Gartner Research

Critical Capabilities for Digital Marketing Hubs

Published: 03 May 2017

ID: G00307980

Analyst(s): Andrew Frank , Martin Kihn , Lizzy Foo Kune , Jake Sorofman, Christi Eubanks


To achieve personalized marketing at scale, marketing leaders need a system that integrates and coordinates data and activities across channels, devices and contexts, continuously and in real time. Advertising, marketing automation and analytics vendors are racing to deliver on this opportunity.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • BlueConic
    • Cxense
    • DataXu
    • Eulerian Technologies
    • IBM
    • IgnitionOne
    • Kitewheel
    • Marketo
    • MediaMath
    • Neustar
    • Nielsen
    • Oracle
    • RedPoint
    • Salesforce
    • SAP
    • SAS
    • Sitecore
    • Turn
    • Viant Technology
    • Ysance
    • Zeta Global
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Customer Data and Analysis
    • Audience Management and Activation
    • External Data Integration
    • Real-Time Decision and Optimization
    • Cross-Device Identity Management
    • Personalized Experiences
    • Workflow and Entity Management
    • Offline Data Integration
    • App Integration and Extensibility
    • Visualization and Control
  • Use Cases
    • Harvest
    • Target
    • Advertise
    • Personalize
    • Collaborate
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Critical Capabilities Rating

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