Author: Zuha

Introduction Digital marketing analytics remains the bridge between customer behavior and business decisions. In 2025, the field is evolving quickly. Privacy rules, measurement gaps from decreasing reliance on third-party cookies, server-side data flows, wider use of AI for insights, and new collaborative infrastructures such as data clean rooms are changing how teams collect, interpret, and act on marketing data. Privacy-First Analytics and the Rise of First-Party Data According to Richa Choubey, Senior Analyst at QKS Group, “Digital marketing analytics in 2025 is no longer about isolated dashboards or backward-looking reports. Rather, it has evolved into a living intelligence layer that…

The Account-Based Marketing (ABM) platform market has witnessed a few significant changes. Marketing and sales teams are now demanding unified data, AI-powered orchestration, and faster pipeline acceleration. QKS Group (formerly Quadrant Knowledge Solutions) recently published its SPARK Matrix™ for ABM Platforms for Q3 2025, offering a data-backed view of how leading ABM platforms are performing across Technology Excellence and Customer Impact. We analyzed and compared both the 2024 and 2025 SPARK Matrix reports to uncover how vendors are repositioning amid consolidation, innovation, and shifting enterprise needs. The Leaders Most of the leaders in 2024 have also been positioned as leaders…

Introduction In regulated industries, like financial services, healthcare, insurance, and utilities in particular, maintaining clear, accurate, and auditable customer communications is non-negotiable. Regulations such as General Data Protection Regulation (GDPR), Payment Card Industry Data Security Standard (PCI DSS), Gramm-Leach-Bliley Act (GLBA), Sarbanes–Oxley Act (SOX), and Federal Financial Institutions Examination Council (FFIEC) set the bar for how data must be handled, how content must be delivered, and how records must be kept. These regulatory demands have led to meaningful innovation in Customer Communication Management (CCM) platforms. This article explores how compliance acts as a catalyst for improving security, agility, personalization, and…

The Workforce Engagement Management (WEM) market continues to evolve rapidly as enterprises respond to hybrid work demands, rising attrition, and the need to enhance customer experiences. The 2025 SPARK Matrix™ from QKS Group (formerly Quadrant Knowledge Solutions) underscores this evolution, highlighting platforms that have embraced AI, real-time analytics, and employee-centric engagement as key differentiators. According to Amandeep Singh, Associate Director & Principal Analyst at QKS Group, “Workforce Engagement Management is undergoing its most profound transition yet. Once defined by scheduling and compliance, it is now being reimagined through AI as a dynamic ecosystem that predicts workforce needs, personalizes coaching at…

Introduction Modern enterprises are now under pressure to deliver seamless collaboration, efficient workflows, and a positive employee experience, and they are expected to do so while supporting a hybrid or remote workforce. However, organizations often rely on a patchwork of disconnected tools: one for communication, another for workplace services, and yet another for employee engagement. This fragmented approach can create inefficiencies, hinder productivity, and compromise customer-facing outcomes. The growing convergence of Digital Workplace Services (DWS), Unified Communications as a Service (UCaaS), and Employee Experience Platforms (EXP) is changing that dynamic. By integrating these platforms, businesses are building cohesive ecosystems that…

Introduction Revenue growth has always been contingent upon aligning marketing, sales, and customer success. However, in practice, these functions often work in silos, which could lead to missed opportunities, fragmented customer journeys, and lost revenue. Traditional CRMs and point solutions improve visibility but may not deliver the seamless coordination enterprises need. This gap has given rise to revenue orchestration platforms (ROPs), designed to unify data, workflows, and decision-making across go-to-market teams. As the market matures, several trends are shaping the future of these platforms, signaling how organizations will manage revenue in the years ahead. Below are five developments redefining the…

Introduction The ads that customers come across (which are now mostly digital ads) either pique their interest or make them scroll right past, uninterested. Businesses can actually tell if their target audience finds their ads engaging enough to convert them into buyers with the help of click-through rates (CTR), impressions, and views. While they’re easy to track, they don’t tell the full story. Because high CTRs can result from customers accidentally clicking on links, and impressions can count ads that users may not have actually noticed. If the audience sees the same ads too many times, it leads to ad…

Introduction Communications Platform-as-a-Service (CPaaS) has already transformed the way enterprises embed real-time communications, like voice, SMS, chat, and video, into their workflows. But in 2025, Generative AI (GenAI) is expected to support developments in personalized, context-aware, and automated customer engagement. The shift goes beyond adding AI to communication platforms; it actually involves creating conversational ecosystems where every message feels human, contextual, and relevant. Leading providers like Twilio, Vonage, and Sinch are integrating generative AI into their platforms to deliver enhanced capabilities to businesses and end-users alike. From AI-driven contact centers to real-time personalized marketing and self-optimizing chatbots, the adoption of…

Introduction In today’s customer-driven landscape, organizations need more than just traditional metrics like revenue growth or cost reduction to measure success, because customer expectations have now become a defining factor in business performance. Which means that it is now crucial for companies to understand customer needs and effectively solve any problems they might face in order to retain them. Therefore, many companies are turning to design thinking as a structured approach to problem-solving. At the heart of design thinking lies journey mapping, a method of visualizing the end-to-end customer experience. For C-suite executives, journey mapping is not just a design…

Imagine that you own a business. How much easier would it be to operate if you knew exactly what your customers think the moment they interact with your brand, whether they’re raving on social media or complaining about something they didn’t like? This is actually achievable with Voice of the Customer (VoC) in 2025, especially when it’s supercharged by AI. VoC is all about capturing what customers feel, need, and expect, which helps businesses make their products and services better. AI tools like chatbots and sentiment analysis also help businesses listen smarter and act faster. However, despite the benefits and…