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WEBINAR Introducing The Forrester Wave™: Real-Time Interaction Management

WEBINAR Introducing The Forrester Wave™: Real-Time Interaction Management. Rusty Warner, Principal Analyst. September 22, 2015. Call in at 10:55 a.m. Eastern time. Which of these statements best represents your marketing organization ?

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WEBINAR Introducing The Forrester Wave™: Real-Time Interaction Management

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  1. WEBINARIntroducing The Forrester Wave™: Real-Time Interaction Management Rusty Warner, Principal Analyst September 22, 2015. Call in at 10:55 a.m. Eastern time

  2. Which of these statements best represents your marketing organization? • We are currently executing real-time interaction management (RTIM) as a critical component of our marketing strategy. • We plan to implement real-time interaction management within the next 12 months. • We plan to implement real-time interaction management within the next 24 months. • We have no plans to implement real-time interaction management. POLL

  3. Agenda • Demystify RTIM • Define RTIM requirements • Evaluate vendor capabilities • Review customer feedback • Recommend next steps

  4. The contextual marketing engine Marketing sparks interactions across the customer life cycle. To drive continuous engagement Build a contextual marketing engine Insight and automation drive the engine. Big data and analytics fuel the engine. That leverages big data technology Source: April 14, 2014, “The Power Of Customer Context” Forrester report

  5. RTIM definition Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester report

  6. RTIM requirements Recognition • History merged with real-time contextual insight Context • Analytics to determine action, offer, content, or message Offer • Delivery and dialog management at the appropriate touchpoint Orchestration Optimization • Insights for ongoing interactions and strategic planning Identity resolution at a personalized, individual level Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester report

  7. RTIM market Source: April 29, 2015, “Market Overview: Real-Time Interaction Management” Forrester report

  8. RTIM vendors evaluated Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  9. RTIM criteria Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  10. RTIM vendor performance Leaders • Pegasystems • Teradata Strong Performers • Adobe • IBM • Oracle • Salesforce • SAS Institute • Experian • SmartFocus Contenders • Pitney Bowes • Infor Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  11. RTIM vendor performance Leaders • Pegasystems • Overall score: 3.58 • Strengths: decision management, optimization, business rules, user experience, scale, data integration, and customer references • Weaknesses: partner strategy and integration and digital advertising • Teradata • Overall score: 3.58 • Strengths: customer profiles and analytics, recommendations, business rules, data management, cross-channel orchestration, and technology road map • Weaknesses: partner integration and identity resolution Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  12. RTIM vendor performance Strong Performers • Adobe • Overall score: 3.47 • Strengths: customer profiles, digital intelligence, testing, and digital channels • Weaknesses: data management, scale, and identity resolution • IBM • Overall score: 3.36 • Strengths: customer profiles, predictive analytics, digital intelligence, digital channels, and data management • Weaknesses: UX and native and partner integration • Salesforce • Overall score: 3.16 • Strengths: customer journey mapping, digital intelligence, digital channels, and testing • Weaknesses: UX and native and partner integration • Oracle • Scoring N/A — did not actively participate Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  13. RTIM vendor performance Strong Performers • SAS Institute • Overall score: 3.47 • Strengths: customer analytics, predictive analytics, recommendations, optimization, and performance management • Weaknesses: UX and native and partner integration • Experian • Overall score: 2.93 • Strengths: customer preferences, identity resolution, outbound digital channels, UX, and customer references • Weaknesses: journey mapping, partner strategy, inbound digital channels, and scale • SmartFocus • Overall score: 2.85 • Strengths: customer preferences, content, recommendations, digital channels, and proximity marketing • Weaknesses: performance management, contact centers, partner integration, and scale Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  14. RTIM vendor performance Contenders • Pitney Bowes • Overall score: 2.53 • Strengths: customer analytics, predictive analytics, contact centers, and customer preferences • Weaknesses: journey mapping, recommendations, optimization, native and partner integration, and scale • Infor • Overall score: 2.23 • Strengths: business rules, contact centers, channel integration, and scale • Weaknesses: UX, journey mapping, inbound channels, recommendations, reporting, and native and partner integration Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

  15. RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  16. RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  17. RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  18. RTIM areas for improvement Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  19. RTIM use cases Most customers purchase: Real-time interaction management: 66% Decision or offer management: 58% Analytics or customer profiles: 42% Next-best-action or next-best-offer: 34% Enterprise or digital marketing: 34% eCommerce recommendations: 25% Web personalization: 23% Customer experience management: 22% Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  20. RTIM biggest challenges Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  21. RTIM biggest challenges • Cross-sell or upsell customers • Measure results across channels • Transform marketing for real-time • Budget constraints The next 4 are all tied at 27%: The top 4: Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  22. RTIM deployment models On-premises today and no plans for SaaS Hybrid today SaaS today On-premises today and would consider SaaS Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  23. RTIM annual interactions 67% manage interactions where at least 90% of the audience are known customers. 10M 50M 100M 500M 1B 10B 50B 100B 500B >500B Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  24. RTIM channels Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

  25. RTIM channels Most do web personalization and dynamic email today. eCommerce is also large, but with its own tools. Mobile and social are biggest growth areas. Contact centers are showing signs of integration. Face-to-face and self-service remain challenges.

  26. Real-time interaction management Recommendations: Define a real-time strategy based on customer needs. Align customer-centric resources and business processes. Collaborate on your firm’s business technology agenda. Establish a foundation for data, analytics, and measurement. Integrate enterprise marketing technologies.

  27. Rusty Warner +44 (0)207.323.7755 rwarner@forrester.com Twitter: @RustyWarner

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