Gartner Research

Hype Cycle for CRM Marketing Applications, 2015

Published: 17 July 2015

ID: G00276528

Analyst(s): Kimberly Collins


Marketing applications vary greatly in maturity and user adoption. Gartner's Hype Cycle can help IT application leaders work with marketing to identify opportunities for IT investment, understand strengths and challenges, and determine business benefits for marketing applications.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • IMC-Enabled, Packaged CRM Applications
    • Personification
    • Big Data Analytics for Marketing
    • Customer Engagement Hub
    • Customer Journey Analytics
    • Uplift Modeling
    • Digital Marketing Hubs
  • At the Peak
    • MDM and Social Data
    • Predictive Lead Scoring
    • Marketing Mix Optimization
    • Intent-Driven Customer Systems
    • Predictive Analytics
    • Voice of the Customer
    • Global, Integrated MRM
    • Data-Driven Marketing
  • Sliding Into the Trough
    • MRM: Marketing Fulfillment
    • Multichannel Marketing
    • Event-Triggered Marketing
    • MRM Analytics
    • Marketing Performance Management
    • Integrated Marketing Management
    • Social Marketing
    • MRM SaaS
    • MRM: Planning and Financial Management
    • Social Analytics
    • Price Optimization and Management
    • Text Analytics
    • MRM: Creative Production Management
  • Climbing the Slope
    • Campaign Segmentation
    • Customer-Best-Next Action
    • External Peer-to-Peer Communities
    • MDM of Customer Data
    • Social Media Analytics
    • Social Publishing Applications
    • Mobile Advertising
    • Social Media Engagement Applications
    • Lead Management
  • Entering the Plateau
    • MRM: Marketing Asset Management
    • Electronic Signatures
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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