KuppingerCole Report
Advisory Note
By Roland Bühler

Buyer’s Guide: Marketing Automation Systems and GDPR Readiness

Marketing automation systems are key when it comes to digital or omni-channel marketing. This KuppingerCole Buyer’s Guide will provide you with questions to ask vendors, criteria to select your vendor and requirements for successful deployments. It will also prepare your organization to conduct RFIs and RFPs to select the right marketing automation solution – in line with GDPR (the EU General Data Protection Regulation).

1 How to use the Buyer's Guide

This KuppingerCole Buyer’s Guide on Marketing Automation solutions provides information about

  • Use Cases
  • Functional Selection Criteria (with a sp ...
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2 Market Segments defined

Digitalization in terms of marketing is a recent trend that cannot now be stopped. Companies of all sizes and from all industries are establishing omn ...

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2.1 Market Segment

The marketing automation market is growing, especially the integrated single-vendor solutions segment, which is primarily considered in this Buyer’s ...

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2.2 Delivery Models

In the marketing automation market, solutions are offered as SaaS and for on-premise deployment. Pure-play SaaS solutions are multi-tenant by design. ...

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2.3 GDPR

This Buyer’s Guide focuses especially on the challenges for marketing based on GDPR (the EU General Data Protection Regulation), which is a highly i ...

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3 Top 6 Use Cases

he top 6 use cases for marketing automation are in Table a.

Use Case Description
Inbound Marketing Inbound marketing is based on ...
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4 Top 25 Selection Criteria – functional

When looking at products in detail – for instance, during an RFI or RFP – there are frequently hundreds of different criteria to be evaluated. How ...

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4.1 Marketing and operational features

Functional selection criterion Description
Inbound channel support Most marketing automation solutions offer features related to v ...
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4.2 GDPR, privacy and information security features

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4.2.1 Security

Functional selection criterion Description
Provisioning, registration and authentication for users Many marketing automation syste ...
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4.2.2 Consent management

Functional selection criterion Description
Granular consent management Since GDPR came into effect, marketeers depend on granular ...
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4.2.3 PII processing and management

Functional selection criterion Description
Processing of personal data under the right lawful basis There are many aspects to cons ...
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4.2.4 Other GDPR related features

Functional selection criterion Description
Management of multi business units in terms of GDPR One challenge groups of companies m ...
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5 Top 10 Selection Criteria – non-functional

Aside from the functional selection criteria listed above, there are a number of non-functional criteria to take into account when deciding on a marke ...

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6 Use cases / Selection Criteria Matrix

Having identified the most important use cases and selection criteria for vendors in marketing automation, this section provides a matrix that maps us ...

KuppingerCole Advisory Services can support you in adapting criteria to your specific requirements and provide further services around selecting the a ...

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7 Top 5 Prerequisites - technical

Your marketing automation solution will not sit alone on an island, even if you go with a SaaS offering. Thus, there are some technical prerequisites ...

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8 Top 12 Prerequesites - organizational

Success in marketing automation solution rollout depends not only on the technology selected, but also on various organizational prerequisites. Table ...

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9 Top 10 Questions to ask the vendors

In addition to asking about specific features, it is worth putting a few other questions to vendors. Those in Table VI help in understanding the matur ...

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Copyright

©2019 KuppingerCole Analysts AG all rights reserved. Reproduction and distribution of this publication in any form is forbidden unless prior written permission. All conclusions, recommendations and predictions in this document represent KuppingerCole´s initial view. Through gathering more information and performing deep analysis, positions presented in this document will be subject to refinements or even major changes. KuppingerCole disclaim all warranties as to the completeness, accuracy and/or adequacy of this information. Even if KuppingerCole research documents may discuss legal issues related to information security and technology, KuppingerCole do not provide any legal services or advice and its publications shall not be used as such. KuppingerCole shall have no liability for errors or inadequacies in the information contained in this document. Any opinion expressed may be subject to change without notice. All product and company names are trademarksTM or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

KuppingerCole Analysts support IT professionals with outstanding expertise in defining IT strategies and in relevant decision-making processes. As a leading analyst ompany, KuppingerCole provides first-hand vendor-neutral information. Our services allow you to feel comfortable and secure in taking decisions essential to your business.

KuppingerCole Analysts, founded in 2004, is a global analyst company headquartered in Europe focusing on Information Security and Identity and Access Management (IAM). KuppingerCole stands for expertise, thought leadership, outstanding practical relevance, and a vendor-neutral view on the information security market segments, covering all relevant aspects like: Identity and Access Management (IAM), Governance & Auditing Tools, Cloud and Virtualization Security, Information Protection, Mobile as well as Software Security, System and Network Security, Security Monitoring, Analytics & Reporting, Governance, and Organization & Policies.

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