Customer engagement company Urban Airship has announced that it achieved the highest Product Scores in Gartner's 2018 Critical Capabilties for Mobile Marketing Platforms study in three of four use cases. The firm scored highest in the Campaign Creation, Orchestration and Execution categories, and also took the second-highest score in the Measurement and Optimisation use case.
Gartner evaluated 15 mobile marketing platform vendors as part of its Critical Capabilities report, an essential companion report to the Gartner Magic Quadrant, offering a comparative analysis that scores competing products or services against a set of critical differentiators identified by Gartner. In the company's 2018 Magic Quadrant for Mobile Marketing Platforms report, Urban Airship was named a Leader and posititioned furthest to the right in the Leaders' quadrant on the completeness of vision axis overall.
"We believe Urban Airship's scores in Gartner's Critical Capabilities report validate the success our customers are seeing and will further accelerate our worldwide market share lead as we help even more enterprises set new standards for real-time customer experience," said Brett Caine, CEO and president of Urban Airship. "Our open platform infuses martech stacks with real-time behavioural data, multi-channel orchestration and machine learning that are critical for marketers to both understand new customer expectations and to take immediate and relevant action in order to exceed them."
According to Gartner L2, mobile interactions accounted for 67 per cent of all brand site traffic in 2017. The Critical Capabilities report states, "mobile marketing platform vendors are addressing this rapid uptick in mobile engagement demands by offering capabilities like improved real-time and event-triggered capabilities, enhanced data protection modules, stronger integrations and third-party partnerships, and AI-driven analytics capabilities."