Trends Report

Market Overview: Real-Time Interaction Management

Vendors Hone Their Contextual Marketing Capabilities

April 29th, 2015
With contributors:
Srividya Sridharan , Mike Gualtieri , Lori Wizdo , James McCormick , 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.

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