Gartner Research

Critical Capabilities for Digital Marketing Hubs

Published: 18 March 2015

ID: G00262667

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


Digital marketers should consider a range of capabilities when evaluating the emerging class of providers acting as hubs for workflow, orchestration and measurement of marketing activities. This report provides details about the features and functions of the leading hubs.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • Conversant
    • DataXu
    • HP
    • IBM
    • IgnitionOne
    • Infor
    • Marketo
    • MediaMath
    • Neustar
    • Oracle
    • Rocket Fuel ([x+1])
    • Salesforce
    • Sitecore
    • Teradata
    • Turn
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Customer Data Analysis and Modeling
    • Anonymous User Tracking
    • Third-Party Data Matching
    • Entity and Workflow Management
    • Data Collection and Cleansing
    • Content Supply Chain
    • Service Integration
    • Social Media Marketing
    • UX Personalization
    • Programmatic Media
    • Email/Mobile Messaging and Offers
    • Digital Commerce
    • Search Engine Marketing
    • Offline Data Integration
    • Multichannel Attribution
  • Use Cases
    • Plan
    • Harvest
    • Target
    • Orchestrate
    • Amplify
    • Optimize

Inclusion Criteria

  • Functions
  • Vendor Viability
  • Global Reach and Staffing
  • New Customers
  • Critical Capabilities Rating

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