Gartner Research

Critical Capabilities for Multichannel Marketing Hubs

Published: 18 July 2022


MMHs create, orchestrate, execute and measure experiences across devices and channels. Digital marketing leaders should use this research to identify vendor solutions that effectively meet their customer profile management, personalization and analytics needs for powering multichannel campaigns.

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Key Findings
  • The multichannel marketing hub is a core technology that helps marketing organizations achieve their revenue growth goals and realize innovation objectives. They rely on MMH solutions to create operational efficiencies and orchestrate marketing programs to achieve those goals.

  • The multichannel marketing hub market has shifted to where more MMH vendors are focused on updating their mobile channel capabilities. Marketers demand more two-way conversation opportunities and mobile marketing reporting.

  • Ten of the 17 evaluated vendors have CDP as either a core capability of or necessary complement to their MMH offerings.CDPs are frequently included in MMH vendor demos, indicating that as

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  • Acoustic
  • Acquia
  • Adobe
  • Braze
  • Cheetah Digital
  • Emarsys
  • HCL Software
  • Insider
  • Iterable
  • MoEngage
  • Optimove
  • Oracle
  • Pegasystems
  • Redpoint Global
  • Resulticks
  • Salesforce
  • SAS
  • Customer Profile Management
  • Campaign Workflow
  • Event Triggering
  • Personalization
  • Marketing Channel Support
  • Real-Time Decisions/Recommendations
  • Ad Management
  • Marketing Analytics
  • Integration With Other Applications
  • Campaign Creation
  • Campaign Orchestration
  • Campaign Execution
  • Campaign Measurement

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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