Data and Analytics refers to products and services that enable organizations to collect, integrate, analyze, and act on data to drive informed decision-making and business outcomes. This category includes markets that focus on empowering enterprises to manage data pipelines, ensure data quality and governance, extract insights through advanced analytics, and machine learning across structured and unstructured data environments.
Gartner defines multichannel marketing hubs (MMHs) as software applications that orchestrate personalized communications to individuals in common marketing channels. MMHs optimize the timing, format and content of interactions through the analysis of customer data, audience segments and offers. MMHs are foundational for multichannel marketing, customer journey orchestration and next best action programs.