Advertising technology (ad tech platforms) help digital marketing leaders plan, buy and manage digital advertising campaigns across channels including but not limited to: display, video, streaming TV and audio, mobile, social and search. They provide functions for campaign planning, media buying, advertising analysis and optimization and automation. Ad tech platforms can be used by buy-side and sell-side agents; this definition focuses exclusively on the buy side.
The ECA market consists of vendors offering a discrete application, well-defined module, or cohesive set of capabilities that enables people in “communicator” roles to plan, create, coordinate, and distribute internal communications across the workforce or to specific audiences. ECAs include analytics that measure interactions and effectiveness of communications across content, channels, devices, campaigns and feedback loops to assess business and employee value.
Gartner defines the enterprise conversational AI platform market as the market for software platforms used to build, orchestrate and maintain multiple use cases and modalities of conversational automation. The enterprise conversational AI platform consists of: A capability layer providing runtime capabilities that include: Natural language understanding (NLU), Dialogue management, Channel integration, Back-end integration, Access control for platform users, Life cycle management; A tooling layer geared toward business users that includes: A no-code environment for building and maintaining, applications, Analytic tools for understanding dialogue flows, NLU intent and entity tuning tools, A/B flow testing tools.
Enterprise social networking applications facilitate, capture and organize open conversations and information sharing between individual workers and groups within an organization. In addition to capabilities that support conversations and information sharing, they can keep track of the network of relationships between participants (via social graphs), in order to deliver a personalized stream of updates about events or conversations to individuals (via news feeds and activity streams). These applications help people find out about each other, have discussions, share information and generally interact. Interaction occurs either at a one-to-one level, or in groups, teams, communities and networks, and in the context of structured or unstructured business activities.
Gartner defines an intranet packaged solution (IPS) as a software product that organizations use to create and deploy an internal website or network of websites, portals, hubs, mobile apps and other digital experiences supporting business-to-employee needs. An IPS is delivered as an integrated assembly of capabilities geared specifically for intranet use cases, including employee communications and engagement, employee service and self-service, application access and knowledge services. “Packaged” signifies a holistic and fit-for-purpose approach. In contrast, a custom-built or developed approach would leverage a platform or array of products not specifically designed to support intranet use cases.
Meeting solutions are real-time communication services with their associated devices that support live interactions between participants for internal and external collaboration, presentations, learning, training sessions and webinars. Meeting solutions power diverse use cases, such as one-on-one meetings, remote sales engagements, board meetings, telehealth sessions, remote banking and consulting services, to name just a few. Meeting solutions enable rich information sharing and interaction by combining audio and video, in-meeting chat, content and screen sharing, and visual collaboration and whiteboarding.
Mobile app analytics tools collect and report on in-app data pertaining to the operation of the mobile app and the behavior of users within the app. These areas of app analytics are defined as follows: Operational analytics: Provides visibility into the availability and performance of mobile apps in relation to device, network, server and other technology factors. Operational analytics are essential to capture and fix unexpected app behavior (such as crashes, bugs, errors and latency) that can lead to user frustration and abandonment of the app. Such analytics should be applied at both the app testing phase and after release of the app into production. Behavioral analytics: Shows how app users interact with the app to gain actionable insights, drive app improvements and improve business outcomes. Behavioral data can be analyzed based on correlating clicks, swipes, views and other usage stats based on user profiles, segmentation/cohorts, retention, funnel/event tracking and A/B testing.
The market for social software in the workplace includes software products that support people working together in teams, communities or networks. These products can be tailored to support a variety of collaborative activities. Buyers are looking for virtual environments that can engage participants to create, organize and share information, and encourage them to find, connect and interact with each other. Business use of these products ranges from project coordination within small teams or homogeneous groups, to information exchange between employees across an entire organization.
The workstream collaboration (WSC) market consists of products that deliver a conversational workspace based on a persistent group chat. Products in this market are primarily used to organize, coordinate, and execute outcome-driven teamwork such as that associated with the project- or process-related activities. Secondary uses can include ad hoc collaboration and community discussions.