Choosing the right technology to support your brands’ customer experience needs can be complicated and confusing.
Customer journey and martech solutions can appear to offer similar capabilities, leaving brands unsure of the best path to pursue.
But the reality is there are key differences and reasons why you’d invest in one solution over another – or even multiple solutions, depending on your business needs.
It’s therefore critical for brands to understand when and why they should implement various technologies.
In this report, Forrester provide a comprehensive analysis of the four main solutions to help you make the right decision: customer journey orchestration (CJO), real-time interaction management (RTIM), cross-channel campaign management (CCCM), and customer data platforms (CDPs).