Published: 26 September 2023
Summary
Multichannel marketing hubs create, orchestrate, execute and measure interactions across devices and channels. Digital marketing leaders should use this research to identify solutions that meet their customer profile management, personalization and analytical needs for powering multichannel campaigns.
Included in Full Research
Overview
Key Findings
AI innovation has evolved from prescriptive analytics to generative AI. Although proven capabilities are too early for evaluation, many providers’ roadmaps show a radical shift in workflows for journey orchestration, including copywriting assistants, prescriptive decisioning and next-best-offer suggestions.
The primary capability of multichannel marketing hubs (MMHs) — nurturing customer experiences — has evolved from marketing campaignplanning to building and executingjourneys. The purpose of marketing campaigns is a top-down funnel, whereas journeys are bottom-up and use AI to determine the next best action and optimal times to engage a user.
The majority of MMHs still rely on customer data platforms (CDPs)
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- Acoustic
- Acquia
- Adobe
- Braze
- Cheetah Digital by Marigold
- HCLSoftware
- Insider
- Iterable
- Optimove
- Pegasystems
- Redpoint Global
- Salesforce
- SAP Emarsys
- SAS
- Customer Profile Management
- Journey Orchestration Operations
- Personalization
- Marketing Channel Support
- Paid Media Management
- Marketing Analytics
- Integration With Other Applications
- Journey Orchestration
- Measurement and Optimization
- Customer Intelligence
Gartner Recommended Reading
Critical Capabilities Methodology