I’m happy to announce the The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q2 2021. Forrester printed its first analysis of CCCM distributors in 2008, and this essential martech class continues to evolve. Right now’s CCCM options lengthen past outbound campaigns to energy insights-driven advertising methods and automate personalised buyer experiences throughout digital and offline channels.
Concurrent with the CCCM analysis, my colleague Joe Stanhope introduced publication of The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2021. Each the CCCM and EMSS evaluations cowl the identical distributors: Acoustic, Adobe, Cheetah Digital, Oracle, Salesforce, SAP, SAS, and Zeta International. The EMSS analysis compares the entire martech portfolio choices of those eight distributors. To enhance it, the CCCM analysis supplies a deep dive into every vendor’s CCCM capabilities.
Forrester defines CCCM as:
Enterprise advertising expertise that helps buyer knowledge administration, analytics, segmentation, and workflow instruments for designing, executing, and measuring campaigns for digital and offline channels.
What ought to CCCM consumers prioritize?
The CCCM Wave will show you how to perceive how these eight distributors stack up in opposition to 40 present providing, technique, and market presence standards. Forrester purchasers may also customise the Wave scorecard to replicate their very own particular priorities. Forrester recommends that entrepreneurs give attention to CCCM options that:
- Facilitate buyer understanding. Look past customer data platform (CDP) trade hype to prioritize marketer-friendly instruments for managing buyer profiles, analyzing buyer habits, constructing goal audiences, and optimizing advertising efficiency. Half of our analysis standards give attention to these knowledge, insights, and measurement capabilities.
- Unify cross-channel orchestration. Don’t let phrases like cross-channel, multichannel, and omnichannel distract you from what is going to matter most to your clients. Overview your evolving channel needs with potential distributors to find out native capabilities versus integration necessities.
- Innovate for moments-based buyer experiences. Product-centric campaigns typically miss the mark with clients who anticipate personalised worth exchanges of their moments of want. Make sure that your CCCM resolution can orchestrate contextually related buyer interactions, with a roadmap to deal with extra anticipatory customer experiences.
How can I study extra about CCCM?
We plan to publish an extra Wave analysis centered on CCCM impartial platform distributors, scheduled for August 2021. To evaluation the broader CCCM panorama, confer with the Forrester Now Tech: Cross-Channel Campaign Management, Q1 2021. The Now Tech contains data on 42 CCCM suppliers (each EMSS and impartial platform distributors).
Please be at liberty to schedule an inquiry if you happen to’d like to speak in depth about our analysis findings or the varied distributors within the CCCM house.