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Market Definition/Description
Multichannel campaign management (MCCM)
processes enable companies to define, orchestrate
and communicate offers to customer segments
across multichannel environments, such
as websites, mobile, social, direct mail,
call centers and email. This approach can
include integrating marketing offers/leads
with sales for execution. Basic campaign
management includes functionality for
segmentation, campaign execution and campaign
workflows. Advanced analytic functionality
includes predictive analytics and campaign
optimization. Advanced execution
functionality includes loyalty management, content
management, event triggering, and real-time
decisioning/offer management in inbound
and outbound environments. Digital marketing
continues to integrate with campaign
management, and includes addressable
branding/advertising, contextual marketing and
transactional marketing (see "Digital
Marketing: The Critical Trek for Multichannel Campaign Management").
Digital marketing extends the marketing process through channels such as
the Web,
email, video, mobile and social applications,
point-of-sale terminals, interactive
TV, digital signage and kiosks.
Magic Quadrant
Figure 1. Magic Quadrant for CRM Multichannel Campaign Management
Source: Gartner (May 2012)
Vendor Strengths and Cautions
Adobe Systems
Adobe Systems enters this year's research for its vision and the continuing development
of its digital marketing capabilities to assist companies and agencies in the best
placing for their online marketing budgets across channels. Consider Adobe when Web
analytics, Web content management and addressable advertising are top MCCM strategy
priorities. The targeted industries are publishers, media, retail and financial services,
among others.
Strengths
- Digital marketing: Although online focused, Adobe's digital marketing suite provides
basic and advanced analytic and campaign management capabilities, and meets the criteria
for this research. The digital marketing suite provides analytics for real-time segmentation,
customer scoring and optimization capabilities to digital channels such as social,
display, search video, email and mobile.
- Digital marketing acquisitions: Notable changes in 2011 included the acquisition of
Demdex (an anonymous behavioral data service), Auditude (a video advertising platform)
and Efficient Frontier (real-time ad bidding/optimization), which includes a social
media management platform through the acquisition of Context Optional. Enhancements
to Adobe SiteCatalyst included real-time segmentation reporting filtered by segments
such as Facebook users, mobile traffic and/or visitors who have watched a video or
any other custom-defined segment. Adobe also released a SiteCatalyst iPad app that
enables marketers to manipulate data for deeper analysis on the go. Also in 2011,
Adobe announced and shipped SocialAnalytics, which will be integrated with Context
Optional to create a new social campaign management product, Adobe Social, in 2012.
- Road map: The company's 2012 plans include the integration of its acquisitions of
Demdex, Auditude and Efficient Frontier for channel-specific solutions for advertisers
with centralized campaign planning, buying and optimization across all channels.
Cautions
- Offline capability: Adobe's digital marketing suite is suited for the orchestration,
measurement and execution of digital campaigns. However, like traditional campaign
management vendors that have focused largely offline, other growing digital marketing
platforms must continue to provide or integrate with offline campaign management functions,
such as call centers and direct mail.
- Broader marketing adoption: Adobe needs to improve its sales strategy and execution.
It needs the right type and number of personnel who can articulate the value of an
optimized digital strategy for multiple industries.
- Advertising-centric: Adobe's digital marketing capabilities are largely geared for
advertisers, agencies and publishers, not necessarily the marketing departments in
the industries Adobe is targeting.
ClickSquared
ClickSquared enters this year's research, as it moves from offering more of a service
to a product MCCM Niche Player. Business-to-consumer (B2C) midsize organizations wanting
a software as a service (SaaS)-based subscription model with a focus on digital channels
(such as email, SMS and social) can consider ClickSquared.
Strengths
- Momentum: Gartner estimated that ClickSquared's revenue reached $26 million in 2011,
with significant growth. ClickSquared claims to be earnings before interest, taxes,
depreciation and amortization (EBITDA)-positive. The targeted industries are travel
and hospitality, sports and entertainment, and banking for onboarding-type campaigning.
- Ease of use, and basic and advanced functionality: ClickSquared provides easy-to-use
and accessible functionality, such as a drag-and-drop campaign design interface, visual
audience selection from within its business intelligence (BI) toolset, and the use
of Netezza for quick, ad hoc query execution (fast counts). Many clients chose segmentation
and data mining as top reasons for using ClickSquared. It provides basic and advanced
campaign management, with advanced in-database analytic scoring capabilities, including
prebuilt industry-specific predictive and descriptive models. Additions in 2011 included
the launch of the Cross-Channel Marketing Hub in October. ClickSquared also partnered
with Offerpop to provide Facebook and Twitter apps for social campaigns.
- Road map: The road map for 2012 includes expanded entitlement schemes, extended third-party
channel integration capabilities, and improved content management and channel delivery
options. ClickSquared also plans to work on expanded offer management capabilities,
and cross-media response attribution metrics.
Cautions
- Overall mind share: ClickSquared's visibility for MCCM and digital marketing is low.
The company made the minimum requirement for showing up on client shortlists for MCCM.
However, the product side business is new.
- Support and service: Clients mentioned a still-maturing support and service organization
with lead times even for simple tasks as an area for improvement.
- Number of new deals: Although ClickSquared now has over 100 customers, it just meets
the client threshold of 15 new customers a year. The company has added significantly
to its sales force, and recently added more management service provider (MSP) partners.
Eloqua
Eloqua remains a growing Niche Player, with a respected SaaS offering for lead management
in B2B, or for B2B in consumer markets where large, considered purchases require a
sales agent. Midmarket, B2B-oriented clients and those with sales agents working on
large, considered purchases looking for on-demand campaign management focused on lead
management should consider Eloqua.
Strengths
- Profitability: Eloqua revenue grew about 40% in 2011, to approximately $71 million.
The company has stated that it is profitable, and filed an S-1 toward its intention
to go public (the filing date was August 2011).
- Expanding breadth: In July 2011, Eloqua introduced Revenue Suite, a set of applications
(and services) designed to help businesses more accurately predict revenue growth.
Eloqua Revenue Suite includes workflow tools for defining revenue cycle stages and
dashboards that track the health of the integrated sales and marketing pipeline. Eloqua
also announced Strict Mode, a feature to help marketers comply with the EU's high-profile
privacy tracking regulations. In June 2011, Eloqua announced Eloqua AppCloud for B2B
marketing applications. Categories include social, data and webinar/event applications.
For example, social connectors such as Radian6 help marketers integrate social data
with Eloqua data to build a buyer profile. Eloqua has over 50 apps, and released Eloqua
Social Suite, a set of applications that makes it easy for B2B marketers to ramp up
and use social media. Social Suite comprises several social applications, including
social sharing and content apps to enable prospects and customers to share content
across leading social networks like Facebook and LinkedIn.
- Road map: For 2012, plans include more advanced analytics, such as multilevel attribution
metrics and a forecasting capability that looks at multiple past quarters. Eloqua
also will release visual insight reports, such as heat maps of where prospects are
located throughout a certain region. In 3Q12, Eloqua plans to launch Mobile Insight
for the iPad, which will provide full access to the analytics platform so that executives
can easily gain insight into marketing and sales effectiveness. In 4Q12, Eloqua will
release its representational state transfer (REST) API so that customers and the company's
ecosystem of 60-plus partners can build value-added marketing applications on the
platform.
- System: References consistently referenced the completeness and robustness of the
Eloqua system as top strengths.
Cautions
- Support and software: References mentioned some growing pains for support, or needing
higher tiers of support for problem resolution. Clients mentioned software bugs in
program reporting and metrics as needing improvement.
- Salesforce.com reliance: Most Eloqua customers use salesforce.com. However, Eloqua
should not become overly reliant on this partnership, because salesforce.com could
decide to purchase or develop its own lead management offerings.
- B2C: Consider alternatives when lead management in a B2B environment is not a priority.
IBM-Unica
Unica's mind share in the MCCM market keeps IBM in a Leaders position in this year's
research. Unica is a key part of IBM's broader plans for its Smarter Commerce initiative
(involving Unica, Coremetrics, Sterling Commerce and other assets/companies). Marketing
departments can consider Unica when MCCM is a significant strategic requirement. Clients
focused on B2B capabilities or MCCM in small or midsize businesses (SMBs) should consider
alternatives.
Strengths
- Overall viability: IBM has a global reach, with $106.9 billion in revenue in 2011,
making it one of the more viable vendors in this market. IBM (Unica) reported 21.7%
growth for its Enterprise Marketing Management group from 2010 to 2011. The acquisition
of Unica by IBM is expanding Unica's reach into new markets, particularly in the Asia/Pacific
region and Latin America.
- "Blue-washing": Notable changes in 2011 included the release of IBM-Unica 8.5, which
included offer life cycle management; a new user interface (UI) for real-time personalization,
including scriptless integration with websites; a suitewide scheduler for model building
and scoring; and the IBM blue-washing of the marketing application suite, including
localization into nine new languages (e.g., Italian, Japanese, Korean and Simplified
Chinese).
- Road map: For 2012, a stronger focus on digital marketing will include much-needed
data integration between Coremetrics Web behavior data and Unica Campaign. IBM will
work on advanced response/conversion attribution capabilities that build on a multichannel
interaction history and employ a new, statistically inferred response attribution
capability. It will release a new interface for the Unica suite, and plans to release
an MCCM SaaS offering for the midmarket in late 2012.
- Advanced campaign management: References consistently pointed to high scores for understanding
marketers' needs in advanced campaign management.
Cautions
- Competition: The vendor must continue to provide and accelerate a leading vision as
an MCCM vendor for digital marketing. There is accelerating competition, including
from other markets, such as Web content management and Web analytics, gaining mind
share and revenue in this area.
- Support: References continue to mention some professional support issues and lack
of attention since the IBM acquisition. Clients want to see more partnered relationships,
although they indicated that IBM has been improving in this area.
- Midmarket: IBM-Unica will see increased pressure from on-demand, midmarket players
in campaign management. Although it targets midmarket solutions, the vendor needs
to demonstrate success with its on-demand interactive marketing solution as a whole,
not just distinct Web analytics offerings.
Infor
Infor CRM Epiphany re-enters this research as a Niche Player focusing on the MCCM
market. Infor CRM Epiphany has reduced its emphasis on a CRM suite for sales to serve
the Infor installed base, and is instead focusing on marketing departments and MCCM.
Companies seeking campaign management with integrated advanced analytics in vertical
industries such as financial services and insurance, telecommunications, hospitality
and gaming, retail and high tech can consider Infor CRM Epiphany.
Strengths
- Core campaign management functionality: Infor includes basic and advanced campaign
management execution, and basic and advanced analytics. The company has doubled its
development team for Epiphany, and plans an aggressive six-month deployment cycle
of releases. Infor CRM Epiphany's campaign management strength is in B2C service industries,
and it still has significant mind share in real-time, next-best-offer capabilities
through CRM Enterprise Interaction Advisor.
- Advanced analytics: Notable 2011 additions to Epiphany included Shopping Advisor to
help retailers offer personalized website content and recommendations, a partnership
with Orbis Global for Marketing Resource Management and Marketing 10.0, and Interaction
Advisor 10.0 releases for unified inbound/outbound marketing.
- Road map: The road map for 2012 includes a needed UI update, and most notably a packaging
of Interaction Advisor for recommendation/next-best-offer help in email, social networking,
mobile advisories, etc.
- Channels: References mentioned the ability to target the appropriate audience across
channels, and to keep campaign promotions and offers consistent regardless of channel
as strengths for Epiphany.
Cautions
- Competition: Infor Epiphany offers B2C campaign management in a company that mostly
sells software to B2B manufacturing environments, and Infor CRM Epiphany had been
somewhat of a neglected product in MCCM capability. Although there have been renewed
investments in and aggressive development of the offering, the MCCM market has gotten
much more competitive.
- Digital marketing capability: Social marketing and mobile capability, hot areas for
MCCM and digital marketing, are still in future planning.
- UI, and software installation and integration: References mentioned a needed UI update,
complexity of software installation and integration, and that, although powerful,
the UI takes time to configure properly. References mentioned a dedicated and knowledgeable
professional service team, but acknowledged its expense.
Marketo
Marketo is a Niche Player with top mind share in lead management capabilities primarily
for the midmarket, but the company continues to make gains with larger organizations.
B2B marketers should consider Marketo as a midmarket provider of SaaS lead management
tools that enables them to automate the lead process. Consider alternatives if B2B
lead management isn't a priority.
Strengths
- Growth: Marketo continues to grow quickly. The vendor reported revenue growth of more
than 150% in 2011, compared with reported 300% revenue growth in 2010. Gartner estimates
Marketo's 2011 revenue to be in the $30 million range. The company is not yet profitable,
but has significant funding, and is showing more multidivisional deployments in larger
companies.
- Lead management's expanding breadth: Additions in 2011 saw improvements in the product,
including, most notably, a multistep program capability, event marketing and integration
with webinars, and continued development of analytics such as Revenue Cycle Explorer
(Ad Hoc Report Builder) to analyze program performance, multiple lead scores and a
multitouch attribution capability. Marketo also launched a lower-priced lead management
option called Spark by Marketo for midsize companies. Marketo also partnered with
ExactTarget, which will resell Marketo's Revenue Performance Management solution as
it expands globally. Marketo released a prebuilt integration capability for Microsoft
Dynamics.
- Road map: The road map for 2012 includes
plans for integration of the first acquisition,
Crowd Factory, for social marketing
techniques (see "2012 Crowd Factory Extends Marketo Offering, but Is Not
Transformational"). Road map areas include work on marketing resource
management (MRM) for planning
calendars, forecasting capabilities beyond
waterfall forecasting and developing, and
partnerships via a Marketo application
exchange.
- Setup and ease of use: References consistently point to setup and ease of use as strengths
for Marketo, and continue to score it as above average for the lead management product
as a whole.
Cautions
- Saleforce.com reliance: The vast majority of Marketo's offerings integrate with salesforce.com.
However, Marketo should not become overly reliant on this partnership, because salesforce.com
could decide to purchase or develop its own lead management offerings.
- Reporting and analytics: References consistently mentioned out-of-the-box reporting
and analytics as being weak. Clients found revenue cycle analytics to be better, but
this feature costs extra, and can be difficult to get data from.
- Profitability: Marketo is well-funded and growing quickly, but it is not yet profitable.
The vendor has set its sights on 2012 as a break-even point.
Neolane
Neolane moves to the Visionaries quadrant in this year's research, with $44 million
in revenue in 2011. It continues to raise visibility and mind share in B2C and B2B
MCCM. Neolane is often seen in perpetual license deals against IBM-Unica for MCCM.
Marketers also can consider Neolane when SaaS is a preferred option, and when more
digital marketing areas such as Web/email and social marketing are a focus.
Strengths
- Growth: Neolane reported growth of approximately 47% in 2011. It focused on the U.S.,
the U.K., France and the Nordic market. Among the industries targeted are retail,
travel/hospitality, media/entertainment and financial/insurance.
- Digital marketing focus: Notable additions in 2011 included more leading MCCM capabilities,
such as Neolane Social Marketing, with features including social sign-on, social user
profile capture into the marketing database, and the ability to deliver real-time
personalized offers to Facebook and Twitter. Many competitors are still working on
these capabilities, and the company reports Neolane Social Marketing being sold in
35% of net new deals.
- Road map: The road map for 2012 includes the company's own advanced analytics for
interaction/offer management, as well as additional social and mobile capabilities.
- UI and customizable campaigns: References consistently mention Neolane's easy UI and
the ability to fully customize campaigns as top strengths.
Cautions
- Workflow complexity: Several references mentioned complexity in setting up and running
workflows.
- Road map acceleration in digital marketing: Neolane should leverage its MCCM capability
and vision in digital marketing areas such as Web campaign management, social marketing
and search marketing, and should further market itself in the social space to differentiate
itself in the growing and competitive campaign management space.
- Specific B2B functionality: Neolane offers B2C and B2B capabilities, but should further
develop its lead management thought leadership by leveraging not only B2C capabilities
for B2B, but also specific B2B capabilities, such as event management, contract management
and pricing optimization.
Oracle RightNow
Preacquisition and postacquisition, Oracle RightNow will sell its campaign management
offerings as part of RightNow's CX suite, and remains a Niche Player in this Magic
Quadrant. Marketers should consider RightNow Outreach when they need to complement
customer service, and where more visionary social and knowledge activities with basic
campaign management capabilities are needed in an on-demand delivery model.
Strengths
- Customer service: Oracle RightNow has core strengths in customer service and complimentary
marketing and sales solutions, with emphasis on high technology, retail, consumer
goods, higher education, government and telecom. RightNow focuses on B2C-oriented
businesses, which are better suited to the vendor's campaign management offerings
and its installed base of service-based call centers.
- Fusion Service replacement: Oracle plans to use RightNow as a replacement for Oracle
Fusion Service. RightNow Marketing was renamed RightNow Outreach, and will serve to
trigger campaigns based on agent or customer activity. Notable social additions in
2011 included Social Monitor for brand pages on Facebook for use with segmentation
with outbound email campaigns.
- Road map: Plans for 2012 include bringing in advanced analytics such as Oracle's real-time
decisioning tools and integration with newly acquired Oracle ATG for e-commerce. Plans
include adding marketing content to service emails.
- Ease of use: References consistently mention ease of use as a strength for RightNow's
campaign management capabilities.
Cautions
- Social marketing and Web analytics: References rated the social marketing and Web
analytics capabilities below RightNow's other capabilities.
- Digital marketing execution: The vendor should continue to develop its more visionary
digital marketing strategy (such as social and mobile marketing), and its intersection
with customer service.
- Broader capabilities: Consider alternatives when integrated marketing and service
solutions are not a priority.
Oracle Siebel
Oracle Siebel remains a Leader in this year's research for its focus on MCCM with
loyalty marketing. B2C marketers should add Siebel Marketing to their campaign management
shortlists, particularly when marketers can leverage the integration of marketing
and loyalty management. Consider alternatives when an overall CRM suite is not the
main value proposition.
Strengths
- Growth: Oracle reports that Siebel Marketing's licensed revenue and deal size continued
to grow in 2011, up about 20% from 2010, by Gartner's estimate.
- Loyalty management focus: Notable changes in 2011 included Siebel Loyalty Management
release 8.2.2, with new features such as theme-based clubs and event-based promotions.
Siebel released a graphical promotion designer and rules library to improve the user
experience around recurring redemption awards, promotion simulation, etc. Oracle also
certified Siebel Marketing against the latest Oracle Business Intelligence Suite Enterprise
Edition (OBI EE) 11g to significantly improve performance and scalability, and targeting
capabilities. Oracle Siebel improved its visualization, and spatial and mapping data-driven
segmentation and analysis (to allow location-based targeting). Oracle Siebel and Oracle
ATG Integration first steps in MCCM included customer profile mapping and synchronization.
- Road map: For 2012, Oracle is targeting a Next Best Action (NBA) Framework for Siebel
CRM, including advanced integration between Siebel CRM and Oracle Real-Time Decisions
(RTD), and support for broader, user-defined recommendation categories, such as next-best-product
and message recommendations (not just marketing offers). Siebel is adding social media
marketing components to its Siebel Loyalty Management solution to enable communities
of social influencers to increase their engagement and revenue. There are plans for
campaign performance optimization improvements for Siebel Marketing. Continued work
is planned for Oracle Siebel integration with Oracle WebCenter Sites (formerly FatWire)
for Web channel and content management.
- Automation of campaigns, and integration: References cited end-to-end automation of
campaigns and integration with Siebel Loyalty as top strengths for Siebel Marketing.
Cautions
- Documentation and releases: References indicated the need for clearer documentation
for business users and a less time-intensive and complicated release strategy to configure
new features. Oracle reports that it has taken steps to address this, including moving
to an agile development process, and introducing an annual innovation pack strategy.
- Integration with the broader CRM suite: Siebel Marketing continues to achieve momentum
among marketing departments for B2C campaign and loyalty management capabilities,
but integration with the broader CRM suite remains the primary value proposition.
- Loyalty versus best of breed: References reported choosing Oracle Siebel because of
an existing relationship with the company, rather than because it is best of breed,
except when loyalty management was the main driver.
PB Software
PB Software is a Niche Player offering advanced analytics, basic and advanced outbound
campaign management, and inbound campaign management (inbound/outbound fusion) to
B2C financial services, telecommunications and some retail clients. Marketers should
consider PB Software when their real-time inbound/outbound dialogue strategy includes
advanced predictive analytic capabilities and a contact center among its channels.
Strengths
- Growth: PB Software reported an increase of 60% in MCCM-specific revenue. Gartner
estimates that the company earned about $17 million in revenue in campaign management
in 2011. PB Software is more visionary than other vendors in MCCM due to its uplift
optimizer capability, which focuses offers based on customers likely to respond to
the message, and identifies those who will buy anyway and those who will never buy.
- Advanced analytics: The company now has new anonymous/known Web visitor targeting
to present relevant offers from acquisition throughout the customer life cycle. Notable
additions for 2011 included a new version of Portrait Interaction Optimizer, with
a Silverlight-based interface for simplified selection and targeting, and real-time
performance views of responses with heat map visualization of success and or concerns.
PB Software has one interface for all inbound and outbound MCCM, including one view
of tracking campaign performance, and a unified calendar view. Enhancements in 2011
included direct connectors into Microsoft Dynamics CRM and salesforce.com.
- Road map: Plans for 2012 include a visual selection and segmentation interface for
campaigns across inbound and outbound environments. This interface may be used in
stand-alone mode for ad hoc customer data exploration when sold separately as Portrait
Explorer. Portrait Explorer allows marketers to see customer profiles and attributes
graphically organized in customer cards that can be laid out to compare and contrast
personae and experiment with queries to check how different segments are sorted.
- Professional services: References referred to PB Software's professional services
as having worked hard with business users to help drive tool use, and that the personnel
understood their business.
Cautions
- Mind share: The vendor's visibility into and mind share for overall MCCM remains low,
though its work on MSP partnerships should help.
- Social marketing: PB Software should accelerate some road map ideas on location-based
mobile marketing, and should invest in social marketing as part of a digital marketing
strategy.
- Call center: Seek alternatives when a call center isn't a significant part of your
overall MCCM strategy.
Responsys
Responsys moves in execution and vision to become one of the Visionaries as it takes
a digital approach toward MCCM. B2C marketers can consider Responsys when seeking
a SaaS-only campaign management tool that uses email, mobile, social, display and
Web as main channels. Clients seeking B2B functionality such as lead management or
event planning, and midsize, SMB or B2C clients seeking inbound marketing in the call
center, should consider alternative providers.
Strengths
- Profitability: Responsys is a profitable public company, with $134.9 million in revenue
for 2011. It provides basic B2C campaign management, and some advanced analytic and
digital marketing capabilities in a multitenant SaaS application. Responsys targets
many industries, including (in order of priority) retail, financial services, travel
and hospitality, and high technology. Channels include email, mobile, social, display
and Web.
- Expanding digital marketing breadth: The 2011 additions to the Responsys offerings
included, most notably, a display retargeting capability through Interact for Display,
more advanced analytic capability such as Winner Selection/Program Optimization decisioning
type capability that tests message timing, channel and frequency, as well as testing
for different types of content. Other additions include Responsys Interact for distributed
marketing, and integration with Bazaarvoice.
- Road map: Plans for 2012 include predictive modeling, advanced customer segmentation
and clustering, display behavioral data integration, and mobile and video display
retargeting.
- Expectations: References consistently point to Responsys as having met or exceeded
expectations for the offering as a whole.
Cautions
- Email-centric: Gartner estimates that more than 70% of Responsys' revenue comes from
email marketing. Many references reported that they use email and Web landing pages
as their main channels.
- Support and rollouts: References mention somewhat slow support turnaround times, and
the need to be more proactive in alerting customers of new product rollouts and how
to use them.
- Data analysis and mining: References consistently mention Responsys as being at the
top for email marketing, but also a need for more advanced data analysis and data
mining investment for multichannel marketing.
SAP
SAP's company strength and delivery of marketing as an integrated solution within
a CRM suite keep it a Challenger in this market. Marketing departments in an SAP environment
should evaluate SAP campaign management to see whether it meets their requirements
before seeking best-of-breed solutions.
Strengths
- Core campaign management: SAP provides basic and advanced campaign management execution,
high-performance customer segmentation, trade promotion management, lead management
and loyalty management. Advanced analytics include real-time offer management in campaigns.
The vendor reports that about 50% of its active CRM 7.0 customers use SAP Marketing.
- Big data progress: Notable changes in 2011 included the release of CRM 7.0, with an
increased focus in B2C offerings such as the HANA accelerator, which has the ability
to deal with large sets of data such as social media sources. Also new and available
in 2Q11 was Social Customer Engagement, an on-demand solution for social monitoring
in the B2B-to-consumer space. SAP introduced Collaborative Campaign Management to
include partners in campaign planning and execution. SAP also extended its loyalty
management capability to include partner products and services to run joint loyalty
programs.
- Road map: The road map for 2012 includes plans to release a HANA-based predictive
segmentation solution, SAP Audience Discovery and Targeting, along with advanced segmentation
and real-time predictive analytics and data mining. SAP plans to release a hosted
model for SAP Loyalty Management. Social additions will include tighter integration
with NetBase for social monitoring and profiling, and StreamWork for social collaboration.
SAP also plans to offer tighter integration with ExactTarget and OpenText.
- Single system and view: References mentioned that using one system that provides a
single customer view with SAP as one of the vendor's strengths.
Cautions
- Social marketing: Social marketing is more in the future-road-map stage than the execution
stage. SAP is pointing to partnership plans in social analytics, but plans to build
social interactions and engagement capabilities, leveraging the analytic outputs.
Most CRM suite providers are still trailing in social CRM offerings.
- Overall MCCM: References point to integration with SAP as the biggest driver for SAP
marketing, not necessarily its overall MCCM capability.
- Current or planned environment: Consider alternatives if SAP is not part of your current
or planned environment.
SAS
SAS continues its leadership positioning in this Magic Quadrant for its strong revenue
in campaign management and best-in-class marketing analytics. It should be on the
shortlists of marketing departments that want advanced analytics within MCCM.
Strengths
- Overall revenue and viability: SAS is a large, privately owned company with approximately
$2.7 billion in revenue in 2011. Gartner estimates that it has about $325 million
in campaign management revenue (analytics included), up about 9% over 2010. The vendor
has solid basic and advanced functionality for campaign management, as well as strong
advanced analytics capabilities, such as analytics segmentation and optimization,
that are integrated into the campaign process.
- Analytics: Changes in 2011 included the integration of Assetlink into SAS, with new
modules such as resource planning and claims management. SAS also released SAS Conversation
Center, which captures tweets, with some routed response workflow. This will complement
SAS's social media analytics capability, which received its own updates, with support
for 15 additional languages. Real-time decision manager was rearchitected, with performance
improvements and added JBoss and WebLogic support, and removed requirements for WebSphere
MQ. Campaign management added Greenplum relational database management (RDBM) support.
- Road map: The road map for 2012 includes a new Web-based, persona-driven interface
for SAS CI 6.1, and a high-performance version of its Marketing Optimization that
promises a more than 50-times improvement in computing time. The digital marketing
capability now includes SAS's newly acquired aiMatch offering, renamed SAS Intelligent
Advertising for Publishers. The road map calls for extended capabilities for advertisers
(on the buy side) and agencies to optimize, measure and simulate/forecast advertising
inventory in a fully multitenant deliverable.
- Integrated data structure: References reported that having an integrated data structure
underneath MCCM is one of the most beneficial features of SAS products. References
consistently mentioned that SAS delivers on what is promised "without storytelling."
Cautions
- Campaign management: References consider SAS for power-user-type work, using its advanced
analytics capability, rather than for its strengths in campaign management alone.
References also mentioned that these advanced capabilities require more configuration
that they assumed.
- Digital marketing thought leadership: The vendor needs to accelerate its digital marketing
strategy, particularly around its Web analytics and social offerings. In addition,
SAS has been slow to get adoption for its Real-Time Decision Manager (released in
2007). These should be highly visible core competencies for SAS, and should be leveraged
as key differentiators in digital marketing and the MCCM space.
- Alternatives: Consider alternatives when advanced marketing analytics is not a marketing
project priority.
SDL Alterian
After being acquired by SDL, Alterian remains a Niche Player in this year's research,
providing campaign management execution built on top of a high-performing analytics
engine. Clients looking for hosted campaign management with a focus on analytical
tools can consider SDL Alterian for midmarket campaign management as part of an MSP
solution.
Strengths
- Overall viability: SDL, a large and profitable provider of global information management
systems, acquired Alterian for $110 million. Alterian has its own line of business
in SDL called the SDL Campaign Management and Analytics Division. This gives Alterian
some needed stability after a series of missed earnings and a top management turnover
before having been acquired. Alterian gets a larger global footprint, after the acquisition,
which was completed in January 2012.
- Alchemy: Alterian Alchemy, now being rebranded as SDL Campaign Manager and SDL Customer
Analytics, was finally released after many extended delays. SDL Alterian will further
expand its focus to include direct sales in the enterprise space. The Alchemy offering
should provide much-improved ease of use and workflow for campaigns, while focusing
on its strengths in analytical reporting and including more accessible, role-based
functionality for different users. SDL Alterian will still offer and support Alterian
Marketing Suite v.3.0 for existing users. SDL reports 30 new campaign management customers,
which includes six new ones for Alterian Alchemy. Most Alchemy clients (MSPs) are
still being implemented. SDL restructured Alterian into three lines of business for
campaign management and analytics, social and Web content management to focus on growth
opportunities and buying centers within diverse markets. Before the acquisition, Alterian
planned to merge all three areas into a suite.
- Road map: In 2012, SDL will focus on enterprise scalability, which includes enhancements
to built-in predictive analytic capabilities, enhancements to email reporting and
dashboarding, including prebuilt templates, scalability enhancements to support audiences
of 100 million, and additional integration points with SDL SM2 and SDL Social Media
Intelligence. SDL Campaign Manager will be integrating with SDL Tridion and SDL Fredhopper
for Web personalization, content optimization and offer management. SDL will work
on integration with SDL Quatron for marketing dashboards and user experience internationalization
leveraging SDL Language Services and SDL Language Technologies. The planned updates
are for the MSP channel and direct sales.
- Value: References pointed to the vendor as being a good value for the cost.
Cautions
- Disruptive management turnover: Alterian management issues (and missed numbers) before
the eventual acquisition by SDL hurt momentum and direction for Alterian. The SDL
acquisition should bring stability and reinvestment into its development and growth
plans.
- Delays: References mentioned significant delays for Alchemy and longer-than-expected
implementation times. References also gave mixed scores to support and mentioned slow
response times, but noted competency when these issues were addressed.
- MSP-centric: The channel partner, not the marketing department, usually selects Alterian.
In addition, MSPs tend to view Alterian as a lower-cost, operationally focused alternative
to larger campaign management offerings.
Sitecore
Sitecore enters this year's research among the Visionaries, focused on digital marketing
as it moves from more traditional Web content management to digital marketing capabilities
aimed directly at marketing organizations. Consider Sitecore when Web campaign management
and the orchestration of campaigns for digital channels are priorities. Top industries
targeted thus far include financial services, energy, oil and gas, government and
insurance.
Strengths
- Profitability: Sitecore is profitable, with $55 million in revenue reported for 2011.
Gartner estimates that about half of its revenue comes from MCCM. Sitecore is based
in Demark, with most of its revenue coming from the U.S., the U.K. and Demark (in
that order).
- Digital marketing: Sitecore serves content, and can execute campaigns for websites,
email campaigns, mobile sites and social media, and seeks to be a hub for exchanging
digital information with external systems such as customer databases (Microsoft SQL
or Oracle). The company offers on-premises and single-tenant options, and offers its
own consulting for digital marketers and partners with agencies such as Sapient Nitro
and Rosetta.
- Functional breadth: Included in 2011 was significant growth of additional MCCM capabilities,
including email marketing that enabled email campaigns to be tied to other channel
behaviors, including mobile and Web channels. Other additions included engagement
scoring and tracking across campaign channels. Sitecore released Social Connect 1.1,
which enables integration with Facebook, Twitter and LinkedIn. Sitecore partners with
Baynote for content recommendations and targeting, Brightcove and Ooyala for video
asset management and delivery, Lionbridge for translation services, and Jungle Torch
for search engine optimization (SEO) integration.
- Aggressive road map: Sitecore's 2012 plans include an aggressive release schedule,
with dynamic delivery of print assets and automated campaign tracking via quick response
and other 3D bar code systems. Also being released in 2012 is the capability for advanced
drill-down and online analytical processing (OLAP) analysis of campaign data. Sitecore
is partnering with Telligent social marketing/engagement on websites. Sitecore has
plans to release social media monitoring and language translation services as part
of its App Center portfolio. In 2012, Sitecore will release Visual Path Analyzer,
which aids channel attribution metrics, and will improve connections with salesforce.com,
Siebel and SAP.
- Integration flexibility and scalability: References consistently point to integration
flexibility and scalability as strengths for Sitecore.
Cautions
- Digital marketing functionality: References indicated that although Sitecore is adding
to its breadth of digital marketing functionality, best-of-breed offerings, such as
third-party email marketing engines are still favored over its offerings.
- Microsoft-centric infrastructure: Sitecore suits Microsoft .NET environments, and
mainly requires a Microsoft-centric infrastructure and complementary technology. Although
Sitecore's Web content management product interoperates with third-party systems via
its own APIs and XML repository, Java-oriented developers seeking to create unique
Web applications and to employ Java interoperability standards generally look elsewhere.
- Offline capability: Sitecore is suited for orchestration of digital campaigns and
the utilization of Web content management. However, like the traditional campaign
management vendors that have focused largely offline, Sitecore and other growing digital
marketing platforms must continue to provide or integrate with offline campaign management,
such as call centers and direct mail.
Teradata-Aprimo
Teradata-Aprimo remains a Leader in this year's research. Consider Aprimo Campaign
Management when MRM is a strong component for B2C MCCM.
Strengths
- Overall momentum: Teradata's overall revenue was up 22% in 2011 from 2010, and up
19% in product revenue. Teradata and Aprimo have unified the branding of their campaign
management offerings under the Aprimo brand. Aprimo is developing, selling and supporting
the existing campaign management offerings separately, depending on business issues,
data strategy, deployment preference and campaign complexity.
- Functionality ownership versus partnering: Notable changes in 2011 included Aprimo
Relationship Manager and Aprimo Marketing Studio integration of Marketing Operations
functionality. Aprimo also introduced a real-time decisioning offering called Aprimo
Real Time-Interaction Manager, released as its Inbound Marketing module. Previously,
the company partnered for this core functionality. Teradata's acquisition of Aster
Data Systems will provide Aprimo with a service offering for advanced digital marketing
attribution. Aprimo and Aster will start integrating to provide real-time offerings
via digital channels based on preferences expressed through social media.
- Road map: The road map for 2012 includes
continued integration with Real Time-Interaction
Manager, along with existing outbound
marketing capabilities. Teradata-Aprimo will
develop digital marketing areas such as
digital marketing attribution metrics, and
will invest in email and social marketing
(see "eCircle Deal Will Extend Teradata/Aprimo's Digital Marketing
Strategy") for segmentation based on social data, social campaigns, and
an understanding of
customer and campaign sentiment.
- References: Teradata's professional service references consistently rate it the highest
among all campaign management vendors in this research. Statements regarding excellent
skills and customer-oriented consultants that understand the business needs are common.
Cautions
- Classic channels: References mentioned the need for evolution beyond the classic channels
of direct mail and email, and the need for significant investment in mobile and social
channels.
- Support: References noted that support is slow and sometimes limited, and that they
rely on more expensive extended services for resolution. Aprimo plans to address these
issues by putting in place a customer experience team to provide better service on
all service levels.
- Road map time frame: Teradata-Aprimo needs to deliver on a complete, combined offering
in the next 18 months. This is a concern in a rapidly moving digital marketing environment.
References consistently mentioned usability and complex upgrades as the biggest cautions
for ARM.
Vendors Added or Dropped
We review and adjust our inclusion criteria for Magic Quadrants and MarketScopes as
markets change. As a result of these adjustments, the mix of vendors in any Magic
Quadrant or MarketScope may change over time. A vendor appearing in a Magic Quadrant
or MarketScope one year and not the next does not necessarily indicate that we have
changed our opinion of that vendor. This may be a reflection of a change in the market
and, therefore, changed evaluation criteria, or a change of focus by a vendor.
Added
These vendors were added:
- Adobe Systems
- ClickSquared
- Infor
- Sitecore
Dropped
The following vendors did not meet our minimum criteria for 2012:
- Microsoft Dynamics
- SmartFocus
Inclusion and Exclusion Criteria
For inclusion in this year's research, Gartner focused on vendors that offer the most
relevant and compelling marketing solutions, and evaluated them against the criteria
listed below. As the market continues to evolve, we will adjust the criteria to reflect
changing user requirements and vendor capabilities.
Functionality
Vendors must support all the following:
- The ability to create, execute and manage multichannel campaigns
- Proven campaign planning, tracking and reporting, with role and approval capability
- A UI suitable for marketing users who create, execute on and report on campaigns
- Basic campaign management functionality, such as segmentation, campaign execution
and campaign workflow
Market Presence and Momentum
Vendors must support all the following:
- At least 30 customers using campaign management
- At least 15 new customer wins in the past 12 months
- Substantial appearances on Gartner client shortlists for campaign management evaluations
- At least eight accessible client references
Vendor Viability
Vendors need to have at least $10 million in revenue, and enough cash to fund a year
of operations at the current rate of cash depletion.
Advanced Analytics and Execution
Vendors must support at least one of these advanced functionality and execution components:
- Predictive analytics: This is the capability to analyze customer behavior to predict
attrition/churn, next most likely purchase and propensity to buy, enabling a company
to more effectively target customers or stage offers during interactions.
- Campaign optimization: This is the ability to balance and coordinate multiple constraints to maximize the
expected value from one or multiple campaigns. Functionality enables trade-offs among
different campaign execution options, such as which campaign to use, which channel
to use, the number of interactions per individual and the expected value of each campaign.
- Event triggering: This functionality involves the detection, prioritization and execution
of a response for a significant event affecting a customer relationship. The functionality
enables users to be aware of the time when a customer is most likely to be receptive
to a particular offer.
- Real-time recommendations: This is suited for offer management, and deals with offer
arbitration. It enables the combination of the most-up-to-date information from data
collected prior to the interaction, as well as new data collected during a real-time
interaction with a customer. This approach is useful when new data needs to be collected
to refine an offer, or when new data indicates that a significantly different course
of action is required.
Digital Marketing
We considered specific digital marketing functionality, such as Web analytics, social
analytics, social marketing and search marketing.
We place a strong emphasis on innovative, visionary offerings. Visionary examples
are in advanced or emerging areas, such as inbound marketing, social, mobile and overall
digital marketing. Visionaries can set a strategic direction, or demonstrate specific
innovative capabilities in one or more functionality areas (such as advanced campaign
functionality or digital marketing integration) in campaign management that the market
will eventually adopt. Visionaries may have campaign management implementations from
different buying centers, such as the customer service or e-commerce department.
Evaluation Criteria
Ability to Execute
The criteria and weightings for the Ability to Execute remained the same as 2011.
We have adjusted the minimum and maximum percentages to accommodate more, but this
does not represent a change in the market as a whole.
Product/Service: This is a key differentiator in vendor selection for companies trying to gain a competitive
advantage. Therefore, product capabilities are given a high overall weighting. Subcriteria
include basic campaign and advanced campaign management functionality (45%), and basic
and advanced analytics (45%), while functionality for digital marketing is given the
remaining weighting (10%).
Overall Viability (Business Unit, Financial, Strategy, Organization): This addresses the overall health of the vendor, including line-of-business offering
campaign management solutions. Viability includes the vendor's history of and commitment
to the continued success and development of world-class MCCM. This is given a high
weighting.
Sales Execution/Pricing: This provides an assessment of the overall effectiveness of the sales channel, and
how it deals with presales responsiveness, contract negotiations and pricing for campaign
management. This is given a standard weighting.
Market Responsiveness and Track Record: This gives an assessment of the campaign management vendor's success in creating
and meeting a consistent demand for its product, measured in continuing client wins
and use in its installed base. This is given a low rating.
Marketing Execution: This provides an assessment of the vendor's overall momentum and perceived campaign
management focus and presence in the market. Vendors must show established and continued
broad or specific (such as industry focus) credibility for campaign management in
a multichannel environment. This is given a high weighting.
Customer Experience: This is an evaluation of client relationships with campaign management vendors. Product
support and responsiveness and access to best practices, such as user groups, are
considered. An important component of the customer experience is ease of tool use.
Gartner's campaign management clients see this as an important aspect of the overall
customer experience. This is given a standard weighting.
Operations: This is the ability of a vendor to meet its goals and commitments. Factors include
organizational structure (skills, experience, systems and other vehicles) that enable
the vendor to operate efficiently and effectively on an ongoing basis. This is given
a low rating (see Table 1).
Table 1. Ability to Execute Evaluation Criteria
Evaluation Criteria
|
Weighting
|
Product/Service
|
High
|
Overall Viability (Business Unit, Financial, Strategy, Organization)
|
High
|
Sales Execution/Pricing
|
Standard
|
Market Responsiveness and Track Record
|
Low
|
Marketing Execution
|
High
|
Customer Experience
|
Standard
|
Operations
|
Low
|
Source: Gartner (May 2012)
Completeness of Vision
The criteria for Completeness of Vision remained the same as 2011. The innovation
weighting moved from low to standard.
Market Understanding: This is the vendor's ability to understand the campaign management space, as well
as its value proposition in the market, and how effective it is at reaching the marketing
buying center for companies purchasing campaign management solutions. Vendors must
demonstrate campaign management solutions that fit the needs of the overall market.
This is given a high weighting.
Marketing Strategy: This offers an assessment of how well a vendor can differentiate itself from its
competition and of functionality, and how it articulates continued leadership in its
overall campaign management vision. This is given a standard weighting.
Sales Strategy: This assesses a vendor's strategy in using direct and indirect sales channels to
sell campaign management solutions. This is given a standard weighting.
Offering (Product) Strategy: This assesses the campaign management feature set as it maps to functionality requirements
in campaign management, particularly functionality that enables advanced capability
in inbound and outbound environments. This is given a high weighting.
Business Model: This assesses the vendor's alignment of its go-to-market and sales strategies for
particular industries, geographies or delivery models. This is given a standard weighting.
Vertical/Industry Strategy: A vendor is assessed on how well its solutions target its current market, as well
as its ability to leverage best practices or capabilities for targeting new industries.
This is given a standard weighting.
Innovation: This assesses the vendor's expertise or capital for investment for pre-emptive purposes
in developing new areas of campaign management. This is given a standard weighting.
Geographic Strategy: This (see the Business Model criterion) is given a standard rating (see Table 2).
Table 2. Completeness of Vision Evaluation Criteria
Evaluation Criteria
|
Weighting
|
Market Understanding
|
High
|
Marketing Strategy
|
Standard
|
Sales Strategy
|
Standard
|
Offering (Product) Strategy
|
High
|
Business Model
|
Standard
|
Vertical/Industry Strategy
|
Standard
|
Innovation
|
Standard
|
Geographic Strategy
|
Standard
|
Source: Gartner (May 2012)
Quadrant Descriptions
Leaders
Leaders consistently do considerably better in overall campaign management performance
for basic and advanced campaigns, and for integration with e-marketing. They have
high market visibility, high market penetration, strong market momentum and a strategic
vision for growing the campaign management business.
Challengers
Challengers see continued investments in campaign management solutions as complementary
offerings to the business applications that are their core competencies. Challengers
have a developing understanding of the campaign management market and basic campaign
management functionality. They see campaign management as an opportunity to increase
revenue and retention in their installed bases, and they concentrate on established
clients' needs for campaign management functionality and strategic direction, rather
than on setting a visionary pace with potential requirements.
Visionaries
Visionaries provide a strong vision for the campaign management market, or excel in
advanced or emerging areas, such as inbound marketing and digital marketing. They
can set a strategic direction or demonstrate specific innovative capabilities in one
or more functionality areas (such as advanced campaign functionality or e-marketing
integration) in campaign management that the market will eventually adopt. Visionaries
may have campaign management implementations from different buying centers, such as
the call center or e-commerce department. Although Visionaries show promise in campaign
management, they may lack execution capabilities, such as growth potential, resources
or scalability, in the near term.
Niche Players
Niche Players provide specific needs in the campaign management space. They may be
focused on a specific functionality, process (for example, lead management), geography
and/or industry. Campaign management vendors in this section tend to lack a broader
set of campaign management capabilities (such as advanced analytics) or execution
potential (such as sufficient resources or a fully developed market strategy).
Context
This year's leading MCCM vendors provide the breadth and depth of capabilities needed
to support multichannel campaigns, while Niche Players continue their focus on ease
of use, accessibility and a SaaS delivery model. Many vendors are rethinking, acquiring
or building advanced analytic capabilities such as predictive analytics, offer management
and response attribution metrics, as B2C and B2B companies increase the demand for
optimizing their budget and campaign efforts across growing and complex channels.
Three vendors entered the Visionaries quadrant this year, as digital marketing is
top of mind for most Gartner clients evaluating MCCM. Expect continued, accelerated
digital marketing (mobile and social) development and acquisitions in 2012.
Market Overview
The CRM market as a whole continued to enjoy a
strong rebound in 2011, with total
revenue reaching $11.9 billion, a 12.7%
growth from 2010. Marketing automation software,
a $2.8 billion market in 2011, for which
campaign management revenue represents the
largest portion, is expected to have
year-over-year, double-digit growth for the next
three years. It represents the largest growth
area in CRM, compared with sales and
customer service software revenue forecasts
(see "Forecast: Enterprise Software Markets, Worldwide, 2008-2015, 4Q11
Update").
However, traditional campaign management markets have started to address, but still
have not fully addressed, the digital marketing ecosystem, addressable branding/advertising,
contextual marketing, social marketing and transactional marketing. Consequently,
vendors in adjacent markets, such as Web analytics and Web content management, have
had to formulate their own strategies and build their own marketing-specific applications,
such as recommendation engines, mobile marketing, display and search engine optimization
capabilities, social marketing and Web campaigns. In 2012:
- Marketing automation software will continue to rebound from its position in 2010,
and will have year-over-year, double-digit growth through 2015.
- Innovation by traditional campaign management vendors will be needed in areas such
as social and mobile marketing. There continues to be a growing demand from clients.
- Newcomers from adjacent markets, such as Web analytics and Web content, management
will continue to compete for campaign management market share.
Gartner clients should use the criteria in this research to assess the MCCM market,
and to help develop a road map of their capabilities. Clients should not expect a
full suite of digital marketing and more traditional offline campaign management for
at least another three years. Gartner clients will need to plan on sourcing multiple
applications for continued innovation, and to meet evolving digital marketing needs.
