Why Read This
For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 96 customers about their vendors. We found that CCCM users are generally satisfied with the performance of their applications, giving high satisfaction scores to many of their applications' capabilities. Yet we see customer insights (CI) pros increasing emphasis on real-time behavioral personalization as a basis to evolve traditional campaigns toward contextual marketing. This report, part of the enterprise marketing technology playbook, is an updated version of our October 9, 2012, "Tackle Behavioral Targeting To Modernize Customer Interactions" report; we revised it to reflect findings from the customer reference survey conducted during the most recent Forrester Wave™ evaluation.