Trends Report

Advance Campaign Automation With Personalization And Real-Time Context

Build The Foundation For Contextual Marketing With Cross-Channel Campaign Management

November 10th, 2014
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Srividya Sridharan , Samantha Ngo , Jason McNellis

Summary

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 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.

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