The Emerging Leaders Differentiate On Optimization Capabilities. Adobe stands alone as the Leader in Digital Intelligence Platforms.
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Ten Top Vendors Compete In A New And Rapidly Developing Marketing
Forrester’s research uncovered a market in which Adobe leads the pack and Evergage, IBM, and SAS follow closely behind. Google, Localytics, Mixpanel, Optimizely, and Webtrekk offer competitive options, while Cxense has a developing solution that shows great promise.
CI Pros Are Looking For A Platform To Optimize All Digital Experiences
The DI platform market is growing because more CI pros see DI as a way to unify the understanding of customer digital interactions and to deliver consistent, continually improving experiences. Additionally, CI pros increasingly trust the platform providers to act as strategic partners, bringing together digital data, analytics, and customer engagement optimization technologies.
Engagement Optimization Capabilities Are Key Differentiators
Vendors differentiate themselves by their supporting services and market size as well as by their digital data management and analytics capabilities. However, we see the biggest differentiation in digital engagement optimization capabilities for behavioral targeting and online testing.
Adobe Is A Leader
Adobe consolidates a broad set of capabilities around core platform services. Adobe continues to have strength and depth in digital intelligence, primarily for optimizing customer experiences and engagement, all within the framework of its marketing cloud platform in a marketing and eCommerce context. Adobe must try not to be a victim of its own success and make sure that much of its customer base is not left behind on legacy systems as it modernizes its DI stack. Looking forward, the vendor aims to continue to entice and extend its customer base through partnerships with Microsoft Azure (to strengthen its appeal to enterprise sales teams) and Adobe Sensei (to focus its AI efforts on scaling customer experiences).
Evaluated Vendors: Product Information And Selection Criteria
Adobe Analytics Standard
Adobe Analytics Standard — Mobile Apps
Adobe Analytics Standard — Video
Adobe Analytics Premium — Customer 360
Adobe Analytics Premium — Predictive Intelligence
Adobe Analytics Premium — Attribution
Adobe Analytics Premium — Complete
Adobe Target Premium
Adobe Activation Core Service
Adobe Mobile Core Service
Adobe Places Core Service
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