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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
July 2019 EDITION
© 2019 All Rights Reserved. MarTech Advisor.
BUYERS’ GUIDE
© 2019 All Rights Reserved. MarTech Advisor.
CHITRA IYER
EDITOR-IN-CHIEF, MARTECH ADVISOR
@MoreMarInTech
(LinkedIn)
Note from the Editor
A limited comparison of vendors based on a limited list of features can never be comprehensive or even fair; and
will not provide you – the prospec�ve buyer – the perspec�ve needed to shortlist vendors. In addi�on, it’s
important to acknowledge the way CDP vendors themselves are reinterpre�ng CDPs based on their knowledge of
their preferred markets; and posi�oning or aligning themselves into different areas of specializa�on.
The term has reshaped itself from when it was originally defined by David Raab, founder of the CDP Ins�tute, as
the marketer-managed technology that can deliver a unified, persistent view of the customer and is accessible to
other systems. It has been interpreted in different ways by different vendors and even users. So, how does that
impact our version of the Customer Data Pla�orm Buyers Guide? We believe – and have always said in The CDP
Explainer Series as well – that it’s not about the best CDP solu�on – it’s about the best CDP solu�on for you.
Our editorial approach is that the choice of Customer Data Pla�orm partner stems from your unique context, use
case(s) and desired outcomes.
Customer Data Pla�orms have emerged as the primary marketer-owned system to deliver a unified view of the
customer. This ability to manage customer data effec�vely for personaliza�on and the delivery of compe��ve
‘customer experience’ is fast becoming the new must-have capability for every customer centric organiza�on.
This Buyers’ Guide is commi�ed to editorial integrity and remains proudly vendor agnos�c.
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Taken from The CDP Explainer Series Issue 3: CDP Readiness
David Raab, Founder, CDP Ins�tute
We o�en see companies jump into a CDP project without developing a clear understanding of how they’ll use it. The result is they don’t know what CDP features to look for, can’t build a business case to jus�fy the CDP investment, and create unrealis�c expecta�ons for what the CDP will achieve. Such projects o�en fail to get started or move slowly because they lack direc�on. At the other end of cycle, another common problem is failure to invest in user training – this can mean even an excellent CDP is under-u�lized because marketers don’t know how to take advantage of it.
ON COMMON MISTAKES/ OVERSIGHTS COMPANIES MAKE WHEN CHOOSING/INVESTING IN A CDP:
Table of Contents
2 The 3-Tiered Approach to CDP Vendor Selec�on
Step 1: Define Your ContextStep 2: Define Your Priority Use Case(S) And OutcomesStep 3: Define Your Own List of Must-Have Features
3 A Comprehensive List of Possible CDP Features
4 Vendor Directory and MTA Commentary on Vendor Focus
5
1 Introduc�on: Evolu�on! Evolu�on! Evolu�on!
Customer Data Management, Customer Data Pla�orms, Vendor Insights and User Needs have all evolved.
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About MarTech Advisor
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
INTRODUCTIONEvolu�on! Evolu�on! Evolu�on!How Customer Data Management, Customer Data Pla�orms, Customer Data Vendors and Customer Data User Needs Are All Evolving.
PART 1
© 2019 All Rights Reserved. MarTech Advisor.
Building integrated Customer Data Management systems for an increasingly complex world
Today, customer-centric companies serve customers across a mul�tude of devices, channels and pla�orms – both
online and offline. As a consequence, first- party customer data pours in from a range of diverse sources - online
(all web/ online pla�orms/ sources, mobile, smart devices, IoT and digital sources); offline (PoS, retail outlets,
channel partners) and from non-marke�ng systems (customer service, billing and accounts etc.).
Marketers know that streamlining the collec�on, organiza�on, analysis and ac�va�on of this valuable
customer data is the key to building both – strong rela�onships with customers, and strong compe��ve
advantage.
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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An integrated ‘Customer Data Management System’, will include developing a
structured, technology-enabled, process-driven approach to collec�ng,
managing and ac�va�ng customer data in a complex, mul�-channel, mul�-
device world.
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
— The concept of ‘clean’ data has evolved from just having the correct current fields for each record to having
unique, real-�me data records that enable the iden�ty of each prospect or customer to be resolved through
the spectrum of touchpoints, on an ongoing basis. To this end, iden�ty resolu�on has emerged as an
independent area of customer data management, with or without a CDP solu�on.
As business leaders across industries acknowledge that customer data is the most precious currency in the new
data-powered economy; the larger customer data management space is evolving to accommodate a new
“paradigm of personaliza�on”:
— With the decline of cookies as a way to track and manage customer conversa�ons, the focus has shi�ed to
building personalized rela�onships with ‘segments of one’ – relevance, contextualiza�on and sustained
engagement are the new parameters of personalized CX.
— There is an increasing blurring of lines between the DMP-adtech powered ‘persona-driven’ targe�ng and
the CDP-martech powered real-�me behavior-based personaliza�on. Marketers want customers and
prospects have a consistent interac�on and engagement with the brand – irrespec�ve of whether they are
being served a display advert or being recommended a piece of content. This is also crucial to build in
efficiencies and drive greater ROI on display and martech campaigns.
— The omni-channel space has turned the spotlight back on data integra�on, versus data collec�on and
storage. How data sources are connected, how freely the data can flow back and forth, and how easily it can
be ac�vated and orchestrated across mul�ple channels with martech tools is the focus today.
© 2019 All Rights Reserved. MarTech Advisor. 2Page
Customer-centric marketers leverage customer data management to know,
understand, manage, act-on and evolve with the 5 W’s of their customers.
Customer data management technology can help brands remain consistent,
contextual and convenient to customers; while respec�ng their privacy and
driving profitability on marke�ng investments - in perpetuity, in real-�me
and at scale.
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Customer Data Pla�orm Vendor Insights and Offerings are evolving
More recently, Salesforce, Adobe and Oracle all announced CDP or CDP like products as enhancements to their
marke�ng or cloud pla�orms.
— Pure CDP pla�orms with data at their core have also expanded upstream and downstream with data analy�cs
and data ac�va�on solu�ons in addi�on to the core data layer
The CDP space is one of the fastest growing martech categories today. More new CDPs were announced last year
than went out of business or got acquired, several smaller acquisi�ons occurred; and the two big ones - Datorama
by Salesforce for reported $800 million and Treasure Data by ARM Holdings for reported $600 million also
underscored how seriously big tech is taking the idea of customer data management and unified customer data
capabili�es.
So, it’s no surprise that the interpreta�on and applica�on of ‘Customer Data Pla�orms’ – one of the preferred
ways to manage customer data by marketers today – too, has evolved:
— Big tech such as Microso�-Adobe-SAP’s open data alliance, and Salesforce Customer 360 have put their own
spin on the concept of a unified customer view. Various integra�ons, partnerships and acquisi�ons have
enabled them to apply the technology to customer data within their own walled gardens, thus en�cing
deeply entrenched customers to wait for full-suite customer data management pla�orms
— There are a few instances of open-source CDPs and also tools that help enterprises build their own CDP
solu�ons, in addi�on to general data management pla�orms such as AWS and Google cloud that are building
the analy�cs and orchestra�on layers on top of the base or core CDP capability of assembling the data and
making it available to various marke�ng sytems.
— In addi�on, we have seen CDPs claiming to be purpose-built for:
— User-focus: access, analysis, campaign orchestra�on, data governance etc.
— Industry ver�cals: from media to travel and healthcare
— User size: CDPs for mid and large size companies, CDPs for Enterprises
— Business-model specific: B2C, B2B, ABM, perhaps even online retail and D2C!
All of this means, there is no one rule for who can call themselves a CDP anymore.
— Analy�cs and AI-driven CX solu�ons have included CDP at the back-end to bolster primary offerings
— Several pla�orms offering CX and data management solu�ons have pivoted to claim the CDP tag
© 2019 All Rights Reserved. MarTech Advisor. 3Page
Our aim is not to be prescrip�ve and rank limited CDP vendors against a limited set of features. Instead, we want to
help equip you to draw up the ideal shortlist of vendors for your own unique context. Ul�mately, you will decide
your best fit vendor based on a lot more than this – or any – Buyer’s Guide. But we believe that this par�cular
Buyer’s Guide will prove to be a useful resource to build your business case upon the right founda�on; and
shortlist the right set of vendors with the highest chances of helping you achieve your business outcomes, and
ul�mately, success.
Users of Customer Data Pla�orm solu�ons are evolving
Outcomes from this Buyers Guide:
But it’s not just the CDP vendors who are evolving. Users of customer data management solu�ons are also
evolving. Not all users are at the same level of data maturity or size. They have different business models &
customer expecta�ons, and represent various ver�cals. They all need different kinds of customer data
management solu�ons and are growing at different speeds and along different strategic paths. While the core
principle of a Customer Data Pla�orm will remain the ability to deliver a unified and persistent customer view that
can be applied to other systems, not all CDPs will offer the exact same set of features, strengths or capabili�es –
and they don’t need to either.
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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LOADLoad in all the data, from all the different sources
CAPTURECapture all the details of that data and not have to abandon any of it
STOREStore it securely for as long as the user wants - not just30 or 60 days
CREATECreate unified profiles by connec�ng all the datapoints captured
SHAREShare all the data with any other system that wants to share it
5 Checkpoints for what a CDP should do(Based on the ‘RealCDP’ cer�fica�on)CDP Ins�tute’s
Graphic © MarTech Advisor
The 3 - Tiered Approach to CDP Vendor Selec�onStep 1: Define Your ContextStep 2: Define Your Priority Use Case(S) And OutcomesStep 3: Define Your Own List of Must-Have Features
PART 2
© 2019 All Rights Reserved. MarTech Advisor.
As we said before, checking off a list of vendors against a list of features is the best way to iden�fy shortlist a
Customer Data Pla�orm vendor – if you happen to be a supremely lazy marketer. Knowing our readers are both
diligent and detail-oriented – we propose a more effec�ve, pragma�c and sustainable 3-�ered approach to CDP
vendor selec�on.
Before we embark on the process of vendor selec�on, it is important to remind ourselves:
† The choice of CDP vendor may change with context. As marketers grow in size, the data sources increase in
volume and complexity, and may need more evolved solu�ons.
† This approach does not suggest that other capabili�es or features are not important – however, it helps
you priori�ze what is most important to you, thus avoiding the shiny-feature syndrome as well se�ng the
right expecta�ons from vendors in terms of what to address first.
† The choice of CDP vendor should be based on our unique context, use cases and business outcomes.
† No CDPs could possibly offer all the features all the �me – and may not need to. That is why clarity on your
unique context and desired outcomes is cri�cal to shortlist the right vendors. This point becomes all the
more relevant as some CDPs claim to offer ‘all-in’ solu�ons, or as large technology vendors such as
Salesforce and Adobe start acquiring mul�ple capabili�es that fall under the broader scope of what a CDP
should do.
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
Addi�onal Resource:
CDP R(evolu�on): 5 KEY FACTORS THAT WILL IMPACT CDP INVESTMENT
CHOICES: a 40 minute conversa�on with 3 of the sharpest independent voices
in the CDP space: Zachary Van Doren, President, CMOLabs; David Raab,
Founder, CDP Ins�tute; and Anand Thaker, CEO, Intelliphi discuss 5 factors
currently impac�ng the CDP space that vendors and buyers guides tend to
miss.
STEP 1: Define Your Context
— Industry/Niche:
Enterprise, large, medium, SME, startup – while it may seem that Customer Data Pla�orms are only for
enterprise-scale marketers, that is no longer the case. Even the smallest company generates large volumes of
first party transac�onal and engagement data; and it makes perfect sense to put processes in place early in the
business lifecycle to make the most of that precious data. SMEs may want to access an affordable yet scalable
solu�on, while enterprises may seem higher levels of customiza�on in the use cases and workflows.
— Size:
— Media and publishing companies may focus on improved content mone�za�on, subscrip�on renewals
Ascertaining whether your customer data story is at a beginner, intermediate or advanced stage will help you
shortlist vendors who specialize in the various stages of this journey. Some vendors only work with companies
that have a certain data volume and complexity, while others are capable of se�ng up systems even for the
most basic data opera�ons. Your understanding of data may also define whether you need a fully outsourced
data management solu�on or if the CDP can be managed by an in-house team of experts. Ownership and
championing of the CDP typically remains with Marke�ng though. As Anand Thaker puts it in The Talking Stack
podcast, “The future of the use of customer data is not limited to marke�ng - although if we do believe
communi�es are incredibly important to brand growth, the marketer has the biggest stake in moving it
forward.”
— Technology companies may look to their CDP to help drive more qualified leads
— The retail industry tends to focus on conversion (acquisi�on, order value, upsell) and omni-channel
marke�ng
— Financial services companies may priori�ze cross-selling
Your industry or context may need a specialist rather than a generalist provider. In such cases, as you draw up your
vendor shortlist, inves�gate the vendor’s strengths in your specific context – before you even look into the
features and func�onali�es they offer:
The primary use cases and data ac�va�on needs of B2B and B2C marketers are very different, even
though the CX expecta�ons of their customers are increasingly similar. It is important to find a vendor who
understands the nuances of your business model and has demonstrated exper�se in delivering successful
deployments in that space.
Each industry has its own set of customer data management needs, protocols and applica�ons. There are
specialist solu�ons today for the unique needs of specific industry ver�cals. For example:
— Business Model: B2B/ B2C
— Marke�ng and data maturity:
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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But first, take a look at this diagram to see where you are on the Customer Data Maturity front and iden�fy where you are stuck:
‘Arriving at the right use case and defining expected business outcomes from those use cases is the most crucial piece of a successful CDP deployment, and should be conducted within your stated context’. This is the one unanimous and consistent view we have heard from experts, users and vendors alike since we began The CDP Explainer Series on MarTech Advisor.
We have classified the possible outcomes under Data Management, Data Analy�cs and Marke�ng Orchestra�on outcomes.
Unified, iden�fiable, connected, accessible and persistent
customer data engine allowing orchestrated applica�on across
mul�ple touchpoints
Unified and accessible but not streaming
Unified but not real �me
Unified but not persistent
Unified data available but siloed
Low or no flexibility to modify data processing workflows or add external sources to further enrich data on-the-go
Unified but not accessible on-the-go to new systems
added to the martech stack
Data available with limited unifica�on and accessibility
Unified at a summary level- no granular data on transac�ons or a�ributes
Unified but not connected to analy�cs or predic�ve
modeling systems
Unified but not accessible to marke�ng automa�on systems
for real-�me applica�ons
Data captured by mul�ple customer facing
systems and available
Data available but sca�ered
Data available but can’t be enriched from
external sources
Data available but cant connect data points
about an individual customer
IF YOU SEE YOURSELF STUCK AT ONE – OR A FEW – OF THESE POINTS, YOU MAY BE READY FOR A CDP
ALSO READ:
A detailed list of possible CDP use case and outcome areas in The CDP Explainer Series Issue 4: Building the Internal Business Case for CDP Issue 5: Choosing the Right Vendor and .
How 4 enterprise scale brands successfully defined use cases and deployed CDPs; as well as what they might do differently given another chance, in .The CDP Explainer Series Issue 7: CDP Pioneers: 4 real stories of CDP deployment journeys
Taken from The CDP Explainer Series Issue 3: CDP Readiness
STEP 2: What Problems Are You Trying To Solve With A CDP? Defining Your Use Case(s) And Desired Outcome Areas:
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When the principal objec�ve is to improve marke�ng performance by ac�va�ng unified, persistent first-party
customer data in marke�ng programs, clarity on the possible applica�ons of that data will help iden�fy the
use-cases in order of priority:
1. Data Management
If your primary focus is to set your data house in order, then you may be be�er off star�ng with a
CDP vendor who is an expert in this area. For example, a large B2C enterprise with diverse data sources, and
huge volumes of real-�me first and third-party data may choose to start from here. Drive clarity on what
opera�onal efficiencies can be gained by crea�ng a ‘single customer view’ for marke�ng to control, access,
and ac�vate customer data on the go. Priori�ze outcomes based on where you are today and what you need
to fix first:
— Data quality outcomes: Will establishing the ‘unified, persistent, real-�me’ customer view via effect
Extract-Transform-Load (ETL) and iden�ty resolu�on help drive be�er CX and cost-effec�ve reten�on?
— Acquisi�on-based use cases: Focused on Cost Per Acquisi�on (CPA), Cost Per Lead (CPL), Return on
Adver�sing Spend (ROAS), and new customers/leads outcomes
— Data efficiency and produc�vity outcomes: Can seamless data integra�on lead to higher marke�ng
effec�veness outcomes? Will “marke�ng ac�va�on”-ready databases help drive revenues in the shortest
possible �me?
Drive clarity on the breadth and scope of analy�cs your various internal stakeholders need from the CDP. What
will you know about your customers as a result of using the CDP? What is the depth and width to which you
need to know your customer to retain them and op�mize revenues from them? Do any other func�ons aside
from marke�ng need data insights from the CDP?
— Data growth outcomes: Will the collec�on and inges�on of large volumes of structured & unstructured
data from mul�ple internal and third-party sources lead to greater control over key marke�ng outcomes?
— Reten�on & Engagement-based use cases: focused on customer life�me value, renewal rates, reten�on
costs, and engagement score driven outcomes
3. Data Ac�va�on and Orchestra�on
— focused on shopping cart value/ abandonment, average order value, and Conversion-based use cases:
repeat purchase outcomes
2. Data Analy�cs
Defining Use Cases and Outcomes: What Problems Are You Trying to Address with the CDP Investment?
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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WHAT IS YOUR PURPOSE AND GOAL FOR COLLECTING AND MANAGING CUSTOMER DATA?
HOW COMPLEX IS THE OMNI-CHANNEL ECOSYSTEM WHERE YOUR CUSTOMERS LIVE AND WHAT IS THE VOLUME OF DATA YOU WILL BE MANAGING?
WHAT RESOURCES DO YOU HAVE AT YOUR DISPOSAL TO REALLY OWN THE DATA?
HOW COMPLEX IS YOUR MARTECH STACK?
HOW IMPORTANT IS SECURITY, GOVERNANCE AND COMPLIANCE TO YOUR CUSTOMER DATABASE?
1
2
3
4
5
TIP! OVERLAY THESE 5 BIG QUESTIONS WITH THE 3 ‘KINDS’ OF CDP MODELS TO IDENTIFY WHAT YOUR REQUIRED SPECIALIZATION MAY BE
Taken from The CDP Explainer Series Issue 5: Choosing the right CDP Vendor
— Explore a comprehensive list of features and func�onali�es that a CDP could possibly have (with the
understanding that not all CDPs will offer everything, and they don’t need to either) – and pick out the
ones that seem to be mission cri�cal for your business (a comprehensive list of features is listed in Part 3
of this Guide).
— Then shortlist vendors that not only have those features and func�onali�es, but also claim a strategic
focus on your context, use cases and outcome areas.
Step 3: Define Your Own List Of Must-have Features And Func�onali�es
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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Customer-centric marketers that want to win in the ‘experience economy’ will aim to build compe��ve advantage
based on consistently superior customer experience - personalized, contextual, relevant, �mely engagements
with the brand on the customer’s preferred channel, pla�orm and device; at any stage of the buyer’s journey. It is
assumed that these experiences are compliant to privacy regula�ons and are also able to deliver business
outcomes such as purchase and loyalty.
— Campaigns are designed based on educated guesses: for instance - cookies - which may tell us about the
basic device but everything else is just an assump�on.
— Disjointed offline and online iden��es: connec�ng an individual’s offline and online iden��es is complex
due to technology silos, non-persistent data, and data loss across mul�ple vendors.
— Fragmented iden��es: customers engage across various channels and touchpoints on numerous devices.
Iden�fying each digital source and associate customer iden��es with them.
— One-size-fits-all campaigns: due to an inability to iden�fy individual customer preferences, we end up
crea�ng generic campaigns, which fail to engage the prospect or customer
Where does Iden�ty Resolu�on fit into Customer Data Management?
— No specific informa�on about a customer: the customer is just a number or id or a transac�on, and there
is no concrete informa�on about her preferences, devices used, etc.
To create superior experiences, marketers must create a complete customer profile – a ‘golden record’ - of each
individual customer. In the omni-channel, mul�-device, experience-driven world we live in, customer data is both
- a challenge and an opportunity. Challenges of marke�ng to individuals include:
— Loss of engagement as a customer switches device: when customers change devices or evolve their
pla�orm and touchpoint preferences, we could lose engagement built on previous devices
A special note on Iden�ty Resolu�on
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Iden�ty Resolu�on helps create a single, unified, real-�me, persistent
customer iden�ty – across devices, pla�orms, channels. It is key to turning
data complexity into an opportunity for excep�onal CX.
Why is Iden�ty Resolu�on most impac�ul when combined with the power of a CDP?
CDPs that include a powerful iden�ty resolu�on func�onality help make the journey from ‘unknown’ to ‘known’
customer smoother and more possible.
Data collec�on, unifica�on, analysis and ac�va�on of customer data are the 4 key components of a Customer Data
Pla�orm (CDP). Once the CDP has ingested data from mul�ple diverse and disparate sources; iden�ty resolu�on
creates iden�fiable individual records that can then be analyzed and ac�vated far more intelligently. But without
the advanced ability of a CDP to ingest huge volumes of data; or ac�vate that data at scale to deliver personalized
campaigns; iden�ty resolu�on by itself will not be as effec�ve in driving impact on marke�ng outcomes.
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Iden�ty Resolu�on for Winning Customer Experience: A guide for
Enterprise Marketers
Addi�onal Resource
Identity Graph
Deterministic Identity Resolution
Probabilistic Identity Resolution
Lookalike segment based targeting
STP + Loyalty based marketing
‘A, B, C’ or Tier based segmentation
Mass Marketing
Cross device identity resolution of an individual
Individual and device matching based on IP address (cannot solve for shared IPs )
Anonymized buyer segments Cookie based recognition & tracking at a device level
Loyalty card/ log in based recognition: no control outside the brand sphere
Geographic, socio-economic, Sex, Age, Profession or other demographic/ psychographic level segmentation
Highly generic marketing, usually prevalent in the unbranded/ unorganized sector or very ocal brands
The age of Hyper-personalization
The age of Personalisation – Loyalty and niche
marketing
The Segmentation-Targeting- Positioning
Approach – differentiated
Marketing
The age of undifferentiated, mass marketing
Deterministic, cross-device, cross-platform, cross-channel match of an individual
The marketer’s evolu�on through customer iden�ty management
© 2019 MarTech Advisor
A Comprehensive List of Possible CDP Features
PART 3
Note: This is a comprehensive list of the most possible CDP features
(although new ones are always being added). However, it is not
necessary for every CDP vendor to offer all of these – or even need to.
Preferred, must-have and nice-to-have feature and func�onali�es
should depend en�rely on your context, use cases and desired
business outcomes.
© 2019 All Rights Reserved. MarTech Advisor.
c CRM data: Email, permission and suppression
data, firmographic data
All internal data sources
Data collec�on: Real �me, persistent, vendor
neutral inges�on of all types of data.
c Transac�onal and requisi�on data: Ecommerce,
POS, order, cart abandonment, returns data
c Large volumes of loosely structured or
unstructured data: Social , voice, video, blogs
c Profile data: Opt-in creden�als, societal,
lifestyle, context, preferences, personality
c Behavioral data: Web and mobile browsing
history, mobile apps usage, etc.
c Rea l -�me, pers istent management of
personally iden�fiable data
c Data from all func�onal systems: Customer
service, finance and billing, field service, etc.
c Data from legacy systems
c Other third-party systems: CRM, Marke�ng
Automa�on, DMP, DSP, Analy�cs
c Real-�me API/Query access
c Rules-based/Algor ithmic ETL (Extract ,
c Data from offline sources: Phone, in-store POS,
direct mail, loyalty cards
c Omni-channel touchpoints, including digital/
programma�c adver�sing, IoT
All external data sources
Data and Iden�ty Management
Central control hub for connec�ng all internal and
external customer data sources.
c Behavioral, loca�onal or other contextual Data
Enrichment
c Partner to Partner (P2P)/Second-Party Data
Rela�onship Management
c Enterprise scale tag management to unify and
standardize customer data across mul�ple –
even hundreds – of third-party applica�ons
c Retains all original details: long-term data
storage and replay features
c Iden�ty resolu�on: real-�me iden�ty crea�on
and resolu�on through advanced determinis�c
matching (and in some cases probabilis�c
match)
c Enrich data with real-�me Machine Learning
(ML)-based insights and behavioral scores
Data enrichment
c Enrich profiles using cookie syncs
c Customizable iden�ty logic around business
rules
c Iden�ty controls to comply with GDPR and
other data protec�on protocols.
Transform, Load) features for data verifica�on,
cleansing, deduplica�on and normaliza�on
(exact or fuzzy logic)
c On-premise or cloud data storage
c Geocoding and genderiza�on of records
c B2B-specific account-level data and lead-to-
account matching
1. Data Management
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
c Automated, near-real �me or real �me ML/AI
driven segmenta�on based on behavior
c Customer segment analysis – interac�ve
queries, cube repor�ng, RFM models, affinity
modelling, etc.
Data Segmenta�on
c Self-service UI to create and update customer
a�ributes and audience segments from all
data sources (online, offline, loyalty, etc.)
c Share and sync segments with analy�cs and
engagement systems
Data Analy�cs
c ML-powered automated predic�ve modelling
and analy�cs of key marke�ng metrics from all
transac�on and event data, including:
— Revenue a�ribu�on
— Life�me value clusters
— Likelihood to buy/ intent signals
— Churn
— Journey mapping and analysis
— Customizable data dashboards and
visualiza�on features such as cluster
analysis, frequency distribu�ons, etc. for
easy applica�on
c Mul�-step targeted campaigns to nurture
customers across the buyer’s journey
Campaign Management
c Op�on to test, tune, and op�mize campaign
performance through advanced analy�cs and
ML aimed at improving open rates, CTR,
conversion to offer, average order value, etc.
Central control hub to ac�vate all marke�ng
ini�a�ves. The ability to ac�vate targeted campaigns
across channels and schedules based on behavior and
signals.
— Landing pages
c Automated, personalized ‘next-best step’
recommenda�ons: rule-based or real-�me
behavioral and intent trigger-based.
— Promo�onal offers
Includes selec�on and delivery of:
— Editorial content
— Display ads
c Pla�orm agnos�c campaign ac�va�on – email
mobile, display, social, push no�fica�ons, chat,
voice
c Real �me campaign repor�ng on campaign
effec�veness and ROI
2. Data Analy�cs: 3. Data Orchestra�on
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
— Payment Card Industry Data Security
Standards (PCI DSS) compliance
— HIPAA and HITECH regula�ons compliance for
the healthcare market
c Customized data filters/controls
For example:
c Enterprise-grade encryp�on
c Ability to anonymize and deanonymize profile
data
c Role-based permission
c Single-Sign On
Security
Data Regula�on Compliance
Addi�onal Features
c Ac�vity monitoring and alerts
c GDPR Compl iance/Canada An�-Spam
Legisla�on (CASL) Compliance
c Other local or industry-specific regulatory
compliance protocols
14Page
Service & Support
c End User training & support/refresher training
c Technical Documenta�on & Support/Data
Mapping & Planning Services
c Dedicated Account Management and
Customer Success Manager
c Periodic system upgrades and feature
upgrades
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
Vendor Directory and MTA Commentary
PART 4
NOTE TO READERS ON METHODOLOGY:
MTA invited all CDP vendors via email to share details for this sec�on.
All responses received have been included as is. For vendors where no
responses were received by the due date, we have included only 'Our Take'.
All vendors are listed in alphabe�cal order.
© 2019 All Rights Reserved. MarTech Advisor.
15
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
Vendor Directory
Page
Iden�ty Resolu�on Vendors
Tuple Nash 360
Ensighten
Exponea
FirstHive
Fospha
Healthgrades
Hull
Intent HQ
Invicta
Igni�onOne
La�ceEngine
LeadBoxer
Leadspace
Lemnisk
Lexer
Ly�cs
Manthan
mPar�cle
Mediarithmics
Nominow
NextUser
NGDATA
Myntelligence
Op�move
OneCount
Pearl Thinks, LLC
PiwikPro
PRDCT
QuickPivot
Quaero
RedPoint Global
RedEye
Rekener
Rel�o
Radius
SessionM
Splio
Stride
Signal
Simon Data
Tealium
Teavaro
Totango
Umbel
Velocidi
Ye� Data
Ysance
ZyloTech
Zaius
Segment
Arm Treasure Data
AgilOne
Ac�onIQ
Amperity
Ascent360
BlueConic
Berry Thompson
BlueVenn
Blueshi�
Boxever
Camp de Bases
Celebrus (D4T4)
CaliberMind
CrossEngage
CommandersAct
Evergage
Eulerian
LiveRamp
Drawbridge (LinkedIn Marke�ng Solu�ons)4INFO Neustar
ThrotleInfutor
Their roster of clients spans both Fortune 500
enterprises and disrup�ve startups, and it's
probably because they have among the most
comprehensive solu�ons - equally compelling
at the data management, analy�cs, and ac�va�on
stage. From connec�ng, storing, unifying,
enriching and ac�va�ng first-party data across the
omni-channel sweep, Treasure Data is a great fit
for evolved marketers exploring new sources
of customer data, including mobile, IoT, and
conversa�onal commerce.
Our Take
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Get to know Arm Treasure Data www.treasuredata.com
Execu�ve Comment
Arm Treasure Data was founded to bridge the divide between all the customer data collected in the world and the exper�se needed to take advantage of it. Our innova�ve architecture to ingest structured and semi – structured data allows crea�on of business rules to pull from the schema-on-read data and sent to most any system.
B2B and B2C
Media/Entertainment, Retail/eCommerce, Automo�ve, CPG
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider
AgilOne enables a single customer view to drive
authen�c omnichannel customer rela�onships.
They leverage predic�ve models to understand
customer behavior in highly dynamic customer
environments. Real-�me APIs to orchestrate
personalized experiences across all touch-points
means you can ac�vate those insights quickly.
They are especially good at analy�cs-based
marke�ng and reten�on outcomes for B2C
enterprises in retail, travel, media, CPG and
subscrip�on-based ver�cals.
Our Take
Execu�ve Comment
We are differen�ated by our state-of-the-art machine learning, analy�cs and iden�ty resolu�on capability; extreme configurability to meet uniquebusiness needs; and usability across all business funcitons
B2C Users
Across ver�cals including Retail, Media and Travel
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider and provide other solu�ons
Get to know AgilOne www.agilone.com
© 2019 All Rights Reserved. MarTech Advisor.
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Ascent360 collects, manages and segments customer data from all touchpoints and through integra�ons with mul�ple e-commerce
and marke�ng pla�orms, allowing marketers to create and execute highly targeted marke�ng campaigns. A majority of their
customers are mid-market B2C brands and e-commerce operators in retail, travel and entertainment ver�cals. They would be a good fit
for businesses looking to ingest and manage individual and household-level data from diverse sources, and easily apply that data into
marke�ng campaigns to drive revenues.
Our Take www.ascent360.com
Our Take
Ac�onIQ has a strong focus on personalizing experiences at every point of the customer journey, for enterprises across mul�ple
industries, including retail, e-commerce, telco, media & entertainment, travel & hospitality, and consumer financial services. Their
focus is on unlocking the power of first party data to drive truly personalized experiences. We believe they would fit well into
the shortlist of B2C Enterprises that want to orchestrate cross-channel campaigns across diverse channels op�mally; as well as drive
reten�on, ARPU and customer life�me value.
www.ac�oniq.com
Amperity's focus is the richest possible customer
profiles, built on a machine learning based iden�ty
resolu�on pla�orm designed to rapidly and
intelligently unify complex customer data at scale.
Given their strength in inges�ng raw data from
disparate sources and turning it into rich customer
profiles, Amperity would fit well into the shortlist
of a B2C Enterprise with complex data sources
looking to drama�cally increase engagement by
op�mally leveraging their first party data.
Our Take
Amperity uses AI to build comprehensive and ac�onable Customer 360 views. This view includes rich insights about customers like life�me value, product affinity, and likelihood to churn, and is made available for segmenta�on and syndica�on to any downstream system.
B2C Users
Retail, Travel, Hospitality, Quickserve, Automo�ve, CPG
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on outcomes
Get to know Amperity
Execu�ve Comment
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
www.amperity.com
© 2019 All Rights Reserved. MarTech Advisor.
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
BlueConic focuses on crea�ng a unified customer
view to support data-driven marke�ng. Primarily
a CDP, they also offer personaliza�on solu�on(s);
a ML recommenda�ons engine and na�ve
integra�ons to external ac�va�on pla�orms.
Though over 200 consumer and B2B brands of
all sizes across industries leverage their solu�on,
BlueConic seems to be par�cularly good at the
analy�cs needs of the Media/Publishing Industry,
or those seeking to drive recurring revenue
and improve customer-centric engagements in
dynamic environments.
Our Take
Strong iden�ty resolu�on can improve a company's bo�om line while also improving the customer experience by forcing the company to focus on providing value. With a CDP, marketers can get a persistent, single view of each customer, and ac�vate that data in marke�ng channels to deliver the best value.
B2B and B2C
Media/publishing, retail/e-commerce, financial services, and travel/hospitality
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Get to know BlueConic
Execu�ve Comment
Cory MunchbachSenior VP of Strategy
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider, CDP including own Iden�ty Resolu�on func�onality, CDP alongwith Iden�ty Resolu�on Partners
www.blueconic.com
With a focus on SMBs across ver�cals, Berry-
Thompson's UniFida single-cusotmer view aims to
help high-growth businesses make data-driven
decisions in challenging mul�-channel marke�ng
environments.
Our Take
We also focus on the a�ribu�on of orders to mul�ple causa�ve online and off-line events.
B2C Users
Retail, Financial Services, Travel and Chari�es
SMEs
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Get to know Berry Thompson
Execu�ve Comment
Julian BerryDirector
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
www.berry-thompson.com
© 2019 All Rights Reserved. MarTech Advisor.
SMB SPECIALIST
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
With their real-�me personaliza�on capabili�es
and growing list of connectors and integra�ons to
diverse marke�ng technologies, BlueVenn allows
mul�channel marketers to connect any number of
data sources and tools to analyze and trigger the
execu�on of campaigns through any channel.
Would fit well into the shortlist of B2C Enterprises
and large businesses who need highly flexible,
dynamic marke�ng capabili�es in complex
omnichannel se�ngs.
Our Take
Get to know BlueVenn www.bluevenn.com
Blueshi�'s 'AI Powered Customer Journey's'
approach empowers digital-first consumer
marketers to ac�vate customer data, orchestrate
complex campaigns in real-�me, and deliver
content-rich personaliza�on on-the-go. With the
'Customer Data Ac�va�on Pla�orm' (CDAP)
approach, they are championing the prac�cal
applica�on of CDP insights on exis�ng marke�ng
technology pla�orms. They are a re great fit for
customer-centric B2C and D2C marketers that
want to op�mize outcomes from their established
marke�ng automa�on tools by ac�va�ng data,
using predic�ve insights, and personalizing at
scale in complex data environments.
Our Take
Our offering is a Customer Data Ac�va�on Pla�orm that couples standard CDP capabili�es with predic�ve intelligence and cross-channel decision-making and journey orchestra�on.
B2C Users
Across ver�cals including Consumer Finance, Media & Publishing, Travel & Hospitality, Real Estate, Ecommerce/Retail, eLearning, and Marketplaces.
Large to Medium sized companies
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Get to know Blueshi�
Execu�ve Comment
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
www.blueshi�.com
© 2019 All Rights Reserved. MarTech Advisor.
Standardiza�on, cleansing & normaliza�on of data sources is not na�ve to all CDPs. This, and compliance to regula�ons like GDPR and CCPA are par�cular strengths of BlueVenn.
B2B and B2C
Retail, Travel & Leisure, Finance, Publishing, Media
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Execu�ve Comment
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
A suite solu�on whose offering includes CDP, where the CDP can also be purchased as a stand alone product
Our Take
Boxever offers three modules for op�mal customer data management – unify the data with One View (CDP), ac�vate the data with
Engage (personaliza�on engine) and derive insights from Explore (the analy�cs engine). They primarily serve enterprise and mid-�er
clients in Travel, Financial Services, and Retail industries. Would seem to make a good fit for B2C brands where marke�ng and data
teams work together to ac�vate 1st party data op�mally across marke�ng channels like web, email, mobile and display.
www.boxever.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Quintessence dubs itself a true marke�ng data
hub, and focuses on helping marketers from
customer data management strategy to analysis
to ac�va�on.
Our Take
Quintessence lets customers manage and exploit reliable, quality data thanks to our 'Data Deep Dive' methodology, data quality algorithms, and graphical interface designed by and for marketers.
B2B and B2C
Across domains including Media, Retail, Tourism, CPG
Enterprises
Data, analy�cs, integra�on & ac�va�on func�ons
Get to knowCampdebases
Execu�ve Comment
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Their CDP is called Quintessence
www.campdebases.com
The Celebrus pla�orm captures extensive customer behavior and experience, crea�ng events and profiles in real-�me for 1-to-1
personaliza�on and streaming analy�cs. It is a good considera�on for global enterprises with complex, fragmented analy�cs
environments; and stringent regulatory environments. They are strong with clients in industries like banking, insurance,
manufacturing, energy, u�li�es and pharmaceu�cals.
Our Take www.d4t4solu�ons.com
© 2019 All Rights Reserved. MarTech Advisor.
www.calibermind.com
CaliberMind enables marketers to organize, op�mize and ac�vate their customer data for be�er demand genera�on, improved ABM
performance, and superior marke�ng and customer analy�cs. The pla�orm collects, aggregates and cleanses customer data across all
touchpoints and then analyzes it to deliver targeted customer journey maps based on customer segments and customer profiles, at an
account level. They are a trusted CDP for mid-size marke�ng organiza�ons within B2B companies across industries.
Our Take
As a stand-alone CDP that combines complex real-�me customer data with sophis�cated cross-channel campaign management,
CrossEngage serves clients in e-commerce, transporta�on, insurance, finance, etc. They are strong in integra�ng data and building
segments with a marketer friendly UI. They would be a good op�on for businesses that are looking for be�er outcomes from exis�ng
CRM and marke�ng infrastructure, and have a strong focus on digital revenues.
Our Take www.crossengage.io
B2BSPECIALIST
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Evergage combines core CDP func�onality with
real-�me personaliza�on to enable brands to
create 1:1 engagement across channels. Their
solu�on combines behavioral analy�cs with
advanced ML to help the brand engage and
personalize at each touchpoint – be it the website,
app or emails – in real-�me and at scale. Would fit
well for both B2C and B2B businesses that focus on
delivering relevant online experiences; as well as
for persona-based marke�ng and account-based
marke�ng for lead gen and demand gen
outcomes.
Our Take
“Evergage captures and assimilates data into a single, unified profile for each customer; uses machine learning to interpret it and deliver maximally relevant, individualized experiences across all channels in true real �me”
B2B and B2C
Top ver�cals served include retail, financial services and technology. Evergage also has CDP customers in travel, entertainment & media, and gaming industries.
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes. Ac�va�on across channels, including 1-to-1 personaliza�on.
Get to know Evergage
Execu�ve Comment
Andy ZimmermanCMO, Evergage
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider
www.evergage.com
www.eulerian.com
Eulerian offers an exhaus�ve data collec�on system from online and offline data collec�on sources across the customer journey.
Its marke�ng suite allows flexible, modular segmenta�on and ac�va�on of customer data in a marketer friendly UI. Eulerian adds
on a useful a�ribu�on service to iden�fy which ac�va�on delivered the best results and in what context; so marketers
and agencies can boost marke�ng campaign performance and improve ROI. Would be a good considera�on for marketers looking for
a�ribu�on and data control in complex media mix environment.
Our Take
© 2019 All Rights Reserved. MarTech Advisor.
www.commandersact.com
The various components of Commanders Act’s CDP (Tag Commander, Data Commander, Mix Commander, and Fuse
Commander) helps keep control over the customer and prospect data in one unit. The solu�ons would make a good fit
for large & mid-size marketers looking for an intelligent pla�orm to deliver op�mal omni-channel digital marke�ng and display
adver�sing ROI. Commanders Act seems to have its strongest client partnerships in media, airline and retail industries.
Our Take
22Page
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Ensighten's omni-channel data collec�on capabili�es bridge customer behavior informa�on from the web, mobile, digital adver�sing,
Internet of Things (IoT) and offline sources. They are strong with data privacy and compliance aspects of data management on various
online pla�orms, and are used by B2C Enterprises across ver�cals such as finance, healthcare, media, pharmaceu�cals, retail, and
travel. They would appeal to brands seeking to leverage rich, first-party customer data and profiles to fuel a�ribu�on, analy�cs and
personaliza�on with industry-leading online privacy and security safeguards.
Our Take www.ensighten.com
A good considera�on for online D2C businesses looking to build highly tailored customer journeys and experiencs for each individual
visitor or customer. It has a strong AI and real-�me data analy�cs engine to meet engagement, reten�on and sales goals in a
challenging online retail environment.
Our Take www.exponea.com
www.firsthive.com
The FirstHive CDP builds unique customer iden��es by aggrega�ng data from across all sources of customer interac�ons and
transac�ons. The pla�orm then integrates with all the customer touchpoints deployed by a brand to pull in data to a single interface
and build rich customer profiles which can be split into relevant, intelligent cohorts. FirstHive CDP also supports the crea�on and
execu�on of customer engagement campaigns across email, SMS, voice, browser, website, mobile applica�ons, and social channels.
Could make a good fit for B2C Enterprises that have complex customer journeys, since its advanced customer journey orchestra�on
capabili�es enable a marketer to use behavioral triggers from a par�cular channel to ini�ate an ac�on in another channel.
Our Take
© 2019 All Rights Reserved. MarTech Advisor.
Fospha's mul�-touch a�ribu�on product unifies customer data and applies ML to enable marketers to understand and op�mize the
value of every touchpoint. They could make the shortlist for both B2B and B2C brands of varying sizes – Enterprise to SMEs – who wish to
track user profiles in real-�me across the en�re customer journey and want to focus on op�mizing their cost of customer acquisi�on and
customer life�me value.
Our Take www.fospha.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
An obvious choice in the shortlist of health care
providers and health system enterprises that
are seeking to build more meaningful pa�ent
rela�onships based on data and analy�cs.
Our Take
Get to know healthgrades www.healthgrades.com
We empower stronger, more meaningful connec�ons between pa�ents and healthcare providers. Our scheduling solu�ons and advanced analy�cs applica�onshelp our health system clients cul�vate new pa�ent rela�onships, improve pa�ent access, and build customer loyalty.
B2B Users
Healthcare Providers
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes
Execu�ve Comment
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
A suite solu�on whose offering includes CDP
© 2019 All Rights Reserved. MarTech Advisor.
Hull has connectors for most major customer-
facing SaaS systems, such as Salesforce,
Op�mizely, HubSpot, MailChimp, Facebook
custom audiences, Slack, and Zendesk. Their CDP
connects and combines the data from all these
systems so marketers can orchestrate a personal,
relevant experience at every touchpoint. They
should be in considera�on for high-growth B2B
brands that are reliant on quality leads from their
CRM systems.
Our Take
Get to know Hull www.hull.io
B2B Users
SaaS companies
SMEs
Data-management , Analy�cs and Orchestra�on outcomes, Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
The Intent HQ pla�orm processes billions of
customer events to generate AI-driven profiles,
allowing brands to consistently improve customer
experience and drive reten�on and life�me value.
Would make the shortlist of B2C businesses in
subscrip�on-based industries or where brands
enjoy long engagements with customers, and are
focused on reducing the cost of acquisi�on,
transac�ons and reten�on over �me.
Our Take
Get to know Intent HQ www.intenthq.com
B2C Users
Communica�on Service Providers
Large to Medium sized companies
Analy�cs outcomes (segmen�ng, targe�ng, predic�ve modelling etc.)
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Customer Intelligence Pla�orm
VERTICAL
SPECIALIST
B2BSPECIALIST
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
24Page© 2019 All Rights Reserved. MarTech Advisor.
By focusing on cross-channel audience scoring
and robust personalizaton, Igni�onOne serves
enterprise and large B2C clients from the retail,
automo�ve, manufacturing, travel & hospitality
industries to effec�vely engage with customers
across search, display, email and websites with
personalized, 1:1 messaging. Will make the
shortlist of marketers who have large volumes of
potenial audiences, and need to score and
priori�se audiences in order to appropriately
invest marke�ng budgets. A single profile for each
individual accumulates data from a range of
sources and is enriched with real-�me signals
including the Igni�onOne Score; loca�on, weather,
and more.
Our Take
Get to know Igni�onOne www.igni�onone.com
B2C Users
Travel & Hospitality, Retail, Automo�ve
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
A suite solu�on whose offering includes CDP
Igni�onOne enables marketers to engage customers with coordinated, contextually-relevant 1:1 communica�on across paid and owned media channels. Our 'Igni�onOne Score' tracks and scores each customer’s real-�me products of interest and likelihood to undertake a given ac�on such as purchase online or visit a store.
Execu�ve Comment
Developed by Invicta, Invenna is a fully marketer-
managed system that creates a persistent, unified
customer database. By capturing data from
all relevant sources it offers marketers a
comprehensive 360° view on each customer, that is
immediately available for analy�cs, data
visualiza�on, predic�ve modeling, customer
journeys, and marke�ng campaigns. Invenna
works with global B2C brands of all sizes from all
industries – but with special exper�se in financial
services, charity organiza�ons, retailers, and
media.
Our Take
Get to know Invicta www.invicta.nl
B2B and B2C
Finance, Media and Charity
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on (Invenna) but also provide other solu�ons
www.leadspace.com
Leadspace helps B2B companies drives conversion via accurate, personalized engagement across all channels. They are a good fit for
marketers that have an equal focus on 1st and 3rd party data, and ac�vely delpoy intent signals for decision making and ac�va�on via
marke�ng automa�on and CRM systems.
Our Take B2BSPECIALIST
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
25Page© 2019 All Rights Reserved. MarTech Advisor.
www.la�ce-engines.com
La�ce’s robust suite of predic�ve marke�ng and sales solu�ons are built upon the broadest set of data, to provide a complete and
precise view of the customer. Thier revenue accelera�ng solu�on helps customers increase the efficiency of their sales and marke�ng
teams by priori�zing accounts and leads, iden�fying net new contacts, and increasing customer life�me value. La�ce was acquired in
June 2019 by Dun & Bradstreet, and this combina�on will be powerful for B2B enterprises seeking to scale their account-based
marke�ng (ABM) and sales programs across every channel.
Our Take
Lexer's CDP provides an easy-to-use interface to leverage structured and unstructured customer data to deliver personalized marke�ng
and customer service at scale. Its 3 modules cover Service Outcomes (Lexer Engage), Ac�va�on Outcomes (Lexer Iden�ty) and Insights
from unstructured data (Lexer Listen). They have special exper�se in serving customers in the retail, entertainment and finance
industry(s). Lexer best serves large B2C customers for whom engagement via email and social media is central to the brand experience.
Would make the shortlist of companies seeking digital marke�ng/adver�sing conversion and ROI outcomes; as well as those seeking
improved customer service outcomes across email and social media.
Our Take www.lexer.io
B2C Users
Financial Services Enterprises, BFSI
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP but also provide other solu�ons
We are the world's first Financial Services (Banking,Insurance & Other Financial Services) focused intelligent CDP
Execu�ve Comment
Get to know Lemnisk www.lemnisk.co
By focusing on unique iden�ty resolu�on of users
from mul�ple data sources, the Lemnisk CDP
creates custom data models and algorithms to
intelligently understand customer propensity
towards specific marke�ng channels. They other
financial service space, and would make a good fit
for, that have an urgency to leverage real-�me,
unique, individual customer data – such as
intent signals, next best offer, moment-of-truth
opportuni�es – to cross-sell, upsell and retain.
Our Take VERTICAL
SPECIALIST
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
LeadBoxer started as a web analy�cs solu�on
and included CDP, Lead Genera�on, and ABM
solu�on(s) along the way. The CDP solu�on is
designed to analyze enormous amounts of Big
Data derived from mul�ple online traffic sources
and turn the data into ac�onable sales and
marke�ng insights. Would fit well into the shortlist
of both B2C and B2B brands focused on analyzing
customer behaviour through the buyer journey,
with a view to iden�fying, scoring and mone�zing
leads into revenues consistently and at the right
�me in the journey.
Our Take
Get to know LeadBoxer
www.leadboxer.com
B2B Users
IT, Finance, Security, Publishing, Consultancy, Distribu�on
All Sizes
Data-management, Analy�cs outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
At any given �me, only 3% of your prospects are ready to buy. LeadBoxer helps collect, enrich, analyse and score a wide range of online lead or customer informa�on and transforms this into insigh�ul and ac�onable no�fica�ons, so marketers don't waste �me talking to the wrong people.
Execu�ve Comment
Wart FransenCEO & Co-Founder
B2BSPECIALIST
Ly�cs enables brands to achieve relevance at scale
across all marke�ng channels by surfacing rich
customer insights to deliver dynamic customer
experiences. Their applica�on of ML capabili�es
powers behavioral and content affinity analysis to
automa�cally trigger individualized downstream
marke�ng ac�vity. Would fit well into the shortlist
of a B2C Enterprise that priori�zes the need for
marketers to focus on strategy, planning and
tac�cs instead of execu�on which is being
automa�cal ly handled and inte l l igent ly
orchestrated by advanced marke�ng systems.
Our Take
Get to know Ly�cs www.ly�cs.com
B2B and B2C
Media and Entertainment, CPG, Retail/ecommerce, Travel and Hospitality
All Sizes
Analy�cs outcomes, Orchestra�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider
Ly�cs leverages powerful, built-in data science to predict impac�ul next-best ac�ons for the marketer to take, like recommending the right content in the best channel for each person. With Ly�cs, marketers will see drama�c improvements in opera�onal efficiency and campaign relevance.
Execu�ve Comment
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
Manthan is a definite considera�on for B2C
retail and restaurant businesses - including
departmental stores, supermarkets, and quick
service restaurants - that are looking for high-
speed deployment of more efficient and effec�ve
acquisi�on and reten�on campaigns.
Our Take
Get to know Manthan
www.manthan.com
B2C Users
Retail, food services including QSR chains
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
A suite solu�on whose offering includes CDP
Our industry focus means excep�onal �me-to-value for our customers. We pride ourselves on our data management capabili�es, and have some of the largest CDP implementa�ons in the world. At one retail conglomerate, we manage over 90 million customer profiles.
Execu�ve Comment
Mediarithmics focuses on mul�-device and mul�-channel data collec�on (CDP/DMP), programma�c marke�ng ac�va�on (DSP), and
orchestra�ng marke�ng automa�on campaigns - a good consdiera�on for marketers equally invested in programma�c adtech and
personalised martech.
Our Take www.mediarithmics.com
VERTICAL
SPECIALIST
mPar�cle is especially good at providing end-to-
end data management capabili�es with the widest
array of primary data collec�on SDKs (So�ware
Development Kits. Due to the sheer number of pre-
built connectors and integra�ons with other
marke�ng tools, they enable users to ac�vate and
orchestrate campaigns to any number of channels
including adver�sing, push, email, and marke�ng
automa�on pla�orms. Would be in the shortlist of
B2C marketers wan�ng to simplify complex data
opera�ons, and orchestrate complex marke�ng
journeys with agility and at scale.
Our Take
Get to know mPar�cle www.mpar�cle.com
B2C Users
Consumer packaged goods (CPG), financial services,media & entertainment, quick-service restaurants(QSR), retail, telecommunica�ons, travel & hospitality, and others.
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider with own Iden�ty Resolu�on func�onality
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
28Page© 2019 All Rights Reserved. MarTech Advisor.
www.myntelligence.com
Myntelligence is a good fit for marketers focused on crea�ng bespoke audience personas and orchestra�ng their marke�ng and
adver�sing campaigns across diverse digital touchpoints.
Our Take
NextUser promises the next level of digital 1:1
customiza�on with real-�me personalisa�on
across omni-channel journeys. Marketers that
seek to integrate data across website, mobile and
diverse marke�ng channels could consider it for
orchestra�ng complex campaigns.
Our Take
Get to know Nextuser www.nextuser.com
B2B and B2C
CPGs, Retail, Healthcare and FS, e-commerce, fintech.
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider, CDP alongwith Iden�ty Resolu�on Partners
Our ML and AI powered SaaS pla�orm integrates with channel marke�ng pla�orms to target the right message, to the right user, at the right moment ; based on their history, campaign, device, loca�on, behavior, retail affinity, etc; in real-�me.
Execu�ve Comment
NGDATA helps brands in data-driven industries, such as financial services, telecom, u�li�es and hospitality, to drive connected
customer experiences and achieve what they call 'data-driven customer centricity'. They offer an AI-powered CDP for data-rich
companies, and addi�onal Digital Transforma�on Services for companies that need a higher level of data maturity to fully leverage a
CDP. NGDATA CDP would make the shortlist for medium to enterprise B2C businesses that are data-rich and need to take data
ac�va�on to the next level of profitability or it would make an ideal star�ng point for companies looking to set their data house in order
and make the digital transforma�on necessary to drive data-driven marke�ng.
Our Take www.ngdata.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
www.nominow.com
Nominow CDP collects and combines customer data from online and offline journeys into a single customer view and enables
marketers to ini�ate relevant dialog with customers based on their involvement level. It offers a marketer-friendly way to gather and
control all customer data in one place, and leverage the insights for marke�ng tasks like personaliza�on, segmenta�on and targe�ng,
next best ac�ons, a�ribu�on, media-mix modeling; as well as customer service and sales enablement. Nominow serves all size of
companies across all industries and customises its offerings for each user – so it may be a useful op�on for companies who need a
unique solu�on, that offers flexibility as well as a comprehensive range of services to choose from.
Our Take
Op�move leverages AI to foster 'emo�onally
intelligent' rela�onships that maximize the value
of every customer via true 1:1 personalized mul�-
channel customer communica�ons. Op�move
could be a good fit for B2C companies that focus on
predic�ve modelling to drive campaign-efficiency,
churn management, and data-driven customer
engagement and personaliza�on.
Our Take
Get to know Op�move www.op�move.com
B2C Users
Retail, Travel, FSI and Gaming
All Sizes
Data-management, Analy�cs and Orchestra�on outcomes, AI-based campaign and strategy op�miza�ons
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
A Rela�onship Marke�ng Hub with a CDP at its Core
"With a CDP at its core, Op�move provides best-of-class customer data management capabili�es to marketers looking to derive new ac�onable insights and uncover opportuni�es to maximize customer value."
Execu�ve Comment
Pini YakuelCEO
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Coupled with DMP and content recommenda�on
capabili�es, ONEcount CDP consolidates data
across disparate silos into a single pla�orm.
Marketers can query and define audience
segments and deploy targeted marke�ng and
adver�sing campaigns. They could be considered
by brands that are focused on reten�on,
membership or subscrip�on driven revenue
outcomes by closing iden�ty loopholes across
devices and channels.
Our Take
Get to know ONEcount www.one-count.com
B2B and B2C
Media, Health & Pharma, Retail, B2B Events and Conferences, Publishing, Alterna�ve Medicine, Manufacturing, Finance, Direct to Consumer
All Sizes
Data-management, Analy�cs, Orchestra�on, Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider with own Iden�ty Resolu�on func�onality - also offers DMP, CIAM and E-Mail Broadcas�ng Capabili�es na�ve to the CDP.
The robust tools and integra�ons ONEcount has built and maintained for clients drives their conversions, reten�on/ cross-sell ini�a�ves and decreases waste to grow revenue using first-party data.
Execu�ve Comment
Joanne PersicoPresident
© 2019 All Rights Reserved. MarTech Advisor.
Calling itself a 'rela�onship intelligence pla�orm',
Pearl uses AI to humanize customer and prospect
data, especially for SMB eCommerce marketers is
striving to forge be�er rela�onships with their
customers across all channels, including Amazon.
Our Take
Get to know Pearlthinks www.pearlthinks.com
B2C Users
Retail/E-commerce; Secondary: Health/Pharma;Ter�ary: FinServ
SMEs
Data-management and Analy�cs outcomes; Data Analy�cs tools including database health & value, marke�ng data assessment and rela�onship lifecycle segmenta�on
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider
Our smart CDP is built specifically for SMBs and includes patent-pending analy�cs and customer lifecycle management insights (rela�onship lifecycle).
Execu�ve Comment
SMB SPECIALIST
The PRDCT customer data pla�orm enables marketers to cluster and gain insights from first-party data, and use it to segment and
ac�vate campaigns through any marke�ng tool, fast and easy. They work with medium to large consumer brands across industries to
create technical solu�ons for data-driven marke�ng.
Our Take www.prdct.nl
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Serving mid to large B2C businesses with special
exper�se in the retail, financial services,
hospitality, and consul�ng; QuickPivot helps
master the data so marketers can focus on the
marke�ng. Would fit well into the shortlist of
ambi�ous B2C brands that are grappling with
complex data, disparate systems and vendors, or
the need to scale. Pale�e, their award-winning
customer journey mapping module is intui�ve and
quick , and creates a strong founda�on for effec�ve
and efficient data ac�va�on- whether it is via
plugging into exis�ng tools in the stack or crea�ng
new workflows.
Our Take
Get to know QuickPivot www.quickpivot.com
B2C Users
Retail
Large to Medium sized companies
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP alongwith Iden�ty Resolu�on Partners
Along with the most intui�ve data management system on the market, QuickPivot has a patented customer journey orchestra�on feature that delivers greater than 5x efficiency gains, a built-in query accelerator, and func�onality to coordinate digital and catalog direct mail strategies so cri�cal to D2C retailers.
Execu�ve Comment
Paul Mandeville CEO and Chief Product Officer
Marketers and data teams use Quaero's pla�orm
to source and ac�vate informa�on from across
the enterprise, enabling them to focus on
delivering improved segmenta�on and outcomes
from predic�ve models. Standard connectors,
no-code configura�ons, and privacy-by-design
allow func�onal and technical team members to
collaborate in a seamless, secure customer data
environment. Quaero could make the shortlist for
teams that are driven by the need to mone�ze
customer data from any source – digital or offline –
as efficiently as possible.
Our Take
Get to know Quaero www.quaero.com
B2C Users
Media, BFSI, Retail/CPG, Health & Pharma, Travel & Hospitality
Enterprises
Data-management and Analy�cs outcomes; Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
CDP including own Iden�ty Resolu�on func�onality
We focus on enterprises that have sophis�cated marke�ng technology stacks, mul�ple marke�ng clouds, mul�ple brands and complex data issues. We work with data scien�sts and analysts who serve data savvy marke�ng users.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
Primarily a web analy�cs & tag management vendor but also offering a CDP solu�on, they are highly regarded by companies in data-
sensi�ve industries priori�zing compliance with such regula�ons as the GDPR, HIPAA, Chinese Internet Law, Russian Law 526-FZ,
among others. The CDP solu�on of Piwik PRO Marke�ng Suite has a strong focus on analy�cs, tag management, content
personaliza�on, and data ac�va�on. They are a good bet for medium to Enterprise size banks, financial ins�tu�ons, government
organiza�ons and product teams dealing with sensi�ve data, who wish to leverage first-party data (i.e. web analy�cs, CRM, mobile,
secure member areas and transac�onal systems) while adhering to the highest security standards and strictest privacy regula�ons.
Our Take www.piwik.pro
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
RedEye CDP helps brands improve customer database management and increase customer life�me value via sophis�cated marke�ng
automa�on and improved customer iden�fica�on across mul�ple devices. As a CDP must be, RedEye is built around the concept of
single customer view, which brings together all the customer data, from any source, into a single customer record to help drive
personalised marke�ng at scale. They serve clients across B2C retail and ecommerce industries, and are especially worth considering
for companies focused on cart abandons and email conversion campaign outcomes.
Our Take www.redeye.com
Being a CDP for B2Bs, Rekener collects, transforms and matches customer data from mul�ple sources with account level data to create
a unified view of B2B customers. Their CDP provides the analy�cal power of tradi�onal BI tools, but with the object-based structure,
workflow and orchestra�on abili�es of a system of ac�on. Small and medium B2B brands from across industries use Rekener to break
down tradi�onal silos and help func�onal teams collaborate, acquire and retain customers over a long period of �me.
Our Take www.rekener.com
Primarily a customer engagement hub, RedPoint
Global creates a single view of customers,
determines next best experience and engagement
ac�ons in real �me, and orchestrates interac�ons
across all enterprise touch points. Would fit well
into the shortlist of a B2C enterprise that is
data rich and data mature, seeking a single
point of control for first, second and third party
data; to deliver personalized and contextually
relevant experiences in dynamic and compe��ve
environments.
Our Take
Get to know RedPoint Global www.redpointglobal.com
B2C Users
We handle mul�ple ver�cals, par�cularly Retail, Financial Services / Insurance, and Healthcare.
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
We are a suite solu�on whose offering includes CDP
We empower brands to transform how CX is delivered. With a single point of control to connect all customer data, determine next best ac�ons in real �me, and orchestrate interac�ons across all touchpoints, we deliver highly personalized, contextual experiences that op�mize engagement.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
B2BSPECIALIST
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
For enterprise marketers focused on data quality,
smart matching, and data regula�on compliace in
their digital transforma�on ini�a�ves, Rel�o
offers a full marke�ng data management suite.
Our Take
Get to know Rel�o www.rel�o.com
B2B and B2C
Rel�o Cloud can be used to solve any business problem in any industry. Currently, Global 2000 companies in healthcare and life sciences, media & entertainment, hospitality, distribu�on and retail rely on Rel�o to power customer 360, digital transforma�on and data compliance ini�a�ves such as GDPR.
Enterprises
Data-management and Analy�cs outcomes; Iden�ty Resolu�on Outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
We are a suite solu�on whose offering includes CDP
Rel�o unifies customer behavior, interac�on and transac�on data from all internal, external, and third-party sources in all formats. Our graph technology helps uncover many-to-many rela�onships across domains (e.g. customers, households, stores, products, loyalty cards, consent), and built-in ML helps score and rank profiles.
Execu�ve Comment
Ajay KhannaVP, Marke�ng
Radius is already a well-established player in the
B2B marke�ng and predic�ve analy�cs space.
Their CDP – the Radius Unify pla�orm – allows
marketers to improve data quality across any
system, target across every audience a�ribute
with massive reach across every channel, to create
a 360° view of every possible customer. Could be a
good vendor to consider for B2B marketers already
commi�ed to an ABM (Account-Based Marke�ng)
strategy, or those who want to reach buyers with
accurate omnichannel data that is integrated
across 500+ ad channels.
Our Take
Get to know Radius www.radius.com
B2B Users
Financial Services, Telecommunica�ons, Media & Adver�sing, Business So�ware, Business Services
Enterprises
Data-management and Analy�cs outcomes; Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider
Customer experience, digital transforma�on, and AI-applica�ons are all dependent on unified, trusted data.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
B2BSPECIALIST
34Page
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
SessionM combines machine-learning and real-
�me decisions to enable marketers to deliver
messages, offers, or loyalty tac�cs across any
channel to drive incremental behaviors and
revenues. The pla�orm is a good poten�al fit for
enterprises looking to address dynamic customer
engagement at great speed and flexibility,
especially with a focus on loyalty and reward
programs, omni-channel campaigns or POS offers
at the moments that ma�er.
Our Take
Get to know SessionM www.sessionm.com
B2C Users
Restaurant, Retail, Consumer Goods, Travel
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes, and Engagement and Loyalty Solu�ons
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
We are a suite solu�on whose offering includes CDP
SessionM doubles down on data-driven loyalty execu�on, with data, campaign, offer, and loyalty management capabili�es to help maximize value of customer rela�onships through ‘above the line’ (points and �ers) and ‘below the line’ (product recommenda�ons personalized offers) loyalty tac�cs.
Execu�ve Comment
Splio provides marketers of all sizes and across
industries with a solu�on that combines marke�ng
automa�on and loyalty marke�ng to orchestrate
powerful online and offline campaigns. They seem
to have notable exper�se with B2C brands in the
retail and ecommerce sector, and would be a good
considera�on for brands wan�ng to manage
customer data to be�er manage and op�mize
loyalty marke�ng outcomes.
Our Take
Get to know Splio www.splio.com
B2C Users
Retailers that combine e-commerce and store sales for an omni-commerce customer experience
Large to Medium sized companies
Orchestra�on outcomes (campaign management, omni-channel, omni-tool ac�va�on)
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Provide other solu�ons along with CDPs
Splio combines Marke�ng Automa�on, Loyalty, Mobile Wallets based upon a CDP.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
Segment's strengths lie in working with customer data to drive data maturity and common data standards across the organiza�on. By
connec�ng first-party customer data with 200+ marke�ng and analysis tools, marketers get richer decision making inputs and
ac�va�on opportuni�es. Fortune 2000 to SMBs in retail, media & entertainment industries use Segment to create universal behavior-
based audiences to drive personaliza�on across ads, email, and in-app channels. Could be considered by B2C and B2B brands that need
to gain a common understanding of their users and make more customer-centric marke�ng decisions.
Our Take www.segment.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
www.signal.co
Signal’s customer iden�ty pla�orm lets marketers instantly and con�nuously recognize customers and deliver contextual relevance at
cri�cal marke�ng and adver�sing moments. They should be considered by companies that work in customer environments that involve
complex omni-channel touch points, a high frequency of touchpoints and large volumes of interac�on and transac�on data, where the
speed of onboarding is cri�cal to success.
Our Take
A great fit for marketers who need to build data-driven marke�ng ini�a�ves on top of fragmented technology stacks - with flexibility
and speed. With its easy segmenta�on and program builder, marketers can test, report and iterate on programs, without relying on IT.
Our Take www.getstride.com
© 2019 All Rights Reserved. MarTech Advisor.
www.simondata.com
Simon Data is an enterprise CDP with a fully-integrated marke�ng cloud so insights can go into ac�on seamlessly. Their CDP empowers
businesses to leverage enterprise-scale big data and ML to power customer communica�ons in any channel and develop
personaliza�on capabili�es without needing to build and maintain massive bespoke data infrastructure. They are a strong op�on for
B2C marketers seeking a marketer-friendly solu�on with a focus on taking siloed marke�ng data directly into performance marke�ng
ac�va�on.
Our Take
www.teavaro.com
Teavaro is for brands seeking to reduce media wastage across diverse media and device sets, by using data to engage audiences
whenever and wherever op�mal. The cloud-based solu�on offers fast setup scale for ac�va�on on exis�ng marke�ng and ad tech
stacks.
Our Take
www.totango.com
A good considera�on for B2B enterprise marketers seeking to drive customer adop�on, reten�on, expansion and advocacy.
Our Take B2BSPECIALIST
36Page
FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Tealium provides customer data to campaign tools,
enabling customers to build their own marke�ng
cloud with best-in-class tools and high quality,
comprehensive data. A great fit for marketers
seeking agility, flexibility and high degree of
integra�on when ac�va�ng unified customer data
intelligently.
Our Take
Get to know Tealium www.tealium.com
B2B and B2C
Across ver�cals including retail, travel, media, hospitality and CPG
Enterprises
Data-management, Analy�cs and Orchestra�on outcomes. Iden�ty Resolu�on outcomes.
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Tealium's Universal Data Hub Suite includes AudienceStream CDP, Tealium iQ Tag Management, Tealium EventStream API Hub, and Tealium DataAccess (data management/storage/accessibility) - available together and separately
We provide data orchestra�on behind systems of customer insight and engagement, and manage data across the data lifecycle - from collec�on, to transforma�on and enrichment, to ac�va�on in other systems. This democra�zes access and usage of customer data across the organiza�on.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
www.tuple.tech.com
Tuple's Nash360 CDP is focused on effec�ve customer behavioral profiling, and its innova�ve use of AI helps growing companies scale
faster and solve data challenges with fewer resources.
Our Take
www.umbel.com
The Umbel data management pla�orm is used by some of the most recognizable names in the sports, memberships and entertainment
industries to access, acquire, ac�vate and analyze their customer data to increase engagement, revenue, and loyalty. With their
pla�orm, fan-based organiza�ons around the world are running highly targeted, revenue-driving campaigns by capturing fan
informa�on and automa�cally associa�ng the data with the customers, thereby calcula�ng their life�me value and aggrega�ng those
insights to transform fan experiences.
Our TakeVERTICAL
SPECIALIST
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Velocidi helps businesses collect and manage 1st-
party data on customer interac�ons across all
channels in real �me. The Velocidi CDP runs in a
private cloud deployment, which takes every
online and offline touchpoint of customers’
journey to create complete customer profiles.
Medium to large B2C brands from the ecommerce
industry should consider their CDP if running
customer data through machine learning
algorithms and predic�ve modeling to improve
website experiences and conversions is core to
their strategy.
Our Take
Get to know Velocidi www.velocidi.com
B2C Users
DTC (Direct to Consumer)
All Sizes
Data-management and Analy�cs outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on
Velocidi offers a private CDP solu�on for DTC brands. Our CDP is described as “private” because it is a licensed so�ware deployed within the client’s private infrastructure as if it were built in-house.
Execu�ve Comment
www.ye�data.com
Ye� Data offers a cloud-based 'private data exchange' service that claims to solve the marketer's challenge of managing, transforming
and analyzing customer data from many disparate sources while managing use-rights and privacy rules. They provide an arena for
companies to check-in, and frequently exchange data with partners and customers. The data exchanges are built with marke�ng-
specific modeling and analy�cs to create a complete customer data picture that allows a marketer to understand how to mo�vate
behaviors, iden�fy personas, design loyalty programs, and manage mul�-channel customer experiences.
Our Take
Ysance offers a unique mix of a SaaS pla�orm and exper�se in Big Data solu�ons. Their pla�orm provides brands with agile
omnichannel marke�ng capabili�es, and their solu�on for a�ribu�on seems especially useful to retail and e-commerce companies to
make informed business decisions. Ysance would be a poten�al fit for medium to enterprise size B2C brands wan�ng to leverage data
to make them workable for marke�ng acquisi�on, merchandising and management teams.
Our Take www.ysance.com
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Zaius builds a unified customer database from almost every source through a number of one-click integra�ons and APIs allowing
marketers to segment, analyze, and personalize campaigns across channels. A majority of their customers are from the mid-market
retail, ecommerce, travel & hospitality, and marketplaces industry(s). Would fit well into the shortlist of a B2C mid-sized business that is
focused on building personalized marke�ng campaigns and op�miza�on.
Our Take www.zaius.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Zylotech is a self-learning CDP that keeps customer
data live and enriched while automa�ng cross/up-
selling & reten�on marke�ng across the customer
life cycle. Powered by AutoML, the pla�orm
con�nuously unifies internal and external data,
enables real-�me segmenta�on and recommends
the next best steps to ac�vate campaigns through
a variety of marke�ng clouds & orchestra�on
engines. They could make a good op�on for
marketers struggling with poor data quality,
irregular analy�cs projects, and slow data
processing that are causing missed opportuni�es.
Our Take
Get to know Zylotech www.zylotech.com
B2B and B2C
Across ver�cals including CPG, Technology, Automo�ve
Large to Medium sized companies
Data-management and Analy�cs outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily a CDP solu�on provider - also provides other solu�ons
Our autoML powered embedded analy�cs with feature engineering enable a 'self-learning feature' across each customer record.
Execu�ve Comment
© 2019 All Rights Reserved. MarTech Advisor.
Drawbridge uses a people-based iden�ty graph for highly effec�ve cross-device adver�sing using ML to match individuals across
connected devices to serve the most relevant ads. Recently acquired by LinkedIn, it is now part of LinkedIn Marke�ng Solu�ons.
Our Take drawbridge
(Formerly Drawbridge)
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
Iden�ty Resolu�on Specialist Vendors
4Info provides cross-channel iden�ty mapping and media ac�va�on solu�ons to target audiences, deliver digital ads across mul�ple
devices, and track programma�c outcomes.
Our Take www.4info.com
© 2019 All Rights Reserved. MarTech Advisor.
Infutor excels in data-driven iden�ty resolu�on
and in linking disparate 1st party and 3rd party
datasets to create a single, 360-degree view of
customers and prospects. They have one of the
most complete and accurate Iden�ty Graph
solu�ons on the market, and are a good
consideraton for marketers opera�ng in complex
data environments.
Our Take
Get to know Infutor www.infutor.com
B2B and B2C
Lead Genera�on, Martech, Auto, Real Estate, Insurance, Travel, Mortgage Lending
Enterprises
Data-management, Analy�cs, Iden�ty Resolu�on outcomes
Core solu�on
Customer focus
Ver�cal focus
Business size focus
Outcome focus
Primarily an Iden�ty Resolu�on provider
Infutor accurately iden�fies and segments consumers before, during and in-between engagements - giving clients a secure, privacy compliant founda�on to improve inbound engagement and outbound omnichannel marke�ng reach.
Execu�ve Comment
Dave DagueCMO, Infutor
Iden�tyLink helps build an omni-channel view of the customer for Brands, Agencies, Data Owners, Pla�orms and Publishers, and
supports over 500 technology pla�orms for targe�ng and ac�va�ng that data for personalised campaigns.
Our Take www.liveramp.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
© 2019 All Rights Reserved. MarTech Advisor.
Throtle's 'Closed Loop' solu�on best serves marketers that need a deep understanding of their audiences to laser focus marke�ng
efforts on best-fit prospects and customers, versus execu�ng broad and shallow acqusi�on campaigns.
Our Take www.throtle.io.com
Neustar follows the 'Privacy by Design' principle for responsible iden�ty resolu�on. A good fit for markeers who operate in regulated
environements or where data secu�ry is mission cri�cal .
Our Take www.home.neustar.com
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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs
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