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FINDING THE RIGHT CUSTOMER DATA PLATFORMIN AN EVOLVING MARKET: THE PROGRESSIVE MARKETER’S BUYERS’ GUIDE TO CDPs

PART 9 OF THE CDP EXPLAINER SERIES BY MARTECH ADVISOR

© 2018 All Rights Reserved. MarTech Advisor.

BUYERS’ GUIDE

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Our editorial approach is that the choice of

Customer Data Pla�orm partner stems from

your unique context, use case(s) and desired

outcomes.

A limited comparison of vendors based on

a limited list of features can never be

comprehensive or even fair; and will not

provide you – the prospec�ve buyer – the

perspec�ve needed to shortlist vendors.

In addi�on, it’s important to acknowledge

the way CDP vendors themselves are

reinterpre�ng CDPs based on their knowledge

of their preferred markets; and posi�oning or

aligning themselves into different areas of

specializa�on.

CHITRA IYER

EDITOR-IN-CHIEF, MARTECH ADVISOR

@MoreMarInTech

( )LinkedIn

Note from the Editor

Many of you have been following The CDP

Explainer Series since January this year. We

have taken the journey of learning about

Customer Data Pla�orms together. Thank you

for staying with us!

Customer Data Pla�orms, though a rela�vely

new concept, are undoubtedly already central

to ‘Customer Experience’ (CX), and they

con�nue to evolve at an unprecedented rate.

The term has reshaped itself from when it was

originally defined by David Raab, founder

of the CDP Ins�tute, as the ‘marke�ng-

managed technology that can deliver a

unified, persistent view of the customer and is

accessible to other systems’. It has been

interpreted in different ways by different

vendors and even users. So, how does that

impact our version of the Customer Data

Pla�orm Buyers’ Guide? We believe – and

have always said in The CDP Explainer Series

as well – that it’s not about the best CDP

solu�on – it’s about the best CDP solu�on for

you.

This Buyers’ Guide is commi�ed to editorial integrity and remains proudly vendor agnos�c.


https://twitter.com/MoreMarInTech

https://www.linkedin.com/in/chitra-iyer/


Table of Contents

2 The 3-Tiered Approach to CDP Vendor Selec�on

Step 1: Define Your ContextStep 2: Define Your Priority Use Case(s) and OutcomesStep 3: Define Your Own List of Must-Have Features

3 A Comprehensive List of Possible CDP Features

4 Vendor Directory and MTA Commentary on Vendor Focus

5 Addi�onal Resources to Help with CDP Vendor Shortlis�ng: Select Resources from the MarTech Advisor CDP Explainer Series Issue 1- 8

1 Introduc�on: Evolu�on! Evolu�on! Evolu�on!

Customer Data Management, Customer Data Pla�orms. Vendor Insights and User Needs Have All Evolved.

Page 1 to 3

6 About MarTech Advisor

Page 4 to 10

Page 11 to 14

Page 15 to 45

Page 46 to 47

Page 48


INTRODUCTIONEvolu�on! Evolu�on! Evolu�on!Customer Data Management, Customer Data Pla�orms, Vendor Insights and User Needs Have All Evolved.

PART 1


Customer Data Management is evolving

As business leaders across industries acknowledge

that customer data is the most precious currency in

the new data-powered economy; the larger

customer data management space is evolving to

accommodate a new “paradigm of personaliza�on”:

— The focus has shi�ed from anonymous

persona-based personaliza�on to Personally

Iden�fiable Informa�on (PII) driven ‘segment

of one’ personaliza�on, especially with AI

driven technology that is able to customize on

the fly.

— From Ad-Tech driven personaliza�on to

MarTech driven personaliza�on: From the days

when ad targe�ng and retarge�ng based on Data

Management Pla�orm (DMP) personas was

cool, to when MarTech is able to personalize

website content on the fly – the concept of

personaliza�on is evolving.

— The focus is shi�ing from third party data to first

party data, as CMOs realize the wealth of

customer and prospect data they are si�ng on,

even with rudimentary omni-channel customer

interac�ons. Perhaps CMOs are reminding

themselves it’s cheaper to retain exis�ng

customers than constantly seeking new ones

(which is also, of course, important, but more

expensive).

— The omni-channel space has turned the

spotlight back on data integra�on, versus data

collec�on and storage. How data sources are

connected, how freely the data can flow back

and forth, and how it can be applied to MarTech

solu�ons for conversion outcomes is the focus

today.

— The concept of ‘clean’ data has evolved from just

having the correct current fields for each record

to having unique, real-�me data records that

enable the iden�ty of each prospect or

customer to be resolved through the spectrum of

touchpoints.

Customer Data Pla�orm Vendor Insights and

Offerings are Evolving

So, it’s no surprise that the interpreta�on and

applica�on of ‘Customer Data Pla�orms’ – one

of the preferred ways to manage customer data

by marketers today – too, has evolved in several

ways:

— Several pla�orms offering CX and data

management solu�ons have pivoted to claim

the CDP tag.

— Analy�cs and AI solu�ons have included CDP at

the back-end to bolster their primary offering.

— More recently, Microso�-Adobe-SAP’s open

data alliance and Salesforce Customer 360

have put their own spin on the concept of

a unified customer view, applying the

technology to customer data within their own

walled gardens.

That means, there is no one rule for who can call

themselves a CDP anymore.

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Users of Customer Data Pla�orm Solu�ons Are

Evolving

But it’s not just the CDP vendors who are evolving.

Users of customer data management solu�ons are

also evolving. Not all users are at the same level of

data maturity or size. They have different business

models & customer expecta�ons, and represent

various ver�cals. They all need different kinds of

customer data management solu�ons. While the

core principle of a Customer Data Pla�orm will

remain the ability to deliver a unified and persistent

customer view that can be applied to other systems,

not all CDPs will offer the exact same set of features,

strengths or capabili�es – and they don’t need to

either.

Outcomes from this Buyers’ Guide:

Our aim is not to be prescrip�ve and rank limited CDP

vendors against a limited set of features. Instead, we

want to help equip you to draw up the ideal shortlist

of vendors for your own unique context. Ul�mately,

you will decide your best fit vendor based on a lot

more than this – or any – Buyers’ Guide. But we

believe that this par�cular Buyers’ Guide will prove to

be a useful resource to build your business case upon

the right founda�on; and shortlist the right set of

vendors with the highest chances of helping you

achieve your business outcomes, and ul�mately,

success.

David Raab, who coined the term ‘Customer Data Pla�orm’, and is MTA’s Category Expert on Customer Data, says he’s seen the concept of CDP evolve since he first envisioned it.

The original concept was a system that both built a customer database and provided an applica�on to use it, such as predic�ve modelling. It soon became obvious that the database itself was the primary value, so the defini�on changed to a database that could be shared with any applica�on. We seem to be shi�ing again into two clusters of CDPs: ones that just build the database (usually at enterprise scale, o�en for corporate use) and others that provide the database plus marke�ng or analysis applica�ons (much more of a marke�ng focus).

Taken from The CDP Explainer Series Issue 8: Measuring CDP ROI

2Page


https://www.martechadvisor.com/articles/data-management/how-to-measure-customer-data-platform-performance-and-roi/

© 2018 All Rights Reserved. MarTech Advisor. 3Page


https://www.blueconic.com/resources/ebook-customer-data-proficiency-framework/?utm_medium=display&utm_source=martechadvisor&utm_campaign=cpf_ebook&utm_content=buyersguide

The 3 - Tiered Approach to CDP Vendor Selec�onStep 1: Define Your ContextStep 2: Define Your Priority Use Case(s) and OutcomesStep 3: Define Your Own List of Must-Have Features

PART 2


The 3 - Tiered Approach to CDP Vendor Selec�on

As we said before, checking off a list of vendors

against a list of features is the best way to shortlist a

Customer Data Pla�orm vendor – if you happen to be

a supremely lazy marketer. Knowing our readers are

both diligent and detail-oriented – we propose a

more effec�ve, pragma�c and sustainable 3-�ered

approach to CDP vendor selec�on.

Before we embark on the process of vendor

selec�on, it is important to remind ourselves:

† The choice of CDP vendor should be based

on our unique context, use cases and business

outcomes.

† The choice of CDP vendor may change with

context. As marketers grow in size, the data

sources increase in volume and complexity, and

may need more evolved solu�ons.

† No CDPs could possibly offer all the features all

the �me – and may not need to. That is why clarity

on your unique context and desired outcomes is

cri�cal to shortlist the right vendors.

† This approach does not suggest that other

capabili�es or features are not important –

however, it helps you priori�ze what is most

important to you, thus avoiding the shiny-feature

syndrome as well se�ng the right expecta�ons

from vendors in terms of what to address first.

4Page



STEP 1: Define Your Context

Your industry or context may need a specialist rather

than a generalist provider. In such cases, as you draw

up your vendor shortlist, inves�gate the vendor’s

strengths in your specific context – before you even

look into the features and func�onali�es they offer:

— Business Model: B2B/ B2C

The primary use cases and data ac�va�on needs

of B2B and B2C marketers are very different, even

though the CX expecta�ons of their customers

are increasingly similar. It is important to find a

vendor who understands the nuances of your

business model, and has demonstrated exper�se

in delivering successful deployments in that

space.

— Industry/Niche:

Each industry has its own set of customer data

management needs, protocols and applica�ons.

For example:

— The retail industry tends to focus on

conversion (acquisi�on, order value, upsell)

and omni-channel marke�ng

— Media and publishing companies may focus on

improved content mone�za�on, subscrip�on

renewals, etc.

— Financial services companies may priori�ze

cross-selling

— Technology companies may look to their CDP

to help drive more qualified leads

— Size:

Enterprise, large, medium, SME, startup – while it

may seem that Customer Data Pla�orms are only

for enterprise-scale marketers, this is no longer

the case. Even the smallest company generates

large volumes of first party transac�onal and

engagement data; and it makes perfect sense to

put processes in place early in the business

lifecycle to make the most of that precious data.

As David Raab reminds us, if you lose a customer,

you will have to fight twice as hard to win them

back later. SMEs may want to access an affordable

yet scalable solu�on, while enterprises may see

higher levels of customiza�on in the use cases

and workflows.

— Marke�ng and data maturity:

Ascertaining whether your customer data story is

at a beginner, intermediate or advanced stage will

help you shortlist vendors who specialize in the

various stages of this journey. Some vendors only

work with companies that have a certain data

volume and complexity, while others are capable

of se�ng up systems even for the most basic data

opera�ons. Your understanding of data may also

define whether you need a fully outsourced data

management solu�on or if the CDP can be

managed by an in-house team of experts.

ON COMMON MISTAKES/ OVERSIGHTS COMPANIES MAKE WHEN CHOOSING/ INVESTING IN A CDP:

We o�en see companies jump into a CDP project without developing a clear understanding of how they’ll use it. The result is they don’t know what CDP features to look for, can’t build a business case to jus�fy the CDP investment, and create unrealis�c expecta�ons for what the CDP will achieve. Such projects o�en fail to get started or move slowly because they lack direc�on. At the other end of cycle, another common problem is failure to invest in user training – this can mean even an excellent CDP is under-u�lized because marketers don’t know how to take advantage of it. — David Raab.

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Taken from The CDP EXPLAINER SERIES Issue 3: CDP READINESS


https://www.martechadvisor.com/articles/data-management/cdp-readiness-when-am-i-ready-and-what-do-i-need-to-get-started/


‘Arriving at the right use case and defining expected business outcomes from those use cases is the most crucial piece of a successful CDP deployment, and should be conducted within your stated context.' This is the one unanimous and consistent view we have heard from experts, users and vendors alike since we began on MarTech The CDP Explainer SeriesAdvisor.

We have classified the possible outcomes under Data Management, Data Analy�cs and Marke�ng Orchestra�on outcomes.

But first, take a look at this diagram to see where you are on the Customer Data Maturity front and iden�fy where you are stuck:

Unified, iden�fiable, connected, accessible and persistent

customer data engine allowing orchestrated applica�on across

mul�ple touchpoints

Unified and accessible but not streaming

Unified but not real �me

Unified but not persistent

Unified data available but siloed

Low or no flexibility to modify data processing workflows or add external sources to further enrich data on-the-go

Unified but not accessible on-the-go to new systems

added to the martech stack

Data available with limited unifica�on and accessibility

Unified at a summary level- no granular data on transac�ons or a�ributes

Unified but not connected to analy�cs or predic�ve

modeling systems

Unified but not accessible to marke�ng automa�on systems

for real-�me applica�ons

Data captured by mul�ple customer facing

systems and available

Data available but sca�ered

Data available but can’t be enriched from

external sources

Data available but cant connect data points

about an individual customer

IF YOU SEE YOURSELF STUCK AT ONE – OR A FEW – OF THESE POINTS, YOU MAY BE READY FOR A CDP

ALSO READ:

A detailed list of possible CDP use case and outcome areas in The CDP Explainer Series Issue 4: Building the Internal Business Case for CDP Issue 5: Choosing the Right Vendor. and

How 4 enterprise scale brands successfully defined use cases and deployed CDPs; as well as what they might do differently given another chance, in The CDP Explainer Series Issue 7: CDP Pioneers: 4 real stories of CDP deployment journeys.

Taken from The CDP Explainer Series Issue 3: CDP Readiness

STEP 2: Define Your Priority Use Case(s) and Outcomes

6Page


https://www.martechadvisor.com/tags/cdp-explainer-series/?utm_source=tags

https://www.martechadvisor.com/articles/data-management/investing-in-cdp-building-the-business-case-internally/

https://www.martechadvisor.com/articles/data-management/investing-in-cdp-building-the-business-case-internally/

https://www.martechadvisor.com/articles/data-management/investing-in-cdp-choosing-the-right-vendor/

https://www.martechadvisor.com/articles/data-management/4-exclusive-stories-of-real-cdp-deployment-journeys/

https://www.martechadvisor.com/articles/data-management/cdp-readiness-when-am-i-ready-and-what-do-i-need-to-get-started/



https://www.blueshift.com/customer-data-platform/


1. Data Management

If your primary focus is to set your data house in

order, then you may be be�er off star�ng with a

CDP vendor who is an expert in this area. For

example, a large B2C enterprise with diverse data

sources, and huge volumes of real-�me first and

third-party data may choose to start from here.

Drive clarity on what opera�onal efficiencies can

be gained by crea�ng a ‘single customer view’ for

marke�ng to control, access, and ac�vate

customer data on the go. Priori�ze outcomes

based on where you are today and what you need

to fix first:

— Data growth outcomes: Will the collec�on and

inges�on of large volumes of structured &

unstructured data from mul�ple internal and

third-party sources lead to greater control over

key marke�ng outcomes?

— Data quality outcomes: Will establishing the

‘unified, persistent, real-�me’ customer view

via effect Extract-Transform-Load (ETL) and

iden�ty resolu�on help drive be�er CX and

cost-effec�ve reten�on?

— Data efficiency and produc�vity outcomes:

Can seamless data integra�on lead to higher

marke�ng effec�veness outcomes? Will

“marke�ng ac�va�on”-ready databases help

drive revenues in the shortest possible �me?

2. Data Analy�cs

Drive clarity on the breadth and scope of analy�cs

your various internal stakeholders need from the

CDP. What will you know about your customers as

a result of using the CDP? What is the depth and

width to which you need to know your customer

to retain them and op�mize revenues from

them?

(By using segmen�ng, targe�ng, predic�ve

modelling, etc.)

3. Data Orchestra�on

When the principal objec�ve is to improve

marke�ng performance by ac�va�ng unified,

persistent first-party customer data in marke�ng

programs, clarity on the possible applica�ons of

that data will help iden�fy the use-cases in order

of priority:

— Acquisi�on-based use cases: Focused on Cost

Per Acquisi�on (CPA), Cost Per Lead (CPL),

Return on Adver�sing Spend (ROAS), and new

customers/leads outcomes

— focused on Conversion-based use cases:

shopping cart value/abandonment, average

order value, and repeat purchase outcomes

— Reten�on & Engagement-based use cases:

focused on customer life�me value, renewal

rates, reten�on costs, and engagement score

driven outcomes

Defining Use Cases and Outcomes: What Problems Are You Trying to Address with the CDP Investment?

8Page



WHAT IS YOUR PURPOSE AND GOAL FOR COLLECTING AND MANAGING CUSTOMER DATA?

HOW COMPLEX IS THE OMNI-CHANNEL ECOSYSTEM WHERE YOUR CUSTOMERS LIVE AND WHAT IS THE VOLUME OF DATA YOU WILL BE MANAGING?

WHAT RESOURCES DO YOU HAVE AT YOUR DISPOSAL TO REALLY OWN THE DATA?

HOW COMPLEX IS YOUR MARTECH STACK?

HOW IMPORTANT IS SECURITY, GOVERNANCE AND COMPLIANCE TO YOUR CUSTOMER DATABASE?

1

2

3

4

5

DATA ASSEMBLY FOCUSED CDPBest suited for: Companies that already have advanced analy�cs and customer experience systems in place and only need a way to give those systems be�er data.

ANALYTICS FOCUSED CDPBest suited for: Companies where marketers need an easy way to define customer segments and to automa�cally push those segments to execu�on systems on a regular basis. Also, where marketers are expected to do their own data analysis and are not experts in advanced analy�cal tools.

CUSTOMER EXPERIENCE CDPBest suited for: Companies with limited resources that need an easy way to add customer experience capabili�es drawing on unified CDP data. O�en these are smaller companies or companies that need to manage only a few channels such as website personaliza�on or email marke�ng.

TIP! OVERLAY THESE 5 BIG QUESTIONS WITH THE 3 ‘KINDS’ OF CDP MODELS TO IDENTIFY WHAT YOUR REQUIRED SPECIALIZATION MAY BE

Taken from The CDP Explainer Series Issue 5: Choosing the right CDP Vendor

— Explore a comprehensive list of features and

func�onali�es that a CDP could possibly have

(with the understanding that not all CDPs will

offer everything, and they don’t need to either) –

and pick out the ones that seem to be mission

cri�cal for your business (a comprehensive list of

features is listed in Part 3 of this Guide).

— Then shortlist vendors that not only have those

features and func�onali�es, but also claim a

strategic focus on your context, use cases and

outcome areas.

STEP 3: Define Your Own List of Must-Have Features

9Page





https://www.lytics.com/

A Comprehensive List of Possible CDP Features

PART 3

Note: This is a comprehensive list of possible CDP features (although

new ones are always being added). However, it is not necessary

for every CDP vendor to offer all of these – or even need to. Preferred,

must-have and nice-to-have feature and func�onali�es should depend

en�rely on your context, use cases and desired business outcomes.


Central control hub for connec�ng all internal and

external customer data sources.

Data collec�on: Real �me, persistent, vendor

neutral inges�on of all types of data.

All internal data sources

c Profile data: Opt-in creden�als, societal,

lifestyle, context, preferences, personality

c Behavioral data: Web and mobile browsing

history, mobile apps usage, etc.

c Transac�onal and requisi�on data: Ecommerce,

POS, order, cart abandonment, returns data

c CRM data: Email, permission and suppression

data, firmographic data

c Data from all func�onal systems: Customer

service, finance and billing, field service, etc.

c Data from legacy systems

All external data sources

c Data from offline sources: Phone, in-store POS,

direct mail, loyalty cards

c Omni-channel touchpoints, including digital/

programma�c adver�sing, IoT

c Large volumes of loosely structured or

unstructured data: Social , voice, video, blogs

c Other third-party systems: CRM, Marke�ng

Automa�on, DMP, DSP, Analy�cs

Data and Iden�ty Management

c Rea l -�me, pers istent management of

personally iden�fiable data

c Real-�me API/Query access

c Rules-based/Algor ithmic ETL (Extract ,

Transform, Load) features for data verifica�on,

cleansing, deduplica�on and normaliza�on

(exact or fuzzy logic)

c Iden�ty resolu�on: real-�me iden�ty crea�on

and resolu�on through advanced determinis�c

matching (and in some cases probabilis�c

match)

c Enterprise scale tag management to unify and

standardize customer data across mul�ple –

even hundreds – of third-party applica�ons

c Customizable iden�ty logic around business

rules

c Retains all original details: long-term data

storage and replay features

c On-premise or cloud data storage

c Iden�ty controls to comply with GDPR and

other data protec�on protocols.

Data enrichment

c Enrich data with real-�me Machine Learning

(ML)-based insights and behavioral scores

c Enrich profiles using cookie syncs

c Behavioral, loca�onal or other contextual Data

Enrichment

c Geocoding and genderiza�on of records

c Partner to Partner (P2P)/Second-Party Data

Rela�onship Management

c B2B-specific account-level data and lead-to-

account matching

1. Data Management

11Page



Data Segmenta�on

c Automated, near-real �me or real �me ML/AI

driven segmenta�on based on behavior

c Self-service UI to create and update customer

a�ributes and audience segments from all

data sources (online, offline, loyalty, etc.)

c Share and sync segments with analy�cs and

engagement systems

Data Analy�cs

c Customer segment analysis – interac�ve

queries, cube repor�ng, RFM models, affinity

modelling, etc.

c ML-powered automated predic�ve modelling

and analy�cs of key marke�ng metrics from all

transac�on and event data, including:

— Revenue a�ribu�on

— Life�me value clusters

— Likelihood to buy/ intent signals

— Churn

— Journey mapping and analysis

— Customizable data dashboards and

visualiza�on features such as cluster

analysis, frequency distribu�ons, etc. for

easy applica�on

Campaign Management

Central control hub to ac�vate all marke�ng

ini�a�ves. The ability to ac�vate targeted campaigns

across channels and schedules based on behavior and

signals.

c Automated, personalized ‘next-best step’

recommenda�ons: rule-based or real-�me

behavioral and intent trigger-based.

Includes selec�on and delivery of:

— Landing pages

— Editorial content

— Promo�onal offers

— Display ads

c Mul�-step targeted campaigns to nurture

customers across the buyer’s journey

c Pla�orm agnos�c campaign ac�va�on – email

mobile, display, social, push no�fica�ons, chat,

voice

c Op�on to test, tune, and op�mize campaign

performance through advanced analy�cs and

ML aimed at improving open rates, CTR,

conversion to offer, average order value, etc.

c Real �me campaign repor�ng on campaign

effec�veness and ROI

2. Data Analy�cs: 3. Data Orchestra�on

12Page



Addi�onal Features

Security

c Role-based permission

c Enterprise-grade encryp�on

c Customized data filters/controls

c Single-Sign On

c Ability to anonymize and deanonymize profile

data

c Ac�vity monitoring and alerts

Data Regula�on Compliance

c GDPR Compl iance/Canada An�-Spam

Legisla�on (CASL) Compliance

c Other local or industry-specific regulatory

compliance protocols

For example:

— HIPAA and HITECH regula�ons compliance for

the healthcare market

— Payment Card Industry Data Security

Standards (PCI DSS) compliance

13Page

Service & Support

c Technical Documenta�on & Support/Data

Mapping & Planning Services

c Dedicated Account Management and

Customer Success Manager

c End User training & support/refresher training

c Periodic system upgrades and feature

upgrades




https://tealium.com/why-tealium/

Vendor Directory and MTA Commentary

PART 4

NOTE TO READERS ON METHODOLOGY:

MTA invited all CDP vendors via email to share details for the 'Get to know' sec�on.

All responses received have been included as is. For vendors where no responses were

received by the due date, we have included only 'Our Take'.

All vendors are listed in alphabe�cal order.


What describes us best

A stand-alone CDP player whose primarysolu�on is CDP

We began life as

We are primarily a CDP but also offers Customer Intelligence and Cross-Channel Campaign Management solu�on(s)

Our core solu�on can be best described as

As a CDP

B2C Enterprises

Across

Data Management, Analy�cs, Orchestra�on

Our ideal customers are

Ver�cal we tend to specialize in

We believe we are especially good at

Get to know Ac�onIQ www.ac�oniq.com

Ac�onIQ has a strong focus on personalizing

experiences at every point of the customer

journey, for enterprises across mul�ple industries,

including retail, e-commerce, telco, media &

entertainment, travel & hospitality, and consumer

financial services. Their focus is on unlocking the

power of first party data to drive truly personalized

experiences. We believe they would fit well into

the shortlist of B2C Enterprises that want to

orchestrate cross-channel campaigns across

diverse channels op�mally; as well as drive

reten�on, ARPU and customer life�me value.

Our Take


A stand-alone CDP player whose primary solu�on is CDP

We began life as

We are primarily a CDP Our core solu�on can be best described as

As a CDP

B2C Enterprises

Retail, travel, media, CPG





Execu�ve Quote

Omer Artun Founder and CEO @omerartun

Get to know AgilOne www.agilone.com

AgilOne enables a single customer view to drive

authen�c omnichannel customer rela�onships.

They leverage predic�ve models to understand

customer behavior in highly dynamic customer

environments. Real-�me APIs to orchestrate

personalized experiences across all touch-points

means you can ac�vate those insights quickly.

They are especially good at analy�cs-based

marke�ng and reten�on outcomes for B2C

enterprises in retail, travel, media, CPG and

subscrip�on-based ver�cals.

Our Take

Aside from clarity on use cases (be�er CX, enhanced segmenta�on, or 1:1 personaliza�on), Brands should also balance complexity of the data required for their use cases, with the technical abili�es of their data and marke�ng teams and CDP vendor. Ques�on vendors about product and feature roadmaps - this will indicate their ability to scale with you and you increasing data complexity.

15Page

Execu�ve Quote

Tasso Argyros CEO and Founder@tasso_ar

In a market where speed and personaliza�on count more than ever, Ac�onIQ is an enterprise marke�ng solu�on that delivers a new model for personaliza�on at scale, built on the pillars of speed, agility and depth; so marketers can leverage deep, contextual knowledge of the individual customer to deliver radically relevant experiences at every point of the customer journey.


https://www.actioniq.com/

https://www.agilone.com/


The Alterian Adap�ve Customer Experience™ Pla�orm empowers Brands to automa�cally adapt to the unpredictable behavior of their

customers and naturally improves every single �me an interac�on occurs on any touchpoint. They are focused on helping Brands drive

one single, consistent experience for each customer while s�ll being able to personalize in-the-moment. They would make a good fit for

marke�ng teams that want a single, user-friendly way to drive greater control over customer experiences in complex mul�-channel

marke�ng environments, without much dependence on technology teams.

Our Take



We began life as

We are primarily a CDP but also offerintelligent iden�ty resolu�on.


As a CDP

Enterprise, Large to medium B2C businesses

Across

Data Management




Execu�ve Quote

Chris Jones SVP of Product @chrisjoneshome

Get to know Amperity www.amperity.com

Amperity's focus is the richest possible customer

profiles, built on a machine learning based iden�ty

resolu�on pla�orm designed to rapidly and

intelligently unify complex customer data at

scale. Their customer base includes enterprise

consumer brands across ver�cals – travel, retail &

e-commerce, sports, and entertainment. Given

their strength in inges�ng raw data from disparate

sources and turning it into rich customer profiles,

Amperity would fit well into the shortlist of a B2C

Enterprise with complex data sources looking to

drama�cally increase engagement by unlocking

insights and op�mally leveraging their first party

data.

Our Take

Amperity ingests data raw in its complete and na�ve format, uses machine learning to resolve iden��es, and builds the richest customer profilespossible. We feel privileged to work on a revolu�onary product, helping our customers realize outsized value from the pla�orm - not only in revenue, but in drama�cally improved customer experiences.

www.alterian.com

16Page

Ascent360 collects, manages and segments customer data from all touchpoints and through integra�ons with mul�ple e-commerce

and marke�ng pla�orms, allowing marketers to create and execute highly targeted marke�ng campaigns. A majority of their

customers are mid-market B2C brands and e-commerce operators in retail, travel and entertainment ver�cals. They would be a good fit

for businesses looking to ingest and manage individual and household-level data from diverse sources, and easily apply that data into

marke�ng campaigns to drive revenues.

Our Take www.ascent360.com


https://amperity.com/

https://www.alterian.com/

http://www.ascent360.com/




We began life as

We are primarily a CDP but also offer personaliza�on solu�on(s) and a machine learning recommenda�ons engine


As a CDP

Businesses of all sizes from both B2B and B2C

Across

Analy�cs




Our proprietary CDP proficiency score which is based on user's ability and appe�te to use a CDP, gives our clients a clear star�ng point with specific use cases, along with a quick path to value post-implementa�on.

Get to know BlueConic www.blueconic.com

BlueConic focuses on crea�ng a unified customer

view to support data-driven marke�ng. Primarily

a CDP, they also offer personaliza�on solu�on(s);

a ML recommenda�ons engine and na�ve

integra�ons to external ac�va�on pla�orms.

Though over 200 consumer and B2B brands of

all sizes across industries leverage their solu�on,

BlueConic seems to be par�cularly good at the

analy�cs needs of the Media/Publishing Industry,

or those seeking to drive recurring revenue

and improve customer-centric engagements in

dynamic environments.

Our Take

Execu�ve Quote

Bart Heilbron CEO @barthei

17Page


https://www.blueconic.com/



A suite solu�on whose offerings include CDP

We began life as

We are primarily a CDP but also offer Cross-Channel Campaign Management solu�on(s)


As a CDP

Large to mid-sized B2C businesses

All B2C categories, including financial services, media, travel & hospitality, and retail

Analy�cs, Orchestra�on




Execu�ve Quote

Vijay Chi�oor Co-Founder & CEO @vijaycs42

Get to know Blueshi� www.blueshi�.com

Blueshi�'s patented AI technology empowers

consumer marketers to ac�vate customer data

and to orchestrate 1:1 campaigns across all

channels. Their “AI-Powered Customer Journeys,”

enables marketers to ac�vate customer data in

real-�me and deliver content-rich personaliza�on.

Though primarily a CDP serving clients across

industries, they also offer cross-channel campaign

management solu�ons and thus would be a good

fit for B2C businesses aiming to ac�vate customer

data, unlock predic�ve insights, and automate

personalized campaigns with ease.

Our Take

With the rapid explosion in customer data, AI in marke�ng will start becoming pivotal to orchestra�ng the en�re customer journey. It’s cri�cal for a Customer Data Pla�orm to have AI at the core in order to ingest, unify, and understand all the data while also making orchestra�on decisions in real-�me.

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https://blueshift.com/



We began life as

Primarily an omnichannel campaign management and analy�cs solu�on but also offer a CDP solu�on.


Enterprise, Large to medium B2C businessesOur ideal customers are



Execu�ve Quote

Iain Lova�Chairman@IainFlova�

Get to know BlueVenn www.bluevenn.com

With their real-�me personaliza�on capabili�es

and growing list of connectors and integra�ons to

diverse marke�ng technologies, BlueVenn allows

mul�channel marketers to connect any number of

data sources and tools to analyze and trigger the

execu�on of campaigns through any channel.

A majority of their customers are in the retail,

travel/leisure, media, insurance, retail banking,

and online gaming industries. Would fit well

into the shortlist of B2C Enterprises and large

businesses who need highly flexible, dynamic

marke�ng capabili�es in complex omnichannel

se�ngs.

Our Take

The philosophy at BlueVenn is something we call x1x: One pla�orm that ingests infinite data sources and connects to infinite channels. CDPs put marke�ng in control of their data, but BlueVenn's key differen�ator is our ability to unify campaign decisions for every channel too, which is the future, as more businesses understand the importance of consistent, omnichannel marke�ng.”


Customer analy�cs and mul�-channel campaign management pla�orm, and added a CDP to our solu�on in 2000 (before the 'CDP' acronym was coined), as we realised that unified data was necessary to make the pla�orm succeed.

Retail, travel/leisure, media, insurance, retail banking and online gaming industry(s)

Data Management Analy�cs, Orchestra�on, Digital personaliza�on (real-�me product recommenda�ons, countdown �mers, basket abandonment, popovers, real-�me JPEG personaliza�on)

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https://www.bluevenn.com/


Boxever offers three modules for op�mal customer

data management – unify the data with One

View (CDP), ac�vate the data with Engage

(personaliza�on engine) and derive insights from

Explore (the analy�cs engine). They primarily

serve enterprise and mid-�er clients in Travel,

Financial Services, and Retail industries. Would

seem to make a good fit for B2C brands where

marke�ng and data teams work together to

ac�vate 1st party data op�mally across marke�ng

channels like web, email, mobile and display.

Our Take

www.commandersact.com



We began life as

We are primarily a CDP but also offer a Personalisa�on Engine powered by AI & ML solu�on(s)


As a CDP


Travel, Financial Services, Telco and Retail

Data management, Analy�cs,Orchestra�on




Execu�ve Quote

Ruadhan Barry Director

Get to know Boxever www.boxever.com

Boxever is the only CDP provider with a fully integrated Personaliza�on Engine built in. We can output segments of customer & visitors, but also offer a world-class decisioning capability. With a documented case of ge�ng to 100% ROI in 4 weeks, we are far be�er value, leveraging AI and ML to work in our customers organiza�ons.

The various components of Commanders Act’s CDP (Tag Commander, Data Commander, Mix Commander, and Fuse

Commander) helps keep control over the customer and prospect data in one unit. The solu�ons would make a good fit

for large & mid-size marketers looking for an intelligent pla�orm to deliver op�mal omni-channel digital marke�ng and display

adver�sing ROI. Commanders Act seems to have its strongest client partnerships in media, airline and retail industries.

Our Take

20Page

www.calibermind.com

CaliberMind enables marketers to organize, op�mize and ac�vate their customer data for be�er demand genera�on, improved ABM

performance, and superior marke�ng and customer analy�cs. The pla�orm collects, aggregates and cleanses customer data across all

touchpoints and then analyzes it to deliver targeted customer journey maps based on customer segments and customer profiles, at an

account level. They are a trusted CDP for mid-size marke�ng organiza�ons within B2B companies across industries.

Our Take


https://www.commandersact.com/en/

https://www.boxever.com/

https://www.calibermind.com/


Contactlab is a bou�que solu�ons provider that

works with consumer brands across the retail,

fashion, luxury and travel/hospitality sector.

A good fit for mid-size companies looking

for smarter segmenta�on, digital marke�ng

campaign planning and seamless execu�on; with a

focus on innova�on and unique customer

experiences.

Our Take

As a stand-alone CDP that combines complex real-

�me customer data with sophis�cated cross-

channel campaign management, CrossEngage

serves clients in e-commerce, transporta�on,

insurance, finance, etc. They are strong in

integra�ng data and building segments with a

marketer friendly UI. They would be a good op�on

for businesses that are looking for be�er outcomes

from exis�ng CRM and marke�ng infrastructure,

and have a strong focus on digital revenues.

Our Take



We began life as

We are primarily a CDP but also offer mul�-channel campaign execu�on solu�on(s)


Large to medium B2C businesses

Retail, fashion, luxury and consumer goods, travel/hospitality

Data management, Analy�cs, Orchestra�on




Get to know Contactlab www.contactlab.com



We began life as

We are primarily a CDP but also offer campaign management solu�on(s)


As a CDP


eCommerce, transporta�on, insurance, finance, and others.





Execu�ve Quote

Manuel Hinz Co-Founder & Managing Director @ManuelHinz

Get to know CrossEngage www.crossengage.io

As a email service provider and then added CDP to our solu�on offerings in 2015

Reaching individuals at the right �me, with the right message and via the right channel, is crucial but unmanageable without the right tools. Marke�ng complexity is considerably reduced by combining all data for immediate use, so Marketers can define their own perfect targe�ng, flexibly create segments, test user journeys; and op�mize and automate at will. CrossEngage makes it possible to specifically address and ac�vate relevant customers.

21Page


https://contactlab.com/it/

https://www.crossengage.io/


The Celebrus pla�orm captures extensive customer behavior and experience, crea�ng events and profiles in real-�me for 1-to-1

personaliza�on and streaming analy�cs. It is a good considera�on for global enterprises with complex, fragmented analy�cs

environments; and stringent regulatory environments. They are strong with clients in industries like banking, insurance,

manufacturing, energy, u�li�es and pharmaceu�cals.

Our Take www.d4t4solu�ons.com

22Page

Datorama with its marke�ng APIs and AI-powered

connectors automa�cally interpret and classify

marke�ng and other customer data from disparate

online and offline sources. Owing to their recent

acquisi�on by Salesforce, marketers can expect an

integrated solu�on that intelligently advises them

to take the op�mal ac�on when consumers engage

with the brand. For now, Datorama is being offered

as a standalone pla�orm, however, it’s likely to be

included as part of the Salesforce Marke�ng

Cloud in the future. Clients of Datorama include

enterprises in the consumer packaged goods,

automo�ve, media & entertainment, internet,

pharmaceu�cal, retail & e-commerce, telco,

apparel, and manufacturing markets. Marketers

from B2C, B2B and even B2B2C brands with the

inten�on to bring all their campaign data into a

single intelligent dashboard and drive business

decisions should consider exploring Datorama.

Our Take




Get to know Datorama www.datorama.com

B2C, B2B and B2B2C Enterprises

Data management, Analy�cs

CPG, automo�ve, media & entertainment, internet, pharmaceu�cal, retail & e-commerce, telco, apparel and manufacturing

www.eulerian.com

Eulerian offers an exhaus�ve data collec�on system from online and offline data collec�on sources across the customer journey.

Its marke�ng suite allows flexible, modular segmenta�on and ac�va�on of customer data in a marketer friendly UI. Eulerian adds

on a useful a�ribu�on service to iden�fy which ac�va�on delivered the best results and in what context; so marketers

and agencies can boost marke�ng campaign performance and improve ROI. Would be a be�er fit for a brand focused on marke�ng

data sources and individual customer journeys.

Our Take


https://www.d4t4solutions.com/

https://datorama.com/

https://www.eulerian.com/en/


Evergage combines core CDP func�onality with

real-�me personaliza�on to enable brands to

create 1:1 engagement across channels. Their

solu�on combines behavioral analy�cs with

advanced ML to help the brand engage and

personalize at each touchpoint – be it the website,

app or emails – in real-�me and at scale. Leading

mid-to-large enterprises in the retail, technology,

financial services, travel & hospitality, and media

& entertainment markets use Evergage to deliver

personaliza�on to billions of web visitors. Would

fit well for both B2C and B2B businesses that focus

on delivering relevant online experiences; as well

as for persona-based marke�ng and account-

based marke�ng for lead gen and demand gen

outcomes.

Our TakeWhat describes us best

We began life as

Enterprises from both B2B and B2C

Retail, technology, financial services, travel & hospitality, and media & entertainment





Get to know Evergage www.evergage.com

As a CDP


23Page

Ensighten's omni-channel data collec�on

capabili�es bridge customer behavior informa�on

from the web, mobile, digital adver�sing, Internet

of Things (IoT) and offline sources. They are strong

with data privacy and compliance aspects of data

management on various online pla�orms, and are

used by B2C Enterprises across ver�cals such as

finance, healthcare, media, pharmaceu�cals,

retail, and travel. They would appeal to brands

seeking to leverage rich, first-party customer data

and profiles to fuel a�ribu�on, analy�cs and

personaliza�on with industry-leading online

privacy and security safeguards.

Our TakeB2C Enterprises

All ver�cals, including finance, healthcare, media,pharmaceu�cals, retail, technology and travel

Data Management, Orchestra�on




Get to know Ensighten

www.ensighten.com

Execu�ve Quote

Andy ZimmermanCMO@AHZimmerman

By crea�ng and drawing from a single, unified profile for each customer, visitor and account, Evergage delivers maximally relevant, individualized experiences across websites, email, web and mobileapps, and onsite search – faster than the blink of an eye. This is cri�cal, as companies today have enormous volumes of customer and prospect data, and Evergage is commi�ed to helping them make the most of it – in a way that best serves those customers. As our customers have found, the benefits of trea�ng people as individuals are tremendous – par�cularly as they relate to improving loyalty, engagement, conversions and overall customer experience.


We are primarily a CDP but also offer cross-channel, personaliza�on solu�on(s)


https://www.evergage.com/

https://www.ensighten.com/


www.firsthive.com

The FirstHive CDP builds unique customer iden��es by aggrega�ng data from across all sources of customer interac�ons and

transac�ons. The pla�orm then integrates with all the customer touchpoints deployed by a brand to pull in data to a single interface

and build rich customer profiles which can be split into relevant, intelligent cohorts. FirstHive CDP also supports the crea�on and

execu�on of customer engagement campaigns across email, SMS, voice, browser, website, mobile applica�ons, and social channels.

Could make a good fit for B2C Enterprises that have complex customer journeys, since its advanced customer journey orchestra�on

capabili�es enable a marketer to use behavioral triggers from a par�cular channel to ini�ate an ac�on in another channel.

Our Take

Fospha's mul�-touch a�ribu�on product unifies

customer data and applies ML to enable marketers

to understand and op�mize the value of every

touchpoint. They could make the shortlist for both

B2B and B2C brands of varying sizes – Enterprise to

SMEs – who wish to track user profiles in real-�me

across the en�re customer journey and want to

focus on op�mizing their cost of customer

acquisi�on and customer life�me value.

Our TakeBusinesses of all sizes from both B2B and B2C




Get to know Fospha www.fospha.com


All

Gamooga helps e-businesses deliver personalized ac�ons to customers through various channels such as email, web, mobile, social

and display, with a powerful segmen�ng, targe�ng and personaliza�on engine. They work with clients in the e-commerce, BFSI,

pharma and telecom space, and would be a good fit for marketers focused on op�mizing omni-channel engagements primarily via

their marke�ng automa�on ini�a�ves.

Our Take www.gamooga.com


http://www.firsthive.com/

https://www.fospha.com/

https://gamooga.com/


www.hull.io

Hull has connectors for most major customer-facing SaaS systems, such as Salesforce, Op�mizely, HubSpot, MailChimp, Facebook

custom audiences, Slack, and Zendesk. Their CDP connects and combines the data from all these systems so marketers can orchestrate a

personal, relevant experience at every touchpoint. They should be in considera�on for high-growth B2B brands with ambi�ous scale-up

plans, as well as B2B brands that are highly reliant on quality leads from their CRM systems.

Our Take

By focusing on cross-channel audience scoring

and robust personaliza�on, Igni�onOne serves

Enterprise and large B2C clients from the retail,

automo�ve, manufacturing, travel & hospitality

industries to effec�vely engage with customers

across search, display, email and websites with

personalized, 1:1 messaging. Will make the

shortlist of marketers who have large volumes of

poten�al audiences and need to score and

priori�se audiences as well as appropriately invest

their digital marke�ng budgets on the most

appropriate audiences and campaigns.


We began life as





Execu�ve Quote

Will Margiloff CEO@wmargiloff

Get to know Igni�onOne www.igni�onone.com

A suite solu�on whose offerings include CDP.

We are primarily a Customer Intelligence Pla�orm but also offer a CDP solu�on.

Enterprise, large to medium B2C businesses.

Retail, automo�ve, manufacturing, travel & hospitality, telco & u�li�es, and other industry(s).

Data Management, Analy�cs, Orchestra�on.

As a Digital Marke�ng Pla�orm and then added CDP to our solu�on offerings in 2013.

The Igni�onOne Score measures each customer’s engagement level and products of interest in real-�me, so marketers can reach them with �mely, relevant omnichannel messaging. No ma�er the tech you already have, Igni�onOne’s proprietary technology combines with its highly experienced professional services team to offer enterprise marketers world-class managed services for data, audience, and engagement management.

25Page


https://www.hull.io/

https://www.ignitionone.com/


Intent HQ says it assists businesses to move from

‘customer-centric’ to ‘human-centric’ approach a

that enables marketers to create more meaningful

service interac�ons and predict customer behavior

more accurately. The Intent HQ pla�orm processes

billions of customer events to generate AI-driven

profiles, allowing brands to consistently improve

customer experience and drive reten�on and

life�me value. Would make the shortlist of B2C

businesses in subscrip�on-based industries or

where brands enjoy long engagements with

customers, and are focused on reducing the cost of

acquisi�on, transac�ons and reten�on over �me.

They serve several telcos, financial services, and

retail industries to automate and opera�onalize

insight and make be�er-informed customer

decisions.

Our Take


We began life as





Execu�ve Quote

Jonathan LakinCEO @jm_lakin

Get to know Intent HQ www.intenthq.com


As a CDP

We are primarily a CDP but also offer Customer AI and Customer Analy�cs solu�on(s)


Telco, financial services and retail industry(s)

Analy�cs

Every day, our system processes billions of customerevents to deliver human-like customer profiles to business users across our customer base, which is used to deliver customer intelligence for new product development; to efficiently and effec�vely personalize marke�ng messages and customer service; and to create predic�ve models based on data features that were previously unavailable.

Developed by Invicta, Invenna is a fully marketer-

managed system that creates a persistent, unified

customer database. By capturing data from

all relevant sources it offers marketers a

comprehensive 360° view on each customer, that is

immediately available for analy�cs, data

visualiza�on, predic�ve modeling, customer

journeys, and marke�ng campaigns. Invenna

works with global B2C brands of all sizes from all

industries – but with special exper�se in financial

services, charity organiza�ons, retailers, and

media.


We began life as





Get to know Invicta www.invicta.nl

A stand-alone CDP player whose primarysolu�on is CDP

We are primarily a CDP but also offer Marke�ng Services, Campaign Management and Marke�ng Consultancy solu�on(s)

Enterprise, large to medium B2C businesses

Finance, Media and Charity industry(s)


As a Marke�ng Consul�ng Agency and then added CDP to our solu�on offerings in 2010

26Page


https://www.intenthq.com/

https://www.invicta.nl/


Jahia provides an integrated open source Java Digital Experience Pla�orm (DXP) that unifies content, applica�ons and customer data

for truly personalized customer experience. Leveraging Jahia’s DXP strong con�nuous integra�on capabili�es and easy to use

interfaces, IT & Marke�ng teams can build and manage all their mul� channel ini�a�ves. Jahia’s customer community consists of

global B2C brands par�cularly from mid to Enterprise size class.

Our Take www.jahia.com

27Page


Lexer's CDP provides an easy-to-use interface to

leverage structured and unstructured customer

data to deliver personalized marke�ng and

customer service at scale. Its 3 modules cover

Service Outcomes (Lexer Engage), Ac�va�on

Outcomes (Lexer Iden�ty) and Insights from

unstructured data (Lexer Listen). They have special

exper�se in serving customers in the retail,

entertainment and finance industry(s). Lexer best

serves large B2C customers for whom engagement

via email and social media is central to the brand

experience. Would make the shortlist of companies

seeking digital marke�ng/adver�sing conversion

and ROI outcomes; as well as those seeking

improved customer service outcomes across email

and social media.

Our Take


We began life as




Execu�ve Quote

Dave Whi�le CEO@davewhi�le

Get to know Lexer www.lexer.io


We are primarily a CDP, it powers a suite of products delivering customer analy�cs, media analy�cs, customer service and media targe�ng



Every organiza�on needs an expert team to implement a CDP that puts data to work via analy�cs and workflow tools. Lexer combines enriched data, simple tools and a talented team to deliver quan�fiable Business Insight, Marke�ng and Service outcomes at speed. Beyond the opera�onal impact, a CDP is the founda�on for the customer led, data-driven opera�ng culture every innova�ve execu�ve aspires for.

As a content analy�cs pla�orm and added CDP to our solu�on offerings 3 years ago


Retail, entertainment and finance industry(s)

https://www.jahia.com/home.html

https://lexer.io/?lang=en-us


By focusing on unique iden�ty resolu�on of users

from mul�ple data sources, the Lemnisk CDP helps

marketers in the financial services industry

maximize customer engagements and conversion

across channels. Their CDP creates custom data

models and algorithms to intelligently understand

customer propensity towards specific marke�ng

channels, as well as helps reduce cost of

engagement and improves conversion. They serve

several global B2C enterprise brands in the

banking, insurance and other financial service

space, and would make a good fit for brands in this

space, that have an urgency to leverage real-�me,

unique, individual customer data – such as intent

signals, next best offer, moment-of-truth

opportuni�es – to cross-sell, upsell and retain.

Our Take


We began life as





Execu�ve Quote

Subra Krishnan CEO

Get to know Lemnisk www.lemnisk.co


As a CDP

We are primarily a CDP

B2C enterprises, large and medium businesses

Banking, Insurance & Financial Services


The Lemnisk Growth Marke�ng Pla�orm, with an underlying CDP tailor-made for the financial services industry, delivers up to 400% digital growth for leading banks and insurance companies. Our vision is to add adjacent AI-driven analy�cs and experience products in addi�on to Growth Marke�ng, to become the de facto pla�orm for digital ini�a�ves for Financial Services.

28Page


LeadBoxer started as a web analy�cs solu�on

and included CDP, Lead Genera�on, and ABM

solu�on(s) along the way. The CDP solu�on is

designed to analyze enormous amounts of Big

Data derived from mul�ple online traffic sources

and turn the data into ac�onable sales and

marke�ng insights. Their customer base is rapidly

growing and consists of companies from a variety

of regions, industries, and sizes. Would fit well into

the shortlist of both B2C and B2B brands with high-

value products or solu�ons; where the sales

and marke�ng teams are focused on analyzing

customer behaviour through the buyer journey,

with a view to iden�fying, scoring and mone�zing

leads into revenues consistently and at the right

�me in the journey.

Our Take


We began life as





Execu�ve Quote

Wart Fransen CEO & Co-founder @wartsky

Get to know LeadBoxer

www.leadboxer.com


We are primarily a CDP but also offer Lead Genera�on, web analy�cs and ABM solu�on(s)



Across

As a Web Analy�cs Solu�on and then added CDP to our solu�on offerings in 2015

Currently, in high value purchasing scenarios, buyer journeys are conducted almost en�rely online, with mul�ple people involved. Iden�fying and tracking as many events as possible by all people involved is cri�cal for understanding and influencing this journey. “Connec�ng the dots” is perfect metaphor. This is where the value of a Lead and Customer Data Pla�orm comes in.

https://www.lemnisk.co/

https://www.leadboxer.com/


Ly�cs enables brands to achieve relevance at scale

across all marke�ng channels by surfacing rich

customer insights to deliver dynamic customer

experiences. Their applica�on of ML capabili�es

powers behavioral and content affinity analysis to

automa�cally trigger individualized downstream

marke�ng ac�vity. Popular retail, media,

consumer goods, financial services, and tech

brands across industries use Ly�cs to execute

one-to-one marke�ng programs. Would fit well

into the shortlist of a B2C Enterprise that priori�zes

the need for marketers to focus on strategy,

planning and tac�cs instead of execu�on which is

being automa�cally handled and intelligently

orchestrated by advanced marke�ng systems.

Our Take


We began life as





Execu�ve Quote

James McDermo� CEO @jamesnmcdermo�

Get to know Ly�cs www.ly�cs.com


As a CDP

We are primarily a CDP

B2C Enterprises

Across


Our sophis�cated technology not only brings all customer data together, but also uses ML to provide smart, predic�ve insights and automated orchestra�on. The predic�ve machine drives what experiences individual customers receive, in real-�me and at scale - this is what a true CDP can provide, and what organiza�ons should expect from their investment.

29Page


https://www.lytics.com/


mPar�cle CDP is especially good at providing end-

to-end data management capabili�es with the

widest array of primary data collec�on SDKs

(So�ware Development Kits). They also offer best

in class segmenta�on and targe�ng by enabling

predic�ve modeling outcomes. And finally, due

to the sheer number of pre-built connectors

and integra�ons with other marke�ng tools,

they enable users to ac�vate and orchestrate

campaigns to any number of channels including

adver�sing, push, email , and marke�ng

automa�on pla�orms. mPar�cle serves Enterprise

to midsize B2C brands across industries. Would be

in the shortlist of all B2C marketers wan�ng to

simplify complex data opera�ons, and orchestrate

complex marke�ng journeys with agility and at

scale.

Our Take


We began life as





Get to know mPar�cle www.mpar�cle.com


As a CDP


Across


We are primarily a CDP but also offer infrastructure services so enterprise IT organiza�ons can accelerate development of their homegrown customer data pla�orm ini�a�ves with mPar�cle “inside”

The success of the CDP is predicated on implemen�ng a customer-centric, unified data pipeline. Relying on previously implemented tools to build that pipeline is like trying to build a house star�ng with the roof instead of the founda�on.

Execu�ve Quote

Michael Katz, Co-Founder & CEO@mkatz0630

30Page

www.mapp.com

The very recently launched Mapp CDP allows marketers to unify disparate customer data and improve marke�ng execu�on by

engaging with their customers in a real-�me and meaningful way across all marke�ng channels. Their CDP is combined with Mapp

Cloud, an integrated set of marke�ng solu�ons to drive customer acquisi�on & engagement by data aggrega�on, customer

segmenta�on, campaign design, mul�-channel orchestra�on, and scalable execu�on capabili�es, and would make a good fit for

marketers seeking an ‘all-in-one’ solu�on that can grow into a single marke�ng engine in the future.

Our Take

www.marke�ngg2.com

Marke�ng G2's data-driven customer engagement pla�orm is u�lized by many of the leading media companies throughout North

America to fully manage the processes of engaging, acquiring, servicing, and retaining subscribers. Over the years, Marke�ng G2 has

developed a suite of products and services that work with Open Intelligence to gather data and u�lize intelligence. The suite includes

MG2 ConneXt to manage engagement and tools for customer rela�onship management, data discovery, and visualiza�on. Marke�ng

G2 should be considered by brands that need to respond dynamically and in real-�me to user ac�vity and a�ributes, with a series of

contextual conversa�ons designed to move a user through the engagement funnel.

Our Take


https://www.mparticle.com/

https://mapp.com/

http://www.marketingg2.com/


NGDATA helps brands in data-driven industries,

such as financial services, telecom, u�li�es

and hospitality, to drive connected customer

experiences and achieve what they call 'data-

driven customer centricity'. They offer an AI-

powered CDP for data-rich companies, and

addi�onal Digital Transforma�on Services for

companies that need a higher level of data

maturity to fully leverage a CDP. NGDATA CDP

would make the shortlist for medium to enterprise

B2C businesses that are data-rich and need to take

data ac�va�on to the next level of profitability or it

would make an ideal star�ng point for companies

looking to set their data house in order and make

the digital transforma�on necessary to drive data-

driven marke�ng.

Our Take


We began life as





Get to know NGDATA www.ngdata.com


As a CDP

We are primarily a CDP but also offer data transforma�on service


Financial services, Telco, U�li�es and Entertainment


“True CDPs are data-driven, customer-centric, provide rich data ingest models and are powering insights by real-�me intelligence… and go beyond digital sources and channels, of course!”

Execu�ve Quote

Steven NoelsCTO, @stevenn

www.nominow.com

Nominow CDP collects and combines customer data from online and offline journeys into a single customer view and enables

marketers to ini�ate relevant dialog with customers based on their involvement level. It offers a marketer-friendly way to gather and

control all customer data in one place, and leverage the insights for marke�ng tasks like personaliza�on, segmenta�on and targe�ng,

next best ac�ons, a�ribu�on, media-mix modeling; as well as customer service and sales enablement. Nominow serves all size of

companies across all industries and customises its offerings for each user – so it may be a useful op�on for companies who need a

unique solu�on, that offers flexibility as well as a comprehensive range of services to choose from.

Our Take

31Page

www.nectarom.com

NectarOM helps marketers with their omnichannel personaliza�on-at-scale capability. Their pla�orm includes all the key capabili�es

required for success viz. customer data management, analy�cs, campaign execu�on & management, and easily integrates with

exis�ng systems and processes. They work with B2C brands in healthcare, retail and insurance and would deliver best for companies

focused on op�mising revenues with personaliza�on along all touchpoints of the customer journey.

Our Take


https://www.ngdata.com/

https://www.nominow.com/

https://nectarom.com/

Coupled with DMP and content recommenda�on

capabili�es, ONEcount CDP consolidates data

across disparate silos into a single pla�orm.

Marketers can query and define audience

segments and deploy targeted marke�ng and

adver�sing campaigns. They have special

exper�se in servicing customers in the media/

publishing, pharmaceu�cal and consumer product

manufacturing industry across all business models

and sizes. They could be considered by brands that

are focused on reten�on, membership or

subscrip�on driven revenue outcomes by closing

iden�ty loopholes across devices and channels.


We began life as





Execu�ve Quote

Joanne PersicoPresident@ONEcount

Get to know ONEcount www.one-count.com



Media/ publishing, pharmaceu�cal and consumer product manufacturing


As a web development and integra�on company serving publishing and media companies and then added CDP to our solu�on offerings in 2013

We are primarily a CDP but also offer landing page/form builder, content ga�ng and paywalls, IVT (invalid traffic) mi�ga�on, content recommenda�ons, and popup/inters��al solu�on(s)

ONEcount creates a single view of customers, lets users configure omni-channel marke�ng efforts within one single web applica�on, and reduces organiza�on’s growing martech stacks for one low monthly fee. Our content-ga�ng and paywall meters have helped paid publica�ons increase lead gen and subscrip�on revenue by closing iden�ty loopholes across devices and channels.



http://www.one-count.com/

Op�move leverages AI to foster 'emo�onally

intelligent' rela�onships that maximize the value

of every customer via true 1:1 personalized mul�-

channel customer communica�ons. Op�move is

used by leading medium to large sized B2C brands

across retail, gaming and financial services, and

could be a good fit for B2C companies that focus on

predic�ve modelling to drive campaign-efficiency,

churn management, and data-driven customer

engagement and personaliza�on.

Our Take


We began life as





Execu�ve Quote

Pini Yakuel CEO and Founder@Pini_Yakuel

Get to know Op�move www.op�move.com


As a CDP


Across

Analy�cs, Orchestra�on

We are primarily a CDP but beyond providing that, Op�move leverages AI to actually foster emo�onally intelligent rela�onships that maximize the value of every customer via true 1:1 personalized mul�-channel customer communica�on.

We rely heavily on data science and predic�ve analy�cs to help smart marke�ng teams drive growth by enabling brands to exhibit emo�onally intelligent communica�on and highly personalized CX. Our mul�-channeled, self-op�mizing campaigns are driven by advanced AI and machine learning algorithms, aimed at providing personaliza�on and customiza�on at scale for any brand.



https://www.optimove.com/


Primarily a web analy�cs & tag management

vendor but also offering a CDP solu�on, they are

highly regarded by companies in data-sensi�ve

industries priori�zing compliance with such

regula�ons as the GDPR, HIPAA, Chinese Internet

Law, Russian Law 526-FZ, among others. The CDP

solu�on of Piwik PRO Marke�ng Suite has a strong

focus on analy�cs, tag management, content

personaliza�on, and data ac�va�on. They are a

good bet for medium to Enterprise size banks,

financial ins�tu�ons, government organiza�ons

and product teams dealing with sensi�ve data,

who wish to leverage first-party data (i.e. web

analy�cs, CRM, mobile, secure member areas and

transac�onal systems) while adhering to the

highest security standards and strictest privacy

regula�ons.

Our Take


We began life as





Get to know Piwik PRO www.piwik.pro


Enterprise, Large to medium business from both B2B and B2C

Banking & finance, government organiza�ons, product teams across corpora�ons


As a web analy�cs & tag management pla�orm and then added CDP to our solu�on offerings in 2017

We are primarily a web analy�cs & tag management solu�on but also offer a CDP solu�on

The PRDCT customer data pla�orm enables

marketers to cluster and gain insights from first-

party data, and use it to segment and ac�vate

campaigns through any marke�ng tool, fast and

easy. They work with medium to large consumer

brands across industries to create technical

solu�ons for data-driven marke�ng.

Our Take


We began life as





Execu�ve Quote

Marnix DaleboutCTO

Get to know PRDCT www.prdct.nl


As a CDP


Across

Data Management, Analy�cs

We are primarily a CDP but also offer repor�ng and analysis solu�on(s) plus connec�on to campaign tooling

PRDCT stems from our vision of a 'connected world’ architecture. PRDCT is the batch lane in a so-called Lambda architecture, where batch processes and real-�me interac�ons work together to ensure all customer data is ready and useable when and where needed; for repor�ng and analysis, or ac�va�on and campaigning.

34Page


https://piwik.pro/

https://www.prdct.nl/


Marketers and data teams use Quaero's pla�orm to source and ac�vate informa�on from across the enterprise, enabling them to

focus on delivering improved segmenta�on and outcomes from predic�ve models. They serve clients across mul�ple industries

including retail, consumer products, financial services, media, and healthcare to automate, unify, and manage customer data driven

by their iden�ty resolu�on engine. Standard connectors, no-code configura�ons, and privacy-by-design ensure func�onal and

technical team members collaborate in a seamless, secure customer data environment. Quaero could make the shortlist for teams that

are driven by the need to mone�ze customer data from any source – digital or offline – as efficiently as possible.

Our Take www.quaero.com

Serving mid to large B2C businesses with special

exper�se in the retail, financial services,

hospitality, and sports management industries;

QuickPivot does everything a CDP should. Would fit

well into the shortlist of a B2C brand that is

grappling with a lot of complex data, disparate

systems and which priori�zes offline ac�va�on

(like print and direct mail) as much as online; and

needs a solu�on to structure and streamline all

things data, so marke�ng can focus on ac�va�ng

and leveraging it.

Our Take


We began life as





Execu�ve Quote

Paul MandevilleCo-CEO and Chief Product Officer@Quickpivot

Get to know QuickPivot www.quickpivot.com



Retail, financial services, hospitality, and sports management industries

Data Management

We are primarily a CDP but also offer Customer Journey Mapping, an integrated ESP, Machine Learning Insights and Campaign Analy�cs solu�ons

QuickPivot brings offline & online data together, so marketers can orchestrate omni-channel campaigns based on real-�me customer behavior. Ours is theonly CDP that lets mul�-channel retailers develop a direct-mail plan (with a hierarchy-based segmenta�on model) that seamlessly aligns with digital marke�ng channels. This enables teams to focus on revenue-driving metrics such as life�me value and loyalty.

As a Cross-Channel Campaign Management Pla�orm and then added CDP to our solu�on offerings in 2016

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https://www.quaero.com/

https://www.quaero.com/

https://quickpivot.com/


RedEye CDP helps brands improve customer database management and increase customer life�me value via sophis�cated marke�ng

automa�on and improved customer iden�fica�on across mul�ple devices. As a CDP must be, RedEye is built around the concept of

single customer view, which brings together all the customer data, from any source, into a single customer record to help drive

personalised marke�ng at scale. They serve clients across B2C retail and ecommerce industries, and are especially worth considering

for companies focused on cart abandons and email conversion campaign outcomes.

Our Take www.redeye.com

Radius is already a well-established player in the

B2B marke�ng and predic�ve analy�cs space.

Their new CDP – the Radius Unify pla�orm –

allows marketers to improve data quality across

any system, target across every audience a�ribute

with massive reach across every channel, and

create a 360° view of every possible customer.

Radius Unify is an Enterprise CDP focused en�rely

on B2Bs and integrates and augments all customer

data, and enables pinpoint audience targe�ng.

Could be a good vendor to consider for B2B

marketers already commi�ed to an ABM (Account-

Based Marke�ng) strategy, or those who want to

reach buyers with accurate omnichannel data that

is integrated across 500+ ad channels.


We began life as





Execu�ve Quote

John HurleySenior Director of Product Marke�ng & Product Strategy@radius

Get to know Radius


B2B Enterprises

We have special exper�se in service customers in financial services, telecom, business so�ware and services, and technology industry(s)

Data management

We are primarily a CDP but also offer data provider solu�on(s)

As a data and predic�ve analy�cs company, and then added CDP to our solu�on offerings in late 2017

36Page

Radius enables customers to create a central, accessible, and persistent data source; and integrate and ac�vate that data across any system. Unlike tradi�onal CDPs, Radius includes the industry’s single largest third-party B2B data ecosystem – The Network of Record™; allows customers to either access APIs or use our SaaS applica�on; and ac�vate across more digital channels than any other B2B provider.

www.radius.com


https://www.redeye.com/

https://radius.com/



Primarily a customer engagement hub, RedPoint

Global creates a single view of customers,

determines next best ac�ons in real �me, and

orchestrates interac�ons across all enterprise

touchpoints. RedPoint Global primarily serves

enterprise clients from retail, financial services,

insurance, healthcare, travel, hospitality, and

other industries. Would fit well into the shortlist of

a B2C enterprise that is data rich and data mature,

seeking a single point of control for first, second

and third party data; to deliver personalized and

contextually relevant experiences in dynamic and

compe��ve environments.

Our Take


We began life as





Execu�ve Quote

Patrick Tripp VP of Product Strategy@ptripp

Get to know RedPoint Global www.redpointglobal.com


B2C Enterprises

Retail, Financial Services and Insurance, Healthcare, Travel and Hospitality and many others


We are primarily a Customer Engagement Hub but also offer a CDP solu�on

As a CDP

RedPoint’s CDP allows brands to know all that is knowable about their customers; and incorporate those insights together at the speed and cadence needed to create a ‘golden record’ that is progressive and ac�onable enterprise-wide. Our In-Line Analy�cs capabili�es generate insights and next best ac�ons, to orchestrate personalized omnichannel experiences across digital and tradi�onal touchpoints to op�mize customer engagement.

https://www.redpointglobal.com/


Being a CDP for B2Bs, Rekener collects, transforms

and matches customer data from mul�ple sources

with account level data to create a unified view of

B2B customers. Their CDP provides the analy�cal

power of tradi�onal BI tools, but with the object-

based structure, workflow and orchestra�on

abili�es of a system of ac�on. Small and medium

B2B brands from across industries use Rekener to

break down tradi�onal silos and help func�onal

teams collaborate, acquire and retain customers

over a long period of �me.


We began life as





Execu�ve Quote

Alex Laats Founder and CEO

Get to know Rekener www.rekener.com


As a CDP

We are primarily a CDP with applica�ons that provide both analy�cs and orchestra�on for line of business managers in sales, marke�ng and customer success.

Small to medium B2B businesses

Data Management , Analy�cs, Orchestra�on

Across

Rekener’s vision is that the CDP will be the central opera�ng system for B2B go-to-market teams. CDPs are transforma�onal because they use AI to automate extrac�on, transforma�on and loading (ETL) of customer data from mul�ple sources; and line managers can directly generate insights and act on them. With CDPs, IT is an enabler, not a gatekeeper.

38Page

Segment's strengths lie in working with customer

data to drive data maturity and common data

standards across the organiza�on. By connec�ng

first-party customer data with 200+ marke�ng and

analysis tools, marketers get richer decision

making inputs and ac�va�on opportuni�es.

Fortune 2000 to SMBs in retail, media &

entertainment industries use Segment to create

universal behavior-based audiences to drive

personaliza�on across ads, email, and in-app

channels. Could be considered by B2C and B2B

brands that need to gain a common understanding

of their users and make more customer-centric

marke�ng decisions.

Our TakeOur ideal customers are



Get to know Segment www.segment.com


Data Management

Retail, media & entertainment


https://www.rekener.com/

https://segment.com/



SessionM combines machine-learning and real-

�me decisions to enable marketers to deliver

messages, offers, or loyalty tac�cs across any

channel to drive incremental behaviors and

revenues. The pla�orm is a good poten�al fit for

enterprises looking to address dynamic customer

engagement at great speed and flexibility,

especially with a focus on loyalty and reward

programs, omni-channel campaigns or POS offers

at the moments that ma�er.

Our Take


We began life as





Execu�ve Quote

Patrick Reynolds, Chief Marke�ng Officer, SessionM @buffaloreynolds

Get to know SessionM


We are primarily a loyalty and engagement pla�orm but also offer a CDP solu�on


We have special exper�se in retail, restaurants, quick service restaurants, travel and hospitality industry(s)

Data management and Orchestra�on

SessionM combines loyalty, campaign and customer data management, to deliver a complete loyalty solu�on with powerful data capabili�es. With SessionM, a brand can unify customer data to know their preferences and execute personalized offers via SMS, email, or push no�fica�on. Customers can redeem offers at POS in-store; and accrue loyalty points to drive incremental spend.

As a mobile-loyalty pla�orm and then added CDP to our solu�on offerings in 2016

www.sessionm.com

https://www.sessionm.com/


Splio provides marketers of all sizes and across

industries with a solu�on that combines marke�ng

automa�on and loyalty marke�ng to orchestrate

powerful online and offline campaigns. They seem

to have notable exper�se with B2C brands in the

retail and ecommerce sector, and would be a good

considera�on for brands wan�ng to manage

customer data to be�er manage and op�mize

loyalty marke�ng outcomes.

Our Take


We began life as





Execu�ve Quote

Mireille Messine CEO @MireilleMessine

Get to know Splio www.splio.com


We are primarily a Customer Pla�orm but also offer a CDP solu�on

Medium to Large B2C businesses

Retail and eCommerce

Orchestra�on

By combining CRM, marke�ng automa�on and loyalty programs, Splio empowers marketers to create and manage their own online and offline loyalty programs without connec�ng to third-party solu�ons. We are very proud to rekindle enthusiasm for loyalty and bring it up-to-date by le�ng marketers manage their loyalty programs and campaigns by themselves, in just a few clicks, using our pla�orm.

As an ESP and then added CDP to our solu�on offerings in 2014


www.signal.co

Signal’s customer iden�ty pla�orm lets marketers instantly and con�nuously recognize customers and deliver contextual relevance at

cri�cal marke�ng and adver�sing moments. They should be considered by companies that work in customer environments that involve

complex omni-channel touch points, a high frequency of touchpoints and large volumes of interac�on and transac�on data, where the

speed of onboarding is cri�cal to success.

Our Take

www.simondata.com

Simon Data is an enterprise CDP with a fully-integrated marke�ng cloud so insights can go into ac�on seamlessly. Their CDP empowers

businesses to leverage enterprise-scale big data and ML to power customer communica�ons in any channel and develop

personaliza�on capabili�es without needing to build and maintain massive bespoke data infrastructure. They are a strong op�on for

mid-size B2C marketers seeking a marketer-friendly solu�on with a focus on taking siloed marke�ng data directly into performance

marke�ng ac�va�on.

Our Take

https://www.splio.com/

https://www.signal.co/

https://www.simondata.com/


Tealium enables users to connect, unify and enrich

event-level and aggregated consumer data from

online and offline devices into a single source of

truth. This allows marketers to build a con�nuous,

360-degree view of customers, and automate

ac�ons across every channel and touchpoint in

real-�me. The 'AudienceStream' CDP is built on

their flagship UDH (Universal Data Hub) – a flexible

pla�orm to help streamline an organiza�on's

customer data supply chain. With over 1000 client-

side and server-side turnkey integra�ons across

marke�ng and op�miza�on pla�orms, Tealium

should make the shortlist for data mature

B2C marketers seeking to build personalized

customer experiences in very complex, omni-

channel environments.


We began life as





Execu�ve Quote

Jeff Lunsford CEO@lunk18

Get to know Tealium www.tealium.com


We are primarily a Universal Data Hub but also offer a CDP solu�on


Retail, travel & hospitality, healthcare,financial services, media and technology and others

Data management

As a tag and data management company and then added CDP to our solu�on offerings in 2013

Companies saw an opportunity to leverage the new digital touchpoints crea�ng all this customer data …but didn't have technology to manage it. We created a standard enterprise-wide data layer where all customer a�ributes live and can be accessed. This pla�orm - Tealium’s Universal Data Hub – includes tag management (Tealium iQ), CDP (AudienceStream), filtering & streaming data to a warehouse (DataAccess) and - because of the advent of IoT and mobile - a cloud-based API hub (EventStream).

41Page


https://tealium.com/


Treasure Data CDP (recently acquired by Arm)

unifies customer informa�on from mul�ple

sources – online, offline, IoT and device generated

data – for marketers to provide superior customer

experiences. B2B and B2C enterprises across

industries use Treasure Data to create advanced

analy�cal work flows from complex data sources,

as well as drive personalized recommenda�on

engines in dynamic omni-channel environments.

Should definitely be considered if device data is a

priority.


We began life as





Execu�ve Quote

Rob GlickmanHead of Marke�ngData Business@robissimo

Get to know Treasure Data www.treasuredata.com


We are primarily a Data Management Pla�orm but also offer a CDP solu�on.

B2C and B2B Enterprises

Across


As a Data Management Pla�orm and then added CDP to our solu�on offerings in 2016

Treasure Data’s cloud-based data management pla�orm allowed Users – everyday marketers - to collect and understand massive amounts of data, transform businesses and create new customer experiences. The next fron�er in customer data comes from vast networks of connected (IoT) devices - Treasure Data provides visualiza�on of that data for business insight and ac�on.

www.umbel.com

The Umbel data management pla�orm is used by some of the most recognizable names in the sports, memberships and entertainment

industries to access, acquire, ac�vate and analyze their customer data to increase engagement, revenue, and loyalty. With their

pla�orm, fan-based organiza�ons around the world are running highly targeted, revenue-driving campaigns by capturing fan

informa�on and automa�cally associa�ng the data with the customers, thereby calcula�ng their life�me value and aggrega�ng those

insights to transform fan experiences.

Our Take

42Page


https://www.treasuredata.com/

https://www.umbel.com/


Velocidi helps businesses collect and manage 1st-

party data on customer interac�ons across all

channels in real �me. Their CDP helps marketers

reach customers more accurately, drive down

customer acquisi�on costs and predict customer

life�me value. The Velocidi CDP runs in a private

cloud deployment, which takes every online

and offline touchpoint of customers’ journey to

create complete customer profiles. Medium to

large B2C brands from the ecommerce industry

should consider their CDP if running customer

data through machine learning algorithms

and predic�ve modeling to improve website

experiences and conversions is core to their

strategy.

Our Take


We began life as





Execu�ve Quote

Paulo CunhaChief Product Officer@skyhorse

Get to know Velocidi www.velocidi.com


We are a Private CDP, helping brands improve CLV, churn rates, MROI, and more by harnessing their own 1st party data.

B2C large and medium businesses

eCommerce

As a measurement and Repor�ng Pla�orm (including data integra�on, data management, analysis, repor�ng, and machine learning func�ons) and then added real-�me event level data to complete our CDP solu�on offerings in 2017

Data Management, Analy�cs, Aggregate-level (marke�ng performance) Analy�cs, Data Privacy, Centralized Customer Intelligence, Revenue Op�miza�on, Personaliza�on, Machine Learning

Our unique Private CDP answers two cri�cal challenges of eBusinesses: making AI for personalized and predic�ve marke�ng accessible; and assuring all customer data is kept within the client’s walled garden. With data privacy as a star�ng point, our Private CDP is built around core features like real-�me big data processing, customer iden�ty resolu�on, or stringent privacy compliance.

www.ye�data.com

Ye� Data offers a cloud-based 'private data exchange' service that claims to solve the marketer's challenge of managing, transforming

and analyzing customer data from many disparate sources while managing use-rights and privacy rules. They provide an arena for

companies to check-in, and frequently exchange data with partners and customers. The data exchanges are built with marke�ng-

specific modeling and analy�cs to create a complete customer data picture that allows a marketer to understand how to mo�vate

behaviors, iden�fy personas, design loyalty programs, and manage mul�-channel customer experiences.

Our Take

43Page


https://www.velocidi.com/

http://www.yetidata.com/


Ysance offers a unique mix of a SaaS pla�orm and

exper�se in Big Data solu�ons. Their pla�orm

provides brands with agile omnichannel

marke�ng capabili�es, and their solu�on for

a�ribu�on seems especially useful to retail and e-

commerce companies to make informed business

decisions. Ysance would be a poten�al fit for

medium to enterprise size B2C brands wan�ng to

leverage data to make them workable for

marke�ng acquisi�on, merchandising and

management teams.

Our Take


We began life as





Execu�ve Quote

Laurent LetourmyCEO@lletourmy

Get to know Ysance www.ysance.com


We are primarily a CDP but also offer Ar�ficial Intelligence and a�ribu�on solu�on(s)

B2C Enterprise, Large and medium businesses

Retail Industry

Data Management, Analy�cs, Orchestra�on, Merchandising and offline a�ribu�on capabili�es

As a data services provider and then added CDP to our solu�on offerings in 2012 (year)

Ysance had a head-start in the market thanks to our close proximity to physical retailers; and is undoubtedly the best on the subject of omni-channel marke�ng. We have the talent, the customers, the technology, our stack of Ar�ficialIntelligence assets, the financing and the support of very large brands with whom we work closely ontheir priori�es.

Zaius builds a unified customer database from

almost every source through a number of one-click

integra�ons and APIs allowing marketers to

segment, analyze, and personalize campaigns

across channels. A majority of their customers are

from the mid-market retail, ecommerce, travel &

hospitality, and marketplaces industry(s). Would

fit well into the shortlist of a B2C mid-sized business

that is focused on building personalized marke�ng

campaigns and op�miza�on.

Our Take


We began life as





Execu�ve Quote

Eric Kea�ng VPMarke�ng

Get to know Zaius www.zaius.com


As a CDP

We are primarily a CDP but also offer marke�ng campaign automa�on solu�on(s)

Retail, ecommerce, travel & hospitality, and marketplaces industry(s)


B2C businesses of all sizes

The No. 1 KPI that Zaius encourages customers to focus on is repeat purchase rate –o�en the most important and most difficult-to-influence purchase. But once that second purchase is made, the likelihood of a third, fourth and fi�h purchase increases exponen�ally. Only when marketers control customer data in day-to-day systems like B2C CRM, can they deliver the personalized, �mely CX necessary to move the needle.

44Page


https://www.ysance.com/data-services/fr/home/

https://www.zaius.com/


ZenIQ which has been acquired by 6sense, a leading Demand Orchestra�on Pla�orm, is an account-based marke�ng and sales

orchestra�on pla�orm that enables marketers to scale ABM and sales ac�ons. The pla�orm uses AI to automate the tasks and

programs most likely to drive account engagements. Their customers include both public and private high growth companies. They are

a good fit for businesses aiming to improve target account coverage and penetra�on, be�er campaign conversion rates and seamless

sales-marke�ng alignment quickly and efficiently.

Our Take www.zeniq.io

Zylotech is a self-learning CDP that keeps customer

data live and enriched while automa�ng cross/up-

selling & reten�on marke�ng across the customer

life cycle. Powered by AutoML, the pla�orm

con�nuously unifies internal and external data,

enables real-�me segmenta�on and recommends

the next best steps to ac�vate campaigns through

a variety of marke�ng clouds & orchestra�on

engines. They serve medium to enterprise B2C and

B2B clients across industries and could make a

good op�on for marketers struggling with poor

data quality, irregular analy�cs projects, and

slow data processing that are causing missed

opportuni�es.

Our Take


We began life as





Execu�ve Quote

Abhi Yadav Founder and CEO @abhishekyd

Get to know Zylotech www.zylotech.com


As a CDP

We are primarily a CDP but also offer a fully automated self-learning pla�orm with bo�om-up analy�cs solu�on

All Industries


Enterprise, large and medium businesses from both B2C and B2B models

45Page

Our pla�orm features a dynamic data management engine; and embedded analy�cs engine (EAE) with various automated ML models for customer analy�cs – from data integra�on, discovery, unified data feature engineering, and model selec�on to discover non-obvious pa�erns, dynamic insights & 1:1 recommenda�on. AutoML led Customer Analy�cs ensures best prac�ces and self-improving insights for �mely ac�ons.


https://www.zeniq.io/

https://www.zylotech.com/

Addi�onal Resources to Help with CDP Vendor Shortlis�ng:

PART 5

Select extracts from The CDP Explainer Series available exclusively on MarTech Advisor


WORD CLOUD The most important ques�ons buyer’s ask CDP vendors

Infl

ue

nce

rs

CMOCIO

CRM LeaderC-suiteMarke�ng Ops head

Informa�on Security Team

Chief Data OfficerCTO Compliance Manager

Enterprise Architect

Acquisi�on Marketer

Customer Experience team

Email Marketer

Data Scien�st

VP Marke�ng

Analy�cs Team

MarTech Team Adtech Team

Program Manager

Marke�ng Ops

Users

Decision MakersBusiness Intelligence Manager

Data Analyst

CFO

Data Privacy Specialist

Data Steward

Head of Digital

Loyalty Marke�ng Team Ret

en

�o

n M

arke

ter

WORD CLOUDKey people in the CDP buying process

Both Word Clouds taken from The CDP Explainer Series Issue 5: Choosing the right CDP Vendor

46Page

Addi�onal Resources from The CDP Explainer Series



https://www.martechadvisor.com/tags/cdp-explainer-series/?utm_source=tags


DEPLOYMENT JOURNEY MILESTONES

Final Project Team Named

Project roadmap, goals and metrics signed off by all stakeholders (30- 60- 90 days)

CDP Use Cases Iden�fied and Priori�zed (first few phases)

Training completed

— Admin— Users— Sponsors

Data Strategy Signed Off

— Sources— Collec�on— Normaliza�on/ nomenclature— Onboarding— Ac�va�on

What are the key milestones in the deployment journey?

R

R

R

R First Unified View of Customer Data Emerges

Data Security, Compliance, Enrichment QA completed & signed-off

Ini�al data use-cases successfully executed

Broadcast early wins so all stakeholders see what success looks like

Ac�va�on of unified data on martech tools successfully executed (test campaigns)

R

R

R

Migra�on to live environment

Upstream and downstream data integra�on and flow tested successfully

Scale campaigns

Stabilize and maintain

Set up roadmap for new / future use cases and test

R

R

R R

R

R

R

R

Taken from The CDP Explainer Series Issue 8: Measuring CDP ROI

47Page


Measuring CDP ROI

https://www.martechadvisor.com/articles/data-management/how-to-measure-customer-data-platform-performance-and-roi/

About MarTech Advisor

PART 6

Named among the top ten publica�ons read by B2B

CMOs by Forbes magazine, MarTech Advisor

is one of the fastest growing Media brands providing

unbiased news, industry research, so�ware

recommenda�ons, and aggregated job opportuni�es

for marke�ng professionals. Our community includes

highly engaged thought leaders (read: CMOs and

marke�ng experts) that regularly contribute and

par�cipate on MarTech Advisor. Leading Marke�ng

Technology brands like Salesforce, IBM, SharpSpring

partner with MarTech Advisor to reach these highly

engaged audiences and drive improved marke�ng

performance across the funnel.

Download the MarTech Advisor Media Kit and

Editorial Calendar 2018 .here

The MarTech Advisor Buyers’ Guide Series addresses

a cri�cal marke�ng technology category every

month. Our goal is to not just help give Mid and Large

size companies the perspec�ve they need to

approach a specific category but to help them make a

more informed buying choice. Previous MTA Buyers’

Guides categories have included: Key Account

Management, Sales Tech, Marke�ng Automa�on,

Predic�ve Analy�cs, Email marke�ng and Social

Media Marke�ng. .Get the full list here

For editorial enquiries, email Chitra Iyer, Editor-in-

Chief at [email protected]

For sales enquiries, email Mukesh Rajpurohit, VP

Sales at [email protected]

About MarTech Advisor About MTA Buyers’ Guide

The Buyers’ Guide was produced by the Editorial & Design Team which includes:

DESIGN

GAYATRI SAHUSenior Director - Brand & User [email protected]

SHIVAJI DANGELead - Graphic [email protected]

RESEARCH, COORDINATION & CONTENT DEVELOPMENT

SURAJIT NATHDirector- Research [email protected]

PANKAJ PRAJAPATISr. Research Analystpankaj.prajapa�@martechadvisor.com

CHITRA IYEREditor-in-Chief, MarTech [email protected]

EDITORIAL CONTENT

48Page© 2018 All Rights Reserved. MarTech Advisor.


https://images.martechadvisor.com/MTA_Final_Media_Kit_2018.pdf

https://www.martechadvisor.com/resources/research/buyers-guide/

mailto:[email protected]

mailto:[email protected]

https://www.linkedin.com/in/gayatri-sahu-62a31b11/





https://www.linkedin.com/in/shivaji-dange-64b6a0109/





https://www.linkedin.com/in/surajitnath/

https://www.linkedin.com/in/pankaj-prajapati-32779116/

https://www.martechadvisor.com/author/chitra-iyer-3/





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