Advance Campaign Automation With Personalization And Real-Time Context
Build The Foundation For Contextual Marketing With Cross-Channel Campaign Management
November 10, 2014
Why Read This Report
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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Cross-Channel Campaign Management Appeals To A Wide Range Of Firms
- Real-Time Personalization Remains An Aspiration
- Demand Real-Time Personalization In Future Vendor Selection
- Supplemental Material
- Related Research Documents