Why Read This
For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the performance of their applications, giving high satisfaction scores to many of their applications' capabilities. Yet we see marketers' increasing emphasis on behavioral personalization as a basis for a new generation of providers to disrupt the campaign management market. This report, part of the cross-channel campaign management playbook, is an updated version of our March 28, 2012, "Campaign Management Customers Get Personal" report.
Tags: Behavioral Targeting, Campaign Management, Cross Channel Strategies, Customer Experience Management, Customer Intelligence, Design & Usability, Digital Marketing, Enterprise Marketing Platforms, Marketing & Strategy, Marketing Automation, Marketing Methods, Media Mix, Personalization