Gartner Research

A Checklist for Evaluating an Inbound and Outbound Multichannel Campaign Management Application

Published: 02 September 2008

ID: G00160776

Analyst(s): Adam Sarner , Gareth Herschel

Summary

True multichannel marketing means two-way marketing communication between the company and the customer. When choosing campaign management technology, the chief marketing officer should understand the eight conditions for inbound/outbound communications.

Table Of Contents
  • Overview
  • Eight Evaluation Criteria for MCCM Inbound/Outbound Fusion
    • Common Data Source
    • One GUI
    • Unified Propensity Modeling
    • Shared Offer and Segment Library
    • Universal Preference Management
    • One Dialogue
    • Common Set of Analytical Tools
    • Single-Administration Environment for Sign-on
  • Tactical Guidelines

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