There are three types of companies that are converging to deliver integrated campaign management solutions. Some vendors are marketing specialists like Alterian, Aprimo, and Unica. A second group is data and analytics specialists such as SAS and Teradata. Enterprise application providers (Oracle, SAP) make up the final segment. Forrester’s report said that no single vendor, or segment of vendors, is delivering systems that are comprehensive enough for multichannel marketing and program management.
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