Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer interactions, and marketers are turning to CCCM solutions to support their moments-based marketing capabilities. See our “The Future Of Enterprise Marketing Technology” report for more details on moments-based marketing.
Forrester defines CCCM as: enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital and offline channels.
Today’s marketers have an expanding range of options for their CCCM needs. In Forrester’s “Now Tech: Cross-Channel Campaign Management, Q2 2019” report, we identified three vendor segments:
- Enterprise marketing software suite (EMSS) vendors that offer CCCM modules.
- Real-time interaction management (RTIM) vendors that also provide CCCM.
- Independent platform vendors that address CCCM requirements.
I’m pleased to announce that we have just published “The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019” to cover the third segment. In our 40-criterion evaluation, we identified the nine most significant independent CCCM players — Cheetah Digital, Emarsys, Episerver, Evergage, Iterable, Mapp, Optimove, Sailthru, and Selligent Marketing Cloud — and researched, analyzed, and scored them.
In September, we published “The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q3 2019” to cover the first segment. Using the same 40-criterion evaluation methodology, we identified the seven EMSS vendors with CCCM offerings: Acoustic, Adobe, Oracle, Salesforce, SAP, SAS, and Zeta. For an evaluation of the broader marketing portfolios from these vendors, see my colleague Joe Stanhope’s “The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019.” You can also read his blog post about the report here.
And back in February, we published “The Forrester Wave™: Real-Time Interaction Management, Q1 2019.” While the focus is RTIM versus CCCM, this report covers the second segment. Our 33-criterion evaluation of RTIM vendors includes Adobe, Certona, Emarsys, FICO, IBM, Infor, Kitewheel, Pegasystems, Pitney Bowes, Salesforce, SAS, and Teradata. You can read my blog post summarizing the report here.
B2C marketers should review all three CCCM categories before making a purchase decision, and our three evaluations are a good starting point, regardless of your requirements. If you’d like to learn more, I’ll be hosting a Forrester webinar on December 3 called Use The Forrester Wave™ To Choose The Right CCCM Solution For Your Needs.