Trends Report

Market Overview: Real-Time Interaction Management

Vendors Hone Their Contextual Marketing Capabilities

April 29th, 2015
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Srividya Sridharan , Mike Gualtieri , James McCormick , Lori Wizdo , Samantha Ngo

Summary

Customers increasingly expect to be treated as individuals. That means personalized and contextually relevant real-time interactions. Customer insights (CI) professionals must assemble a contextual marketing engine that includes systems of engagement to simultaneously serve these customers and meet marketing goals. Real-time interaction management (RTIM) is the solution, but the technology selection process is complicated. Many vendors offer software solutions covering broad capabilities — whether they are enterprise marketing software suites or best-of-breed point solutions that offer advanced analytics and address particular channels. This report outlines this confusing market landscape and helps CI pros narrow down vendor options based on their specific requirements.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.