SPARK Matrix™: Cross-Channel Campaign Management Platform , Q4, 2023

In today’s digital era, consumers expect tailored experiences across touchpoints, and this compels brands to seek for new ways to devise well planned marketing campaigns using marketing platforms for better engaging audiences. Marketers need to ensure that campaigns are executed well and cover maximum channels available for offering consistent and personalized experiences with a clearly defined set of actions. As the marketing landscape is changing, customers are starting to lose interest in conventional marketing practices and are instead seeking for more out-of-the-box approaches that resonate well with their needs. These challenges can be overcome using a highly optimized campaign orchestration software namely a Cross-Channel Campaign Management Platform that delivers highly personalized experiences by coordinating relevant messages across each phase of customer interaction. The platform is capable of capturing data from first-party cookies to keep user profiles updated which can be used to enhance customer journeys for efficient onboarding. It makes use of several tools like email marketing, mobile marketing, website marketing, content personalization, search engine optimization, lead generation and more that align marketing campaigns with various channel deployments.

Quadrant Knowledge Solution defines a Cross-Channel Campaign Management (CCCM) platform as a technology solution that provides insights into customer preferences and helps marketers better align with their target audience's journeys. A CCCM platform provides a mix of different marketing channels helping organizations collate customer data from native or third-party databases with a view to delivering personalized customer experiences. This platform assists organizations in developing better customer engagements by utilizing advanced analytical tools to orchestrate campaigns across disparate channels by ingesting real-time data from touchpoints.

The research includes detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis. SPARK Matrix includes the ranking and positioning of leading Personalization Platform vendors with a global impact. This research study includes an analysis of various key vendors, including Adobe, Acoustic, Acquia, Algonomy, Bloomreach, Bluecore, Braze, Dotdigital, Insider, Iterable, Mapp, MoEngage, Optimove, Resulticks, Salesforce, SAS, Selligent Marketing Cloud, and Sitecore.

According to Manakh Phukon, Analyst at Quadrant Knowledge Solutions, “A Cross-Channel Campaign Management Platform automates subsequent steps of a marketing process by gathering, analyzing, and segmenting customer data for deploying effective and seamless cross-channel campaigns across disparate channels. It can deliver real-time personalized content at scale that adapt to customer requirements providing a targeted experience. It helps brands in generating and converting leads across multiple channels improving return on investment (ROI) and building lasting relationships.”

Table of Contents

Executive Overview

Market Dynamics and Overview

• Market Definition
• Market Overview
• Key Marketplace Development Platform capabilities

Competition Landscape and Analysis 

• Competitive Overview and Analysis
• Factors and Technology Differentiators

SPARK Matrix™: Cross-Channel Campaign Management (CCCM) Platform, Q4, 2023

Vendor Profiles

Research Methodologies

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