Magic Quadrant for Multichannel Marketing Hubs
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.
In 2024, the market feels more dynamic than in many years. Customer data platforms have transformed the market, with two strong cohorts emerging: enterprise CRM platforms and emerging customer engagement specialists. GenAI increasingly differentiates providers, helping users generate personalized experiences at the moment of interaction. More providers have added prescriptive intelligence to help marketers manage the growing maintenance burden of always-on journeys. Composability entered the MMH market, with a growing number of providers offering integration with data sharing and federated compute capabilities found in data platforms like Snowflake. Platform strategies from large enterprise application providers (like Adobe and Salesforce) are vertically integrating data management, enterprise applications and AI offerings in unified solution architectures.
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.