On July 29th, Gartner published a new research report titled “Critical Capabilities for Multichannel Marketing Hubs.” Authored by Noah Elkin, Benjamin Bloom, Colin Reid and Joseph Enever, the research was issued a few months after the 2019 Gartner Magic Quadrant for Multichannel Marketing Hubs was published, an important industry report in which Evergage was positioned as a Visionary.

According to Gartner, “A Gartner Magic Quadrant positions vendors in a market, while a Critical Capabilities report provides a deeper dive into providers’ product and service offerings.”

The new Critical Capabilities for Multichannel Marketing Hubs report (available to Gartner clients) includes evaluation data on the 21 vendors included in the corresponding Magic Quadrant report. Vendors received scores across nine different capabilities (ranging from Advanced Marketing Analytics to Personalization) weighted differently for four principal use cases. On a scale of 1-5, based on the default weightings, Evergage’s scores were as follows:

  • 3.13/5 for Campaign Creation (putting us in the 6th position, with the highest scoring vendor receiving a 3.67)
  • 3.02/5 for Campaign Orchestration (putting us 7th, with highest scoring vendor receiving a 3.64)
  • 3.04/5 for Campaign Execution (putting us 7th, with highest scoring vendor receiving a 3.64)
  • 3.04/5 for Campaign Measurement (putting us 6th, with highest scoring vendor receiving a 3.40)

Given it’s the first time Evergage has been included in this annual study, we’re pleased with our performance.

Report Analysis

The nine categories of capabilities in the new report are: Ad Management, Advanced Marketing Analytics, Basic Marketing Analytics, Campaign Workflow, Customer Profile Management, Event Triggering, Marketing Channel Support, Personalization, and Real-Time Decisioning.

To assist clients in using the report, Gartner created the four distinct use cases mentioned above (Campaign Creation, Campaign Orchestration, Campaign Execution and Campaign Measurement) and weighted each of the nine critical capabilities for those use cases.

For example, for the Campaign Orchestration use case, here’s what Gartner’s default weightings look like for each of the capabilities:

Gartner’s Critical Capabilities for Multichannel Marketing Hubs

To further help clients evaluate vendors on the criteria that are most important to them, Gartner provides an easy-to-use, interactive tool that allows you to adjust the weightings of the critical capabilities. Doing so re-orders the list of vendors based on what's most important to each company. For example, Personalization is weighted more for the Campaign Creation use case than for Campaign Measurement use case, which has a greater emphasis on Advanced Marketing Analytics.

Versatile Platform 

We believe Evergage’s scores in Gartner’s Critical Capabilities for Multichannel Marketing Hubs report is a recognition of how well-developed our platform is and its ability to address the needs of customers across industries and use cases. We encourage existing Gartner clients who are evaluating multichannel marketing hubs to utilize this new research. And, even if you’re not a Gartner client, you can download a complimentary copy of another related report, Gartner’s Magic Quadrant for Personalization Engines, 2019, which we are licensed to distribute.

Gartner, Critical Capabilities for Multichannel Marketing Hubs, Noah Elkin, Benjamin Bloom, Colin Reid and Joseph Enever, 29 July 2019

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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