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Gartner MQ: Digital Marketing Hubs

White Paper Published By: Adobe
Adobe
Published:  Nov 09, 2017
Type:  White Paper

Vendors from advertising, marketing automation and analytics are racing to deliver personalized digital marketing at scale. Marketing leaders need a system that can integrate and coordinate data and activities across channels, devices and contexts, continuously and in real time.

Gartner advises marketers to deploy solutions that cut across organizational and operational boundaries in these four areas. These solutions must share common resources and data. This makes them natural candidates to source from a single vendor, even if other providers and partners contribute valuable specialized capabilities, both creative and technical. This extensibility is central to the hub concept. For more details, see the Inclusion Criteria section.

A digital marketing hub is foundational for many mission-critical priorities. Hub vendors can help marketing leaders:

  • Use unified cross-channel data and analytics to orchestrate and optimize multichannel customer journeys across silos and touchpoints.

  • Harvest real-time and historical data from multiple sources into a common format for analysis, and distribute analytics insights and programs to multiple applications and collaborative tools.

  • Accelerate agility and reduce risk by standardizing access to common resources such as audience profile data, content and workflow triggers across marketing applications.

  • Access data to understand what your customers want and use it to create and deliver personalized offers, advertising and experiences, and optimize them based on results.



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