Evaluating Top Multichannel Campaign Management Platforms

At Purple Square CX, we are sometimes asked “which is the best multichannel campaign management (MCCM) tool on the market?”. Unfortunately, this is not too dissimilar to asking “which is the best car?”, the Ferrari SF90 might be a lot of fun on the autobahns of Germany, but perhaps less suited to the rough terrain of the Sahara, and the GMC Hummer may be less than perfect driving round the streets of Milan looking for a parking space!!

As with cars, each MCCM has its roles and places that it excels, and others that it may not be as appropriate.

Vendor Analysis

I’m going to dive into four prominent, established large enterprise platforms that are part of our toolkit at Purple Square – HCL Unica, Pega Decisioning, Salesforce Marketing Cloud, and Adobe Experience Platform. This comparison will focus on their respective strengths and weaknesses, and how they cater to various customer experience scenarios.

Before diving deeper, it’s crucial to acknowledge that the success of any technology implementation is integrally linked to your proficiency in the 5 Core Principles of CX – Vision, Operations, Data, People, and particularly relevant to this post, Technology. Simply deploying new technology, without refining these areas, will not yield successful long-term results.

My review aims to highlight how these vendors position themselves in the market, their relative strengths and weaknesses, and their suitability for specific needs. The analysis is grounded in practical experience with these platforms, offering a realistic view of their capabilities beyond mere marketing claims.

HCL Unica

Marketing Position:

HCL Unica is marketed as a comprehensive, scalable, and integrated marketing platform, designed to enable marketers to craft robust customer experiences across various channels.

Overview:

Notable for its visual GUI, which aids in simplifying SQL query translations, HCL Unica excels in segment pre-definition and efficient development of complex segmentation and cross channel marketing. The platform is more than capable at managing reusable objects, such as user variables and templates, and its adaptability in integrating external data and producing diverse output layouts. However, it faces criticism for its intricate system tables, sometimes inefficient SQL creation, need for skilled data marketers, and limited marketing operations tools.

Best Suited For:

• Businesses requiring sophisticated data management capabilities.
• Organisations looking for a platform with reusable marketing assets.

Avoid If:

• Your team is not well-versed in handling complex data models and system tables.
• Your marketing activity involves simple targeting requirements and social/digital channels only.

Pega Decisioning (Customer Decision Hub)

Marketing Position:

Pega Decisioning positions itself as an AI-driven decisioning platform that enables businesses to enhance customer engagement and make more informed decision-making processes.

Overview:

The platform shines with its proposition NBA, powerful simulation engine, and insight-driven recommendations, coupled with efficient channel management. It is commended for its clear business rules and straightforward utilisation. However, it does encounter challenges, such as the complexity and high costs involved in customising business rules and making changes to the channels you engage with.

Best Suited For:

• Companies seeking advanced AI-driven and real-time decision-making tools.
• Businesses in need of clear and efficient real-time channel management systems.

Avoid If:

• Budget constraints limit your customisation capabilities.
• Ease of customisation in business rules is a priority.
• Outbound communication is equal to, or more important than inbound

Salesforce Marketing Cloud

Marketing Position:

Salesforce Marketing Cloud is presented as a comprehensive CRM platform, designed to unify marketing, sales, and service departments for a cohesive customer view.

Overview:

Known for its seamless integration with a wide variety of Salesforce cloud tools (CRM, Loyalty and Service) and an intuitive interface, Salesforce Marketing Cloud offers effective marketing capabilities out-of-the-box. However, it falls short in customisation, real-time options and detailed reporting in the core platform, and there’s room for improvement in its automation and API functionalities.

Best Suited For:

• Businesses looking for strong Salesforce CRM integration and user-friendly interfaces.
• Companies that value initial lead scoring and straightforward setup.

Avoid If:

• Your strategy demands advanced real-time capabilities and complex decisioning.
• Enhanced automation capabilities or a robust data model are a necessity.

Adobe Experience Platform

Marketing Position:

Adobe Experience Platform markets itself as a real-time platform, focusing on managing marketing data and audiences to provide a comprehensive view of the customer journey.

Overview:

The platform excels in offering a customisable and advanced suite of products, ideal for multi-channel marketing. Its real strength lies in its integration with the wider set of Adobe creative and web tools. However, it requires extensive training and resources for effective use and lacks transparent pricing.

Best Suited For:

• Organisation that has a strong Adobe creative presence that require simple integrations for their marketing activity.
• Businesses in need of a highly adaptable multi-channel marketing solution.

Avoid If:

• Limited resources for training and consulting are a concern.
• Need a simple intuitive user experience.

Selecting the right multichannel campaign management platform is contingent on your organisation’s specific needs, expertise, and resources. HCL Unica is ideal for data-driven efficiency, Pega Decisioning for sophisticated AI-driven decision-making, Salesforce Marketing Cloud for CRM integration and simplicity, and Adobe Experience Platform for a robust, customisable marketing experience, with an emphasis on content and asset management. Each platform serves a unique niche, and understanding your business’s specific requirements will lead you to the most suitable choice. The most effective platform is one that aligns flawlessly with your marketing strategies and customer engagement objectives.