M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide FIRST EDITION A MarTech Today Research Report sales@ascent360.com | (800) 581-4017 www.ascent360.com INTEGRATED CUSTOMER DATABASE Integrate Your Data Integrate customer data into one single database including eCommerce, Point of Sale, email sign-up, and Product Registration. -FEMALE -32 YRS OLD -MARRIED -INTERESTED IN FASHION TRENDS -$1,200 LIFETIME SPENT CUSTOMER ANALYTICS Analyze Your Customers Our software will analyze your customers and prospects to deliver insight such as customer lifetime value, average order value, and RFM Score. -2 PURCHASES ONE ONLINE AND ONE IN-STORE Effective Marketing Channels for Customer STRATEGY AND EXECUTION Build Powerful Campaigns Market easily to your customers and prospects through digital and direct marketing channels such as email, social, text, and direct mail. Digital eMail Direct Mail CLICK HERE TO SEE A DEMO M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Table of Contents Scope and methodology .................................................................................................................. CDP market overview........................................................................................................................ Table 1: The leading obstacles to marketing success ............................................................... A CDP is not a CRM, DMP or marketing automation platform ..................................................... Table 2: How CDPs differ from other martech systems ............................................................ Venture capital flows to crowded CDP market .............................................................................. CDP capabilities ................................................................................................................................ Data management ......................................................................................................................... Analytics ........................................................................................................................................ Orchestration ................................................................................................................................. Data regulation compliance .......................................................................................................... Third-party systems integration ..................................................................................................... Choosing a CDP ................................................................................................................................ The benefits of using a CDP .......................................................................................................... Table 3: Select CDP capabilities ............................................................................................... Pricing ............................................................................................................................................ Recommended steps to making an informed purchase ................................................................. Step One: Do you need a CDP? ................................................................................................... Step Two: Identify and contact appropriate vendors .................................................................... Step Three: Scheduling the demo ................................................................................................. Step Four: Check references, negotiate a contract ....................................................................... Conclusion ......................................................................................................................................... Vendor profiles ................................................................................................................................. ActionIQ ........................................................................................................................................ AgilOne ......................................................................................................................................... Amperity ........................................................................................................................................ Ascent360 ...................................................................................................................................... BlueConic ...................................................................................................................................... BlueVenn ....................................................................................................................................... Datorama ....................................................................................................................................... Ensighten ....................................................................................................................................... Evergage ....................................................................................................................................... Lattice Engines .............................................................................................................................. Lytics............................................................................................................................................... mParticle ........................................................................................................................................ ONEcount ...................................................................................................................................... QuickPivot ..................................................................................................................................... Radius ............................................................................................................................................ Segment ........................................................................................................................................ SessionM ....................................................................................................................................... Tealium........................................................................................................................................... Treasure Data ................................................................................................................................. Velocidi .......................................................................................................................................... Zaius .............................................................................................................................................. Zylotech ......................................................................................................................................... Resources .......................................................................................................................................... © 2018 Third Door Media, Inc. • http://martechtoday.com 1 2 3 3 4 4 5 5 6 6 6 6 7 7 7 8 9 9 9 11 11 12 13 14 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Scope and methodology This report examines the current market for enterprise customer data platforms (CDPs) and the considerations involved in implementing the software. This report answers the following questions: • • • • • What trends are driving the adoption of CDPs? Who are the leading CDP vendors? What features do CDP vendors provide? Does my company need a CDP? How much does a CDP cost? For the purposes of this report, a CDP is defined as a marketer-managed system designed to collect customer data from all sources, normalize it and build unique, unified profiles of each individual customer. The result is a persistent, unified customer database that shares data with other martech systems. (Sources: CDP Institute and LUMA.) If you are considering licensing a CDP, this report will help you decide. The report includes industry statistics, market trends and recommended steps for making an informed purchase decision. It also includes 19 vendor profiles. This report is not a recommendation of any particular CDP or company and is not meant to be an endorsement of any particular product, service or vendor. The vendors profiled in this report were selected based on their roles as CDP leaders or their entire revenue comes from CDP technology and services. The focus of this report is CDPs that are available as stand-alone services, and not embedded in a larger cloud application or part of a larger agency service offering. The report was prepared by conducting interviews with leading vendors and industry experts. Interviews took place in June and July 2018. These, in addition to third-party research, form the basis for this report. August 2018 Editorial Advisor: David Raab, Founder, CDP Institute Research/Writers: Karen Burka, Senior Research Consultant, Third Door Media Brian Kelly, Principal, Candlewood Creative Editor: Claire Schoen, Director, Marketing Services Content, Third Door Media © 2018 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com The world’s leading customer data platform 60+ Turn Amazon Web Services (S3) Google Tag Manager Visual W ebsite Optimizer Drupal Lotame us Google AdWords Hubspot Eloqua native connections WordPre ss dobe Usabilla Google Analytics Facebook Salesforce Signal Optimizel y MailChim p Slack App Nex IBM/Uni ca Microsoft Xaxis Dynamic s Tealium Magento Omeda 3.5+ billion proļ¬les created 200+ Trusted by brands globally Find your guide to getting started at blueconic.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide CDP market overview The customer data platform (CDP) market is expected to generate $1 billion in revenue by 2019, according to the CDP Institute, as both employment and the number of CDP vendors doubled in 2017. Driving growth is a perfect storm of increasing complexity in the customer journey, the martech stack and data governance. Gartner predicts that the average US adult will own more than six smart devices by 2020, making cross-device IDs and identity resolution – the ability to consolidate disparate sets of data into an individual profile – a critical need for marketing effectiveness. As the number of touchpoints in the customer journey expands, CDPs allow marketers to break down first-party customer data silos to unify and normalize contact information. As the number of touchpoints in the customer journey expands, CDPs allow marketers to break down firstparty customer data silos to unify and normalize contact information. Almost half of marketing executives say they are responsible for enterprise marketing technologies, and nearly one quarter manage their martech platforms independently from IT, according to the CDP Institute. With marketers exercising more control over technology, there is more focus on adopting marketing-centric solutions. Enter the CDP – a platform designed for marketer use – to streamline the flow of customer data throughout the martech stack and create a single view of the customer, which remains the leading obstacle to marketing success (see Table 1). Table 1: The leading obstacles to marketing success Single customer view 58% Collaboration outside marketing 49% Martech budget 39% Overall budget 34% Martech staff training 32% 0% 10% 20% 30% 40% 50% 60% 70% Source: Best Practices in Building a Unified Customer Database, CDP Institute Customer data security and governance have also leapt to the forefront of marketer concerns, as the alphabet soup of data regulations – from HIPAA (Health Insurance Portability and Accountability) to HITECH (Health Information Technology for Economic and Clinical Health) to GDPR (General Data Protection Regulation) and CASL (Canada Anti-Spam Legislation) – continues to grow. CDP vendors provide strong data governance protocols that are certified by third-party organizations to ensure compliance with these types of regulations, as well as other data security standards. For example, many CDP vendors are SOC (Service Organization Control), SSAE (Statement on Standards for Attestation Engagements) and/or ISO (International Standards Organization) certified. These audits confirm best practices around internal processes, data management, data privacy and security. © 2018 Third Door Media, Inc. • http://martechtoday.com 3 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide A CDP is not a CRM, DMP or marketing automation platform There is still some market confusion about how a CDP differs from a CRM, a DMP (data management platform) or a marketing automation platform. A CDP provides the following three core features that together make it unique from other systems (see Table 2): • A unified, persistent customer database that provides data transparency and granularity at the known, individual level. A CDP can identify customers from many different data sources by stitching together information under a unique, individual identifier. The CDP then stores its own copy of the data. • Marketer control over customer data collection, segmentation and orchestration through native (out-of-the-box) integration that minimizes the need for IT or developer help. • Data integration of both known and anonymous customer data with any external source or platform, including CRM, point of sale (POS), mobile, transactional, website, email and marketing automation. CDPs can be used as systems of record, storing both known and anonymous customer profiles in a central hub that integrates data from all of the organization’s various software systems. CDPs can be used as systems of record, storing both known and anonymous customer profiles in a central hub that integrates data from all of the organization’s various software systems. The data is accessible for marketing analysis, segmentation and insight discovery, with the goal of increasing the velocity and effectiveness of omnichannel marketing campaigns. Conversely, DMPs focus primarily on anonymous interactions and are used by digital advertisers, marketers and publishers to store and manage audience and campaign data. DMPs rely on anonymous, third-party data to segment and build audiences that look like first-party customers. Marketing automation platforms, which, like CDPs, are designed for marketer use, focus on collecting digital channel data and executing digital campaigns. Marketing automation platforms do not offer the cross-channel (i.e., online/offline data) capabilities that are native to CDPs. CRMs compile customer data and are often used as the organization’s centralized data hub. However, CRMs provide marketers with minimal system access and control and can’t identify or engage with anonymous individuals. Similarly, data warehouses store many types of organizational data, but are managed, by and large, by IT departments. Table 2: How CDPs differ from other martech systems DATA WAREHOUSE All customer data available at the individual level DMP Marketer control over data CDP Marketing Automation CRM First-and third-party data accessible to external sources Source: Third Door Media © 2018 Third Door Media, Inc. • http://martechtoday.com 4 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Venture capital flows to crowded CDP market The crowded CDP vendor market includes several pure-play companies that have launched in the past five years, as well as more mature companies that have their roots in digital technologies such as tag management and personalization. As the market matures, many vendors that initially focused on customer database creation and maintenance are responding to market demand by expanding their capabilities to include data analytics, personalization and orchestration. Venture capital is playing a key role in the market’s maturation and growth. Nine of the vendors profiled in this report have raised more than $256 million since January 2017 (see sidebar). SessionM announced a $23.8 million Series E led by Salesforce Ventures in July 2018. Boston-based Zaius raised $30 million in April 2018 to develop its partner and developer ecosystem, as well as expand platform functionality. One month later, the company announced the launch of Omnichannel Campaign Manager, a new platform feature enabling marketers to create, execute and measure multichannel campaigns in one view. In September 2017, mParticle secured $35 million in Series C funding to help roll out a new enterprise-level identity resolution product, IDSync. Earlier, in July 2017, Segment scored $64 million in its own Series C round designed to grow the company’s customer base and investment in “new parts of the core product and platform.” There has been little market consolidation, thus far, although that will change as marketing cloud providers look to expand their ability to manage first-party customer data. In July 2018, Salesforce announced an agreement to purchase Datorama, while Treasure Data announced it was being acquired by ARM Holdings. BlueVenn bought Leap Media Solutions, a provider of marketing campaign and analytics services for the media industry, in January 2018 for an undisclosed amount. CDP capabilities Vendors ranging from tag management solutions to personalization platforms to pure-play CDP providers currently offer CDPs. Virtually all of the CDP vendors profiled in this report provide the following core capabilities: • Data management (collect, normalize and unify customer data in a persistent database); • Identity resolution to stitch customer data snippets from disparate sources; • User interface (UI) and features designed for marketing organization use, without the aid of IT or data science resources; and • Data access to all external systems on a vendor-neutral basis. CDP vendors differentiate by offering more advanced capabilities that include – but are not limited to – the following: Select CDP venture funding rounds, 2017-2018 July 2018 SessionM: $23.8M Series E led by Salesforce Ventures April 2018 Lytics: $14M led by Two Sigma Ventures Zaius: $30M Series B led by Insight Venture Partners October 2017 ActionIQ: $30M Series B led by Andreessen Horowitz Amperity: $28M Series B led by Tiger Global Management September 2017 mParticle: $35M Series C led by Harmony Partners August 2017 Evergage: $10M Series C led by Arrowroot Capital July 2017 Segment: $64M Series C led by GV and Y Combinator June 2017 Zaius: $6.5M venture round led by Underscore VC April 2017 ActionIQ: $13M Series A led by Sequoia Capital February 2017 Tealium: Undisclosed Series E led by Citi Ventures January 2017 Ascent360: $1.9M seed round led by Access Venture Partners Source: Third Door Media • Structured and unstructured data management; • Online and offline data management; © 2018 Third Door Media, Inc. • http://martechtoday.com 5 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide A growing number of CDP vendors offer data analytics that allow marketing The following section discusses these features and the key considerations involved in choosing end-users to define a CDP (see Table 3). and create customer segments, track Data management customers across channels and glean Data collection and maintenance is a core CDP function. Virtually all CDPs provide a central insights from database that collects and integrates personally identifiable customer data across the enterprise. From there, however, CDPs vary in their abilities to manage the following: customer behavior and trends. • Analytics that enable journey mapping, audience segmentation and predictive modeling; • Orchestration for personalized messaging, dynamic interactions and product/content recommendations; and • Compliance with vertical industry and international data regulations. • Identity resolution: The platform ‘stitches’ together customer data points from various channels into a single customer profile. • Online/offline data: The platform uses email addresses, phone numbers and postal addresses to clean and standardize customer records. • Structured/unstructured data: Most, but not all CDPs manage unstructured data (i.e., social media feeds, product photos, barcodes), which may comprise up to 80% of all data by 2025, according to IDG. • Mobile data: Several CDPs offer software development kits (SDKs) to load data from mobile apps directly into the central database. The importance of each of these data management capabilities will depend on the organization’s business goals, and whether it has a significant mobile presence, direct mail budget or brick-and-mortar stores and/or agents. Analytics A growing number of CDP vendors offer data analytics that allow marketing end-users to define and create customer segments, track customers across channels and glean insights from customer behavior and trends. The specific tools provided can include predictive models, revenue attribution and journey mapping. The CDP often automates the distribution of the customer segments on a user-defined schedule to external martech systems such as marketing automation platforms and email service providers (ESPs) for campaign execution. Orchestration A select group of CDPs provide campaign management and customer journey orchestration features that enable personalized messaging, dynamic web and email content recommendations, as well as campaigns that trigger targeted ads across multiple channels. For example, the CDP could deliver targeted content to a web visitor during a live interaction. To do this, the CDP must accept input about visitor behavior from the customer-facing system, find the customer profile within its database, select the appropriate content and send the results back to the customer-facing system. A CDP may also facilitate digital advertising through an audience API that sends customer lists from the CDP to systems (i.e., DMP, DSP, ad exchange) that will use them as advertising audiences. © 2018 Third Door Media, Inc. • http://martechtoday.com 6 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Data regulation compliance CDP vendors are in varying stages of compliance with the wide range of vertical market and international regulations that safeguard customer data privacy. The European Union’s GDPR was implemented in May 2018 and impacts all US marketers and data firms handling European data or serving customers in the EU. Brands marketing to Canadian consumers through email must also comply with the country’s CASL (Canada Anti-Spam Legislation). Marketers in the highly regulated healthcare market must follow HIPAA and HITECH regulations. In addition, all organizations that accept, process, store or transmit credit card information must maintain a secure environment that meets Payment Card Industry Data Security Standards (PCI DSS), as well. A CDP fosters cooperation among siloed groups because it gathers data from throughout the enterprise and supports customer interactions across many departments. Third-party systems integration CDPs streamline integration of customer data by providing out-of-the-box (or native) connectors for many martech systems, including CRMs, DMPs, marketing automation platforms, DSPs, and campaign analytics and testing tools. Most marketing organizations have assembled a martech stack that contains many of these types of platforms. But integrating the data that resides in the martech ecosystem is a huge challenge – one that costs US brands millions of dollars annually. The majority of CDPs profiled in this report also provide an extensive set of APIs for custom integrations. Choosing a CDP The benefits of using a CDP Marketing executives today are in charge of dozens of martech applications to manage, analyze and act on a growing volume of first-party customer data. But instead of increasing efficiency, the emerging martech ecosystem has created problems with data redundancy, accuracy and integration. Automating customer data accuracy and integration through a CDP can provide numerous benefits, including the following: • Expanded enterprise collaboration. A CDP fosters cooperation among siloed groups because it gathers data from throughout the enterprise and supports customer interactions across many departments. • Improved data accessibility. A CDP is a centralized hub that collects and houses customer data from every corner of the enterprise. Pieces of data are normalized and stitched together to build unique, unified profiles of each individual customer. The result is a persistent, customer database that can share data more easily and efficiently across the organization. • Streamlined systems integration. A CDP unifies data systems across the enterprise, from marketing and customer service, to call centers and payment systems. By creating a single ‘system of record’ for first-party customer data, data redundancies and errors can be minimized, and data can flow more quickly into – and out of – marketing automation platforms, email service providers (ESPs), CRMs and other martech systems. © 2018 Third Door Media, Inc. • http://martechtoday.com 7 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Table 3: Select CDP capabilities Data management Vendor Analytics Unstructured Mobile SDK data Orchestration Identity resolution Offline data ActionIQ 4 4 4 8 4 4 AgilOne 4 4 4 4 4 Amperity 4 4 4 8 Ascent360 4 4 4 BlueConic 4 4 BlueVenn 4 Datorama Data regulation compliance1 Third-party systems integration Out-of-the-box APIs GDPR 4 4 4 GDPR 4 4 4 4 APPs, GDPR, HIPAA, PIPEDA 4 8 4 4 4 GDPR, CASL 4 4 4 4 4 4 GDPR 4 4 4 4 8 4 4 GDPR 4 4 4 4 4 8 4 4 GDPR, HIPAA 4 4 Ensighten 4 4 4 4 4 4 GDPR 4 4 Evergage 4 4 4 4 4 4 GDPR 4 4 Lattice Engines 4 4 8 8 4 4 GDPR, HIPAA 4 4 Lytics 4 4 4 4 4 4 GDPR 4 4 mParticle 4 4 4 4 4 4 CCPA, GDPR, VPPA 4 4 ONEcount 4 4 4 4 4 4 GDPR, HIPAA 4 4 QuickPivot 4 4 4 8 4 4 CASL, GDPR 4 4 Radius 4 4 4 8 4 4 GDPR 4 4 Segment 4 4 4 4 4 8 GDPR 4 4 SessionM 4 4 4 4 4 4 GDPR 8 4 Tealium 4 4 4 4 4 4 GDPR, HIPAA, HITECH 4 4 Treasure Data 4 4 4 4 4 4 GDPR 4 4 Velocidi 4 4 4 4 4 4 GDPR 4 4 Zaius 4 4 8 4 4 4 GDPR 4 4 Zylotech 4 4 4 4 4 4 GDPR 4 4 1Data regulation acronyms as follows: APPs=Australian Privacy Principles, CCPA=California Consumer Privacy Act, CASL=Canadian Anti-Spam Legislation, GDPR=General Data Protection Regulation, HIPAA= Health Insurance Portability and Accountability, HITECH=Health Information Technology for Economic and Clinical Health, PIPEDA=Personal Information Protection and Electronic Documents Act (Canada), VPPA=Video Privacy Protection Act. © 2018 Third Door Media, Inc. • http://martechtoday.com 8 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide • Increased marketing efficiency. A CDP unifies individual data with unique IDs that create more robust customer records. Many manual tasks are also automated by the CDP, allowing marketers to focus on the creative and analytical tasks they are trained for. The result is more accurate modeling, targeting and personalization in marketing campaigns, and more relevant customer experiences with the brand across channels. • Faster marketing velocity. CDPs are ‘owned’ by marketing, minimizing the need for IT or developer intervention to collect, analyze and act upon data. With control in marketers’ hands, the time to segment and build audiences, execute campaigns and analyze results significantly decreases. • Stronger regulatory compliance. A CDP creates greater internal control over customer data, streamlining data governance to comply with the many regulations now impacting brands worldwide. Marketers in the healthcare industry must comply with both HIPAA and HITECH regulations. Businesses that handle European data or serve customers in the EU must also comply with GDPR. The majority of CDP vendors are both ISO and SOC certified for best practices in handling personally identifiable information (PII). A CDP creates greater internal control over customer data, streamlining data governance to comply with the many regulations now impacting brands worldwide. Pricing A CDP is a significant technology investment and the total cost of ownership should be considered before any contract is signed. Available data on the average annual spend for the CDPs profiled in this report ranges from $65,000 to $150,000. The majority of CDP vendors offer SaaS-based pricing based on factors such as the volume of data stored, number of active customer records, number of platform users and number of API calls. Vendors that provide analytics and orchestration services may also charge a CPM for channel execution. Not all vendors require annual contracts, although several provide volume discounts for long-term contracts. Recommended steps to making an informed purchase Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements, are all critical pieces of the CDP decision-making process. The following section outlines four steps to help your organization begin that process and choose the CDP that is the right fit for your business needs and goals. Step One: Do you need a CDP? Deciding whether or not your company needs a CDP calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support and financial resources. Use the following questions as a guideline to determine the answers. 1. How do we currently manage customer data? Fragmented pieces of customer data often reside in silos in marketing, sales, purchasing, customer support and other departments. Does your organization have a ‘network of record?’ Do you know what customer data it includes? Is third-party anonymous data mixed in? How many systems are in your martech stack? And how does data get from one system to another? These © 2018 Third Door Media, Inc. • http://martechtoday.com 9 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide are all areas where a CDP can help to standardize and streamline data storage and processing. 2. How efficient are our marketing data processes? Martech systems are supposed to improve data and campaign efficiency. But many times, disparate systems instead lead to data duplication, lack of standardization and an increase in time-consuming manual tasks. If you find yourself spending more time correcting data errors or deduplicating contact records, and less time executing campaigns or evaluating campaign performance, it might be time to automate data integration. 3. How would a CDP address our business needs? Virtually all CDPs deliver several core capabilities around data management, but many also provide a wide range of data analytics and orchestration features that address diverse business goals. What would having a single view of your customers do for you? For example, do you want to reduce churn by targeting customers with more relevant offers? Or increase the profitability of customer acquisition efforts by creating more accurate lookalike audiences? 4. What systems would we integrate through the CDP? The martech stack is getting bigger and more complex for many organizations. Streamlining integration is a core benefit of implementing a CDP, which can normalize data for easier importing and exporting into other systems. As more brands engage in omnichannel marketing through numerous martech apps, creating a unified view of the customer has become critical to marketing success. Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements are all critical pieces of the CDP decision-making process. 5. How will we define and then benchmark CDP success? What key performance indicators (KPIs) do you want to measure, and what decisions will you make based on CDP implementation? For example, do you want to decrease data redundancy and track how that impacts the velocity of campaign execution? Or do you want to decrease the time your marketing staff spends on manually transferring data from one system to another. Set business goals in advance to be able to benchmark success later on. 6. Do we have management buy-in? As with any major organizational investment, management support is essential to CDP success. Begin with small, short-term goals that demonstrate how the CDP is benefiting the business, either through cost savings or revenue gains. The key is to convince senior executives that having a single, unified view of the customer will add to the organization’s bottom line. 7. Do we need self serve, full serve or something in between? CDPs are built for marketing end-users. However, CDPs vary in the scope of their capabilities – and it is important to have some level of ongoing training to use them all. CDP vendors provide varying levels of onboarding, customer support and/or professional services. Make sure you understand what your marketing staff will need to know to effectively use the CDP, or, if you lack internal resources, what type of managed services are available. 8. What is the total cost of ownership? CDP vendors charge monthly license fees based on the number of data records, events (or customer actions) and applications integrated. There may be additional fees for onboarding, APIs/custom integrations or staff training. Make sure you know your business needs and data volume to understand the investment your organization will make. © 2018 Third Door Media, Inc. • http://martechtoday.com 10 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Step Two: Identify and contact appropriate vendors When written properly, an RFP Once you have determined that a CDP makes sense for your business, spend time will facilitate the researching individual vendors and their capabilities by doing the following: sales process • Inventory all of your organization’s databases and martech applications and make sure and ensure that all stakeholders weigh in on which data and system integrations are a priority. CDPs offer everyone involved numerous out-of-the-box connectors and APIs to make the integration process faster and on both sides more seamless. By prioritizing which applications you’ll want to integrate first, you’ll be able comes to a shared to identify vendors that already have native connections to them. understanding • Take your inventory and then do some research. Speak to your marketing peers at industry of the purpose, events to find out who is using which CDP vendor and why. The “Resources” section at the requirements, scope back of this report includes a list of blogs, reports and industry research that will also help. and structure of the (Many of the vendors profiled in this report also provide whitepapers and interactive tools intended purchase. that can help.) • Narrow your list down to those vendors that meet your criteria. Submit your list of the capabilities you’ve identified and set a timeframe for them to reply. • Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference, however be sure to give the same list of integrations to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its CDP needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your CDP implementation. Include details about timelines and the existing ecosystem of martech applications you have deployed. When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose, requirements, scope and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four solutions that you’ll want to demo. Step Three: Scheduling the demo Set up demos within a relatively short timeframe of each other to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following: • How easy is the platform to use? • Does the vendor seem to understand our business and our marketing needs? • Are they showing us our “must-have” features? Questions to ask each vendor include: 4 What platform hosting options are available (SaaS/cloud/on premise)? 4 How does the platform provide identity resolution? How does it stitch data points together? 4 How does the platform handle both structured and unstructured data? 4 How does the platform ingest and manage offline data? 4 How does the platform monitor integration success and/or failures, and report on data variances or anomalies? 4 How does the platform allow users to create customer segments based on behaviors and preferences? © 2018 Third Door Media, Inc. • http://martechtoday.com 11 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide 4 How does the platform employ machine learning for data analytics, such as predicting customer trends and patterns? 4 How can we send personalized and targeted messaging from the CDP? 4 How can we use the CDP to coordinate and track multi-step marketing campaigns? 4 What data security regulations does the platform comply with? 4 What data security certifications does the platform have? 4 Can we pay the software license month-to-month? Or is an annual contract required? Is there a short-term contract or an ‘out’ clause if things don’t work out? 4 Will there be an increase in price when I renew next year – if so, how much? 4 What are the additional fees? (i.e., set-up costs, add-on features, API, quotas)? 4 How long is the onboarding process typically? 4 Will we have a dedicated resource? Who will be the day-to-day contact? 4 What is the level of support included in the price? What support is additional? 4 Who pays if your system/team makes an error? 4 Will our support team work with us to test new features and assess the results? Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. Step Four: Check references, negotiate a contract Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The CDP vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is a primary platform user and is utilizing the features that your organization cares about. Consider also asking these basic questions: 4 Why did you move to a CDP? 4 Why did you select this platform over others? 4 Has this platform lived up to your expectations? 4 How long did the platform take to implement? 4 Who was involved in the implementation? 4 Are you also using additional tools for data governance, analytics or reporting? 4 Were there any surprises that you wish you’d known about beforehand? 4 Where have you seen the most success? The biggest challenges? 4 How are you measuring your own success? 4 How easy was the set-up process and how long? Did the vendor help? 4 How responsive is customer service? 4 Has there been any down time? 4 What is the most useful, actionable (favorite) report the tool generates? 4 What do you wish they did differently? 4 Why would you recommend this platform? Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up: 4 Are there charges for custom integrations or API access? If so, how much? 4 What is the hourly charge for engineering services, and is there a minimum? 4 What partner organizations are available to install and integrate the tool? 4 If we need to train a new hire mid-year, what will that cost? 4 What performance levels do you guarantee (response time, availability, problem resolution, accuracy, etc.) and what happens if you don’t meet them? 4 What is the ‘out’ clause? © 2018 Third Door Media, Inc. • http://martechtoday.com 12 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Conclusion CDPs put control of marketing data and technology in Unified, accessible customer data has become an essential building block for brand marketing success. But as technology continues to grow and evolve, consumers will continue marketers’ hands to add new devices and touchpoints to their purchase journeys. The result will be a new set and facilitate of marketing opportunities, as well as data challenges for marketers. compliance with the growing array CDPs have emerged as a vital tool for customer data management. CDPs unify and of data privacy normalize first-party customer data, improving data accuracy, targeting relevance and marketing campaign velocity. CDPs put control of marketing data and technology in regulations through marketers’ hands and facilitate compliance with the growing array of data privacy regulations strong data through strong data governance. governance. As the CDP market matures, vendors are expanding their core capabilities beyond data maintenance to offer brand marketers more analytical tools and orchestration features to build audiences and execute multi-step campaigns across channels. The CDP vendor market is crowded, providing marketers with many choices based on their most urgent business needs. However, strong demand and interest from enterprise marketing clouds will lead to more consolidation in the next 12-24 months. n © 2018 Third Door Media, Inc. • http://martechtoday.com 13 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • B2C Global 2000 enterprises across multiple industries, including retail, e-commerce, telco, media & entertainment, travel & hospitality, and consumer financial services. ActionIQ 50 W 23rd St., Suite 6A New York, NY 10010 (347) 709-8880 www.actioniq.com Key customers HBC Michael Kors New York Times Shutterstock Verizon Weight Watchers Key executives Tasso Argyros, Founder & CEO Nitay Joffe, Founder & CTO Andrew Acedo, VP, Sales Priya Aggarwal, VP, Marketing Company overview • • • • Founded in 2014. 60-plus employees. $45M in total funding, including a $30M Series B in August 2017. Backed by Andreessen Horowitz, Bowery Capital, FirstMark Capital and Sequoia Capital. Product overview • Connects enterprise first-party customer data, orchestrates cross-channel campaigns and measures incremental lift across all digital and offline channels. • Primary use cases focus on personalizing customer experiences at every point in the customer journey lifecycle with relevant content based on historical behavioral data. • SaaS solution hosted in the cloud. Data management • Native ingestion of large volumes of raw data, without transformation before load. • Integration of any online or offline data, as well as structured and unstructured profile and behavioral data. • Automated matching of data with a single customer ID. • Bi-directional connectors to marketing execution systems to capture and link channel performance data. Data security • GDPR compliant. • SOC 1 certified; SOC 2 certification in progress. • Conducts regular third-party penetration tests. Analytics • Self-service user interface to create and update customer attributes and audience segments, leveraging full breadth of historical data. • AI-powered audience segmentation and operational customers insights in real-time • Governance to avoid extreme proliferation and maintain quality of attributes, without limiting number of attributes allowed. Orchestration • Automated orchestration of customer attributes and audience segments across any execution channel. • Native interface to visualize and design customer journeys across channels, with analytics at each touchpoint. • Automated management of multi-level holdouts, suppressions and A/B/n test design. • Robust measurement framework with customizable metrics to calculate marketing lift across every level — campaign, channel and content. © 2018 Third Door Media, Inc. • http://martechtoday.com 14 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Third-party systems integration ActionIQ 50 W 23rd St., Suite 6A New York, NY 10010 (347) 709-8880 www.actioniq.com • Native, out-of-the-box integrations as well as flexible data connection methodology to integrate with thirdparty systems via API, database connector or file-based mechanisms. © 2018 Third Door Media, Inc. • http://martechtoday.com 15 Pricing and support • • • • Does not share pricing information. Annual contract required. Free trials not available. Onboarding typically takes three months, from data ingest to execution channels enabled and first campaign launched. • Dedicated account team to provide hands-on customer support. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles regular logo Target customer • B2C enterprises in retail, travel, media, CPG and subscription-based verticals. AgilOne logo for dark backgrounds 771 Vaqueros Ave. Sunnyvale, CA 94085 (T) 877-769-3047 white logo www.agilone.com Key customers Hugo Boss JOANN Stores Lululemon Schwan’s TravelZoo TUMI Key executives Omer Artun, CEO Steve McDermott, CRO Gangadhar Konduri, Chief Product Officer Ryan Willette, Global VP, Customer Success Company overview • • • • Founded in 2006. 150 employees. $41M in funding, including a $25M Series C in April 2014. Additional US offices in San Francisco and New York; global offices in Istanbul, Manila, London and Paris. Product overview • AgilOne’s CDP supports four primary types of use cases: Outbound marketing: Segments customers based on value, behavior and attributes to deliver 1-to-1 content on every marketing message, across every outbound marketing execution channel such as email, direct mail and SMS. Digital advertising: Engages customers through digital advertising, where firstparty customer data is used to enhance lookalike modeling, and acquisition and retargeting campaigns. Customer experience: Enhances personalization-focused 1-to-1 marketing, relevant customer interactions and offers on the website and all other customerfacing systems such as in the call center or in-person with a clienteling app. Analytics. Calculates and predicts key marketing metrics such as attribution, lifetime value, clusters, likelihood to buy, etc. • SaaS hosting available. Data management • 360 Profile UI is used to search and find specific customers and to view the single customer profile of an individual customer • 360 Profile API is a secure REST API that connects 360 Profile data to third party systems such as service clouds or clienteling apps (i.e., provide personalized info for in-store sales reps). The search API queries the data from individual customer records. For each search result, there is a returned link to the customer’s 360 Profile. • Identity Resolution Engine (IRE) is used to cleanse, de-dupe, link and perform identity resolution across structured and unstructured data sources integrated within the platform. • Website interactions tracked via AgilOne webtag. Anonymous visitors and traffic are stored up to 30 days until the anonymous profile chooses to identify. • Manages both online and offline data sources. • Software development kit (SDK) available. Data security • GDPR compliant. • SOC 2 Type 2 and SANS 20 certified. © 2018 Third Door Media, Inc. • http://martechtoday.com 16 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles regular logo AgilOne logo for dark backgrounds 771 Vaqueros Ave. Sunnyvale, CA 94085 (T) 877-769-3047 white logo www.agilone.com Analytics • Metadata-configurable analytics and machine-learning engine calculates metrics and dimensions from all transaction and event data. • Provides over 300 marketing metrics related to customers, transactions and events. • Data scientists can directly query the data; data can be exported to any query tool. Orchestration • Segmentation features drive content, offers and messaging via execution channels. • Campaign audiences are created through a trigger point, can be saved for reuse in follow-on campaigns or shared across other channels both as an inclusion or exclusion option. • Multiple customer journey flows can be built through trigger points based on customer action (or inaction) to a specific event. Third-party systems integration • Pre-built connectors (API) or sFTP integration with vendors in adtech, call center, website personalization (e.g., Monetate, Oracle Maxymiser), SMS, email (e.g. Oracle Responsys, Oracle Bronto), loyalty, social, attribution and chat. • Connectors available for Facebook and Instagram Custom Audiences. Users can export customer segments to other social networks © 2018 Third Door Media, Inc. • http://martechtoday.com 17 through manual upload. Direct integrations with other social networks are prioritized based on client need and requests. • Ingests social user data through social sign-on technologies like Gigya and Janrain. • DMP and digital advertising platform connectors for LiveRamp, Criteo, Google Customer Match and Datalogix. • Custom integrations using APIs or CSV flat files available using AgilOne’s Integration Framework. Pricing and support • Tiered licensing pricing model based on total number of annual active customers. Does not disclose pricing information. • No free trials. • Annual contract required. • Typical onboarding timeline is 3-4 months and includes five project phases: planning, integration, reconciliation, launch and post-launch configuration. • Included customer support covers application and program support and training. Dedicated 24x7 help desk support staff available via telephone and email. Full coverage during both US and EU business hours. • Offers six different add-on service packages based on client need and desired support. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • B2C enterprise omnichannel companies in all verticals, including travel, retail & e-commerce, and sports and entertainment. Amperity 1000 1st Ave S, 6th floor Seattle, WA 98134 (T) 206-432-8302 https://amperity.com Company overview Key customers Product overview Alaska Airlines GAP, Inc. Kendra Scott Sounders TGI Fridays Wynn Las Vegas Key executives Kabir Shahani, Co-founder & CEO Derek Slager, Co-founder & CTO Amy Pelly, CFO • Founded in 2016. • 70-plus employees. • $37M in funding, including a $28M Series B in October 2017. • Primary use cases focus on unifying customer data to make it actionable for customer loyalty programs and ancillary services sales, Facebook acquisition, website management and more personalized marketing campaigns. • Identity resolution based on research-driven machine-learning models. • Ingests data from any external source. • Cloud hosting available (Amazon Web Services – AWS – or Microsoft Azure). Data management • Ingests data raw, regardless of format, without pre-built connectors or fixed schemas. Data published to Azure or AWS and made available via SFTP or scheduled connections to external systems. • Probabilistic machine generates a first-party identity graph, which discerns connections and unifies all customer data. Identity graph allows multiple customer views that are optimized for demand generation, customer support and improved customer experiences. • Manages both online and offline data. • Manages both structured and unstructured data. Data security • GDPR, HIPAA, PIPEDA (Canada) and APPs (Australia) compliant. • Supports PII redaction, data deletion and suppression. Analytics • Segmentation available using visual tools or SQL. Orchestration • Exports data in tailored segments that are optimized for client tools and systems. • Supports exporting data in the native format of target systems, including campaign managers, analytics tools, enterprise data warehouses and web personalization systems. © 2018 Third Door Media, Inc. • http://martechtoday.com 18 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Third-party systems integration Amperity 1000 1st Ave S, 6th floor Seattle, WA 98134 (T) 206-432-8302 https://amperity.com • Onboards native data set from any data source via API or standard interchange formats. Includes offline data from EDW, CRM and point of sale (POS); online data from e-commerce systems, mobile apps and email providers; offline data; structured and unstructured data; and other data sources. © 2018 Third Door Media, Inc. • http://martechtoday.com 19 Pricing and support • Customized pricing based on project and organization. • 90-day Proofs of Concept to deliver a use case based on client data. • All customers have a dedicated Customer Success team for onboarding and implementation. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • Mid-market B2C brands and e-commerce operators in retail, travel and entertainment verticals. Ascent360 51 Corporate Circle, Ste. 204 Golden, CO 80401 (T) (800) 581-4017 www.ascent360.com Key customers Alterra Mountain Company Ragnar Relay Smartwool Thule Key executives Scott Buelter, CEO Nayab Khan, CTO Christine McAllister, VP, Client Success Company overview • • • • Founded in 2013. 32 employees. $1.9M seed funding in January 2017. Additional offices in Boulder, CO and Boise, ID. Product overview • Primary use cases focus on the CDP as the database of record for marketing organizations, managing individual and household-level data. Through a drag-and-drop segmentation tool, the database can be segmented and sent to numerous digital and direct marketing channels including Facebook, LiveRamp, ExactTarget, IBM, direct mail houses and more. • Hosted as a SaaS-based platform. Data management • Data accessible through APIs. • Identity resolution and data hygiene provided through hygiene engine, matching engine and optimization engine. • Custom ID tracks at the individual level through a combination of email and physical address. • Gathers structured or unstructured data from any source system, and then standardizes into structured data prior to loading. • Does not track website interactions or perform digital ad management. • Collects and manages offline data, matching individuals through custom, phonetic, household/residence and email data. Data security • GDPR and CASL compliant. • SSAE16 certified. Analytics • Customer segments can be built from all data sources (online, offline, loyalty, etc.). Offers several out-of-the-box audiences, derived variables and segments, including lapsed high-value customers. • List exports can be scheduled on a one-time or recurring basis to any external system. • Create a segment and output different aspects about the customer (gender, last purchase, etc.) to then drive dynamic content based off of those attributes. © 2018 Third Door Media, Inc. • http://martechtoday.com 20 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration Ascent360 51 Corporate Circle, Ste. 204 Golden, CO 80401 (T) (800) 581-4017 www.ascent360.com Pricing and support • Built in segmentation tool that creates segments from all data sources (online, offline, loyalty, etc.) and creates lists or segments that can then be pushed to any digital or direct marketing channel, SFTP or exported. Segments can also be placed on a calendar where they can be scheduled to send on a one-time or reoccurring basis to any provider. Third-party systems integration • More than 70 API integrations with point of sale (POS), e-commerce, email service providers (ESPs) and other data providers or marketing execution systems. © 2018 Third Door Media, Inc. • http://martechtoday.com 21 • Pricing based on the number of database records and the number of integrations/source systems. $50K average annual customer spend. • Annual contract required. • No free trials. • Typical onboarding time and process is 60-90 days. A dedicated Implementation Manager partners with the Client Technology team to create a business requirements framework. • Dedicated Customer Success Manager. • Customer support via phone, chat and email. • Add-on services include custom reporting and additional strategic support. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer BlueConic 179 Lincoln St., 5th Floor Boston, MA 02111 (T) 888-440-2583 www.blueconic.com Key customers Franklin Sports Hearst Moen National Geographic The Atlantic Virgin Mobile Key executives Bart Heilbron, Co-founder & CEO Martijn van Berkum, Co-founder & CTO Cory Munchbach, SVP, Strategy • B2B and B2C enterprise and mid-market customers, focused on four primary verticals -- media/publishing, retail/e-commerce, financial services and travel/hospitality. Company overview • • • • Founded in 2010. 65-plus employees. $13.8M in total funding. Additional office in Nijmegen, The Netherlands. Product overview • Platform is accessed via a marketer-oriented UI with all data queries done through the interface. • Primary use cases focus on creating a single source of customer data truth to support data-driven marketing activation use cases, which are facilitated by native integrations with external activation platforms. ESP, campaign management, Google AdWords and Facebook Advertising are among the most popular integrations to support activation use cases. • SaaS and cloud hosting available. Includes a third-party service for cloud infrastructure provided by Amazon Web Services (AWS). Choice of European or US-based AWS zone to host the BlueConic tenant and key space/database of the application. Data management • Persistently stored customer profiles are assigned a proprietary BlueConic ID. Marketers can add as many different descriptive and/or behavioral profile attributes to profiles as they need; there is no set of pre-defined attributes. Marketers can select one profile attribute, or a combination of attributes, to represent a unique identifier. Platform can merge profiles in real time when a new, unique identifier is added to a particular profile that also exists in another profile. • Stores profiles for both anonymous and known customers. • Manages both online and offline data. Offline data can be collected via BlueConic’s Acxiom connection, import connection or Firehose connection. • Manages both structured and unstructured data. • Software development kit (SDK) available for both Android and iOS. Data security • GDPR compliant. • ISO 27001 certified and successful completion of ISAE3402 audits through AWS. • Internet Advertising Bureau (IAB) certified. © 2018 Third Door Media, Inc. • http://martechtoday.com 22 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics BlueConic 179 Lincoln St., 5th Floor Boston, MA 02111 (T) 888-440-2583 www.blueconic.com • Calculates individual behavioral scores based on recency, frequency, momentum, intensity and recent intensity. • User-defined segments built through a point-and-click interface and exported using pre-built connections. Segments defined using any attribute or combination of attributes captured in BlueConic profiles. Orchestration • Recommendation engine uses machine learning to select the optimal marketing message in real time based on individual profile properties. Profiles and segments are updated in real time. • User-defined product or content marketing recommendations also available based on individual profile properties. Third-party systems integration • Native connections for the following systems: Advertising platforms: Google AdWords, Customer Match, Facebook Advertising, AdRoll, DoubleClick Campaign Manager and DoubleClick for Publishers. CRMs: Facebook Connect (profile transfer connection), Microsoft Dynamics 365, Salesforce, Marketo, HubSpot, Acxiom, Gigya and Mixpanel. DMPs: Oracle BlueKai, Salesforce DMP (Krux), Adobe Audience Manager, Lotame, Knowledge Marketing and Relay42. Email service providers (ESPs): Salesforce Marketing Cloud, IBM Marketing Cloud, Sailthru, MailChimp, Oracle Responsys, © 2018 Third Door Media, Inc. • http://martechtoday.com 23 Oracle Eloqua, Bronto, Mailigen, PostUp, Campaign Monitor and WhatCounts. Web tools: Decibel, Optimizely, Adobe Target, Adobe Analytics, Visual Website Optimizer, Usabilla, FullContact, Google Universal Analytics, Magento, Channel.me, Amazon Web Services (S3), Slack, iOS and Android. Tag managers: Google Tag Manager, Ensighten, Tealium and Qubit. • Integrations also available through BlueConic API, Webhooks, FTP, data layer, Google BigQuery, Amazon RedShift, Microsoft Azure, Divolte Collector, and profile import and export connections. Pricing and support • Pricing based on a combination of the number of profiles stored in the platform, the number of platform users and the number of Recommendations API call requests. $65K average annual customer spend. • Annual contracts not required, but typical. • Free trials available. • Onboarding averages 2-4 months. • Email and chat customer support included. Support SLAs guarantee a response to a support ticket within 24 hours. • The following add-on services can be purchased at an hourly rate: strategy consulting, production, data, analytics and technical support. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer BlueVenn 745 Atlantic Ave. Boston, MA 0211 (T) 617-207-8685 www.bluevenn.com Key customers AAA Estee Lauder Gatehouse Media Hotelplan Liverpool Victoria Space NK Key executives Iain Lovatt, Chairman Steve Klin, CEO Mark Jameson, CTO Neil Thomas, CFO • B2B and B2C enterprises and SMBs in retail, travel & leisure, publishing & media, hospitality, automotive, insurance and retail banking. Company overview • • • • Founded in 1998. 110 employees. Acquired Leap Media Solutions in January 2018. Additional US offices in Cary, NC; additional global offices in Bristol and Cheltenham UK; and Nimes, France. Product overview • Primary use cases focus on providing a single customer view, customer analytics, multichannel campaign management, segmentation and modeling, and real-time personalization. Creates a single persistent, unified customer record including first- , second- and third-party data systems. Exposes data to every internal operational system to provide clean and trusted ‘single source of the truth’ throughout the organization. • SaaS, cloud and on-premise hosting available. Data management • Data accessible via SQL and REST API. • Identity resolution and data hygiene features available, including address cleansing, normalization, de-duplication and data verification and validation. Works with third parties to deliver additional cookie-based Identity resolution. • Manages both online and offline data. • Manages both structured and unstructured data. • Tracks user interactions via cookies using a single line of JavaScript embedded in the website header. Data security • ISO/IEC 27001:2013 and ISO 9001:2015 certified. • Direct Marketing Association ICO (Information Commissioner’s Office) Audit compliant. Analytics • Customer segments can be built on the fly using data visualization tools that filter lists of customers using CDP attributes. RFM (recency, frequency, monetary) models built into the tool and customized for every customer for database segmentation. • Predictive modeling available; models can be altered or refined, or used out-of-thebox. • Cluster modeling within campaigns to predictively group individuals within the customer database for retention campaigns, loyalty rewards and product promotions. © 2018 Third Door Media, Inc. • http://martechtoday.com 24 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration BlueVenn 745 Atlantic Ave. Boston, MA 0211 (T) 617-207-8685 www.bluevenn.com • Marketing module to personalize web and email content. • Multi-step and multi-wave customer journey (campaign) creation. Customer journey optimization feature allows marketers to link individual campaigns and see a helicopter view of linked campaigns. • Real-time data feeds can be fed into a campaign or customer journey on the fly to customize messaging or treatments based on individual behavior. Third-party systems integration • Connectors available for 35 martech systems, including customer loyalty (GiveX, BazaarVoice), e-commerce (Magento), email (Adestra, dotmailer, CheetahMail, HubSpot, MailChimp, Responsys), BI (Tableau), social media © 2018 Third Door Media, Inc. • http://martechtoday.com 25 (HootSuite) and CRM (Salesforce Marketing Cloud, NetSuite) tools. Pricing and support • Tiered pricing based on volume of contacts, number of data sources and connectors used. $100K average annual customer spend. • Annual contract required. • No free trials. • Onboarding time and process typically 60-90 days for enterprises, and includes implementation, testing, set up, training and deployment. • Business hours (ET for US/GMT for EMEA) customer support via phone, email and online portal is included. • A full range of consulting and managed add-on services is available, including campaign management, digital automation and targeted growth modeling. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Datorama 43 W. 23rd St., 8th Floor New York, NY 10010 (T) 646-448-8248 https://datorama.com Key customers IBM L’Oreal PepsiCo Pernod Ricard Ticketmaster Unilever Key executives Ran Sarig, Co-founder and CEO Katrin Ribant, Co-founder and Chief Strategy Officer Efi Cohen, Co-founder and CTO Leah Pope, CMO Publisher’s Note: At publication, Salesforce announced an agreement to acquire Datorama. • B2C, B2B and B2B2C enterprises in the consumer packaged goods (CPG), automotive, media & entertainment, internet, pharmaceutical, retail & e-commerce, telco, apparel and manufacturing markets. Company overview • • • • • Founded in 2012. 400 employees. $50M raised in three funding rounds since August 2013. Salesforce signs definitive agreement to acquire Datorama in July 2018. Additional US offices in San Francisco, Miami and Portland; global offices in 17 countries. Product overview • Primary use cases focus on: Cross-channel data integration, analytics and activation for marketing organizations. Unifying B2B customer journeys at multiple levels including customer, account, campaign, channel, business unit, product and any other classification. ĀĀ Investment, performance and outcome data unified across all touchpoints including digital advertising, events and sponsorships, marketing automation, web, mobile and CRM to enable insight, optimization, activation and reporting. Lead-to-account matching for account-based marketing using rules-based calculated dimensions, rules-based groups and fuzzy matching to connect hierarchies in the data such as accounts and leads (or contacts) or other levels of segmentation such as products and business units or campaigns and media buys. B2C customer or audience analytics, reporting and segmentation by system and user-defined criteria (demographics, behavior, region, business unit). Data available for activation via Datorama Activations for automated/semi-automated actions and Datorama’s Query API for data export. • SaaS, cloud or on-premise hosting available. SaaS hosting via Amazon Web Services (AWS) or Microsoft Azure. Data management • Data accessible via API in real time. • Maintains a persistent, unique ID for each customer. • Identity resolution by common keys or email address through rule-based or matching functionality. Supports identity resolution platforms such as LiveRamp to apply keys to each customer. • Manages both structured and unstructured data. • Manages both online and offline data. Normalizes online data with standard marketing and customer entity taxonomy. Normalizes offline data from weather services, consumer price index (CPI), zipcode level, POS, print, radio and television. • Software development kit (SDK) available. © 2018 Third Door Media, Inc. • http://martechtoday.com 26 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Data security Datorama 43 W. 23rd St., 8th Floor New York, NY 10010 (T) 646-448-8248 https://datorama.com Third-party systems integration • GDPR and HIPAA compliant. • EU-US Privacy Shield certified. • ISO/IEC 27001, SOC 1, SOC 2/SSAE 16/ISAE 3402 and SOC 2 Type 2 certified. Analytics • Audience segmentation by any user-defined classification, including consumer interests or business buyers by product, business unit, geography, net promoter score (NPS) score or customer lifetime value (CLV). • Out-of-the-box and custom predictive models and integrated statistical modeling via Datorama Genius, which provides statistically relevant attributes that are responsible for positive and negative KPI performances. • Provides analysis and reporting across all advertising, marketing, web, mobile, CRM and e-commerce data at the investment, performance and outcome levels. Data can be exported for activation using the Action Center and Query API. Orchestration • Datorama Genius leverages predictive modeling to identify campaigns, content or offers most relevant to visitors or audiences. • Provides real-time content optimization via action triggers to execution systems. © 2018 Third Door Media, Inc. • http://martechtoday.com 27 • More than 100 API connectors, including for Facebook, AdWords, YouTube, Adobe Analytics, Google Analytics 360, LinkedIn, The TradeDesk, AppNexus and Salesforce. Connectors for technical platforms like Hadoop, Microsoft SQL, Amazon Redshift, Amazon Athena, SAP Hana and more. • Connects to 2,000-plus systems via TotalConnect, a machine-learning based technology for connecting, cleansing and unifying data from system reporting outputs. • Connects to any non-classical marketing data sources such as point of sale, weather data, economic data and reviews data via LiteConnect, a machine-learning based technology for creating non-marketing data models unique to the source on the fly. Pricing and support • Pricing based on the volume of data stored. Does not disclose average annual customer spend. • Annual contract required. • No free trials. • Onboarding typically takes 4-8 weeks using a milestone-based onboarding process that combines implementation and training on every aspect of the platform. • 24x7 phone, email and online resources and community support included. • Add-on professional services available for implementation and new services; managed services available for ongoing engagements and client team extensions. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • Enterprise B2C brands across all verticals, including finance, healthcare, media, pharmaceuticals, retail, technology and travel. Ensighten 226 Airport Parkway, Suite 390 San Jose, CA 95110 (T) 650-249-4712 www.ensighten.com Key customers CDW Hearst Corp. Microsoft State Farm The Home Depot United Airlines Key executives Marty Greenlow, CEO Ian Woolley, Chief Revenue Officer Tim Benhart, COO Jason Patel, CTO Company overview • • • • Founded in 2009. 80 employees. $108M raised in three funding rounds since September 2012. European headquarters in London, additional European office in Cardiff, Wales. Product overview • Primary use cases focus on: Collecting omnichannel, first-party data from offsite media exposure, on-site behavior and offline sources. Optimizing media by increasing return on ad spend. Frequency cap based on impression counts to remove disinterested users from the targeting pool. Date used to build audience segments for suppression or targeting with DSPs. Improving website performance in real time by firing heavy analytics tags and logic server side instead of in the user’s browser. Leveraging server-side tagging to collect required client side data on AMP pages, IoT devices, kiosks and non-JavaScript environments. • SaaS and cloud hosting available. Data management • Data accessible with the Pulse Streaming for consumption by database tools such as Kinesis Firehose into RedShift. • Identify resolution with Ensighten One, which deterministically stitches users based on specified data points and behaviors, such as authentication on multiple devices. • Persistent unique user ID can be Ensighten’s unique user ID (UUID) or the client’s UID. • Manages both structured and unstructured data. • Manages both online and offline data. • Mobile software development kit (SDK) available. • Website visitor interactions tracked via JavaScript tag configuration, cookie values or data layer elements. Data security • GDPR compliant. • Runs on Amazon Web Services (AWS) and aligns with all data certifications including ISO 27001, PCI-DSS, SOC and HIPPA (where applicable). • Offers advanced manual and automated website and domain privacy audits to review tags for privacy and security compliance, piggybacking of unauthorized tags, data vulnerabilities and opt-out availability. • Uses Kibana (open source analytics and visualization platform) to index all data and enable clients to view and query the last 7 days’ worth of data down to individual server calls for a given user (cookie ID). © 2018 Third Door Media, Inc. • http://martechtoday.com 28 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics Ensighten 226 Airport Parkway, Suite 390 San Jose, CA 95110 (T) 650-249-4712 www.ensighten.com Pricing and support • Segment flags can be written into the data based on client need. Subsequent JavaScript deployments can be set up to fire off API calls to external systems. Orchestration • Enables users to deploy, update and manage marketing tags and data through one intuitive, point-and-click interface. 1,100-plus vendor tag templates available. Third-party systems integration • Pricing based on the number of page or API calls, as well as profiles stored. • Does not disclose average annual customer spend. • Proofs-of-Concept available (not a free trial). • Annual contract required. • Onboarding time and process dependent on the complexity of implementation. • All customers are given a dedicated Customer Success Manager and have access to the internal services team, which offers strategic as well as technical consultancy. • Out-of-the-box integration with 775 martech vendors. • APIs available for custom integrations. • Through server side tag capability, collects data on the client side and conditionally fires server side components to syndicate data to the APIs. © 2018 Third Door Media, Inc. • http://martechtoday.com 29 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Evergage 212 Elm St., Suite 402 Somerville, MA 02144 (T) 888-310-0589 www.evergage.com Key customers Citrix Lenovo Publishers Clearing House Rue La La Walmart Mexico Zumiez Key executives Karl Wirth, Co-founder & CEO Greg Hinkle, Co-founder & CTO Andy Zimmerman, Chief Marketing Officer Jonathan Ranger, Chief Customer Officer • B2B and B2C mid-to-large enterprises in the retail, technology, financial services, travel & hospitality, and media & entertainment markets. Company overview • • • • • • Founded in 2010. 100 employees. $31.5M in funding, including a $10M Series C in August 2017. Acquired MyBuys, a cross-channel personalization tool, in January 2018. Opened European offices in Stuttgart and Berlin, Germany in February 2018. Additional US office in Ann Arbor, MI. Product overview • Combines core CDP functionality with real-time personalization across channels. • Primary use cases focus on natively tracking visitors at both the individual and account levels. Serves as system of record for customer data. Natively tracks each individual’s or account’s engagement with digital properties. Segments B2C customer data to feed DSPs and other ad networks. • SaaS delivery model. Data management • Stored data accessible via API. • Maintains unique, persistent ID for all individuals. Stores multiple identifiers for each individual, including email address and device IDs, to combine activity/history across sessions. • Manages structured and unstructured data using schema-free storage. • Supports both online and offline data. • Software development kit (SDK) for collecting visitor, user and account-level data available for both iOS and Android apps. • Website visitor, user and account-level data collected via JavaScript tag. Visitors are recognized by cookies, login credentials, form completions, IP lookup and/or referring campaign parameters. • Integrates directly with digital ad networks from both the client and server sides. Data security • GDPR compliant. EU-US Privacy Shield Frameworks certified. • Platform hosted by Amazon Web Services (AWS), which is accredited under the following standards: ISO 27017:2015 and ISO 27018:2014, ISO 9001, ISO 27001, PCI Level 1 and Sarbanes-Oxley (SOX). © 2018 Third Door Media, Inc. • http://martechtoday.com 30 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics Evergage 212 Elm St., Suite 402 Somerville, MA 02144 (T) 888-310-0589 www.evergage.com • Real-time segmentation to build and deploy unlimited broad and/or narrow audiences. Segments can be used for analysis, rules-based and algorithmic personalization, or passed to thirdparty martech systems. • Machine-based predictive features include affinity modeling (for understanding visitor/account interests and intent), automatic monitoring of analytics data, and delivering 1-to-1 product and content recommendations. Marketer-friendly, “white box” approach allows users to create machine-learning strategies (aka “recipes”) by combining algorithms, filters, boosters and variations. • Reporting on personalization campaign results, segmentation (segment size and trends) and integration (volume of data imported vs. exported, data quality, trends/changes in list sizes). Analytics Guardian tool provides a dashboard and sends automated email and in-app alerts when opportunities or problems with campaigns, traffic patterns, data quality or integrations are identified by the system. Orchestration • Native content marketing features determine what content should be presented based on known or predictive individual or account behavior. • Delivers content in real time across the web, web and mobile apps, onsite search and email. Experiences can be configured using rules-based campaigns, triggered messages and/or predictive models. • Multi-step campaigns enabled, but require users to create multiple experiences within a campaign. © 2018 Third Door Media, Inc. • http://martechtoday.com 31 • User-defined workflows supported to trigger actions or pass data to external systems via Webhooks. Third-party systems integration • Native integration with CRMs (Salesforce Sales Cloud, SugarCRM, Oracle NetSuite), analytics tools (Google Analytics, IBM CoreMetrics, Adobe Analytics), ESPs (Cheetah Mail, Yesmail, Zeta, Oracle Responsys), marketing automation systems (Oracle Eloqua, Marketo, Salesforce Marketing Cloud, HubSpot, Act-On, Selligent, SilverPop), ad networks (AdWords, LinkedIn, Facebook) and tag managers (IBM, Tealium, Segment, Google Tag Manager, Ensighten, Signal). • Integrates with virtually any data source (DMPs, offline sources, call centers) using APIs and Webhooks. • Out-of-the box integration with virtually all CMSs, e-commerce platforms, and Web and SaaS apps via JavaScript tag, and with Android or iOS apps via SDK. Pricing and support • Pricing based on the number of customers in the database. Evergage does not disclose average annual customer spend. • Proofs-of-Concept available (not a free trial). • Annual contracts required. • Onboarding typically takes 2-4 weeks, contingent on client readiness. • Dedicated Customer Success Managers. • Included phone, email and online ticket-based support during extended business hours (8am-6pm) in numerous time zones. Extensive online knowledgebase available 24x7. • Implementation, training and strategic reviews included. • Add-on managed services available for ongoing campaign management and creative services. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • B2B enterprise and high-growth mid-market companies in a range of verticals. Lattice Engines 1820 Gateway Drive, Suite 200 San Mateo, CA 94404 (T) 877-460-0010 www.lattice-engines.com Key customers Amazon Bank of America Dropbox Honeywell mongoDB Thomson Reuters Key executives Shashi Upadhyay, CEO & Co-founder Michael McCarroll, President Kent McCormick, VP Innovation & Co-founder Chitrang Shah, VP, Product Company overview • • • • Founded in 2006. 130 employees. $65M in total funding. Additional offices in Austin, New York, Boston and Seattle. Product overview • Primary use cases for Lattice Atlas platform focus on first-party data ingestion, thirdparty data enrichment and scoring, identity resolution, AI-based model creation and audience activation. • First-party data ingestion includes accounts, contacts, transactions, website and activity and product bundles and hierarchy. Third-party enrichment data includes growth trends, firmographics, online presence, website keywords and profile, behind the firewall tech and intent. Self-service AI-based models include account-level, inbound lead scoring, crosssell/upsell, rules-based account and PMML model imports. SaaS hosting available. Data management • Stored data accessible via API. Patent-pending AI-based identity resolution algorithm enables customers to organize and map customer data to account hierarchies, accounts, buying centers and individuals within buying centers. Persistent ID for each account and contact. Only stores structured data. • Partners with website traffic de-anonymization solution providers (i.e., Kickfire, DnB Visitor ID) to capture first-party behavior data at the company and buying-center levels. • Customers can provide multiple IDs for the same record, enabling customers to store the multiple cookies, device IDs and system IDs for a given contact. Records can be retrieved using any of these IDs. • Leverages partners (i.e., Oracle Data Cloud, DnB Visitor ID, Bombora) to match firstparty cookies with third-party cookies for display and social advertising. • REST APIs to push audiences into any external system. • Manages both online and offline data. Proprietary identity resolution technology that uses website, company location or DUNS to match customer records to Lattice accounts and appends standardized postal address information. Takes into account misspellings, common variations, etc. Data security • GDPR and EU Privacy Shield compliant. • ISO2001 certified. © 2018 Third Door Media, Inc. • http://martechtoday.com 32 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics Lattice Engines 1820 Gateway Drive, Suite 200 San Mateo, CA 94404 (T) 877-460-0010 www.lattice-engines.com • Defines customer segments based on all first- and third-party data. • Identifies audiences for specific buying stages (e.g., “high-fit customers for analytics product in top of funnel” or “high-fit customers for e-signature products in mid-funnel”). • Self-service artificial intelligence (AI) model creation. • Ability to create different types of AI models depending on the business use-cases, e.g., top of funnel conversion, MQL identification, crosssell, upsell, retention/churn, etc. • Models can predict propensity to convert as well as expected spend and expected customer lifetime value (LTV). Orchestration • Customers create segments in Lattice to ensure that they are presented with relevant content in multi-step campaigns. Third-party systems integration (Marketo, Eloqua), CRMs (Salesforce, Microsoft Dynamics 365), web analytics systems and APIs, as well as the ability to import data via CSV flat files for first-party customer data ingestion, organization and mapping. • Pre-built apps and APIs for marketing automation platforms, CRMs, ad platforms and web personalization systems to publish and activate Latticedefined segments or audiences. Pricing and support • Pricing based on number of accounts imported and processed. CRM module priced separately on a per-user/month basis. Average annual customer spend ranges from $70K to $150K. • Annual contract required. • Onboarding time and process ranges from several hours to several weeks. • Lattice provides a QuickStart service to help customers identify the best initial use-case. • Customer support options? • Provides pre-build connectors to marketing automation platforms © 2018 Third Door Media, Inc. • http://martechtoday.com 33 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • Primarily enterprise B2C brands in media & entertainment, consumer packaged goods (CPG), and hospitality and leisure. Company overview Lytics Portland, OR (T) (503) 479-5880 www.lytics.com Key customers AEG Presents Enterprise Holdings General Mills Heineken Nestlé Purina The Economist Key executives James McDermott, CEO Aaron Raddon, CTO Scott Campbell, CRO Darren Guarnaccia, CMO • Founded in 2013. • 65 employees. • $23.3M total funding, including a $14M Series B round in April 2018. Product overview • Primary use cases focus on: Sharing highly-targeted audience segments to downstream channel tools. Connecting downstream channels (web, mobile, email, social, offline) to create a unified profile for each individual customer. Enriching connected data with real-time machine learning based insights and behavioral scores. Orchestrating highly-targeted audience segments and sharing these audiences with downstream marketing tools in real-time. Improving ad spend ROI by remarketing using audiences based on Lytics behavior-based attributes and content affinities. Creating highly targeted and high-performing acquisition campaigns by applying Lytics audiences to ad platform lookalike capabilities. Leveraging machine learning based behaviors to indicate when an individual should be suppressed from advertising campaigns. Increasing customer acquisition by delivering personalized web experiences for anonymous visitors. Lytics tracks visitor behaviors and topics associated with all viewed content. New web experiences can be created (modals, slide-outs, dynamic content recommendations) using built-in templates and displayed based on profile attributes like topic affinity, behavioral scores. Data management • Stores all customer data and performs identity resolution in a graph database, where all knowledge collected about an individual from multiple channels is linked together. Because of the way a graph database works, profile data is never destructively merged or overwritten. Allows flexibility for which data field to use as the persistent ID for each customer, such as email address or a unique ID or customer number. • Manages both online and offline data. • Manages structured or unstructured data. • Includes proprietary Pathfora SDK, an open source solution for website personalization. • Platform hosted on the Google Cloud Platform. Data security • GDPR complaint. • EU-US Privacy Shield certified. • Out-of-the-box consent management templates and built-in capabilities for handling ‘subject access requests,’ such as viewing and deleting profile data. © 2018 Third Door Media, Inc. • http://martechtoday.com 34 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics Lytics Portland, OR (T) (503) 479-5880 www.lytics.com • Built-in machine-learning algorithms generate behavioral scores for each customer profile. Scores are used to create predictive audiences. Scores and audience membership update in realtime based on user behavior. • Leverages Natural Language Processing (NLP), the Google Vision API, Latent Dirichlet Allocation (LDA) and Bayesian Networks to scan and identify content topics across connected channels, including web properties, email campaigns and assets in any offline content repositories. Assigns a score for each topic to every customer profile (anonymous and known) based on engagement with that topic. • Correlation models automatically generate predictive scores to show conversion probability between any two Lytics audiences. Models score the importance of each data attribute as it relates to the correlation between audiences to aid targeting efforts. Orchestration • Automatic segmentation and recommendations based on built-in behavioral and topic affinity scores. • Cross-channel customer journeys © 2018 Third Door Media, Inc. • http://martechtoday.com 35 with AI-based decisioning to help deliver the best next experience at an individual level. Third-party systems integration • Over 100 built-in integrations with martech solutions. • Lytics API is a RESTful JSON API that includes calls for data collection, personalization, segmentation, content classification/recommendation and account management. Pricing and support • Pricing based on volume of known customer profiles. • Annual contract required. • Five-phase onboarding process typically takes 45-60 days depending on client availability and participation. • Standard technical support is included through online support portal. Support operates from 6am-6pm Pacific Time, Monday-Friday. Additional support packages available. • Add-on services include onboarding support, custom data science projects, customer journey planning, organizational design consulting and agency enablement. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer mParticle 257 Park Ave. South New York, NY 10010 www.mparticle.com/contact Key customers Overstock Postmates SeatGeek Ticketmaster Venmo Via Key executives Michael Katz, Co-founder & CEO Andrew Katz, Co-founder & CTO Dave Myers, Co-founder & COO • B2C brands in retail & e-commerce, travel, financial services, telecommunications, and media & entertainment. Company overview • • • • Founded in 2013. 105 employees. $73M in funding, including a $35M Series C in September 2017. Additional offices in San Francisco, Seattle, Florida and London. Product overview • Enables brands to collect, combine, control and connect customer data across mobile, web, connected devices and offline systems. Real-time processing architecture to support moment-based use cases. Use case-agnostic execution, including integrations with leading marketing clouds, cookie-based ad exchanges and identity-based media platforms. End-to-end data encryption, role-based permissions, single sign-on, two-factor authentication, live data monitoring, data filters and data governance controls. • SaaS hosting available. Data management • Data accessible via both API and query access. Additional access methods include Webhooks, data warehouse feeds, firehose API and JSON feed. • Multi-dimensional identity resolution across known, semi-known and anonymous identifiers. Advanced Identity Resolution (add on) allows users to create their own business logic for when and how activities are tracked and records matched. Persistent identifier can be applied to anonymous consumer records for use across digital and advertising channels. • Data hygiene and standardization tools available. • Multiple software development kits (SDKs) available • Structured and unstructured data managed using schema-free storage. • Website visitor, user and account-level data collected via JavaScript tag. Visitors are recognized by cookies, login credentials, form completions and/or referring campaign parameters. Tracks data such as unique visitors, page views and clicks across web properties. Data security • GDPR, VPPA, California Consumer Privacy Act, EU-US Privacy Shield Framework and Swiss-US Privacy Shield Framework compliant. • Data in transit is encrypted via Transport Layer Security (TLS); data at rest is encrypted using 256-bit AES. • Option to receive and share hashed identifiers rather than personally identifiable information (PII). © 2018 Third Door Media, Inc. • http://martechtoday.com 36 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics mParticle 257 Park Ave. South New York, NY 10010 www.mparticle.com/contact • Near real-time segmentation to build and deploy unlimited broad and/or narrow audiences. Segments can be used for analysis, rules-based and algorithmic personalization, or passed to thirdparty martech systems. Orchestration Pricing and support • AudienceSync enables users to build audience segments centrally and connect them to any number of channels including advertising, push, email, and marketing automation platforms. Segments are updated in real time across all connected channels. • Audience segments and/or event-level data delivered to partners. Third-party systems integration • 250-plus prebuilt connectors for native integration with analytics and BI tools (Google Analytics, Adobe Analytics, Looker, Amplitude, Interana, Mixpanel, Snowplow), data warehouses (Amazon Redshift, Google Big Query. Microsoft Azure), email marketing tools (Oracle Responsys, Salesforce ExactTarget, Braze, Iterable, MailChimp, Sailthru, SendGrid, Leanplum), marketing © 2018 Third Door Media, Inc. • http://martechtoday.com automation systems (Salesforce Marketing Cloud, AgilOne, Braze, Sailthru, Leanplum, Localytics, Tune), advertising platforms (AdWords, DoubleClick, Facebook, Snapchat, Twitter, Criteo, Appnexus), DMPs (Adobe Audience Manager, BlueKai, Krux, Lotame) and tag managers (Treasure Data). 37 • Pricing based on the number of unique customer profiles and how long data is stored. AudienceSync pricing based on the number of audiences. Premium features such as Advanced Identity Resolution and Redshift ETL are à la carte add-ons. • Annual contract required. • Onboarding time depends on implementation complexity. • All customers are assigned a dedicated Customer Success Manager who provides business consulting, education, and technical guidance and issue management. • Add-on professional services packages for guidance through platform implementation and for customers needing assistance across their martech stacks. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer ONEcount 194 Main Ave., Suite 2NW Norwalk, CT 06854 (T) 203-665-6211 www.ONE-count.com Key customers CFE Media Frontline Medical Communications Trib Total Media Wiley & Sons Key executives Joanne Persico, President & CEO Sean Fulton, VP, Technology Peggy Morris, Finance Director Peter Cianfaglione, Marketing Director • B2B and B2C enterprise companies in the media, publishing, pharmaceuticals, household appliances, consumer packaged goods, membership associations, travel & hospitality and direct-to-consumer (DTC) industries. Company overview • Founded in 1996 as a full-service web development agency specializing in data integrations. • Transitioned to a SaaS platform providing CDP and DMP capabilities. • 15-20 employees. • Privately funded. • Additional offices in Secaucus, NJ and Elk Grove Village, IL. Product overview • Consolidates first-party, third-party and behavioral user data into a single platform to create relevant user experiences and precise campaign targeting through a userfriendly interface. • Activates specific user segments across all channels: email service providers (ESPs), ad networks/servers, event management/webinar providers, web and more. • Real-time dashboard and engagement reporting. Secure data feeds for marketing tactics across all channels in enterprise ecosystems. • Robust toolkit to meet a variety of needs to easily develop landing pages and forms, support GDPR compliance and content gating (paywalls) for lead generation or conversion optimization. • SaaS hosted on a secure, privately owned infrastructure. Data management • Data accessible via API. External systems can access data for a single customer in real time through API calls. User-friendly Data Mapper interface. • Stores a persistent ID for both unknown and identified users. Tracks behavior across all channels until a step of identity is taken (i.e., email click, form submission, log-in, event or webinar attendance). • Stores profiles consisting of behavioral, first-party and third-party data (third-party data via built-in LiveRamp integration). • Appends user data from all data sources. Bi-directional sync to update user records with any database via API or sFTP/ FTP data feeds. • Three-year user behavioral history retroactively appended. • Manages both structured and unstructured data. • Manages both online and offline data. • Mobile software development kit (SDK) available. • Website interactions tracked via cookie, JavaScript tag or digital fingerprint. • Integrates with DoubleClick for Publisher, DoubleClick Premium, DoubleClick for Small Business (Google Marketing Platform) and Revive/OpenX to provide real-time ad targeting and reporting. Data security • GDPR, HIPAA compliant. • SOC type II certified. © 2018 Third Door Media, Inc. • http://martechtoday.com 38 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics ONEcount 194 Main Ave., Suite 2NW Norwalk, CT 06854 (T) 203-665-6211 www.ONE-count.com • Segmentation using criteria based on behavior, first-party identity and/or third-party data providers. • Predictive features available. Orchestration • Content recommendation engine uses artificial intelligence (AI) to define content by type and serve recommendations via client-defined algorithms. Algorithms are defined by a mix of rules by related content, similar demographics and clustered user behavior. Segments can be defined by a combination of behavioral, firstparty and/or third-party data from all sources. • User interface enables marketers to create interstitial pop-ups, forms, landing pages, target banner ads and email without HTML experience or web team involvement. • Automatically adds users to segments over time as they meet the criteria of defined segments. Third-party system integration marketing automation platforms (Oracle Eloqua, IBM SilverPop, Real Magnet), ad platforms (DoubleClick for Publishers), email service providers (ExactTarget, PostUp), multichannel platforms (Sailthru) and social media platforms (LinkedIn, Facebook, Twitter). • APIs and dynamic mapping tool allows data exchanges/syncing with other vendors and third-party data providers. Pricing and support • Pricing based on the number of database records and website traffic. Average annual customer spend ranges from $60K - $110K. • Annual contracts required. • No free trials available. • Onboarding time and process ranges from four to six weeks. • Customer support included. • Add-on professional development from industry consultants who support business development, circulation management, audience development and more. Add-on services can also be purchased at hourly rates for additional platform customizations during the duration of an engagement. • Out-of-the-box integrations with dozens of e-commerce (Magento), © 2018 Third Door Media, Inc. • http://martechtoday.com 39 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • B2C and B2C mid-market and enterprise companies in retail, technology, financial services, sports and healthcare. QuickPivot 33 Arch St., 9th Floor Boston, MA 02110 (T) 617-880-4000 www.quickpivot.com Key customers Allen Edmond Cox Media HP National Hockey League SVP Worldwide Wex Key executives Bob Boehnlein, CEO Paul Mandeville, Chief Product Officer Mike Curtin, SVP, Sales & Business Development Chris Malone, VP, Data & Analytics Company overview • • • • Founded in 2014. 90 employees. Privately funded. Sales Offices in San Francisco and Raleigh, NC. Product overview • Provides a view of all customer data, focusing on use cases that leverage data for analysis, reporting, segmentation and campaign execution. Segment Model feature enables users to drag, drop and edit queries to manage direct mail plans through the browser against the same data that’s driving marketing in digital channels. Automated programs can be set up using the Palette module to design and deploy customer lifecycle marketing programs. • Available as a SaaS solution. Data management • Data accessible via API. • Provides and maintains a persistent, unique ID for every customer. • Offers leading data preparation and cleansing processes (CASS, NCOA, address geocoding, NAP standardization, etc.) • Manages both online and offline data. • Supports both structured and unstructured data. • Uses browser cookies to track website interactions. Transmits actions using JavaScript or a tracking pixel embedded on client websites. Data security • GDPR and CASL compliant. • EU-US Privacy Shield certified. • SSAE18 and SOC2 certified. Analytics • Target segmentation module enables users to schedule, automate or build ad-hoc queries to explore data, as well as the ability to automate data feeds to external systems on a scheduled basis. • Ada is a machine learning-based suite of predictive marketing models designed specifically for multi-channel retailers. • Impact module provides unified campaign reporting through visual user-build dashboards. Includes dozens of standard reports with summary and detail-level metrics. © 2018 Third Door Media, Inc. • http://martechtoday.com 40 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration QuickPivot 33 Arch St., 9th Floor Boston, MA 02110 (T) 617-880-4000 www.quickpivot.com Pricing and support • Palette module allows users to design, document and deploy automated customer lifecycle programs. • Interact module provides cross-channel content creation and delivery for email, print, PURL, web, social and SMS campaigns. Third-party systems integration • Out-of-the box integrations with Shopify, Magento and SAP Hybris (e-commerce); Salesforce Commerce and Sales Clouds; Oracle NetSuite and Microsoft Dynamics 365 (marketing automation); and Genesys PureConnect and Microsoft SQL (servers). • Leverages MuleSoft’s Anypoint platform for pre-built integrations and connectors. • Multiple APIs for custom integrations: 100-plus Campaign APIs; 45-plus Data APIs; 25-plus Reporting APIs; and 60plus Content APIs. © 2018 Third Door Media, Inc. • http://martechtoday.com 41 • Pricing based on the number of contact records and data feeds. On average, customers spend approximately $150K annually for full CDP offering. Module-based pricing is available and starts at $24K/year. • Onboarding typically takes 6-8 weeks. • Customer support included from 8:00am-7:00pm ET, Monday through Friday. • QuickPivot will provide after-hours support. • Add-on extended services packages available that include Service Delivery Managers, Business Systems Analysts and Technical Consultants. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Radius 225 Bush Street, 12th Floor San Francisco, CA 94104 (T) 866-493-9070 https://radius.com Key customers Comcast Business First Data Metlife Sam’s Club Yahoo! Key executives Darian Shirazi, CEO & Co-founder Joel Carasone, CTO Jen Mingo, SVP, Customer Success • B2B enterprises in the financial services, telecom, business services, business software and media vertical markets. Company overview • Founded in 2012. • 120 employees. • Total funding of $106M. Product overview • Primary use cases focus on connecting, unifying and augmenting B2B customer data with Radius’ global data ecosystem, The Network of Record™. Creates a central, accessible and persistent store of master records. Enables real-time data management, including enrichment, validation and sourcing. Integrates and activates data across any system, including 500-plus ad channels. • SaaS, PaaS and cloud hosting available. Data management • Enterprise-class APIs and infrastructure able to onboard and re-deploy large data volumes. • Net-new data from Radius and stored master records accessible through both API and software applications that sit on top of the Radius CDP. External systems can access individual data in real time through API calls or application. • Advanced integration and matching engine for B2B data sets provides identity resolution and data hygiene on account and contact data. • Manages structured and unstructured data. • Manages both online and offline data. • Website interactions synced via customer’s internal systems and formats. • Cookie sync for enriching profiles with ad network data and sending audience data out to ad networks. Exclusive B2B partnership with LiveRamp. Data security • GDPR and CAN-SPAM compliant. • SOC-2 Type II, ISO27001 and ISO22301 certified. © 2018 Third Door Media, Inc. • http://martechtoday.com 42 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Analytics Radius 225 Bush Street, 12th Floor San Francisco, CA 94104 (T) 866-493-9070 https://radius.com • Segment builders and API access enable creation of ideal customer profiles (ICPs), total addressable markets and campaign audiences. • Includes self-service modeling for predictive scores and audience recommendations. • PaaS offering includes developer portal to connect existing business intelligence (BI) solutions and development of custom analytics interfaces. Orchestration • Marketers can set up audiences and triggers to activate data across delivery systems such as email, ads or outbound sales. • Intent monitoring to identify ‘in-market’ accounts and automatically deploy key contacts to channels. Third-party systems integration • Integrates with 500-plus digital ad destinations via LiveRamp partnership. • Robust set of APIs to sync customer data from any other system and deploy or enrich Radius data into customer systems. Pricing and support • Pricing based on data volume and the set of enabled features chosen. Average annual customer spend ranges from $65,000K - $300K. • Annual contracts required. • Proofs-of-concept available (not a free trial). • Onboarding time varies from one week to three months depending on use cases. • Customer support included with designated Customer Success Manager and Solution Engineers via email and phone. • Premium support and add-on custom services available. • Out-of-the-box integration with Salesforce, Marketo, Pardot and Eloqua. © 2018 Third Door Media, Inc. • http://martechtoday.com 43 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Segment 100 California St., Suite 700 San Francisco, CA (T) (415) 649-6900 www.segment.com Key customers 21st Century Fox Gap IBM Instacart Intuit Time Inc. Key executives Peter Reinhardt, Co-founder & CEO Calvin French-Owen, Cofounder & CTO Ilya Volodarsky, Co-founder & Head of New Product Engineering • The Fortune 2000 as well as SMBs in retail, media & entertainment, B2B and marketplaces. Company overview • • • • Founded in 2011 as a data integration tool. 250-plus employees. $108.7M in total funding, including a $64M Series C in July 2017. Additional offices in New York, Vancouver and Dublin. Product overview • Cloud-based lead-to-account matching and marketing database of record. • Use cases focus on: Removing the need to integrate analytics and marketing tools one-off by using a single platform to capture customer data and send it to internal tools automatically. Creating universal behavior-based audiences to drive personalization across ad, email and in-app channels. Compiling all information about an individual into customer profiles that can be used in marketing tools or analytics in a data warehouse. Data management • Data accessible in near real-time through Segment’s API. Data also accessible via ‘raw data’ integration tools like Kinesis. • Personas product provides identity resolution and a suite of features around audiencing and activating data • Persistent, unified ID for each customer. • Website interactions tracked via JavaScript library. • Server-side libraries collect enterprise data from internal systems as point of sale (POS) and append any trait (name, address) to a customer profile. • Software development kit (SDK) available. • Suite of tools around data quality and governance. Data security • GDPR ready. • Offers deletion, suppression and consent manager for end-user privacy. • ISO 27001 and Privacy Shield certifications in progress. Analytics • Ability to tag customers with the results of Segment’s machine-learning models and use integration partners to automatically deploy predictive models. • Accurately merge customer history across different channels into one profile. • Build Computed Traits (individual-level calculations that signal customer intent) and Audiences with a drag-and-drop interface on top of historical first-party data. © 2018 Third Door Media, Inc. • http://martechtoday.com 44 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration Segment 100 California St., Suite 700 San Francisco, CA (T) (415) 649-6900 www.segment.com Pricing and support • Deliver Computed Traits and Audiences to hundreds of end tools for personalized marketing campaigns and in-app experiences. • All content marketing, multi-step campaign and dynamic marketing capabilities handled through marketing automation partners or through the use of Segment’s Profile API. Third-party systems integration • 200-plus out-of-the-box integrations with martech systems (sources and destinations) in categories including A/B testing (Optimizely, Monetate), analytics (Google Analytics, Mixpanel, KISSmetrics, HubSpot), attribution (Localytics, Kochava, Tapstream), CRM (HubSpot, Sailthru, Firebase, Salesforce), email (MailChimp, Autopilot, Drip, KISSmetrics), helpdesk (Zendesk, Zopim, Intercom), mobile (Android, iOS, AMP, Xamarin), personalization (Evergage, Monetate, Wishpond, Tray.io), referrals (Sasquatch, Ambassador, Friendbuy), tag management (Google Tag Manager) and warehouses (Redshift, BigQuery, Snowflake). © 2018 Third Door Media, Inc. • http://martechtoday.com 45 • Pricing varies by plan as well as the number of monthly tracked users (MTUs - number of anonymous and logged-in visitors). Developer plan: Free; includes two sources and unlimited destinations. Team plan: $120/month; base includes 10,000 MTUs, and unlimited sources and destinations. Business plan: Customized pricing and MTU volume; includes unlimited sources and destinations, historical data replay, as well as data filters and controls. • Annual contract required for Business plan, not required for Developer or Team plans. • Free trials available. • Onboarding time varies from 2 days to 3 months, depending on company size and complexity of implementation. • Email customer support included on all plans. Dedicated Customer Success Manager and Solution Architects available on the Business plan. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • Mid-size to enterprise B2B companies in the retail, grocery, hospitality & restaurants, and airlines industries. SessionM 2 Seaport Lane, 11th Floor Boston, MA 02210 (T) 888-226-9756 www.sessionm.com Key customers Air Canada Barneys New York Brookstone Huggies Publix Starbucks Key executives Lars Albright, Co-founder & CEO Scott Weller, Co-founder & CTO Mark Herrmann, Co-founder & Chief Product Officer Patrick Reynolds, CMO Company overview • Founded in 2011. • 195 employees. • $97.3M in total funding, including a $23.8M Series E round in July 2018 led by Salesforce Ventures. • Additional US office in Pittsburgh; global offices in Singapore, London and Amsterdam. Product overview • Unifies and matches customer data to a single unique profile. • Primary use cases focus on audience segments, targeted messaging and scheduled/ triggered offers. Unified data from e-commerce, in-store point of sale (POS) and email campaign interactions to send predictive offers. Scheduled and/or triggered offers can be sent in real time to be presented and redeemed in store. • Cloud or on-premise hosting available. Data management • • • • • Data accessible via API. Offers identity resolution, data hygiene, address validation and user matching. Manages both online and offline data. Manages both structured and unstructured data. Software development kit (SDK) available. Data security • GDPR compliant. • SOC 2 certified (platform hosted by Amazon Web Services). Analytics • System calculates recency, frequency, spend and customer lifetime value (CLV), as well as product and offer recommendations for each customer profile. • Marketer-defined customer segments based on any attribute within the system, including location, gender, age. • Predictive modeling for transactions and spend at the individual level for CLV, risk of churn, product or offer affinity and more. © 2018 Third Door Media, Inc. • http://martechtoday.com 46 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration SessionM 2 Seaport Lane, 11th Floor Boston, MA 02210 (T) 888-226-9756 www.sessionm.com Pricing and support • Built-in campaign execution capabilities enable users to create targeted audiences based on CDP profiles or loyalty program data. • Deploy targeted, scheduled or behaviorally triggered campaigns across email, app, web or SMS channels. • Rules engine triggers messaging or offers based on engagement, purchase or location events. • Analyze and optimize by creative segment and channel. Tags are dropped on customers as they take action for better segmentation. Third-party systems integration • Dedicated APIs for ESPs, data warehouses, messaging platforms and e-commerce platforms. Supports both server-to-server and client-to-server transactions. © 2018 Third Door Media, Inc. • http://martechtoday.com 47 • Pricing based on monthly active platform users and number of modules. (Monthly active user defined as an end user whose profile is maintained in the platform and generates at least one API request during the previous 30 day period.) • Four billable modules: Customer Data Platform, Campaign, Offer and Loyalty. • Annual contract required. • No free trials. • Typical onboarding time is 2-4 months. • Customer support via email and phone included. Availability varies by priority level, from 24 hours to business hours. • Add-on strategy services available, particularly for loyalty program optimization. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Tealium 11095 Torreyana Rd. San Diego, CA 92121 (T) 858-779-1344 https://tealium.com Key customers Domino’s Lincoln National Life Insurance Politico Priceline.com Providence St Joseph Health Samsung Key executives Jeff Lunsford, CEO Ali Behnam, Co-founder Mike Anderson, Co-founder & CTO Adam Corey, Chief Marketing Officer • Enterprise B2B and B2C companies in the retail, travel & hospitality, healthcare, financial services, media and technology markets. Company overview • Founded in 2008 as an enterprise tag management vendor. • 360-plus employees. • $113M raised in seven funding rounds, including a Series E in February 2017 led by Citi Ventures. • Additional US offices in San Francisco, Chicago and New York City. • Global offices in Paris, Munich, Berkshire (UK), Sydney, Singapore, Madrid and Tokyo. Product overview • Universal Data Hub (UDH) creates visitor profiles representing important customer attributes, and segments profiles by shared behaviors to create audiences. Patented visitor stitching functionality enables customer records to be automatically joined while maintaining comprehensive data. • B2C use cases for data cleansing/hygiene, data enrichment, unifying online and offline data, single view of customer, complex segmentation, dynamic audience management, cross-channel data management, campaign personalization or optimization and progressive profiling. • B2B use cases for data onboarding, data unification, single view of customer, account-based marketing, data orchestration, sales enablement/intelligence and unifying online and offline data. • Identity resolution to cleanse and normalize data. • SaaS and cloud-based hosting (including private clouds) available. Data management • UDH data accessible via Javascript tags, pixels, pre-built connectors, installation libraries (for mobile and IoT), software development kits (SDKs), Webhooks/REST, CSV/omnichannel file import and APIs/plug-ins. • Data hygiene tools include Visitor Trace, which tracks an individual’s actions (defined as events) to enable real-time stitching across all the visitor’s associated attributes, audiences and actions; Tag Status Checker, Site Scan (page-by-page website scan); and Verify Data Layer (monitors if data layer is implemented properly). • Patented identity resolution technology ‘replays’ the data from each of the stitched profiles back in order, so profiles can be built taking into account the sequence of the customer journey. • Manages both structured and unstructured data. • Manages both online and offline data. • Mobile software development kit (SDK) available. • Website visitor interactions tracked via both cookie and JavaScript tag. • Manages dynamic audiences, which can be synced across the martech stack using rules and associated actions. Provides ad hoc tools to discover and build one-off audiences for targeted digital advertising. Uses cookie syncs for enriching profiles with ad network data and sending data out to ad networks. • Allows clients to standardize and monitor event- and visitor-level data on both the client-side and server-side data in the data layer (client data schema). © 2018 Third Door Media, Inc. • http://martechtoday.com 48 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Data security Tealium 11095 Torreyana Rd. San Diego, CA 92121 (T) 858-779-1344 https://tealium.com Third-party systems integration • GDPR, HIPAA and HITECH compliant. • EU-US Privacy Shield Framework compliant and Swiss-US Privacy Shield certified. • SSAE18 SOC 2 Type 1 and 2 certified. • Partners with clients on Cloud Security Alliance compliance to leverage the secure AWS infrastructure. Analytics • Audience Discovery tool allows users to analyze real-time graphical representations of both historical and live site visitor data and site visit behavior. • Audience Sizing tool enables users to specify date ranges and rule conditions to search audience data for matching visitor profiles. • THINK is a predictive tool built on top of the UDH to provide machine-based intelligence on event-level behavioral data. Data must be standardized for accuracy in prediction outputs. Utilizes Predictive Audiences, a continuous audience creation service that identifies best audience segments. • Predictive personalization features utilize machine-learning insights. Orchestration • Campaign orchestration capabilities not native to the platform and are available through third-party martech systems. © 2018 Third Door Media, Inc. • http://martechtoday.com 49 • Client-side integrations (tags) for over 800 third-party technologies. • Server-side integrations (pre-built connectors) available for 130-plus third-party systems in 13 categories, including analytics, affiliates, CRM, email, personalization, search, security and social. • Integration also available via installation libraries (SDKs, IoT, connected device and mobile apps) and manual upload or automated pick up (CSVs/ omnichannel imports). • APIs include Visitor Lookup, Collect HTTP and Hosted Data Layer. • Webhook connector to send data to third-party systems using customized HTTP requests. Pricing and service • • • • Pricing based on annual event volume. Annual contracts not required. Free trials available. UDH onboarding is typically 90 days. Base-level training is included for all customers, with add-on ongoing or refresher training available. • All customers receive an Account Manager, onboarding and system deployment, self-service documentation, access to the Tealium Learning Community (self-service documentation portal) and forums, online ticketing and continuing education (i.e., online video-based content). • Bi-weekly product releases to roll out new features and functionality. • Offers a variety of add-on professional and strategic services, as well as premium customer support. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Treasure Data 2565 Leghorn St. Mountain View, CA 94043 (T) 866-899-5386 www.treasuredata.com Key customers Muji Shiseido Subaru Survios Wish.com Key executives Hiro Yoshikawa, Co-founder & CEO Kazuki Ota, Co-founder & CTO Sada Furuhashi, Co-founder & Solution Architect Rob Glickman, CMO Publisher’s Note: At publication, Treasure Data announced its acquisition by ARM Holdings. • Enterprise companies across all vertical markets in both B2B and B2C. Company overview • • • • Founded in 2011. 175 employees. $54M in funding, including a $25 million Series C in November 2016. Additional offices in Tokyo, Japan and Seoul, South Korea. Product overview • Enables a single, actionable view of the customer. • Primary use cases focus on capturing customer interactions across devices and from online to in store. Identify best, current and potential customers. Personalize customer interactions to increase retention and upsell opportunities. Build a unified view of customers to deliver premium customer experiences. • Manages both online and offline data. • Manages structured and unstructured data. • Cloud-based service for the acquisition, storage and analysis of data. Data management • Data accessible via standard query language; individual-level data accessible via API. • Maintains a persistent ID for each customer, and utilizes any other ID when needed for personalization across web, mobile, etc. • Software development kit (SDK) available. • Website interactions tracked via cookie and Javascript tag. Treasure Data can match its own cookie IDs with third-party cookie IDs to allow the marketer to enrich profiles with external data or reach users through advertising networks. Data security • GDPR compliant. • SOC 2 and ISO/IEC 27001:2013 certified. • EU-US and Swiss-US Privacy Shield certified. Analytics • Define customer segments to create personalized marketing campaigns. • Model customer segments with machine learning to assess current behaviors and predict future behaviors. (Model based on Apache Hivemall, a scalable machine learning library that runs on Apache Hive.) • Attribution analysis across all channels. • Reports and dashboards to provide at-a-glance data visualizations of current KPI results and performance. © 2018 Third Door Media, Inc. • http://martechtoday.com 50 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration Treasure Data 2565 Leghorn St. Mountain View, CA 94043 (T) 866-899-5386 www.treasuredata.com • Serves personalized content by unifying data from different marketing tools (i.e., Salesforce, Marketo, etc.), and realtime website visits to create a dynamic homepage that displays content catering to a visitor’s job title. • Supports cross-channel and cross-device orchestration, audience retargeting, site and app personalization, user segmentation, rules and messaging management, advertising and marketing automation, email and notifications triggering, etc. • Allows personalized engagement and marketing programs in real time, with robust workflow combined with dynamic segmentation. • Connects to BItTools for additional reporting, marketing and sales tools to deliver insights to team members. Third-party systems integration databases, advertising, social media, business intelligence (BI), email, marketing automation, CRM, analytics, enterprise resource planning (ERP), devices and sensors (IoT), e-commerce, payments and customer support. Pricing and support • Pricing based on number of known profiles. Average annual customer spend is $100K-plus. • Annual contract required. • No free trials (8-week Proofs of Concept are available for clients after onboarding). • Onboarding with initial results are available days after data ingestion. Support is included and Treasure Data also offers premium support, professional services and custom integrations. • 100-plus out-of-the-box integrations for mobile and apps, web, raw data, © 2018 Third Door Media, Inc. • http://martechtoday.com 51 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Velocidi 30 Irving Pl., 10th Floor New York, NY 10003 (T) 212-884-9990 www.velocidi.com Key customers Bank of America Bertelsmann Democratic Congressional Campaign Committee Publicis Pubmatic Smartclip Key executives David Dunne, CEO Paulo Cunha, Chief Product Officer Jon Rygh, Chief Strategy Officer • B2C mid-size to enterprise companies in the retail & e-commerce, telecom, banking & finance, and consumer services markets. Company overview • • • • Founded in 2009 as a marketing intelligence platform; Private CDP launched in 2017. 26 employees. $12M Series A funding in December 2016 led by Pilot Growth Equity. Acquired ShiftForward in April 2018 to enable deployment of the Velocidi Private CDP. • Additional global offices in Dublin and Porto, Portugal. Product overview • Data collection at both the event and aggregated campaign data levels. • Primary use cases focus on customer segmentation, predicting customer behavior, on-site personalization and development of custom ad audiences for delivery to demand-side platforms (DSPs) and email service providers (ESPs). • SaaS, cloud and on-premise hosting available. Data management • Data accessible through API. • Identity resolution with persistent IDs for each customer. • Proprietary data quality machine learning (ML) and artificial intelligence (AI) module to identify data issues, anomalies and outliers that will impact marketing outcomes. • Manages both online and offline data. • Manages both structured and unstructured data. • Software development kit (SDK) available. • Website interactions tracked through JavaScript SDK or HTTP tracking API. • Supports bi-directional third-party browser cookie syncs. Data security • GDPR compliant. Partnership with ePrivacy Germany for fast-track client ePrivacyseal GDPR certification. • ISO 27001 certification in progress. Analytics • Rules-based audience segmentation based on customer attributes. Orchestration • Dynamic or real-time marketing interactions driven by built-in recommendations framework. The CDP recommends the messages, articles or product offers to be delivered through third-party platforms. © 2018 Third Door Media, Inc. • http://martechtoday.com 52 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Third-party systems integration Velocidi 30 Irving Pl., 10th Floor New York, NY 10003 (T) 212-884-9990 www.velocidi.com • 100-plus APIs to integrate with ad networks (Facebook Ads, AdWords), CRM and commerce (HubSpot, Microsoft Dynamics 365, Salesforce, SAP), marketing automation (Marketo), customer experience (Brightcove), analytics tools (Adobe Analytics, Google Analytics), ESPs (MailChimp, Gmail) and data collaboration and management solutions (Dropbox, OneDrive). • Supports generic set up of real-time client browser-side integrations with advertising platforms using image (pixel) calls. Pricing and support • Platform offered a la carte or as one unit. Pricing based on the number of customer IDs under management and the number of data connectors set up for ingestion. Additional fees for volume of © 2018 Third Door Media, Inc. • http://martechtoday.com 53 • • • • monthly events tracked or the number of monthly activation events. Annual customer spend starts at $30K. One month free trial followed by required annual contract. Typical onboarding process ranges from a few days (SMBs) to 12 weeks (enterprises). Customer support includes documentation, quick-start guides, online tutorials and a dedicated Customer Success Manager. Add-on professional services include data science consulting (setting objectives, data strategy, cleansing, onboarding, reporting, audience segmentation, and building models and predictive algorithms), custom machine-learning based predictive models and product roadmap/feature prioritization. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer Zaius 205 Portland St. Boston, MA 02114 (T) 866-493-9070 www.zaius.com Key customers Anheuser-Busch InBev Moda Operandi Optoro Output Tea Forte Key executives Mark Gally, CEO Spencer Pingry, Co-founder & CTO • Mid-market B2C companies selling direct-to-consumer in retail & e-commerce, travel & hospitality, marketplaces and consumer subscriptions. Company overview • Founded in 2014. • 100 employees. • $50.8M in total funding, including a $30M Series B in April 2018 led by Insight Venture Partners. • Additional office in Leesburg, VA. Product overview • Brings customer data and campaign execution together in a single platform. • Collects and unifies customer behavior from multiple channels, including websites, email, mobile, offline/point-of-sale, enterprise resource planning (ERP), inventory, customer service applications and call center systems using one-click integrations and flexible APIs. • Use cases include customer re-engagement and win-back campaigns, post purchase engagements, shopping cart abandonment, loyalty programs and automated syncs to Google Customer Match and Facebook Custom Audiences for targeted ad campaigns. • SaaS hosting available. Data management • • • • • • Data accessible via API or SQL. Identity resolution and data hygiene features for first-party data. Maintains a persistent ID for each customer. Manages both online and offline data. Software development kit (SDK) available. Website interactions tracked via JavaScript. Data security • GDPR compliant. • Privacy Shield certified. Unresolved Privacy Shield complaints referred to BBB EU Privacy Shield, an alternative dispute resolution provider. Analytics • User-defined customer segments can be automatically scheduled and sent to external systems. • Employs machine learning to enable users to generate, deploy and refresh predictive models. © 2018 Third Door Media, Inc. • http://martechtoday.com 54 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration Zaius 205 Portland St. Boston, MA 02114 (T) 866-493-9070 www.zaius.com Pricing and support • Content marketing capabilities support sending targeted content to customers in near real time. • User interface (UI) allows users to set up multi-step campaigns that include a series of marketing messages for individual customers over time, based on data and user instructions. Third-party systems integration • Out-of-the-box connectors for 17 systems. • Seven APIs for custom integrations. © 2018 Third Door Media, Inc. • http://martechtoday.com 55 • Pricing based on volume of customers, messages sent, overall data and API calls. • Onboarding time and process ranges from several days to several months, depending on the scope of the integrations and internal activities. • Customer support includes live chat, email and phone (8am-8pm ET). • Add-on premium services include white-glove implementation services, campaign configuration, customer advisory calls and executive business reviews. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Target customer • B2B and B2C enterprises in the retail, technology and banking markets. Zylotech 101 Main St. Cambridge, MA 02142 (T) 617-453-8212 www.zylotech.com Company overview Key customers Product overview Cisco Daimler Keurig Palo Alto Networks SharkNinja Staples Key executives Abhi Yadav, Founder and CEO Iqbal Kaur, Co-founder and Chief of Analytics Ed Wolf, Head of Sales Dr. Andrew Malinow, Principal Data Scientist • Founded in 2014. • 25-plus employees. • Additional office in Bengaluru, India. • AI-driven, automated customer analytics platform that enables marketers to identify, understand, grow, retain, reactivate and nurture both lapsed and active customers. • Specific use cases focus on: Enabling individualized interactions with existing customers across all stages of the lifecycle and buying journey. Leveraging customer data from every channel to enable customized delivery of the right offer at the right time, through any existing tool or activation layer. B2B account-based intelligence (customer profiling, personal matching, ongoing data enrichment) to help sales and marketing manage target accounts and target personas with automated account database management. Personalized ad targeting to deliver data-backed ad campaigns at the most opportune moment on any channel via preferred adtech social media platforms. • Cloud hosting available. Data management • • • • • • Data accessible via query and API. Maintains a persistent ID for each customer profile. Manages structured and unstructured data. Manages both online and offline data, including standardizing postal addresses. Software development kit (SDK) available. Website interactions tracked via both cookie and JavaScript tag. Data security • GDPR compliant. • PCI DSS compliant. • ISO/IEC 27002 certified. Analytics • Micro-segmentation features identify groups of customers based on behavioral and other attributes. • Embedded analytics engine for predictive modeling around customer lifetime value (LTV), likelihood of churn, product affinity, purchase propensity and other metrics. © 2018 Third Door Media, Inc. • http://martechtoday.com 56 Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Vendor profiles Orchestration Zylotech 101 Main St. Cambridge, MA 02142 (T) 617-453-8212 www.zylotech.com • API available for custom integrations. • User interface (UI) app allows users to choose criteria and set rules to target select customer segments for marketing campaigns. • Orchestrates in conjunction with marketing execution systems to deliver dynamic marketing interactions. Third-party systems integration • 60-plus out-of-the-box connectors for ESPs (MailChimp), marketing automation systems (Marketo, Oracle Eloqua), analytics tools (Google Analytics, Mixpanel), e-commerce (Magento), CRMs (Salesforce), and database and infrastructure management (Heap, Postgres). © 2018 Third Door Media, Inc. • http://martechtoday.com 57 Pricing and support • Pricing based on the number of data sources, the total volume of customer data and data enrichment. $150K average annual customer spend. • Annual contract required. • Proofs of Concept available (not a free trial). • Onboarding time is typically six weeks. • 24x7 customer support via Slack; business hour support via phone, email and chat. • Add on premium support and dedicated consulting services available. Email: martechtoday@digitalmarketingdepot.com M A R T E C H I N T E L L I G E N C E R E P O R T: Enterprise Customer Data Platforms: A Marketer’s Guide Resources Blogs Chiefmartec by Scott Brinker CDP Institute Blog Customer Experience Matrix by David Raab Websites CustomerDataPlatformInstitute.org digitalmarketingdepot.com marketingland.com martechtoday.com searchengineland.com Articles “What’s the difference between customer data platforms and data management platforms?” by Steve Zisk, Senior Product Marketing Manager, RedPoint Global. Infographics MarTech Comparison Guide: What Makes a CDP Different? Published by BlueConic. Presentations “State of Digital Marketing,” presented by LUMA at the Digital Marketing Summit. Whitepapers A Marketer’s Guide to Customer Data Platforms, published by BlueVenn. Customer Data Platform or Marketing Automation: What do you really need? Published by QuickPivot. The Complete Guide to Customer Data Platforms, published by mParticle Where to Start with Customer Data Platforms, published by the CDP Institute and sponsored by Fospha. Research Reports Customer Data Platform Industry Profile, published by the CDP Institute, January 2017. Customer Data Platform Industry Update, published by the CDP Institute, June 2018. The High Cost of Disconnected Data, conducted by Vanson Bourne and published by SnapLogic, May 2017. What Marketers Need to Know about Managing Identity, published by Gartner, July 2017. © 2018 Third Door Media, Inc. • http://martechtoday.com 58 Email: martechtoday@digitalmarketingdepot.com September 10, 2018