Gartner Research

Critical Capabilities for Multichannel Campaign Management

Published: 21 July 2016

ID: G00282013

Analyst(s): Julie Hopkins , Mike McGuire , Adam Sarner , Jennifer Polk

Summary

This year, MCCM vendors strengthened their offerings with advanced analytics, event processing infrastructure and connections to programmatic advertising. As the complexity of MCCM engagements grow, marketers must weigh the risks of emerging tactics against their potential reward.

Table Of Contents

What You Need to Know

Analysis

  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • AgilOne
    • Experian
    • IBM
    • Listrak
    • Marketo
    • Microsoft
    • Oracle
    • Pegasystems
    • Pitney Bowes
    • RedPoint
    • Salesforce
    • 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
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Functions
  • Digital Marketing Capability
  • Market Presence, Momentum and Viability
  • Critical Capabilities Rating

Gartner Recommended Reading

©2019 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.