04.12.2017 Constellation Research
Kahuna Named to Constellation ShortList™ for Leading B2C Marketing Automation Vendors
Constellation Research selected seven business-to-consumer (B2C) marketing automation leaders from a list of 50 candidates based on evaluation criteria such as ease of use, personalization, behavioral and campaign testing, and product vision and roadmap. This updated report for Q1 2017 takes into account the importance of cross-channel marketing with an emphasis on mobile capabilities as well as the rise of artificial intelligence (AI).
This announcement comes at a pivotal time for consumer brand and digital retailers and sits at the convergence of two irrefutable trends. Kahuna CEO Sameer Patel explains, "Today's sophisticated consumer expects that you understand their preferences, not as part of a broad segment, but as an audience of one, and engage with them at the right time, with the right content, and on the right device. Second, the maturity in artificial intelligence-based B2C marketing automation finally makes this 1:1 consumer personalization a reality. Kahuna's pioneering technology is right at the intersection of these two trends and we're honored to be recognized by Constellation as a leading marketing automation vendor for modern consumer and e-commerce brands."
Artificial intelligence-based marketing automation tools are helping to satisfy the modern consumer's demand for a highly personalized experience. Modern marketing automation systems collect data on individual consumer preferences and past behaviors, and then AI makes sense of it, using the information to send consumers relevant, timely, and contextual messages. This approach yields higher views, engagement, and, ultimately, conversion, which is core to how Kahuna works.
"The B2C marketing technology landscape continues to rapidly expand to meet the demands of today's digitally-savvy, mobile-engaged consumer," says Cindy Zhou, Vice President and Principal Analyst at Constellation Research. "The Constellation ShortList™ provides companies a guide to technologies appropriate for their digital transformation initiatives."
Access to the full report is available here on Constellation Research's website.