Gartner Research

Marketing Framework: Essential Building Blocks for Multichannel Campaign Management Functionality

Published: 27 January 2010

ID: G00173913

Analyst(s): Adam Sarner

Summary

In this research, we offer the top functionality requirements for world-class, multichannel campaign management for marketers.

Table Of Contents
  • Overview
  • Campaign Analytics
    • Campaign Segmentation
    • Predictive Analytics
    • Search Marketing
    • Web Analytics
    • Social Marketing
    • Campaign Optimization
    • Customer Profitability Analysis/Attribution Metrics
  • Campaign Execution
    • Dialogue Management
    • Personalization/Persona Management
    • Lead Management
    • Event Triggering
    • Offer Management
    • Content Management
    • Loyalty Management
  • Campaign Management Workflow
    • Campaign Planning
    • Campaign Tracking and Measurement
    • Roles and Approvals

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