The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016

​It's been years now that I use The Forrester Wave™ as a barometer for what's moving in the market space. They have always done a great job on it.

In this new report I'm not surprised that SAS is still one of the leaders and that Salesforce is in the top due to their strong market presence.

What must not go unnoticed, is the quick rise of Selligent in this landscape.
​I used to participate in the first Selligent implementation ever. It was 2004 and we implemented Selligent for Sony Ericsson (long gone now).

The international strategy was at that time deployed with a high degree of conditional personalisation  based on device ownership and implicit behavior. Even the in-store purchase was tracked and entered into the program.

All this was set-up in a variety of languages, including Arabic and unified Chinese.

Eager to now how far they will get on the Wave, certainly with that kind of competition.

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