Gartner Research

Gartner Magic Quadrant for Digital Marketing Hubs


CMOs and digital marketing leaders are under pressure to engage individuals on increasingly fragmented and unpredictable terms, driving the need for a common pool of profile data, analytics, workflow and content resources enabled by a digital marketing hub.

Published: 16 December 2014

ID: G00262674

Analyst(s): Andrew Frank , Jake Sorofman, Martin Kihn

Table Of Contents

Market Definition/Description

  • Target Audience
  • The Need for a New Category
  • Definition

Magic Quadrant

  • Vendor Strengths and Cautions
    • Adobe
    • Conversant
    • DataXu
    • HP
    • IBM
    • IgnitionOne
    • Infor
    • Marketo
    • MediaMath
    • Neustar
    • Oracle
    • Rocket Fuel ([x+1])
    • Salesforce
    • Sitecore
    • Teradata
    • Turn
  • Vendors Added and Dropped
    • Added
    • Dropped
  • Vendors to Watch
    • Acxiom
    • Cake
    • eBay Enterprise
    • HubSpot
    • Kenshoo
    • Marin Software
    • RedPoint
    • SAP
    • SAS
    • Tealium
    • Webtrends

Inclusion and Exclusion Criteria

  • Critical Capabilities
  • Revenue
  • Integration and Extensibility
  • Global Reach and Staffing
  • New Customers

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players


  • The Need for a Holistic Approach
  • Category Volatility

Market Overview

  • Diversified Software Providers
  • Programmatic Ad Tech Providers
  • Analytics and Marketing Operations Providers

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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