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This is the Benchmarks report in The Cross-Channel Campaign Management Playbook.

For Customer Insights Professionals

Tackle Behavioral Targeting To Modernize Customer Interactions

October 09, 2012

By Robert Brosnan with Dave Frankland, Michelle Dickson

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Why Read This Report

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 Strategy and Process, Enterprise Marketing Platforms, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Automation, Marketing Methods, Media Mix, Personalization, Web Design & Usability
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TABLE OF CONTENTS

  • Firms Of All Types Turn To Cross-Channel Campaign Management
  • Personalization Tops Future Campaign Management Needs

  • RECOMMENDATIONS

    Demand Rapid Technology Evolution In Future Vendor Selection
  • Supplemental Material
  • Related Research Documents
 
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