Gartner Research

Critical Capabilities for Multichannel Campaign Management

Published: 27 July 2017

ID: G00314711

Analyst(s): Jennifer Polk , Noah Elkin , Adam Sarner , Mike McGuire


Customers expect ever-richer brand engagements. MCCM platform vendors are responding with enhanced analytics and automated personalization capabilities. Marketing leaders can use this research to evaluate their organization's current MCCM assets and identify new solutions aligned to business goals.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • AgilOne
    • Emarsys
    • Episerver
    • Experian
    • IBM
    • Listrak
    • Marketo
    • Maropost
    • Oracle
    • Pegasystems
    • Pitney Bowes
    • RedPoint
    • Resulticks
    • Sailthru
    • Salesforce
    • SAP
    • SAS
    • Selligent
    • Sitecore
    • Teradata
    • Zeta Global
  • 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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