In the first part of an examination of Gartner’s Magic Quadrant for Multi-channel Campaign Management (MCCM) for 2013, we saw that the market is characterized by a re-architecting of platforms by established vendors and the addition of new functionality by the newer ones. However, even with the new functionalities and cloud offerings, the new entrants still didn't impact on the Leaders Quadrant consisting of IBM, Oracle (Seibel), SAS and Teradata.
Leader Quadrant Unchanged
The new ones, Gartner says, tend to look at precise and limited sets of functionality usually in the cloud and targeting specific kinds of enterprises.
The older ones, while perhaps a little slower to react to changing conditions by virtue of their size, offer a much wider set of functions, which probably explains why the Leader’s quadrant continues to be dominated by established vendors.
As in previous years, the criteria for inclusion in the Magic Quadrant for MCCM are tough and for a vendor to push its way into the Leader’s quadrant is a task that is likely to take a number of years.
Even to get into the Magic Quadrant in the first place is tough and it’s not uncommon for companies to slip off the grid like Oracle RightNow this year, which failed to meet the minimum requirement of 15 new customer wins over the past 12 months.
Gartner is also adamant about the kind of functionality that vendors need to offer. There are two major groups:
1. Advanced Analytics and Execution
In this groups vendors need to offer one or more of these:
- Predictive analytics: The ability to analyse and predict future customer behaviors.
- Campaign optimization: The ability to coordinate one or multiple campaigns while coordinating and balancing multiple constraints.
- Event triggering: Ability to detect and act upon an event that affects the relationship with a customer.
- Real-time recommendations: The ability to combine the most up-to-date information from all channels before a customer interaction, as well as taking information from that interaction.
Gartner also says that it considers specific, advanced digital marketing functions like Web analytics, social analytics, social marketing and search marketing and puts heavy emphasis on visionary offerings that include functionality in emerging areas like inbound, social, or mobile marketing. They also set strategic directions for the rest, or demonstrate innovative capabilities.
2. Ability to Execute
The ability to execute, or successfully carry out the business of developing and selling products, is also high on the list of things that Gartner looks at. Under this umbrella, MCCM vendors must be able to demonstrate the following:
- Product/Service: Product capabilities was one of the most important elements for inclusion in the table.
- Overall Viability: This is the financial health of the company, including its product line. It looks at the history of the company and its commitment to continued development in the MCCM space.
- Sales Execution/Pricing: Looks at the pricing and effectiveness of the vendors’ sales channel.
- Customer Experience: This looks at the relationship between vendors and their clients. For MCCM vendors, good CXM would seem to be essential.
Before looking at the Leaders, just a quick re-cap on what makes a Leader in this Quadrant. In this case, Gartner says, Leaders are those vendors that show better overall campaign management performance consisting of both basic and advance campaigns. They have high visibility and a strategic plan for driving the business forward.
In alphabetical order, then, here are this year’s Leaders:
Formerly known as Unica, IBM’s Cross-Channel Marketing Optimization solution is part of the wider Smarter Commerce strategy that it has been building over the past few years and also includes other notable acquisitions like Coremetrics and Sterling. Its MCCM offering covers a number of industries.
- Market reach: It has the benefit of IBM’s global reach and a potential software market that was worth US$ 104 billion in 2012.
- Digital-marketing-focused deployment option: IBM Cross-Channel Marketing Optimization was released in 2012 with Unica dumped from the title. It focused on real-time marketing, marketing performance and usability.
- Road map: Its goals for this year include real-time email and digital marketing as well as continued integration with the rest of IBM’s portfolio.