digital marketing, Forrester Tabs Its Best for Cross-Channel Campaign Management

Forrester Research has tabbed its software leaders for cross-channel campaigns, and it isn't a spot match of rival Gartner's.

Adobe, Infor, RedPoint Global and SAS Institute lead the pack for Forrester in its Wave for Cross-Channel Campaign Management for the third quarter, and IBM, Teradata and SAP are "strong performers."

Forrester also reported that Pitney Bowes and SDL "contend on certain capabilities but lag overall."

In its own multi-channel industry report -- its Magic Quadrant in May -- Gartner picked Adobe, IBM, SAS, Teradata and Oracle as leaders in the research firm's latest multichannel campaign management (MCCM) analysis. 

Gartner also named SAP a challenger and rated Salesforce, Marketo and Sitecore as visionaries. For niche players, Gartner selected Experian, SDL, Infor, RedPoint Global, Selligent, Pitney Bowes and Zeta Interactive.

As companies "struggle to consistently communicate with their customers across channels," according to Forrester in its recent Wave, "they need improved abilities to connect inbound and outbound campaigns and make decisions in one channel based on intelligence in another."

Meet the Leaders

Forrester used a 41-criteria evaluation of cross-channel campaign management (CCCM) vendors and picked what analysts felt were the nine most "significant" software providers in the category. From there, Forrester scored them. 

digital marketing, Forrester Tabs Its Best for Cross-Channel Campaign Management

So what makes some of them lead the way?

Adobe: Adobe Campaign

Adobe Campaign is "compelling" for digital marketers who want to include outbound marketing capabilities or nondigital channels. Integrations with the Adobe Marketing Cloud are appealing, according to the Forrester Wave.

SAS Institute: SAS Customer Intelligence

SAS' analytics and optimization capabilities make it Forrester's highest scorer here. SAS is good for "less-budget conscious buyers" and includes complex campaign requirements like multiple selection and suppression criteria across many levels of a contact hierarchy and advanced analytics needs.

RedPoint Global: Convergent Marketing Platform 

RedPoint's "strong data capabilities" in its Convergent Marketing Platform supports hybrid data environments and uses an extract-transform-load (ETL) process that is data-structure agnostic, according to Forrester.

Infor: Infor Marketing Management suite

Those who need to integrate data and coordinate offers and execution across several (five or more) channels will like Infor, according to Forrester. Real-time, self-learning offer management capabilities utilize information across channels.

More vendors "are emphasizing integration," Forrester authors wrote, "as they realize they won’t own all pieces of their client’s cross-channel puzzle. But integration quality across channels, data sources, and interfaces still varies, as does support for emerging channels and more sophisticated analytics."

Title image by Luisa Fumi / Shutterstock.