Gartner Research

Critical Capabilities for Multichannel Campaign Management

Published: 13 October 2014

ID: G00260015

Analyst(s): Adam Sarner , Jennifer S. Beck, Julie Hopkins


Digital marketers must identify specific multichannel campaign management scenarios (campaign creation, execution, orchestration and measurement) and align them with the specific strengths of vendors' multichannel campaign management functionality offerings.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • Experian
    • IBM
    • Infor
    • Marketo
    • Oracle
    • Pitney Bowes
    • RedPoint Global
    • SAP
    • SAS
    • SDL
    • Selligent
    • Sitecore
    • Teradata
    • Zeta Interactive
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Multidimensional Segmentation
    • Campaign Workflow
    • Predictive Analytics
    • Event Triggering
    • Real-Time Decisioning
    • Content Marketing
    • Social Marketing
    • Ad Management
    • Email Marketing
    • Mobile Marketing
  • Use Cases
    • Campaign Creation
    • Campaign Orchestration
    • Campaign Execution
    • Campaign Measurement

Inclusion Criteria

  • Functions
  • Market Presence and Momentum
  • Vendor Viability
  • Critical Capabilities Rating

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