campaign management includes functions for segmentation, campaign creation,
campaign workflow and campaign execution.
■ Advanced analytic functions include predictive analytics and campaign optimization.
■ Advanced execution functions include loyalty management, content management, event
triggering and real-time offer management in inbound and outbound environments.
■ Digital marketing capabilities include ad management, content marketing, mobile and social
marketing, Web, and email marketing. Digital marketing extends the marketing process through
channels such as the Web, email, video, mobile and social applications, point-of-sale terminals,
interactive TV, and digital signage and kiosks.
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12. MCCM offerings may also integrate leads with sales for execution in B2B and B2C companies.
Critical Capabilities Definition
Multidimensional Segmentation
This capability enables the grouping of audiences based on different attributes along multiple
dimensions. Traditional attributes include products and likely buyers. Newer ones focus on potential
profitability and the customer life cycle using search, social and open graph data.
Campaign Workflow
This capability choreographs the work involved in designing and executing campaigns, including
tasks, responsibilities and timelines.
Predictive Analytics
This capability enables marketing analysts to create models that forecast demand, determine
optimal campaign performance by adjusting its parameters, and run multidimensional scenarios,
such as for a product launch.
Event Triggering
This capability enables marketers to automate the sending of an offer or promotion based on an
action that an audience takes or something happening to it — for example, clicking on a particular
Web page, abandoning a shopping cart or having a birthday.
Real-Time Decisioning
This capability provides marketers with up-to-the-minute information and analytics that allow them
to make timely choices about in-progress campaigns, such as proposing a next-best offer on a
mobile device immediately after a website visit.
Content Marketing
This capability enables marketers to manage the commissioning, editing, curating, scheduling and
publishing of high volumes of content in an ongoing campaign.
Social Marketing
This capability gives marketers tools for managing the various elements of social media campaigns,
including multiple social sites, the people executing the campaign, the rules around what they can
and cannot do, and performance measurement.
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13. Ad Management
This capability automates the buying and placement of advertisements for a campaign. Features
could include real-time bidding and integration with demand-side or data management platforms.
This is the biggest gap in MCCM offerings.
Email Marketing
Email marketing is the use of the email channel as a method to deliver marketing messages. Email
marketing continues to have high visibility. Many organizations have experimented with it or are
sending email marketing messages on a consistent basis.
Mobile Marketing
Mobile marketing involves the use of mobile technologies to gather and analyze information about
customers and to target them with offers and content.
Mobile marketing requires using the right combinations of mobile technologies and applying them to
established techniques (such as direct-marketing email campaigns).
Use Cases
Campaign Creation
This scenario includes goal setting, audience segmentation and content creation for a campaign.
Campaign Orchestration
This scenario involves planning the channels through which a campaign will be delivered, as well as
its timing and sequencing.
Campaign Execution
This scenario focuses on process management for in-progress campaigns, including the
choreographing of elements such as content, tasks and people.
Campaign Measurement
This scenario involves the tracking of performance against the goals and metrics that marketers
have defined for the campaign.
Vendors Added and Dropped
Added
■ AgilOne
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14. ■ Microsoft
■ Pegasystems
Dropped
No vendors were dropped.
Inclusion Criteria
We update the inclusion criteria every year to reflect changing user requirements and vendor
capabilities.
Functions
Vendors must support all the following:
■ Ability to create, execute and manage multichannel campaigns
■ Proven campaign planning, tracking and reporting, with role and approval capability
■ A UI suitable for marketing users who create, execute and report on campaigns
■ Basic campaign management functions, such as segmentation, campaign execution and
campaign workflow
Vendors must support at least three of six advanced functions:
■ Advanced analytics:
■ Predictive analytics: Capability to analyze customer behavior to predict churn, next-most-
likely purchase and propensity to buy. These functions enable a company to target
customers more effectively or stage the offers to make during interactions. Vendors may
offer these capabilities through partnerships, but we will look for proven integration and
references of actual use.
■ Campaign optimization: Ability to balance and coordinate multiple constraints to maximize
expected value from single or multiple campaigns. This capability enables trade-offs among
different campaign execution options, such as which campaign to use, which channel to
use, the number of interactions per individual and the expected value of each campaign.
■ Multidimensional segmentation: Ability to group audiences based on different attributes
along multiple dimensions. Traditional attributes have focused on products and who are
likely buyers. Newer groupings focus on profitability and the customer life cycle. New data
and old data play an important role in defining the target audience and understanding the
channel where you should focus the campaign. Traditional transactional data, third-party
data and anonymous customer data all contribute to targeting the right audience with the
right offer at the right time in the right channel.
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15. ■ Advanced execution:
■ Event triggering: The detection, prioritization and execution for a significant event affecting
a customer relationship.
■ Real-time recommendations: Ability to manage offers and deals with offer arbitration. These
functions combine the most-up-to-date information from data collected prior to the
interaction, as well as new data collected during a real-time interaction with a customer.
■ Multichannel lead management: The ability to provide lead management functions for both
inbound and outbound marketing initiatives. This capability includes, at a minimum, lead
collection, analytics, augmentation, scoring, process management and nurturing, across at
least three lead-generation and lead-management channels within a single campaign. In
addition, functions must support bidirectional integration with CRM or sales force
automation applications (such as Microsoft Dynamics CRM, Oracle Sales Cloud and
Salesforce).
Digital Marketing Capability
In addition to the basic and advanced functions above, we will consider specific digital marketing
functions, such as Web analytics, social analytics, social marketing, mobile marketing, and ad
management and e-commerce connections.
Market Presence, Momentum and Viability
Vendors must have:
■ At least 20 customers using MCCM
■ At least 15 new customer wins for MCCM during the past 12 months
■ At least $15 million in revenue and enough cash to fund a year of operations at the current rate
of cash depletion
In addition, we emphasize innovative, visionary offerings. Visionaries provide a strong vision for the
MCCM market, or excel in advanced or emerging areas, such as multidimensional segmentation,
inbound marketing, mobile marketing, loyalty marketing, e-commerce and social marketing. They
can set strategic direction or demonstrate innovative capabilities in one or more functional areas
(such as advanced campaign functions or digital marketing integration) that the market will
eventually adopt. Visionaries may have campaign management implementations from different
buying centers, such as the customer service or e-commerce department.
Table 1 shows the weighting for critical capabilities in use cases.
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16. Table 1. Weighting for Critical Capabilities in Use Cases
Critical Capabilities
Campaign
Creation
Campaign
Orchestration
Campaign
Execution
Campaign
Measurement
Multidimensional
Segmentation 20% 13% 3% 18%
Campaign Workflow 18% 13% 3% 13%
Predictive Analytics 13% 20% 5% 10%
Event Triggering 13% 13% 18% 5%
Real-Time Decisioning 8% 13% 18% 8%
Content Marketing 8% 8% 13% 8%
Social Marketing 5% 5% 8% 8%
Ad Management 3% 5% 10% 10%
Email Marketing 7% 5% 12% 10%
Mobile Marketing 5% 5% 10% 10%
Total 100% 100% 100% 100%
As of February 2015
Source: Gartner (July 2015)
This methodology requires analysts to identify the critical capabilities for a class of products/
services. Each capability is then weighed in terms of its relative importance for specific product/
service use cases.
Critical Capabilities Rating
Each of the products has been evaluated on the critical capabilities on a scale of 1 to 5 (see Table
2). A score of 1 equals Poor (most or all defined requirements are not achieved), while 5 equals
Outstanding (significantly exceeds requirements).
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18. Table 3 shows the product/service scores for each use case. The scores, which are generated by
multiplying the use-case weightings by the product/service ratings, summarize how well the critical
capabilities are met for each use case.
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20. To determine an overall score for each product/service in the use cases, multiply the ratings in Table
2 by the weightings shown in Table 1.
Gartner Recommended Reading
Some documents may not be available as part of your current Gartner subscription.
"Magic Quadrant for Multichannel Campaign Management"
"How to Evaluate Multichannel Campaign Management Applications"
"Toolkit: Multichannel Marketing Heat Map, 2014"
"How Products and Services Are Evaluated in Gartner Critical Capabilities"
Critical Capabilities Methodology
This methodology requires analysts to identify the critical capabilities for a class of
products or services. Each capability is then weighted in terms of its relative importance
for specific product or service use cases. Next, products/services are rated in terms of
how well they achieve each of the critical capabilities. A score that summarizes how
well they meet the critical capabilities for each use case is then calculated for each
product/service.
"Critical capabilities" are attributes that differentiate products/services in a class in
terms of their quality and performance. Gartner recommends that users consider the
set of critical capabilities as some of the most important criteria for acquisition
decisions.
In defining the product/service category for evaluation, the analyst first identifies the
leading uses for the products/services in this market. What needs are end-users looking
to fulfill, when considering products/services in this market? Use cases should match
common client deployment scenarios. These distinct client scenarios define the Use
Cases.
The analyst then identifies the critical capabilities. These capabilities are generalized
groups of features commonly required by this class of products/services. Each
capability is assigned a level of importance in fulfilling that particular need; some sets of
features are more important than others, depending on the use case being evaluated.
Each vendor’s product or service is evaluated in terms of how well it delivers each
capability, on a five-point scale. These ratings are displayed side-by-side for all
vendors, allowing easy comparisons between the different sets of features.
Ratings and summary scores range from 1.0 to 5.0:
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21. 1 = Poor or Absent: most or all defined requirements for a capability are not achieved
2 = Fair: some requirements are not achieved
3 = Good: meets requirements
4 = Excellent: meets or exceeds some requirements
5 = Outstanding: significantly exceeds requirements
To determine an overall score for each product in the use cases, the product ratings are
multiplied by the weightings to come up with the product score in use cases.
The critical capabilities Gartner has selected do not represent all capabilities for any
product; therefore, may not represent those most important for a specific use situation
or business objective. Clients should use a critical capabilities analysis as one of
several sources of input about a product before making a product/service decision.
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