Optimove’s Take on the 2019 Magic Quadrant for Multichannel Marketing Hubs
This is Optimove’s third inclusion in a Gartner’s Magic Quadrant. Our VP Marketing clarifies the results, how they're derived from our past, and more importantly, how they point towards our future
For the second year in a row, Gartner included Optimove in their Magic Quadrant for Multichannel Marketing Hubs. This year, we achieved the highest placement in the Niche Player’s quadrant for Ability to Execute.
This marks our third entry into a Magic Quadrant (after appearing in Gartner’s Magic Quadrant for Digital Marketing Analytics, in October 2017), and we couldn’t be more proud.
In this piece, I’ll share Optimove’s interpretation of the 2019 Magic Quadrant results and help marketers better understand them. In short, we believe Optimove’s positioning signifies that our product is ideal for brands in retail, eCommerce and financial services seeking an integrated solution for customer data, analytics, and campaign optimization.
Optimove’s smart orchestration capabilities have been a key differentiator for many years, as our clients highlighted the platform’s advanced execution capabilities, such as next-best-offer and channel optimization. We see this as a direct result of two facets of the Optimove product: (1) the marketing calendar interface, designed to help marketers better prioritize and exclude customers across channels and campaigns, and (2) practical applications of marketing AI, such as Self-Optimizing Campaigns and Optibot Insights.
Another key element is Optimove’s ability to measure the incremental impact of both single campaigns and a series of campaigns, against any business KPI – pivotal for marketers looking to successfully optimize their marketing efforts. Optimove’s extensive analytics offerings include dedicated tools for customer, segment, campaign and journey analytics. Furthermore, the recently added BI Studio makes it easy for marketers to create customized visualizations of any and all available customer data.
Our commitment to client success isn’t going unnoticed, and this is achieved through continuous investment in our products and services. On the product side, enhancements to our native email, push and realtime trigger capabilities are driving highly effective personalization across all available communication channels. On the services side, our Customer Success and Strategic Services teams continue to help clients exceed their marketing goals with a variety of customized offerings.
Always looking to improve
There are several areas Optimove is working hard to improve, including our data preparations sets, as some clients reported hitches when first preparing their data for ingestion by Optimove’s Customer Data Platform (CDP). Because each Optimove client receives a bespoke customer data model and a complete suite of customized predictive analytics capabilities (such as customer lifetime value and risk of churn), Optimove performs best when all the client’s customer data is made available.
While it’s understandable that this requires more work on the client’s part than with other products, this is a key enabler of Optimove’s advanced capabilities. To address this matter, we now integrate with Microsoft’s Azure Data Factory, providing easier data source connection (in addition to its preexisting API and SFTP data upload channels).
We are determined to help marketers excel at multichannel marketing and thus provide marketers the freedom to integrate the execution channels that best fit their needs, whether via dozens of out-of-the-box integrations with third-party execution channels or through our robust API. In parallel, we continue to enhance our own mobile solutions, such as the recent release of event-triggered mobile notifications and personalized (parameter-based) deep linking.
Last but not least, we are committed to allowing marketers to build best-of-breed marketing technology ecosystems, as clients reported initial snags integrating their ESP with us. To facilitate this, our ever-growing portfolio of integrated partners is comprised of over 35 third-party integrations, including the industry’s most used ESPs, Web advertising, SMS and push messaging vendors.
“We are excited to be included in Gartner’s Magic Quadrant for Multichannel Marketing Hubs for the second straight year,” said Optimove’s founder and CEO Pini Yakuel. “This is another demonstration of the hard work and commitment to excellence and innovation, that guide us throughout our journey. I’d like to thank our partners, clients, and employees for sharing this important milestone with us.”
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