Forrester Research recently released its Cross-Channel Campaign Management Wave Report, the research firm’s first evaluation of cross-channel campaign management (CCCM). With the goal of spotlighting how vendors "support marketers in program management, multichannel execution, cross-channel decision management, optimization, measurement, and analytics," the report selected the top 11 vendors in CCCM capabilities.
According to the analysis by Forrester’s Suresh Vittal, Unica and SAS led the pack because of their optimization, cross-channel program integration, and data management capabilities. Alterian, Aprimo, Neolane, and Oracle (Siebel) led a group of Strong Performers.
Neolane was cited for its strengths in its unified platform, digital capabilities, hybrid implementation model, and easy-to-use user interface.
"We have always had a strong vision for what marketers can achieve with the Neolane platform, so it's gratifying to receive this recognition from Forrester Research after only a few years in the North American market," said Stephane Dehoche, president, Neolane. "With renewed emphasis on helping marketers access the information they need to execute data-driven campaigns, Neolane can easily support this next generation of intelligent, one-to-one cross-channel campaigns."
Forrester identified principles that CCCM solutions must support, including optimization,
bridging the online-offline gap, inbound and outbound program integration, and supporting an
institutional memory of the customer.
Responsys ranked as the only email service provider which has extended into CCCM, receiving strong rankings in the campaign execution and cost categories.
"Responsys is honored to be recognized as a strong performer in the Cross-Channel Campaign Management Wave," said Dan Springer, Chief Executive Officer of Responsys. "We believe our strong performance in this report is a testament to our company vision, solid growth strategy, and proven success in helping marketers take ownership of the customer experience across the key interactive channels -- email, mobile, social, and the web -- to drive tangible business results."
Other strong performers cited in the report included Portrait Software and SAP.