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Forrester's report on the management of real-time interactions



comes in the wake of four real-time interaction management system vendors (RTIM) designed to provide users the best offer or the next action, depending on the current context conditions and their particular needs.

In other words, RTIM solutions are intended to fuel the expected customer experiences that users expect more and more.

But relatively few systems can seamlessly integrate large data and their extended functionality. and the quick information needed to deliver that delivery in a split second of the right thing at the right time. To help marketers sort out the players, Forrester Research releases the Forrester Wave report this quarter. (Available for free from Pegasystems which is mentioned in the report, although a registration is necessary.)

Now, four rulers. Forrester has a lot of skin in this game, having covered real-time interaction management for years – first in 2012, in the context of IT decision engines, then in a series of reports in 2015 , including the first wave on this topic, which included this definition:

"Business marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate point in the customer's lifecycle via preferred contact points ".

In this initial report, only two of the eleven suppliers described reached the first category of leaders – Pegasystems and Teradata. This is not surprising, as this type of platform – essentially a state machine that must immediately deliver the right offer or action on the most appropriate channel and relies on many data points – is a significant barrier to cross.

In this new report, SAS and Salesforce join Teradata and Pegasystems as leaders. FICO, Kitewheel, Pitney Bowes, Adobe and IBM are in the second highest performing category, while Certona and Emarsys arrive at Contenders. Infor is the sole supplier of the lower Challengers group. 19459005 19459002 Pegasystems, Teradata, Salesforce. The report notes that RTIM platforms cover five segments: best experience, multichannel marketing, personalization, loyalty marketing and multi-channel communications. Each of the five represents a variation in the scope and timing of communication with customers, but the Forrester report is primarily focused on the best-experience solutions that offer multiple channels.

Among the leaders, Pegasystems is praised for its integration of digital decision making, process automation, case management, advanced analytics, artificial intelligence and support for contact centers, chatbots, mobile devices and the integrated voice response.

The report points to Teradata's Customer Journey solution, which includes the real-time solution. Business Intelligence and its customer interaction manager for multichannel orchestration, all based on the company's large-scale customer data management platform.

Salesforce is congratulated for the current positioning of its RTIM manager around its Interaction Studio software. its Marketing Cloud and were launched in the middle of last year instead of its previous practice of integrating RTIM with its messaging, mobile and Web Ules software. Interaction Studio was developed with the Thunderhead Customer Engagement Platform, which Forrester views as a leader in orchestration and course vision. The research firm notes, however, that Interaction Studio is still rules-based, instead of relying on Salesforce's advanced Einstein artificial intelligence layer to make decisions.

SAS, Kitewheel, Pitney Bowes, Adobe. SAS is cited for its advanced arbitration, measurement and decision optimization analyzes. The report says the platform works well for companies seeking to make analytics a critical requirement, although it highlights the need to strengthen digital intelligence and channel integration.

Among the others, several are distinguished by specific priorities. Kitewheel, for example, is mentioned for its integration with other systems, such as marketing automation tools, and is cited as "a good choice for B2C marketers (and their partners in the marketplace). 39; agency) whose RTIM efforts are focused on designing and optimizing the customer experience. "

Pitney Bowes relies on its expertise in service to the customer, "said Forrester, focusing on contact centers, face-to-face communication channels, and outbound marketing. And Adobe, with its vast portfolio of modules in Experience Cloud, has the power to personalize the customer experience across multiple channels, although it does not offer centralized decision making from other vendors.

Why bother? RTIM is essentially the maximum delivered vision of digital marketing, where a brand gives you what you really want, when you want it, on the best channel and in real time.

With such a broad view of the customer experience, the category includes a wide range of platforms and integrations. The focus of Forrester on the next best offer or action focuses on the report so that it can only address a dozen vendors, but the # The range of solutions is potentially much larger.

Just like the client data platforms, the interaction in real time. Management is a developing solution that meets the needs of modern day real-time personalized delivery, but has only emerged as its own category in recent years.

This story was first published on MarTech Today. For more information on marketing technology, click here.

About the Author

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Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.