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
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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
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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
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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.
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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
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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;
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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.
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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.
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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.
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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
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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.
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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?
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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?
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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
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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.
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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
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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.
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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
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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.
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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
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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.
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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.
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• 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
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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
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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
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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
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(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.
ŠŠ 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
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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
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• 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
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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
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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
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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
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• 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
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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
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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
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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
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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
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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
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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).
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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.
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• 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.
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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
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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.
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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
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•
•
•
•
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
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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
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• 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
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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).
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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
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Email: martechtoday@digitalmarketingdepot.com
September 10, 2018