Why Read This
Changing consumer behavior and the overall ineffectiveness of traditional marketing programs ensure that basic campaign management tools are set to go the way of the dodo. Marketers are therefore looking for cross-channel campaign management (CCCM) solutions that support highly personalized and relevant communications delivered across a variety of highly interactive channels and that enable optimization, channel integration, and institutional memory of the customer. In Forrester's 91-criteria evaluation of 11 CCCM vendors, we found that Unica and SAS led the pack because of their optimization, cross-channel program integration, and data management capabilities. The remaining vendors fell into two key groups: 1) Alterian, Aprimo, Neolane, and Oracle (Siebel) led a group of Strong Performers, which also includes Portrait Software, Responsys, and SAP, with solutions that delivered a broad functional footprint, and 2) Infor and Teradata delivered solutions that competed but must improve overall product road maps and strategy to grow mindshare among marketers.