previous article
b.telligent publishes study of campaign management systems for the German market, taking into account different strategic priorities
Munich, 15.01.2015 - According to the b.telligent "Star" 2015, the campaign management systems (CMS) Adode Campaign in the category `Enterprise´, SDL Intelligent Marketing Suite in the category `Classical Campaign´, Oracle Responsys in the category `E-Marketing´ and Oracle Eloqua in the category `Lead Management´ are among the most comprehensive and ergonomic solutions on the German market. The experts with b.telligent, one of the leading management consultancies for business intelligence (BI) and customer relationship management (CRM) in the DACH region, examined both the technical strengths and weaknesses of the functionalities and the user-friendliness of the respective solutions from the point of view of marketing and department managers. The result: a practice-oriented aid in the decision-making process, which specifically focuses on the requirements of the German market and considers the strategic objective.
The b.telligent "Star" was based on a comprehensive analysis of 14 CMS by eleven providers. Only solutions which met b.telligent's defined minimum requirements for CMS have been taken into consideration. Unlike other international market overviews, the b.telligent experts distinguished four categories according to the various priorities and strategic alignment of the CMS: Enterprise, Classical Campaign, E-Marketing CMS and Lead Management. This was the only way to take sufficient account of the different requirements on the CMS, which depend on the respective task. Within each category, the solutions' completeness and ergonomics were evaluated based on a uniform reference structure. A further unique characteristic was the consideration of requirements which are primarily relevant for the German Market, such as e.g. data protection.
In the category `Enterprise´, the b.telligent experts compared six providers and in the end, Adobe Campaign prevailed because it was one of the most comprehensive and ergonomic solutions in the basic package - not least due to the highly dynamic and easy-to-handle process control. Overall, the SDL Intelligent Marketing Suite provided a good functional coverage and the best result in the category `Classical Campaign´ due to its good usability and a continuous orientation towards online and offline channels. Due to the almost complete functional coverage and the solution's user-friendliness, the Oracle Responsys came in first in the category `E-Marketing´. Oracle also scored in the category `Lead Management´, here, however, with Oracle Eloqua and thus with a solution which has good user guidance and into which additional interfaces can be integrated easily.
"Our long-standing practical experience has shown that the previously available market overviews only had a low added value for the German marketing decision-makers, not least because the evaluation was based more on the software providers´ point of view than on the users' point of view", explains Sebastian Amtage, b.telligent co-founder and managing director. "Thus, our task was a real aid to decision-making for marketers in order to find the suitable software for their strategic objectives - and we have by all means been successful in accomplishing this objective with our market overview. Thus, we once again underscore our consultancy competence in the area of campaign management and business intelligence. "
Click here for further information on b.telligent's "Market Overview of Campaign Systems for the German Market".
