Marketing Technology
Forrester Wave For Digital Experience Platforms 2019
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Overview
To keep pace with increasing customer expectations and drive business growth, you need to manage your customers' experiences from beginning to end. You need real-time customer insights, connected to solutions that deliver those experiences immediately. And just as important as technology are the people and processes you put in place.
This is significant, because in the first version of this report in 2015 Adobe was the only (albeit just barely) leader. In the second version in 2017, Adobe has been demoted and Oracle was a leader. Our advancements with Adobe Experience Platform have certainly had a significant impact on our positioning this year.
One of the key points highlighted for Adobe being a leader is the focus on enterprise-scale dynamic customer profiles and event-based integration and workflow.
Adobe continues to expand and integrate its portfolio to serve premium brands. Adobe has long carried the premium lineup for marketers, particularly for B2C. It continues to acquire missing parts, recently purchasing Magento for commerce and Marketo for B2B marketing.
Adobe has the most digital experience agency partners of any vendor
Adobe’s recent enthusiasm for the Experience League training and support organization signals its focus on adoption and renewals.
Adobe received top scores in 17 categories, including:
- Current Offering—Practitioner tools and support, search, testing & optimization, best next action, B2C campaigns and messaging, web experience management, marketing and rich media content, customer profile and segmentation, customer analytics, artificial intelligence/machine learning, and platform certifications.
- Strategy—Vision, execution roadmap, partner ecosystem, supporting products and services.
- Market Presence—Product-customer count, average deal size
Mon, Jan 25, 2021
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