Gartner Research

Critical Capabilities for Multichannel Campaign Management

Published: 21 July 2016

ID: G00282013

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


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


  • 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

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