To make a long story short, at the end of 2018, we met with 12 players from the eCRM campaign management and CDP. Our objective? To build a comprehensive benchmark (150 criteria divided into 9 categories) with a dual mission: on the one hand, to feed us so that we're always at the top of our game when assisting our customers with their calls for tender, but also to publish a guide with our vision of what the choice of a campaign management solution should be. To achieve this, we conducted over 40 hours of interviews and demos with the various players! And it was very interesting!
The result? A guide to choosing your campaign management toolWe've put together a first section on the different terminologies used (so you don't get lost in CDP, DMP, OGC, etc.), a second section on benchmarking, and a third section to help you identify your needs and lay the foundations for your future specifications!
Benchmark of eCRM campaign management solutions
Concerning our public benchmark, we did not want to establish a ranking with a first and a last! This is too simplistic a view of the market since each solution evaluated can be the right one according to your needs. We have chosen to evaluate the maturity of the solutions on 6 criteria, on a scale of 1 to 5:
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- Easy to use
- Sophistication of the automation
- Power of customization
- Multi-channel activation
- Reporting and data mining
- Data unification
The result looks like this:
Why 12 actors?
We had requested a total of 17 solutions, but 5 of them preferred to decline (temporarily for some of them). This number is expected to increase, as we have several demos scheduled in the coming weeks (the new players evaluated will be gradually integrated). We also plan to update the benchmark every year, which will allow us next year to draw trends on the different evaluation criteria.
