Magic Quadrant for Customer Journey Analytics & Orchestration
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
This is the first version of the Magic Quadrant for Customer Journey Analytics & Orchestration. It replaces the Market Guide for Customer Journey Analytics & Orchestration. The market for CJA/O is maturing but remains fluid. While it may appear a significant gap exists between the Leaders and the Visionaries and Niche Players, this is predominantly driven by the Leaders' operational maturity and larger market presence. Product capability differences between vendors in different quadrants can be much smaller. A healthy cohort of stand-alone vendors continues to compete effectively, even as broader suite providers embed or increasingly build CJA/O capabilities into their solution stacks. There is growing divergence in functional orientation across vendor offerings, with vendors demonstrating deeper strength in one or two functions rather than the enterprise as a whole.
A: We review and adjust our inclusion criteria for Magic Quadrants as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant may change over time. A vendor's appearance in a Magic Quadrant one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed evaluation criteria, or of a change of focus by that vendor.