Gartner: SAS, Teradata, Unica remain leading vendors

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SAS, Tereadata, and Unica remain leading vendors in the multichannel campaign management market. What's more, Siebel joins the pack becoming a leader in this field.

These were the key findings from " Magic Quadrant for Multi-Channel Campaign Management, 1Q 07," Gartner Inc.'s latest report. The Magic Quadrant is a graphical representation of a marketplace for a specific time period. It depicts Gartner's analysis of how certain vendors measure against criteria for that marketplace, as defined by the Stamford, CT-based company.

"Leaders consistently out-perform in overall campaign management performance for basic and advanced campaign management , as well as for integration with e-marketing," Gartner said in a statement. "Leaders have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business."

Aprimo was cited as a growing firm in the report. And, while it is not in the leader category, it's growth challenges leaders, the report said. For the first time, Alterian and Eloqua also were included in the report and referred to as niche players.

Multichannel campaign management market continues to show strong growth, the study showed. Also, overall marketing automation is one of the fastest-growing CRM investment areas, at an approximate 16 percent compound annual growth rate from 2006 through 2011.

Fueling growth were marketers that continue to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable interaction-driven campaigns. Marketers are starting to execute on inbound and outbound campaigns for targeted, improved response rates.

The report also said multichannel campaign management market changes include:

● Filling functionality gaps in offer management and real-time recommendations by partnership or continued product development.

● Visualization tools for reporting and analytics for marketers to utilize data for insight without IT involvement.

● proved campaign management planning and scheduling for running multiple campaigns.

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