Adobe, Infor, RedPoint Global, And SAS Institute Top Cross-Channel Campaign Management Forrester Wave™
Adobe, Infor, RedPoint Global, and SAS Institute lead the pack in the third Forrester Wave™ evaluation of cross-channel campaign management systems. Close followers include IBM, SAP, and Teradata as well as Pitney Bowes and SDL.
While these campaign management tools have improved since Forrester’s 2012 evaluation, marketers still face challenges with these systems. For example, 36% of cross-channel campaign management users say personalizing messages based on behavior across channels is still a major challenge, while 35% call out making campaign adjustments based on real-time information.
Vendors were scored based on a 41-criteria evaluation. Forrester Wave Leaders stood out thanks to depth of cross-channel capabilities and clarity of cross-channel vision.
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