The Forrester Wave™: Cross-Channel Campaign Management, Q3 2014
by Jason McNellis, August 28, 2014. For Customer Insights Professionals.
The Cross-Channel Campaign Market Is Complex
The campaign management market is growing more complex as new channels and technologies emerge and marketers desire enhanced support for more complex campaigns. Vendors need to step up with improved interfaces and better analytics to meet this need.
Adobe, Infor, RedPoint Global, And SAS Institute Lead The Pack
Forrester’s research uncovered a market in which Adobe, Infor, RedPoint Global, and SAS Institute lead the pack. IBM, Teradata, and SAP are Strong Performers that offer competitive options. Pitney Bowes and SDL contend on certain capabilities but lag overall.
Cross-Channel Integration And Interaction Management Are Key Differentiators
As CI pros struggle to consistently communicate with their customers across channels, they need improved abilities to connect inbound and outbound campaigns and make decisions in one channel based on intelligence in another. Cross-channel capabilities dictate which providers lead the pack.
Access The Forrester Wave Model For Deeper Insight
Use the detailed Forrester Wave model to view every piece of data used to score participating vendors and create a custom vendor shortlist. Access the report online and download the Excel tool using the link in the right-hand column under “Tools & Templates.” Alter Forrester’s weightings to tailor the model to your specifications.
Click Here to read the full report.