Gartner Research

Critical Capabilities for Digital Marketing Hubs

Published: 19 April 2016

ID: G00276895

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

Summary

As consumers' expectations of seamless, cross-channel experiences rise, marketers must overcome the barriers to the flow of data and content across touchpoints. Software vendors address this with digital marketing hubs; however, the diversity of piecemeal approaches complicates comparing these hubs.

Table Of Contents

What You Need to Know

Analysis

  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • DataXu
    • Epsilon (Conversant)
    • Experian Marketing Services
    • IBM
    • IgnitionOne
    • Kitewheel
    • Krux
    • Marin Software
    • Marketo
    • MediaMath
    • Neustar
    • Nielsen (eXelate)
    • Oracle
    • RedPoint
    • Rocket Fuel
    • Salesforce
    • Sitecore
    • Sizmek
    • Teradata
    • Turn
    • Zeta Interactive
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Customer Data Analysis and Modeling
    • Social Media Marketing
    • Third-Party Data Matching
    • Programmatic Media
    • Content Traffic and Personalization
    • Multichannel Attribution
    • Email/Mobile Messaging and Offers
    • Entity and Workflow Management
    • Search Engine Marketing
    • Anonymous User Tracking
    • Offline Data Integration
  • Use Cases
    • Plan
    • Harvest
    • Target
    • Orchestrate
    • Amplify
    • Optimize
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Critical Capabilities Rating

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.