MIR 1808 CusDatPlat

M A R T E C H I N T E L L I G E N C E R E P O R T:
Enterprise Customer
Data Platforms:
A Marketer’s Guide
FIRST EDITION
A MarTech Today Research Report

Enterprise Customer Data Platforms: A Marketer’s Guide
Table of Contents
Scope and methodology .................................................................................................................. 2
CDP market overview........................................................................................................................ 3
Table 1: The leading obstacles to marketing success ............................................................... 3
A CDP is not a CRM, DMP or marketing automation platform ..................................................... 4
Table 2: How CDPs differ from other martech systems ............................................................ 4
Venture capital flows to crowded CDP market .............................................................................. 5
CDP capabilities ................................................................................................................................ 5
Data management ......................................................................................................................... 6
Analytics ........................................................................................................................................ 6
Orchestration ................................................................................................................................. 6
Data regulation compliance .......................................................................................................... 6
Third-party systems integration ..................................................................................................... 7
Choosing a CDP ................................................................................................................................ 7
The benefits of using a CDP .......................................................................................................... 7
Table 3: Select CDP capabilities ............................................................................................... 8
Pricing ............................................................................................................................................ 9
Recommended steps to making an informed purchase ................................................................. 9
Step One: Do you need a CDP? ................................................................................................... 9
Step Two: Identify and contact appropriate vendors .................................................................... 11
Step Three: Scheduling the demo ................................................................................................. 11
Step Four: Check references, negotiate a contract ....................................................................... 12
Conclusion ......................................................................................................................................... 13
Vendor profiles ................................................................................................................................. 14
ActionIQ ........................................................................................................................................ 14
AgilOne ......................................................................................................................................... 16
Amperity ........................................................................................................................................ 18
Ascent360 ...................................................................................................................................... 20
BlueConic ...................................................................................................................................... 22
BlueVenn ....................................................................................................................................... 24
Datorama ....................................................................................................................................... 26
Ensighten ....................................................................................................................................... 28
Evergage ....................................................................................................................................... 30
Lattice Engines .............................................................................................................................. 32
Lytics............................................................................................................................................... 34
mParticle ........................................................................................................................................ 36
ONEcount ...................................................................................................................................... 38
QuickPivot ..................................................................................................................................... 40
Radius ............................................................................................................................................ 42
Segment ........................................................................................................................................ 44
SessionM ....................................................................................................................................... 46
Tealium........................................................................................................................................... 48
Treasure Data ................................................................................................................................. 50
Velocidi .......................................................................................................................................... 52
Zaius .............................................................................................................................................. 54
Zylotech ......................................................................................................................................... 56
Resources .......................................................................................................................................... 58
© 2018 Third Door Media, Inc. • http://martechtoday.com 1 Email: martechtoday@digitalmarketingdepot.com

Scope and methodology

This report examines the current market for enterprise customer data platforms (CDPs) and
the considerations involved in implementing the software. This report answers the following
questions:
• What trends are driving the adoption of CDPs?

• Who are the leading CDP vendors?
• What features do CDP vendors provide?
• Does my company need a CDP?
• How much does a CDP cost?
For the purposes of this report, a CDP is defined as a marketer-managed system designed to
collect customer data from all sources, normalize it and build unique, unified profiles of each
individual customer. The result is a persistent, unified customer database that shares data
with other martech systems. (Sources: CDP Institute and LUMA.)
If you are considering licensing a CDP, this report will help you decide. The report includes
industry statistics, market trends and recommended steps for making an informed purchase
decision. It also includes 19 vendor profiles. This report is not a recommendation of any
particular CDP or company and is not meant to be an endorsement of any particular
product, service or vendor.
The vendors profiled in this report were selected based on their roles as CDP leaders or their
entire revenue comes from CDP technology and services. The focus of this report is CDPs
that are available as stand-alone services, and not embedded in a larger cloud application or
part of a larger agency service offering.
The report was prepared by conducting interviews with leading vendors and industry
experts. Interviews took place in June and July 2018. These, in addition to third-party
research, form the basis for this report.
August 2018
Editorial Advisor:
David Raab, Founder, CDP Institute
Research/Writers:
Karen Burka, Senior Research Consultant, Third Door Media
Brian Kelly, Principal, Candlewood Creative
Editor:
Claire Schoen, Director, Marketing Services Content, Third Door Media
© 2018 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com

Orchestrate Your Customer Data
Tealium's Universal Data Hub provides a unified source of customer
data, available in real time across teams, tools, and touchpoints.
Trusted by Over 800 of the World's Most Innovative Brands
See Our Industry-leading Approach

tealium.com/why-tealium
CDP market overview As the number of

touchpoints in the
The customer data platform (CDP) market is expected to generate $1 billion in revenue by customer journey
2019, according to the CDP Institute, as both employment and the number of CDP vendors expands, CDPs
doubled in 2017. Driving growth is a perfect storm of increasing complexity in the customer allow marketers to
journey, the martech stack and data governance.
break down first-
Gartner predicts that the average US adult will own more than six smart devices by 2020, party customer data
making cross-device IDs and identity resolution – the ability to consolidate disparate sets of silos to unify and
data into an individual profile – a critical need for marketing effectiveness. As the number of normalize contact
touchpoints in the customer journey expands, CDPs allow marketers to break down first-party information.
customer data silos to unify and normalize contact information.
Almost half of marketing executives say they are responsible for enterprise marketing
technologies, and nearly one quarter manage their martech platforms independently from IT,
according to the CDP Institute. With marketers exercising more control over technology, there
is more focus on adopting marketing-centric solutions.
Enter the CDP – a platform designed for marketer use – to streamline the flow of customer
data throughout the martech stack and create a single view of the customer, which remains the
leading obstacle to marketing success (see Table 1).
Table 1: The leading obstacles to marketing success
Single customer view 58%
Collaboration outside marketing 49%
Martech budget 39%
Overall budget 34%
Martech staff training 32%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Best Practices in Building a Unified Customer Database, CDP Institute
Customer data security and governance have also leapt to the forefront of marketer concerns,
as the alphabet soup of data regulations – from HIPAA (Health Insurance Portability and
Accountability) to HITECH (Health Information Technology for Economic and Clinical Health)
to GDPR (General Data Protection Regulation) and CASL (Canada Anti-Spam Legislation) –
continues to grow. CDP vendors provide strong data governance protocols that are certified
by third-party organizations to ensure compliance with these types of regulations, as well as
other data security standards. For example, many CDP vendors are SOC (Service Organization
Control), SSAE (Statement on Standards for Attestation Engagements) and/or ISO
(International Standards Organization) certified. These audits confirm best practices around
internal processes, data management, data privacy and security.

A CDP is not a CRM, DMP or marketing automation platform CDPs can be used as
systems of record,
There is still some market confusion about how a CDP differs from a CRM, a DMP (data
management platform) or a marketing automation platform. A CDP provides the following storing both known
three core features that together make it unique from other systems (see Table 2): and anonymous
customer profiles
• A unified, persistent customer database that provides data transparency and granularity at in a central hub
the known, individual level. A CDP can identify customers from many different data sources
that integrates
by stitching together information under a unique, individual identifier. The CDP then stores
its own copy of the data. data from all of
• Marketer control over customer data collection, segmentation and orchestration through the organization’s
native (out-of-the-box) integration that minimizes the need for IT or developer help. various software
• Data integration of both known and anonymous customer data with any external source systems.
or platform, including CRM, point of sale (POS), mobile, transactional, website, email and
marketing automation.
CDPs can be used as systems of record, storing both known and anonymous customer profiles
in a central hub that integrates data from all of the organization’s various software systems. The
data is accessible for marketing analysis, segmentation and insight discovery, with the goal of
increasing the velocity and effectiveness of omnichannel marketing campaigns.
Conversely, DMPs focus primarily on anonymous interactions and are used by digital advertisers,
marketers and publishers to store and manage audience and campaign data. DMPs rely on
anonymous, third-party data to segment and build audiences that look like first-party customers.
Marketing automation platforms, which, like CDPs, are designed for marketer use, focus on
collecting digital channel data and executing digital campaigns. Marketing automation platforms
do not offer the cross-channel (i.e., online/offline data) capabilities that are native to CDPs.
CRMs compile customer data and are often used as the organization’s centralized data hub.
However, CRMs provide marketers with minimal system access and control and can’t identify
or engage with anonymous individuals. Similarly, data warehouses store many types of
organizational data, but are managed, by and large, by IT departments.
Table 2: How CDPs differ from other martech systems
DATA
WAREHOUSE
All customer data
available at the
individual level
DMP CDP CRM

Marketer control over First-and third-party
data Marketing data accessible to
Automation external sources
Source: Third Door Media

Venture capital flows to crowded CDP market

Select CDP venture funding
The crowded CDP vendor market includes several pure-play companies rounds, 2017-2018
that have launched in the past five years, as well as more mature companies
that have their roots in digital technologies such as tag management July 2018
and personalization. As the market matures, many vendors that initially SessionM: $23.8M Series E led by
focused on customer database creation and maintenance are responding Salesforce Ventures
to market demand by expanding their capabilities to include data analytics,
personalization and orchestration. April 2018
Lytics: $14M led by Two Sigma
Venture capital is playing a key role in the market’s maturation and growth. Ventures
Nine of the vendors profiled in this report have raised more than $256 million Zaius: $30M Series B led by Insight
since January 2017 (see sidebar). Venture Partners
SessionM announced a $23.8 million Series E led by Salesforce Ventures in October 2017
July 2018. Boston-based Zaius raised $30 million in April 2018 to develop its ActionIQ: $30M Series B led by
partner and developer ecosystem, as well as expand platform functionality. Andreessen Horowitz
One month later, the company announced the launch of Omnichannel Amperity: $28M Series B led by
Campaign Manager, a new platform feature enabling marketers to create, Tiger Global Management
execute and measure multichannel campaigns in one view.
September 2017
In September 2017, mParticle secured $35 million in Series C funding to help mParticle: $35M Series C led by
roll out a new enterprise-level identity resolution product, IDSync. Earlier, in Harmony Partners
July 2017, Segment scored $64 million in its own Series C round designed to
grow the company’s customer base and investment in “new parts of the core August 2017
product and platform.” Evergage: $10M Series C led by
Arrowroot Capital
There has been little market consolidation, thus far, although that will change
as marketing cloud providers look to expand their ability to manage first-party July 2017
customer data. In July 2018, Salesforce announced an agreement to purchase Segment: $64M Series C led by GV
Datorama, while Treasure Data announced it was being acquired by ARM and Y Combinator
Holdings. BlueVenn bought Leap Media Solutions, a provider of marketing
campaign and analytics services for the media industry, in January 2018 for an June 2017
undisclosed amount. Zaius: $6.5M venture round led by
Underscore VC
CDP capabilities April 2017
Vendors ranging from tag management solutions to personalization platforms ActionIQ: $13M Series A led by
to pure-play CDP providers currently offer CDPs. Virtually all of the CDP Sequoia Capital
vendors profiled in this report provide the following core capabilities:
February 2017
• Data management (collect, normalize and unify customer data in a Tealium: Undisclosed Series E led by
persistent database); Citi Ventures
• Identity resolution to stitch customer data snippets from disparate sources;
• User interface (UI) and features designed for marketing organization use, January 2017
without the aid of IT or data science resources; and Ascent360: $1.9M seed round led by
• Data access to all external systems on a vendor-neutral basis. Access Venture Partners
Source: Third Door Media

CDP vendors differentiate by offering more advanced capabilities that include
– but are not limited to – the following:
• Structured and unstructured data management;

• Online and offline data management;

• Analytics that enable journey mapping, audience segmentation and predictive modeling; A growing number
• Orchestration for personalized messaging, dynamic interactions and product/content of CDP vendors
recommendations; and
• Compliance with vertical industry and international data regulations.
offer data analytics
that allow marketing
The following section discusses these features and the key considerations involved in choosing end-users to define
a CDP (see Table 3). and create customer
segments, track
Data management customers across
Data collection and maintenance is a core CDP function. Virtually all CDPs provide a central channels and glean
database that collects and integrates personally identifiable customer data across the insights from
enterprise. From there, however, CDPs vary in their abilities to manage the following: customer behavior
and trends.
• Identity resolution: The platform ‘stitches’ together customer data points from various
channels into a single customer profile.
• Online/offline data: The platform uses email addresses, phone numbers and postal
addresses to clean and standardize customer records.
• Structured/unstructured data: Most, but not all CDPs manage unstructured data (i.e.,
social media feeds, product photos, barcodes), which may comprise up to 80% of all data
by 2025, according to IDG.
• Mobile data: Several CDPs offer software development kits (SDKs) to load data from
mobile apps directly into the central database.
The importance of each of these data management capabilities will depend on the
organization’s business goals, and whether it has a significant mobile presence, direct mail
budget or brick-and-mortar stores and/or agents.
Analytics
A growing number of CDP vendors offer data analytics that allow marketing end-users to
define and create customer segments, track customers across channels and glean insights
from customer behavior and trends. The specific tools provided can include predictive models,
revenue attribution and journey mapping. The CDP often automates the distribution of the
customer segments on a user-defined schedule to external martech systems such as marketing
automation platforms and email service providers (ESPs) for campaign execution.
Orchestration
A select group of CDPs provide campaign management and customer journey
orchestration features that enable personalized messaging, dynamic web and email content
recommendations, as well as campaigns that trigger targeted ads across multiple channels.
For example, the CDP could deliver targeted content to a web visitor during a live interaction.
To do this, the CDP must accept input about visitor behavior from the customer-facing system,
find the customer profile within its database, select the appropriate content and send the
results back to the customer-facing system. A CDP may also facilitate digital advertising
through an audience API that sends customer lists from the CDP to systems (i.e., DMP, DSP, ad
exchange) that will use them as advertising audiences.

Data regulation compliance A CDP fosters

cooperation among
CDP vendors are in varying stages of compliance with the wide range of vertical market
and international regulations that safeguard customer data privacy. The European Union’s siloed groups
GDPR was implemented in May 2018 and impacts all US marketers and data firms handling because it gathers
European data or serving customers in the EU. Brands marketing to Canadian consumers data from throughout
through email must also comply with the country’s CASL (Canada Anti-Spam Legislation). the enterprise and
Marketers in the highly regulated healthcare market must follow HIPAA and HITECH
supports customer
regulations. In addition, all organizations that accept, process, store or transmit credit card
information must maintain a secure environment that meets Payment Card Industry Data interactions across
Security Standards (PCI DSS), as well. many departments.
Third-party systems integration

CDPs streamline integration of customer data by providing out-of-the-box (or native)
connectors for many martech systems, including CRMs, DMPs, marketing automation
platforms, DSPs, and campaign analytics and testing tools. Most marketing organizations have
assembled a martech stack that contains many of these types of platforms. But integrating
the data that resides in the martech ecosystem is a huge challenge – one that costs US
brands millions of dollars annually. The majority of CDPs profiled in this report also provide an
extensive set of APIs for custom integrations.
Choosing a CDP
The benefits of using a CDP
Marketing executives today are in charge of dozens of martech applications to manage,
analyze and act on a growing volume of first-party customer data. But instead of increasing
efficiency, the emerging martech ecosystem has created problems with data redundancy,
accuracy and integration. Automating customer data accuracy and integration through a
CDP can provide numerous benefits, including the following:
• Expanded enterprise collaboration. A CDP fosters cooperation among siloed groups

because it gathers data from throughout the enterprise and supports customer interactions
across many departments.
• Improved data accessibility. A CDP is a centralized hub that collects and houses customer
data from every corner of the enterprise. Pieces of data are normalized and stitched
together to build unique, unified profiles of each individual customer. The result is a
persistent, customer database that can share data more easily and efficiently across the
organization.
• Streamlined systems integration. A CDP unifies data systems across the enterprise,
from marketing and customer service, to call centers and payment systems. By creating a
single ‘system of record’ for first-party customer data, data redundancies and errors can
be minimized, and data can flow more quickly into – and out of – marketing automation
platforms, email service providers (ESPs), CRMs and other martech systems.

Table 3: Select CDP capabilities
Data management Third-party systems integration

Data regulation
Vendor Analytics Orchestration
Identity Unstructured compliance1
Offline data Mobile SDK Out-of-the-box APIs
resolution data
ActionIQ 4 4 4 8 4 4 GDPR 4 4
AgilOne 4 4 4 4 4 4 GDPR 4 4
Amperity 4 4 4 8 4 4 APPs, 4 8
GDPR,
HIPAA,
PIPEDA
Ascent360 4 4 4 4 4 4 GDPR, 4 4
CASL
BlueConic 4 4 4 4 4 4 GDPR 4 4
BlueVenn 4 4 4 8 4 4 GDPR 4 4
Datorama 4 4 4 8 4 4 GDPR, 4 4
HIPAA
Ensighten 4 4 4 4 4 4 GDPR 4 4
Evergage 4 4 4 4 4 4 GDPR 4 4
Lattice Engines 4 4 8 8 4 4 GDPR, 4 4

HIPAA
Lytics 4 4 4 4 4 4 GDPR 4 4
mParticle 4 4 4 4 4 4 CCPA, 4 4
GDPR, VPPA
ONEcount 4 4 4 4 4 4 GDPR, 4 4
HIPAA
QuickPivot 4 4 4 8 4 4 CASL, 4 4
GDPR
Radius 4 4 4 8 4 4 GDPR 4 4
Segment 4 4 4 4 4 8 GDPR 4 4
SessionM 4 4 4 4 4 4 GDPR 8 4
Tealium 4 4 4 4 4 4 GDPR, 4 4
HIPAA,
HITECH
Treasure Data 4 4 4 4 4 4 GDPR 4 4
Velocidi 4 4 4 4 4 4 GDPR 4 4
Zaius 4 4 8 4 4 4 GDPR 4 4
Zylotech 4 4 4 4 4 4 GDPR 4 4
1Data regulation acronyms as follows: APPs=Australian Privacy Principles, CCPA=California Consumer Privacy Act, CASL=Canadian Anti-Spam Legislation, GDPR=General
Data Protection Regulation, HIPAA= Health Insurance Portability and Accountability, HITECH=Health Information Technology for Economic and Clinical Health,
PIPEDA=Personal Information Protection and Electronic Documents Act (Canada), VPPA=Video Privacy Protection Act.

• Increased marketing efficiency. A CDP unifies individual data with unique IDs that create A CDP creates
more robust customer records. Many manual tasks are also automated by the CDP, allowing greater internal
marketers to focus on the creative and analytical tasks they are trained for. The result is
more accurate modeling, targeting and personalization in marketing campaigns, and more
control over
relevant customer experiences with the brand across channels. customer data,
streamlining data
• Faster marketing velocity. CDPs are ‘owned’ by marketing, minimizing the need for IT or governance to
developer intervention to collect, analyze and act upon data. With control in marketers’ comply with the
hands, the time to segment and build audiences, execute campaigns and analyze results
significantly decreases.
many regulations
now impacting
• Stronger regulatory compliance. A CDP creates greater internal control over customer brands worldwide.
data, streamlining data governance to comply with the many regulations now impacting
brands worldwide. Marketers in the healthcare industry must comply with both HIPAA and
HITECH regulations. Businesses that handle European data or serve customers in the EU
must also comply with GDPR. The majority of CDP vendors are both ISO and SOC certified
for best practices in handling personally identifiable information (PII).
Pricing
A CDP is a significant technology investment and the total cost of ownership should be
considered before any contract is signed. Available data on the average annual spend for
the CDPs profiled in this report ranges from $65,000 to $150,000. The majority of CDP
vendors offer SaaS-based pricing based on factors such as the volume of data stored,
number of active customer records, number of platform users and number of API calls.
Vendors that provide analytics and orchestration services may also charge a CPM for channel
execution. Not all vendors require annual contracts, although several provide volume
discounts for long-term contracts.
Recommended steps to making an

informed purchase
Understanding your current marketing processes, knowing how to measure success and
being able to identify where you are looking for improvements, are all critical pieces of
the CDP decision-making process. The following section outlines four steps to help your
organization begin that process and choose the CDP that is the right fit for your business
needs and goals.
Step One: Do you need a CDP?

Deciding whether or not your company needs a CDP calls for the same evaluative steps
involved in any software adoption, including a comprehensive self-assessment of your
organization’s business needs, staff capabilities, management support and financial
resources. Use the following questions as a guideline to determine the answers.
1. How do we currently manage customer data? Fragmented pieces of customer

data often reside in silos in marketing, sales, purchasing, customer support and other
departments. Does your organization have a ‘network of record?’ Do you know what
customer data it includes? Is third-party anonymous data mixed in? How many systems
are in your martech stack? And how does data get from one system to another? These

are all areas where a CDP can help to standardize and streamline data storage and Understanding
processing. your current
2. How efficient are our marketing data processes? Martech systems are supposed
marketing processes,
to improve data and campaign efficiency. But many times, disparate systems instead knowing how to
lead to data duplication, lack of standardization and an increase in time-consuming measure success,
manual tasks. If you find yourself spending more time correcting data errors or de- and being able to
duplicating contact records, and less time executing campaigns or evaluating campaign identify where you
performance, it might be time to automate data integration.
are looking for
3. How would a CDP address our business needs? Virtually all CDPs deliver several core improvements are all
capabilities around data management, but many also provide a wide range of data critical pieces of the
analytics and orchestration features that address diverse business goals. What would CDP decision-making
having a single view of your customers do for you? For example, do you want to reduce process.
churn by targeting customers with more relevant offers? Or increase the profitability of
customer acquisition efforts by creating more accurate lookalike audiences?
4. What systems would we integrate through the CDP? The martech stack is getting
bigger and more complex for many organizations. Streamlining integration is a core
benefit of implementing a CDP, which can normalize data for easier importing and
exporting into other systems. As more brands engage in omnichannel marketing
through numerous martech apps, creating a unified view of the customer has become
critical to marketing success.
5. How will we define and then benchmark CDP success? What key performance
indicators (KPIs) do you want to measure, and what decisions will you make based on
CDP implementation? For example, do you want to decrease data redundancy and
track how that impacts the velocity of campaign execution? Or do you want to decrease
the time your marketing staff spends on manually transferring data from one system to
another. Set business goals in advance to be able to benchmark success later on.
6. Do we have management buy-in? As with any major organizational investment,

management support is essential to CDP success. Begin with small, short-term goals
that demonstrate how the CDP is benefiting the business, either through cost savings or
revenue gains. The key is to convince senior executives that having a single, unified view
of the customer will add to the organization’s bottom line.
7. Do we need self serve, full serve or something in between? CDPs are built for
marketing end-users. However, CDPs vary in the scope of their capabilities – and it is
important to have some level of ongoing training to use them all. CDP vendors provide
varying levels of onboarding, customer support and/or professional services. Make sure
you understand what your marketing staff will need to know to effectively use the CDP,
or, if you lack internal resources, what type of managed services are available.
8. What is the total cost of ownership? CDP vendors charge monthly license fees
based on the number of data records, events (or customer actions) and applications
integrated. There may be additional fees for onboarding, APIs/custom integrations or
staff training. Make sure you know your business needs and data volume to understand
the investment your organization will make.

Step Two: Identify and contact appropriate vendors When written

properly, an RFP
Once you have determined that a CDP makes sense for your business, spend time
researching individual vendors and their capabilities by doing the following: will facilitate the
sales process
• Inventory all of your organization’s databases and martech applications and make sure and ensure that
all stakeholders weigh in on which data and system integrations are a priority. CDPs offer everyone involved
numerous out-of-the-box connectors and APIs to make the integration process faster and
on both sides
more seamless. By prioritizing which applications you’ll want to integrate first, you’ll be able
to identify vendors that already have native connections to them. comes to a shared
understanding
• Take your inventory and then do some research. Speak to your marketing peers at industry of the purpose,
events to find out who is using which CDP vendor and why. The “Resources” section at the requirements, scope
back of this report includes a list of blogs, reports and industry research that will also help.
and structure of the
(Many of the vendors profiled in this report also provide whitepapers and interactive tools
that can help.) intended purchase.
• Narrow your list down to those vendors that meet your criteria. Submit your list of the
capabilities you’ve identified and set a timeframe for them to reply.
• Decide whether or not you need to engage in a formal RFI/RFP process. This is an
individual preference, however be sure to give the same list of integrations to each vendor
to facilitate comparison.
The most effective RFPs only request relevant information and provide ample information
about your business and its CDP needs. It should reflect high-level strategic goals and
KPIs. For example, mention your company’s most important KPIs and how you will evaluate
the success of your CDP implementation. Include details about timelines and the existing
ecosystem of martech applications you have deployed.
When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides comes to a shared understanding of the purpose, requirements,
scope and structure of the intended purchase. From the RFP responses, you should be able
to narrow your list down to three or four solutions that you’ll want to demo.
Step Three: Scheduling the demo

Set up demos within a relatively short timeframe of each other to help make relevant
comparisons. Make sure that all potential internal users are on the demo call, and pay
attention to the following:
• How easy is the platform to use?

• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?
Questions to ask each vendor include:
4 What platform hosting options are available (SaaS/cloud/on premise)?

4 How does the platform provide identity resolution? How does it stitch data points together?
4 How does the platform handle both structured and unstructured data?
4 How does the platform ingest and manage offline data?
4 How does the platform monitor integration success and/or failures, and report on data
variances or anomalies?
4 How does the platform allow users to create customer segments based on behaviors and
preferences?

4 How does the platform employ machine learning for data analytics, such as predicting Before deciding on
customer trends and patterns? a particular vendor,
4 How can we send personalized and targeted messaging from the CDP?
4 How can we use the CDP to coordinate and track multi-step marketing campaigns?
take the time to
4 What data security regulations does the platform comply with? speak with several
4 What data security certifications does the platform have? customer references,
4 Can we pay the software license month-to-month? Or is an annual contract required? Is preferably individuals
there a short-term contract or an ‘out’ clause if things don’t work out? in a business similar
4 Will there be an increase in price when I renew next year – if so, how much?
4 What are the additional fees? (i.e., set-up costs, add-on features, API, quotas)?
to yours.
4 How long is the onboarding process typically?
4 Will we have a dedicated resource? Who will be the day-to-day contact?
4 What is the level of support included in the price? What support is additional?
4 Who pays if your system/team makes an error?
4 Will our support team work with us to test new features and assess the results?
Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, take the time to speak with several customer
references, preferably individuals in a business similar to yours. The CDP vendor should
be able to supply you with several references if you cannot identify ones yourself. Use this
opportunity to ask any additional questions, and to find out more about any questions that
weren’t answered during the demo. Make sure that the person you’ve been referred to is a
primary platform user and is utilizing the features that your organization cares about. Consider
also asking these basic questions:
4 Why did you move to a CDP?

4 Why did you select this platform over others?
4 Has this platform lived up to your expectations?
4 How long did the platform take to implement?
4 Who was involved in the implementation?
4 Are you also using additional tools for data governance, analytics or reporting?
4 Were there any surprises that you wish you’d known about beforehand?
4 Where have you seen the most success? The biggest challenges?
4 How are you measuring your own success?
4 How easy was the set-up process and how long? Did the vendor help?
4 How responsive is customer service?
4 Has there been any down time?
4 What is the most useful, actionable (favorite) report the tool generates?
4 What do you wish they did differently?
4 Why would you recommend this platform?
Although not all vendors require an annual contract, many do. Once you’ve selected a
vendor, be sure to get in writing a list of what technology and support are covered in the
contract. Ask about what kinds of additional fees might come up:
4 Are there charges for custom integrations or API access? If so, how much?
4 What is the hourly charge for engineering services, and is there a minimum?
4 What partner organizations are available to install and integrate the tool?
4 If we need to train a new hire mid-year, what will that cost?
4 What performance levels do you guarantee (response time, availability, problem
resolution, accuracy, etc.) and what happens if you don’t meet them?
4 What is the ‘out’ clause?

Conclusion CDPs put control

of marketing data
Unified, accessible customer data has become an essential building block for brand and technology in
marketing success. But as technology continues to grow and evolve, consumers will continue marketers’ hands
to add new devices and touchpoints to their purchase journeys. The result will be a new set and facilitate
of marketing opportunities, as well as data challenges for marketers.
compliance with
CDPs have emerged as a vital tool for customer data management. CDPs unify and the growing array
normalize first-party customer data, improving data accuracy, targeting relevance and of data privacy
marketing campaign velocity. CDPs put control of marketing data and technology in regulations through
marketers’ hands and facilitate compliance with the growing array of data privacy regulations strong data
through strong data governance.
governance.
As the CDP market matures, vendors are expanding their core capabilities beyond data
maintenance to offer brand marketers more analytical tools and orchestration features to
build audiences and execute multi-step campaigns across channels. The CDP vendor market
is crowded, providing marketers with many choices based on their most urgent business
needs. However, strong demand and interest from enterprise marketing clouds will lead to
more consolidation in the next 12-24 months. n

Vendor profiles
Target customer
• B2C Global 2000 enterprises across multiple industries, including retail, e-commerce,
telco, media & entertainment, travel & hospitality, and consumer financial services.
ActionIQ Company overview

50 W 23rd St., Suite 6A
New York, NY 10010 • Founded in 2014.
(347) 709-8880 • 60-plus employees.
www.actioniq.com • $45M in total funding, including a $30M Series B in August 2017.
• Backed by Andreessen Horowitz, Bowery Capital, FirstMark Capital and Sequoia
Key customers Capital.
HBC Product overview

Michael Kors
New York Times • Connects enterprise first-party customer data, orchestrates cross-channel campaigns
Shutterstock and measures incremental lift across all digital and offline channels.
Verizon • Primary use cases focus on personalizing customer experiences at every point in the
Weight Watchers customer journey lifecycle with relevant content based on historical behavioral data.
• SaaS solution hosted in the cloud.
Key executives
Data management
Tasso Argyros, Founder & CEO
Nitay Joffe, Founder & CTO • Native ingestion of large volumes of raw data, without transformation before load.
• Integration of any online or offline data, as well as structured and unstructured profile
Andrew Acedo, VP, Sales and behavioral data.
Priya Aggarwal, VP, Marketing • Automated matching of data with a single customer ID.
• Bi-directional connectors to marketing execution systems to capture and link channel
performance data.
Data security
• GDPR compliant.
• SOC 1 certified; SOC 2 certification in progress.
• Conducts regular third-party penetration tests.
Analytics
• Self-service user interface to create and update customer attributes and audience
segments, leveraging full breadth of historical data.
• AI-powered audience segmentation and operational customers insights in real-time
• Governance to avoid extreme proliferation and maintain quality of attributes, without
limiting number of attributes allowed.
Orchestration
• Automated orchestration of customer attributes and audience segments across any
execution channel.
• Native interface to visualize and design customer journeys across channels, with
analytics at each touchpoint.
• Automated management of multi-level holdouts, suppressions and A/B/n test design.
• Robust measurement framework with customizable metrics to calculate marketing lift
across every level — campaign, channel and content.

Vendor profiles
Third-party systems integration Pricing and support
• Native, out-of-the-box integrations • Does not share pricing information.
as well as flexible data connection • Annual contract required.
methodology to integrate with third- • Free trials not available.
ActionIQ party systems via API, database • Onboarding typically takes three
50 W 23rd St., Suite 6A connector or file-based mechanisms. months, from data ingest to execution
New York, NY 10010 channels enabled and first campaign
(347) 709-8880 launched.
www.actioniq.com • Dedicated account team to provide
hands-on customer support.

Vendor profiles
regular logo
Target customer
• B2C enterprises in retail, travel, media, CPG and subscription-based verticals.
AgilOne
logo for dark backgrounds
Company overview
771 Vaqueros Ave.
Sunnyvale, CA 94085 • Founded in 2006.
(T) 877-769-3047 • 150 employees.
white logo
www.agilone.com • $41M in funding, including a $25M Series C in April 2014.
• Additional US offices in San Francisco and New York; global offices in Istanbul,
Manila, London and Paris.
Key customers
Product overview
Hugo Boss
JOANN Stores • AgilOne’s CDP supports four primary types of use cases:
Lululemon Outbound marketing: Segments customers based on value, behavior and
Schwan’s attributes to deliver 1-to-1 content on every marketing message, across every
TravelZoo outbound marketing execution channel such as email, direct mail and SMS.
TUMI Digital advertising: Engages customers through digital advertising, where first-
party customer data is used to enhance lookalike modeling, and acquisition and
Key executives retargeting campaigns.
Customer experience: Enhances personalization-focused 1-to-1 marketing,
Omer Artun, CEO relevant customer interactions and offers on the website and all other customer-
Steve McDermott, CRO facing systems such as in the call center or in-person with a clienteling app.
Analytics. Calculates and predicts key marketing metrics such as attribution,
Gangadhar Konduri,
lifetime value, clusters, likelihood to buy, etc.
Chief Product Officer
• SaaS hosting available.
Ryan Willette, Global VP,
Customer Success Data management
• 360 Profile UI is used to search and find specific customers and to view the single
customer profile of an individual customer
• 360 Profile API is a secure REST API that connects 360 Profile data to third party
systems such as service clouds or clienteling apps (i.e., provide personalized info for
in-store sales reps).
The search API queries the data from individual customer records. For each
search result, there is a returned link to the customer’s 360 Profile.
• Identity Resolution Engine (IRE) is used to cleanse, de-dupe, link and perform identity
resolution across structured and unstructured data sources integrated within the
platform.
• Website interactions tracked via AgilOne webtag.
Anonymous visitors and traffic are stored up to 30 days until the anonymous
profile chooses to identify.
• Manages both online and offline data sources.
• Software development kit (SDK) available.
Data security
• GDPR compliant.
• SOC 2 Type 2 and SANS 20 certified.

Vendor profiles
regular logo
Analytics through manual upload.
Direct integrations with other social
• Metadata-configurable analytics and networks are prioritized based on
machine-learning engine calculates client need and requests.
AgilOne
logo for dark backgrounds metrics and dimensions from all • Ingests social user data through social
771 Vaqueros Ave. transaction and event data. sign-on technologies like Gigya and
Sunnyvale, CA 94085 • Provides over 300 marketing metrics Janrain.
(T) 877-769-3047 related to customers, transactions and • DMP and digital advertising platform
white logo
www.agilone.com events. connectors for LiveRamp, Criteo,
• Data scientists can directly query the Google Customer Match and
data; data can be exported to any Datalogix.
query tool. • Custom integrations using APIs or
CSV flat files available using AgilOne’s
Orchestration Integration Framework.
• Segmentation features drive content, Pricing and support

offers and messaging via execution
channels. • Tiered licensing pricing model based
• Campaign audiences are created on total number of annual active
through a trigger point, can be saved customers.
for reuse in follow-on campaigns or Does not disclose pricing
shared across other channels both as information.
an inclusion or exclusion option. • No free trials.
• Multiple customer journey flows can • Annual contract required.
be built through trigger points based • Typical onboarding timeline is 3-4
on customer action (or inaction) to a months and includes five project
specific event. phases: planning, integration,
reconciliation, launch and post-launch
Third-party systems integration configuration.
• Included customer support covers
• Pre-built connectors (API) or sFTP application and program support and
integration with vendors in adtech, call training.
center, website personalization (e.g., Dedicated 24x7 help desk support
Monetate, Oracle Maxymiser), SMS, staff available via telephone and
email (e.g. Oracle Responsys, Oracle email.
Bronto), loyalty, social, attribution and Full coverage during both US and
chat. EU business hours.
• Connectors available for Facebook and • Offers six different add-on service
Instagram Custom Audiences. packages based on client need and
Users can export customer desired support.
segments to other social networks

Vendor profiles
Target customer
• B2C enterprise omnichannel companies in all verticals, including travel, retail &
e-commerce, and sports and entertainment.
Amperity Company overview

1000 1st Ave S, 6th floor
Seattle, WA 98134 • Founded in 2016.
(T) 206-432-8302 • 70-plus employees.
https://amperity.com • $37M in funding, including a $28M Series B in October 2017.
Key customers Product overview

Alaska Airlines • Primary use cases focus on unifying customer data to make it actionable for
GAP, Inc. customer loyalty programs and ancillary services sales, Facebook acquisition, website
Kendra Scott management and more personalized marketing campaigns.
Sounders • Identity resolution based on research-driven machine-learning models.
TGI Fridays • Ingests data from any external source.
Wynn Las Vegas • Cloud hosting available (Amazon Web Services – AWS – or Microsoft Azure).
Key executives Data management

Kabir Shahani, Co-founder & • Ingests data raw, regardless of format, without pre-built connectors or fixed schemas.
CEO Data published to Azure or AWS and made available via SFTP or scheduled
Derek Slager, Co-founder & CTO connections to external systems.
• Probabilistic machine generates a first-party identity graph, which discerns
Amy Pelly, CFO
connections and unifies all customer data.
Identity graph allows multiple customer views that are optimized for demand
generation, customer support and improved customer experiences.
• Manages both online and offline data.
• Manages both structured and unstructured data.
Data security
• GDPR, HIPAA, PIPEDA (Canada) and APPs (Australia) compliant.
• Supports PII redaction, data deletion and suppression.
Analytics
• Segmentation available using visual tools or SQL.
Orchestration
• Exports data in tailored segments that are optimized for client tools and systems.
• Supports exporting data in the native format of target systems, including campaign
managers, analytics tools, enterprise data warehouses and web personalization
systems.

Vendor profiles
Third-party systems integration Pricing and support
• Onboards native data set from any data • Customized pricing based on project
source via API or standard interchange and organization.
formats. • 90-day Proofs of Concept to deliver a
Amperity Includes offline data from EDW, use case based on client data.
1000 1st Ave S, 6th floor CRM and point of sale (POS); • All customers have a dedicated
Seattle, WA 98134 online data from e-commerce Customer Success team for onboarding
(T) 206-432-8302 systems, mobile apps and email and implementation.
https://amperity.com providers; offline data; structured
and unstructured data; and other
data sources.

Vendor profiles
Target customer
• Mid-market B2C brands and e-commerce operators in retail, travel and entertainment
verticals.
Ascent360
51 Corporate Circle, Ste. 204 Company overview
Golden, CO 80401
(T) (800) 581-4017 • Founded in 2013.
www.ascent360.com • 32 employees.
• $1.9M seed funding in January 2017.
• Additional offices in Boulder, CO and Boise, ID.
Key customers
Alterra Mountain Company Product overview
Ragnar Relay
Smartwool • Primary use cases focus on the CDP as the database of record for marketing
Thule organizations, managing individual and household-level data.
Through a drag-and-drop segmentation tool, the database can be segmented
and sent to numerous digital and direct marketing channels including Facebook,
Key executives LiveRamp, ExactTarget, IBM, direct mail houses and more.
Scott Buelter, CEO • Hosted as a SaaS-based platform.
Nayab Khan, CTO
Data management
Christine McAllister, VP, Client
Success • Data accessible through APIs.
• Identity resolution and data hygiene provided through hygiene engine, matching
engine and optimization engine.
• Custom ID tracks at the individual level through a combination of email and physical
address.
• Gathers structured or unstructured data from any source system, and then
standardizes into structured data prior to loading.
• Does not track website interactions or perform digital ad management.
• Collects and manages offline data, matching individuals through custom, phonetic,
household/residence and email data.
Data security
• GDPR and CASL compliant.
• SSAE16 certified.
Analytics
• Customer segments can be built from all data sources (online, offline, loyalty, etc.).
Offers several out-of-the-box audiences, derived variables and segments,
including lapsed high-value customers.
• List exports can be scheduled on a one-time or recurring basis to any external
system.
• Create a segment and output different aspects about the customer (gender, last
purchase, etc.) to then drive dynamic content based off of those attributes.

Vendor profiles
Orchestration Pricing and support
• Built in segmentation tool that creates • Pricing based on the number of
segments from all data sources (online, database records and the number of
Ascent360 offline, loyalty, etc.) and creates lists or integrations/source systems.
51 Corporate Circle, Ste. 204 segments that can then be pushed to $50K average annual customer
Golden, CO 80401 any digital or direct marketing channel, spend.
(T) (800) 581-4017 SFTP or exported. Segments can • Annual contract required.
www.ascent360.com also be placed on a calendar where • No free trials.
they can be scheduled to send on a • Typical onboarding time and
one-time or reoccurring basis to any process is 60-90 days. A dedicated
provider. Implementation Manager partners with
the Client Technology team to create a
Third-party systems integration business requirements framework.
• Dedicated Customer Success Manager.
• More than 70 API integrations with • Customer support via phone, chat and
point of sale (POS), e-commerce, email email.
service providers (ESPs) and other • Add-on services include custom
data providers or marketing execution reporting and additional strategic
systems. support.

Vendor profiles
Target customer
• B2B and B2C enterprise and mid-market customers, focused on four primary verticals
-- media/publishing, retail/e-commerce, financial services and travel/hospitality.
BlueConic
179 Lincoln St., 5th Floor
Company overview
Boston, MA 02111
(T) 888-440-2583 • Founded in 2010.
www.blueconic.com • 65-plus employees.
• $13.8M in total funding.
Key customers • Additional office in Nijmegen, The Netherlands.
Franklin Sports
Product overview
Hearst
Moen • Platform is accessed via a marketer-oriented UI with all data queries done through
National Geographic the interface.
The Atlantic • Primary use cases focus on creating a single source of customer data truth to
Virgin Mobile support data-driven marketing activation use cases, which are facilitated by native
integrations with external activation platforms.
Key executives ESP, campaign management, Google AdWords and Facebook Advertising are
among the most popular integrations to support activation use cases.
Bart Heilbron, Co-founder & • SaaS and cloud hosting available.
CEO Includes a third-party service for cloud infrastructure provided by Amazon Web
Martijn van Berkum, Co-founder Services (AWS).
& CTO Choice of European or US-based AWS zone to host the BlueConic tenant and
Cory Munchbach, SVP, Strategy key space/database of the application.
Data management
• Persistently stored customer profiles are assigned a proprietary BlueConic ID.
Marketers can add as many different descriptive and/or behavioral profile
attributes to profiles as they need; there is no set of pre-defined attributes.
Marketers can select one profile attribute, or a combination of attributes, to
represent a unique identifier.
Platform can merge profiles in real time when a new, unique identifier is added to
a particular profile that also exists in another profile.
• Stores profiles for both anonymous and known customers.
• Manages both online and offline data. Offline data can be collected via BlueConic’s
Acxiom connection, import connection or Firehose connection.
• Software development kit (SDK) available for both Android and iOS.
Data security
• GDPR compliant.
• ISO 27001 certified and successful completion of ISAE3402 audits through AWS.
• Internet Advertising Bureau (IAB) certified.

Vendor profiles
Analytics Oracle Eloqua, Bronto, Mailigen,
PostUp, Campaign Monitor and
• Calculates individual behavioral WhatCounts.
scores based on recency, frequency, Web tools: Decibel, Optimizely,
BlueConic momentum, intensity and recent Adobe Target, Adobe Analytics,
179 Lincoln St., 5th Floor intensity. Visual Website Optimizer, Usabilla,
Boston, MA 02111 • User-defined segments built through a FullContact, Google Universal
(T) 888-440-2583 point-and-click interface and exported Analytics, Magento, Channel.me,
www.blueconic.com using pre-built connections. Amazon Web Services (S3), Slack,
Segments defined using any iOS and Android.
attribute or combination of Tag managers: Google Tag
attributes captured in BlueConic Manager, Ensighten, Tealium and
profiles. Qubit.
• Integrations also available through
Orchestration BlueConic API, Webhooks, FTP, data
layer, Google BigQuery, Amazon
• Recommendation engine uses RedShift, Microsoft Azure, Divolte
machine learning to select the optimal Collector, and profile import and export
marketing message in real time based connections.
on individual profile properties.
Profiles and segments are updated Pricing and support
in real time.
• User-defined product or content • Pricing based on a combination of
marketing recommendations also the number of profiles stored in the
available based on individual profile platform, the number of platform users
properties. and the number of Recommendations
API call requests.
Third-party systems integration $65K average annual customer
spend.
• Native connections for the following • Annual contracts not required, but
systems: typical.
Advertising platforms: Google • Free trials available.
AdWords, Customer Match, • Onboarding averages 2-4 months.
Facebook Advertising, AdRoll, • Email and chat customer support
DoubleClick Campaign Manager included.
and DoubleClick for Publishers. Support SLAs guarantee a
CRMs: Facebook Connect (profile response to a support ticket within
transfer connection), Microsoft 24 hours.
Dynamics 365, Salesforce, Marketo, • The following add-on services can be
HubSpot, Acxiom, Gigya and purchased at an hourly rate: strategy
Mixpanel. consulting, production, data, analytics
DMPs: Oracle BlueKai, Salesforce and technical support.
DMP (Krux), Adobe Audience
Manager, Lotame, Knowledge
Marketing and Relay42.
Email service providers (ESPs):
Salesforce Marketing Cloud,
IBM Marketing Cloud, Sailthru,
MailChimp, Oracle Responsys,

Vendor profiles
Target customer
• B2B and B2C enterprises and SMBs in retail, travel & leisure, publishing & media,
hospitality, automotive, insurance and retail banking.
BlueVenn
745 Atlantic Ave. Company overview
Boston, MA 0211
(T) 617-207-8685 • Founded in 1998.
www.bluevenn.com • 110 employees.
• Acquired Leap Media Solutions in January 2018.
Key customers • Additional US offices in Cary, NC; additional global offices in Bristol and Cheltenham
UK; and Nimes, France.
AAA
Estee Lauder Product overview
Gatehouse Media
Hotelplan • Primary use cases focus on providing a single customer view, customer analytics,
Liverpool Victoria multichannel campaign management, segmentation and modeling, and real-time
Space NK personalization.
Creates a single persistent, unified customer record including first- , second- and
Key executives third-party data systems.
Exposes data to every internal operational system to provide clean and trusted
Iain Lovatt, Chairman ‘single source of the truth’ throughout the organization.
Steve Klin, CEO • SaaS, cloud and on-premise hosting available.
Mark Jameson, CTO
Data management
Neil Thomas, CFO
• Data accessible via SQL and REST API.
• Identity resolution and data hygiene features available, including address cleansing,
normalization, de-duplication and data verification and validation.
Works with third parties to deliver additional cookie-based Identity resolution.
• Tracks user interactions via cookies using a single line of JavaScript embedded in the
website header.
Data security
• ISO/IEC 27001:2013 and ISO 9001:2015 certified.
• Direct Marketing Association ICO (Information Commissioner’s Office) Audit
compliant.
Analytics
• Customer segments can be built on the fly using data visualization tools that filter lists
of customers using CDP attributes.
RFM (recency, frequency, monetary) models built into the tool and customized for
every customer for database segmentation.
• Predictive modeling available; models can be altered or refined, or used out-of-the-
box.
• Cluster modeling within campaigns to predictively group individuals within the
customer database for retention campaigns, loyalty rewards and product promotions.

Vendor profiles
Orchestration (HootSuite) and CRM (Salesforce
Marketing Cloud, NetSuite) tools.
• Marketing module to personalize web
and email content. Pricing and support
BlueVenn • Multi-step and multi-wave customer
745 Atlantic Ave. journey (campaign) creation. • Tiered pricing based on volume of
Boston, MA 0211 Customer journey optimization contacts, number of data sources and
(T) 617-207-8685 feature allows marketers to connectors used.
www.bluevenn.com link individual campaigns and $100K average annual customer
see a helicopter view of linked spend.
campaigns. • Annual contract required.
• Real-time data feeds can be fed into • No free trials.
a campaign or customer journey • Onboarding time and process typically
on the fly to customize messaging 60-90 days for enterprises, and includes
or treatments based on individual implementation, testing, set up,
behavior. training and deployment.
• Business hours (ET for US/GMT for
Third-party systems integration EMEA) customer support via phone,
email and online portal is included.
• Connectors available for 35 martech • A full range of consulting and managed
systems, including customer loyalty add-on services is available, including
(GiveX, BazaarVoice), e-commerce campaign management, digital
(Magento), email (Adestra, dotmailer, automation and targeted growth
CheetahMail, HubSpot, MailChimp, modeling.
Responsys), BI (Tableau), social media

Vendor profiles
Target customer
• B2C, B2B and B2B2C enterprises in the consumer packaged goods (CPG),
automotive, media & entertainment, internet, pharmaceutical, retail & e-commerce,
telco, apparel and manufacturing markets.
Datorama
43 W. 23rd St., 8th Floor
New York, NY 10010 Company overview
(T) 646-448-8248
• Founded in 2012.
https://datorama.com
• 400 employees.
• $50M raised in three funding rounds since August 2013.
Key customers • Salesforce signs definitive agreement to acquire Datorama in July 2018.
• Additional US offices in San Francisco, Miami and Portland; global offices in 17
IBM
countries.
L’Oreal
PepsiCo
Pernod Ricard Product overview
Ticketmaster
• Primary use cases focus on:
Unilever
Cross-channel data integration, analytics and activation for marketing
organizations.
Key executives Unifying B2B customer journeys at multiple levels including customer, account,
campaign, channel, business unit, product and any other classification.
Ran Sarig, Co-founder and CEO Investment, performance and outcome data unified across all touchpoints
Katrin Ribant, Co-founder and including digital advertising, events and sponsorships, marketing
Chief Strategy Officer automation, web, mobile and CRM to enable insight, optimization,
Efi Cohen, Co-founder and CTO activation and reporting.
Lead-to-account matching for account-based marketing using rules-based
Leah Pope, CMO
calculated dimensions, rules-based groups and fuzzy matching to connect
hierarchies in the data such as accounts and leads (or contacts) or other levels of
Publisher’s Note: segmentation such as products and business units or campaigns and media buys.
At publication, Salesforce B2C customer or audience analytics, reporting and segmentation by system
announced an agreement to and user-defined criteria (demographics, behavior, region, business unit). Data
acquire Datorama. available for activation via Datorama Activations for automated/semi-automated
actions and Datorama’s Query API for data export.
• SaaS, cloud or on-premise hosting available.
SaaS hosting via Amazon Web Services (AWS) or Microsoft Azure.
Data management
• Data accessible via API in real time.
• Maintains a persistent, unique ID for each customer.
• Identity resolution by common keys or email address through rule-based or matching
functionality. Supports identity resolution platforms such as LiveRamp to apply keys
to each customer.
Normalizes online data with standard marketing and customer entity taxonomy.
Normalizes offline data from weather services, consumer price index (CPI), zip-
code level, POS, print, radio and television.

Vendor profiles
Data security Third-party systems integration
• GDPR and HIPAA compliant. • More than 100 API connectors,
• EU-US Privacy Shield certified. including for Facebook, AdWords,
Datorama • ISO/IEC 27001, SOC 1, SOC 2/SSAE YouTube, Adobe Analytics, Google
43 W. 23rd St., 8th Floor 16/ISAE 3402 and SOC 2 Type 2 Analytics 360, LinkedIn, The TradeDesk,
New York, NY 10010 certified. AppNexus and Salesforce.
(T) 646-448-8248 Connectors for technical platforms
https://datorama.com Analytics like Hadoop, Microsoft SQL,
Amazon Redshift, Amazon Athena,
• Audience segmentation by any SAP Hana and more.
user-defined classification, including • Connects to 2,000-plus systems via
consumer interests or business buyers TotalConnect, a machine-learning
by product, business unit, geography, based technology for connecting,
net promoter score (NPS) score or cleansing and unifying data from
customer lifetime value (CLV). system reporting outputs.
• Out-of-the-box and custom predictive • Connects to any non-classical
models and integrated statistical marketing data sources such as point
modeling via Datorama Genius, which of sale, weather data, economic data
provides statistically relevant attributes and reviews data via LiteConnect, a
that are responsible for positive and machine-learning based technology for
negative KPI performances. creating non-marketing data models
• Provides analysis and reporting across unique to the source on the fly.
all advertising, marketing, web, mobile,
CRM and e-commerce data at the Pricing and support
investment, performance and outcome
levels. • Pricing based on the volume of data
Data can be exported for activation stored.
using the Action Center and Query Does not disclose average annual
API. customer spend.
• Annual contract required.
Orchestration • No free trials.
• Onboarding typically takes 4-8 weeks
• Datorama Genius leverages predictive using a milestone-based onboarding
modeling to identify campaigns, process that combines implementation
content or offers most relevant to and training on every aspect of the
visitors or audiences. platform.
• Provides real-time content optimization • 24x7 phone, email and online resources
via action triggers to execution and community support included.
systems. • Add-on professional services available
for implementation and new services;
managed services available for
ongoing engagements and client team
extensions.

Vendor profiles
Target customer
• Enterprise B2C brands across all verticals, including finance, healthcare, media,
pharmaceuticals, retail, technology and travel.
Ensighten
226 Airport Parkway, Suite 390 Company overview
San Jose, CA 95110
(T) 650-249-4712 • Founded in 2009.
www.ensighten.com • 80 employees.
• $108M raised in three funding rounds since September 2012.
• European headquarters in London, additional European office in Cardiff, Wales.
Key customers
CDW Product overview
Hearst Corp.
Microsoft • Primary use cases focus on:
State Farm Collecting omnichannel, first-party data from offsite media exposure, on-site
The Home Depot behavior and offline sources.
United Airlines Optimizing media by increasing return on ad spend. Frequency cap based on
impression counts to remove disinterested users from the targeting pool. Date
used to build audience segments for suppression or targeting with DSPs.
Key executives Improving website performance in real time by firing heavy analytics tags and
Marty Greenlow, CEO logic server side instead of in the user’s browser.
Leveraging server-side tagging to collect required client side data on AMP
Ian Woolley, Chief Revenue
pages, IoT devices, kiosks and non-JavaScript environments.
Officer
• SaaS and cloud hosting available.
Tim Benhart, COO
Jason Patel, CTO Data management
• Data accessible with the Pulse Streaming for consumption by database tools such as
Kinesis Firehose into RedShift.
• Identify resolution with Ensighten One, which deterministically stitches users based
on specified data points and behaviors, such as authentication on multiple devices.
• Persistent unique user ID can be Ensighten’s unique user ID (UUID) or the client’s UID.
• Mobile software development kit (SDK) available.
• Website visitor interactions tracked via JavaScript tag configuration, cookie values or
data layer elements.
Data security
• GDPR compliant.
• Runs on Amazon Web Services (AWS) and aligns with all data certifications including
ISO 27001, PCI-DSS, SOC and HIPPA (where applicable).
• Offers advanced manual and automated website and domain privacy audits to review
tags for privacy and security compliance, piggybacking of unauthorized tags, data
vulnerabilities and opt-out availability.
• Uses Kibana (open source analytics and visualization platform) to index all data and
enable clients to view and query the last 7 days’ worth of data down to individual
server calls for a given user (cookie ID).

Vendor profiles
Analytics Pricing and support
• Segment flags can be written into the • Pricing based on the number of page
data based on client need. Subsequent or API calls, as well as profiles stored.
Ensighten JavaScript deployments can be set up • Does not disclose average annual
226 Airport Parkway, Suite 390 to fire off API calls to external systems. customer spend.
San Jose, CA 95110 • Proofs-of-Concept available (not a free
(T) 650-249-4712 Orchestration trial).
www.ensighten.com • Annual contract required.
• Enables users to deploy, update and • Onboarding time and process
manage marketing tags and data dependent on the complexity of
through one intuitive, point-and-click implementation.
interface. • All customers are given a dedicated
1,100-plus vendor tag templates Customer Success Manager and
available. have access to the internal services
team, which offers strategic as well as
Third-party systems integration technical consultancy.
• Out-of-the-box integration with 775

martech vendors.
• APIs available for custom integrations.
• Through server side tag capability,
collects data on the client side
and conditionally fires server side
components to syndicate data to the
APIs.

Vendor profiles
Target customer
• B2B and B2C mid-to-large enterprises in the retail, technology, financial services,
travel & hospitality, and media & entertainment markets.
Evergage
212 Elm St., Suite 402 Company overview
Somerville, MA 02144
(T) 888-310-0589 • Founded in 2010.
www.evergage.com • 100 employees.
• $31.5M in funding, including a $10M Series C in August 2017.
Key customers • Acquired MyBuys, a cross-channel personalization tool, in January 2018.
• Opened European offices in Stuttgart and Berlin, Germany in February 2018.
Citrix • Additional US office in Ann Arbor, MI.
Lenovo
Publishers Clearing House Product overview
Rue La La
Walmart Mexico • Combines core CDP functionality with real-time personalization across channels.
Zumiez • Primary use cases focus on natively tracking visitors at both the individual and
account levels.
Key executives Serves as system of record for customer data. Natively tracks each individual’s or
account’s engagement with digital properties.
Karl Wirth, Co-founder & CEO Segments B2C customer data to feed DSPs and other ad networks.
Greg Hinkle, Co-founder & CTO • SaaS delivery model.
Andy Zimmerman,
Chief Marketing Officer Data management
Jonathan Ranger, • Stored data accessible via API.
Chief Customer Officer • Maintains unique, persistent ID for all individuals.
Stores multiple identifiers for each individual, including email address and device
IDs, to combine activity/history across sessions.
• Manages structured and unstructured data using schema-free storage.
• Supports both online and offline data.
• Software development kit (SDK) for collecting visitor, user and account-level data
available for both iOS and Android apps.
• Website visitor, user and account-level data collected via JavaScript tag. Visitors
are recognized by cookies, login credentials, form completions, IP lookup and/or
referring campaign parameters.
• Integrates directly with digital ad networks from both the client and server sides.
Data security
• GDPR compliant.
EU-US Privacy Shield Frameworks certified.
• Platform hosted by Amazon Web Services (AWS), which is accredited under the
following standards: ISO 27017:2015 and ISO 27018:2014, ISO 9001, ISO 27001, PCI
Level 1 and Sarbanes-Oxley (SOX).

Vendor profiles
Analytics • User-defined workflows supported to
trigger actions or pass data to external
• Real-time segmentation to build and systems via Webhooks.
deploy unlimited broad and/or narrow
Evergage audiences. Third-party systems integration
212 Elm St., Suite 402 Segments can be used for analysis,
Somerville, MA 02144 rules-based and algorithmic • Native integration with CRMs
(T) 888-310-0589 personalization, or passed to third- (Salesforce Sales Cloud, SugarCRM,
www.evergage.com party martech systems. Oracle NetSuite), analytics tools
• Machine-based predictive features (Google Analytics, IBM CoreMetrics,
include affinity modeling (for Adobe Analytics), ESPs (Cheetah Mail,
understanding visitor/account interests Yesmail, Zeta, Oracle Responsys),
and intent), automatic monitoring of marketing automation systems (Oracle
analytics data, and delivering 1-to-1 Eloqua, Marketo, Salesforce Marketing
product and content recommendations. Cloud, HubSpot, Act-On, Selligent,
Marketer-friendly, “white box” SilverPop), ad networks (AdWords,
approach allows users to create LinkedIn, Facebook) and tag managers
machine-learning strategies (IBM, Tealium, Segment, Google Tag
(aka “recipes”) by combining Manager, Ensighten, Signal).
algorithms, filters, boosters and • Integrates with virtually any data source
variations. (DMPs, offline sources, call centers)
• Reporting on personalization campaign using APIs and Webhooks.
results, segmentation (segment size • Out-of-the box integration with virtually
and trends) and integration (volume all CMSs, e-commerce platforms, and
of data imported vs. exported, data Web and SaaS apps via JavaScript tag,
quality, trends/changes in list sizes). and with Android or iOS apps via SDK.
Analytics Guardian tool provides a
dashboard and sends automated Pricing and support
email and in-app alerts when
opportunities or problems with • Pricing based on the number of
campaigns, traffic patterns, data customers in the database.
quality or integrations are identified Evergage does not disclose
by the system. average annual customer spend.
• Proofs-of-Concept available (not a free
Orchestration trial).
• Annual contracts required.
• Native content marketing features • Onboarding typically takes 2-4 weeks,
determine what content should contingent on client readiness.
be presented based on known or • Dedicated Customer Success
predictive individual or account Managers.
behavior. • Included phone, email and online
• Delivers content in real time across ticket-based support during extended
the web, web and mobile apps, on- business hours (8am-6pm) in
site search and email. Experiences numerous time zones. Extensive online
can be configured using rules-based knowledgebase available 24x7.
campaigns, triggered messages and/or • Implementation, training and strategic
predictive models. reviews included.
• Multi-step campaigns enabled, but • Add-on managed services available for
require users to create multiple ongoing campaign management and
experiences within a campaign. creative services.

Vendor profiles
Target customer
• B2B enterprise and high-growth mid-market companies in a range of verticals.
Lattice Engines Company overview

1820 Gateway Drive, Suite 200
San Mateo, CA 94404 • Founded in 2006.
(T) 877-460-0010 • 130 employees.
www.lattice-engines.com • $65M in total funding.
• Additional offices in Austin, New York, Boston and Seattle.
Key customers
Product overview
Amazon
Bank of America • Primary use cases for Lattice Atlas platform focus on first-party data ingestion, third-
Dropbox party data enrichment and scoring, identity resolution, AI-based model creation and
Honeywell audience activation.
mongoDB • First-party data ingestion includes accounts, contacts, transactions, website and
Thomson Reuters activity and product bundles and hierarchy.
Third-party enrichment data includes growth trends, firmographics, online
Key executives presence, website keywords and profile, behind the firewall tech and intent.
Self-service AI-based models include account-level, inbound lead scoring, cross-
Shashi Upadhyay, CEO sell/upsell, rules-based account and PMML model imports.
& Co-founder SaaS hosting available.
Michael McCarroll, President
Kent McCormick, VP Innovation Data management
& Co-founder • Stored data accessible via API.
Chitrang Shah, VP, Product Patent-pending AI-based identity resolution algorithm enables customers to
organize and map customer data to account hierarchies, accounts, buying
centers and individuals within buying centers.
Persistent ID for each account and contact.
Only stores structured data.
• Partners with website traffic de-anonymization solution providers (i.e., Kickfire, DnB
Visitor ID) to capture first-party behavior data at the company and buying-center
levels.
• Customers can provide multiple IDs for the same record, enabling customers to store
the multiple cookies, device IDs and system IDs for a given contact. Records can be
retrieved using any of these IDs.
• Leverages partners (i.e., Oracle Data Cloud, DnB Visitor ID, Bombora) to match first-
party cookies with third-party cookies for display and social advertising.
• REST APIs to push audiences into any external system.
Proprietary identity resolution technology that uses website, company location or
DUNS to match customer records to Lattice accounts and appends standardized
postal address information.
Takes into account misspellings, common variations, etc.
Data security
• GDPR and EU Privacy Shield compliant.
• ISO2001 certified.

Vendor profiles
Analytics (Marketo, Eloqua), CRMs (Salesforce,
Microsoft Dynamics 365), web analytics
• Defines customer segments based on systems and APIs, as well as the ability
all first- and third-party data. to import data via CSV flat files for
Lattice Engines • Identifies audiences for specific buying first-party customer data ingestion,
1820 Gateway Drive, Suite 200 stages (e.g., “high-fit customers for organization and mapping.
San Mateo, CA 94404 analytics product in top of funnel” or • Pre-built apps and APIs for marketing
(T) 877-460-0010 “high-fit customers for e-signature automation platforms, CRMs, ad
www.lattice-engines.com products in mid-funnel”). platforms and web personalization
• Self-service artificial intelligence (AI) systems to publish and activate Lattice-
model creation. defined segments or audiences.
• Ability to create different types
of AI models depending on the Pricing and support
business use-cases, e.g., top of funnel
conversion, MQL identification, cross- • Pricing based on number of accounts
sell, upsell, retention/churn, etc. imported and processed.
• Models can predict propensity to CRM module priced separately on
convert as well as expected spend and a per-user/month basis.
expected customer lifetime value (LTV). Average annual customer spend
ranges from $70K to $150K.
Orchestration • Annual contract required.
• Onboarding time and process ranges
• Customers create segments in Lattice from several hours to several weeks.
to ensure that they are presented • Lattice provides a QuickStart service to
with relevant content in multi-step help customers identify the best initial
campaigns. use-case.
• Customer support options?
• Provides pre-build connectors to
marketing automation platforms

Vendor profiles
Target customer
• Primarily enterprise B2C brands in media & entertainment, consumer packaged
goods (CPG), and hospitality and leisure.
Company overview
Lytics
Portland, OR
• 65 employees.
(T) (503) 479-5880
• $23.3M total funding, including a $14M Series B round in April 2018.
www.lytics.com

• Primary use cases focus on:
AEG Presents
Sharing highly-targeted audience segments to downstream channel tools.
Enterprise Holdings
Connecting downstream channels (web, mobile, email, social, offline) to create
General Mills
a unified profile for each individual customer. Enriching connected data with
Heineken
real-time machine learning based insights and behavioral scores. Orchestrating
Nestlé Purina
highly-targeted audience segments and sharing these audiences with
The Economist
downstream marketing tools in real-time.
Improving ad spend ROI by remarketing using audiences based on Lytics
Key executives behavior-based attributes and content affinities. Creating highly targeted and
high-performing acquisition campaigns by applying Lytics audiences to ad
James McDermott, CEO
platform lookalike capabilities. Leveraging machine learning based behaviors to
Aaron Raddon, CTO indicate when an individual should be suppressed from advertising campaigns.
Scott Campbell, CRO Increasing customer acquisition by delivering personalized web experiences for
Darren Guarnaccia, CMO anonymous visitors. Lytics tracks visitor behaviors and topics associated with
all viewed content. New web experiences can be created (modals, slide-outs,
dynamic content recommendations) using built-in templates and displayed based
on profile attributes like topic affinity, behavioral scores.
Data management
• Stores all customer data and performs identity resolution in a graph database, where
all knowledge collected about an individual from multiple channels is linked together.
Because of the way a graph database works, profile data is never destructively
merged or overwritten. Allows flexibility for which data field to use as the persistent
ID for each customer, such as email address or a unique ID or customer number.
• Manages structured or unstructured data.
• Includes proprietary Pathfora SDK, an open source solution for website
personalization.
• Platform hosted on the Google Cloud Platform.
Data security
• GDPR complaint.
• EU-US Privacy Shield certified.
• Out-of-the-box consent management templates and built-in capabilities for handling
‘subject access requests,’ such as viewing and deleting profile data.

Vendor profiles
Analytics with AI-based decisioning to help
deliver the best next experience at an
• Built-in machine-learning algorithms individual level.
generate behavioral scores for each
customer profile. Scores are used to Third-party systems integration
create predictive audiences. Scores and
audience membership update in real- • Over 100 built-in integrations with
Lytics
time based on user behavior. martech solutions.
Portland, OR
• Leverages Natural Language • Lytics API is a RESTful JSON API that
(T) (503) 479-5880
Processing (NLP), the Google Vision includes calls for data collection,
www.lytics.com
API, Latent Dirichlet Allocation (LDA) personalization, segmentation, content
and Bayesian Networks to scan classification/recommendation and
and identify content topics across account management.
connected channels, including web
properties, email campaigns and assets Pricing and support
in any offline content repositories.
Assigns a score for each topic to every • Pricing based on volume of known
customer profile (anonymous and customer profiles.
known) based on engagement with that • Annual contract required.
topic. • Five-phase onboarding process
• Correlation models automatically typically takes 45-60 days depending
generate predictive scores to show on client availability and participation.
conversion probability between any • Standard technical support is included
two Lytics audiences. Models score through online support portal. Support
the importance of each data attribute operates from 6am-6pm Pacific Time,
as it relates to the correlation between Monday-Friday. Additional support
audiences to aid targeting efforts. packages available.
• Add-on services include onboarding
Orchestration support, custom data science
projects, customer journey planning,
• Automatic segmentation and organizational design consulting and
recommendations based on built-in agency enablement.
behavioral and topic affinity scores.
• Cross-channel customer journeys

Vendor profiles
Target customer
• B2C brands in retail & e-commerce, travel, financial services, telecommunications,
mParticle and media & entertainment.
257 Park Ave. South
New York, NY 10010 Company overview
www.mparticle.com/contact
• 105 employees.
Key customers • $73M in funding, including a $35M Series C in September 2017.
Overstock • Additional offices in San Francisco, Seattle, Florida and London.
Postmates
SeatGeek Product overview
Ticketmaster
Venmo • Enables brands to collect, combine, control and connect customer data across
Via mobile, web, connected devices and offline systems.
Real-time processing architecture to support moment-based use cases.
Use case-agnostic execution, including integrations with leading marketing
Key executives clouds, cookie-based ad exchanges and identity-based media platforms.
Michael Katz, Co-founder & End-to-end data encryption, role-based permissions, single sign-on, two-factor
CEO authentication, live data monitoring, data filters and data governance controls.
Andrew Katz, Co-founder & CTO
Dave Myers, Co-founder & COO Data management
• Data accessible via both API and query access.
Additional access methods include Webhooks, data warehouse feeds, firehose
API and JSON feed.
• Multi-dimensional identity resolution across known, semi-known and anonymous
identifiers.
Advanced Identity Resolution (add on) allows users to create their own business
logic for when and how activities are tracked and records matched.
Persistent identifier can be applied to anonymous consumer records for use
across digital and advertising channels.
• Data hygiene and standardization tools available.
• Multiple software development kits (SDKs) available
• Structured and unstructured data managed using schema-free storage.
• Website visitor, user and account-level data collected via JavaScript tag. Visitors
are recognized by cookies, login credentials, form completions and/or referring
campaign parameters.
Tracks data such as unique visitors, page views and clicks across web properties.
Data security
• GDPR, VPPA, California Consumer Privacy Act, EU-US Privacy Shield Framework and
Swiss-US Privacy Shield Framework compliant.
• Data in transit is encrypted via Transport Layer Security (TLS); data at rest is encrypted
using 256-bit AES.
• Option to receive and share hashed identifiers rather than personally identifiable
information (PII).

Vendor profiles
Analytics automation systems (Salesforce
Marketing Cloud, AgilOne, Braze,
• Near real-time segmentation to build Sailthru, Leanplum, Localytics, Tune),
mParticle and deploy unlimited broad and/or advertising platforms (AdWords,
257 Park Ave. South narrow audiences. DoubleClick, Facebook, Snapchat,
New York, NY 10010 Segments can be used for analysis, Twitter, Criteo, Appnexus), DMPs
www.mparticle.com/contact rules-based and algorithmic (Adobe Audience Manager, BlueKai,
personalization, or passed to third- Krux, Lotame) and tag managers
party martech systems. (Treasure Data).

• AudienceSync enables users to • Pricing based on the number of unique
build audience segments centrally customer profiles and how long data is
and connect them to any number of stored.
channels including advertising, push, AudienceSync pricing based on the
email, and marketing automation number of audiences.
platforms. Segments are updated in Premium features such as
real time across all connected channels. Advanced Identity Resolution and
• Audience segments and/or event-level Redshift ETL are à la carte add-ons.
data delivered to partners. • Annual contract required.
• Onboarding time depends on
Third-party systems integration implementation complexity.
• All customers are assigned a dedicated
• 250-plus prebuilt connectors for native Customer Success Manager who
integration with analytics and BI tools provides business consulting,
(Google Analytics, Adobe Analytics, education, and technical guidance and
Looker, Amplitude, Interana, Mixpanel, issue management.
Snowplow), data warehouses (Amazon • Add-on professional services packages
Redshift, Google Big Query. Microsoft for guidance through platform
Azure), email marketing tools (Oracle implementation and for customers
Responsys, Salesforce ExactTarget, needing assistance across their martech
Braze, Iterable, MailChimp, Sailthru, stacks.
SendGrid, Leanplum), marketing

Vendor profiles
Target customer
• B2B and B2C enterprise companies in the media, publishing, pharmaceuticals,
household appliances, consumer packaged goods, membership associations, travel
ONEcount & hospitality and direct-to-consumer (DTC) industries.
194 Main Ave., Suite 2NW
Norwalk, CT 06854 Company overview
(T) 203-665-6211
www.ONE-count.com • Founded in 1996 as a full-service web development agency specializing in data
integrations.
Key customers • Transitioned to a SaaS platform providing CDP and DMP capabilities.
• 15-20 employees.
CFE Media • Privately funded.
Frontline Medical Communica- • Additional offices in Secaucus, NJ and Elk Grove Village, IL.
tions
Trib Total Media Product overview
Wiley & Sons
• Consolidates first-party, third-party and behavioral user data into a single platform
Key executives to create relevant user experiences and precise campaign targeting through a user-
friendly interface.
Joanne Persico, President • Activates specific user segments across all channels: email service providers (ESPs),
& CEO ad networks/servers, event management/webinar providers, web and more.
Sean Fulton, VP, Technology • Real-time dashboard and engagement reporting. Secure data feeds for marketing
tactics across all channels in enterprise ecosystems.
Peggy Morris, Finance Director
• Robust toolkit to meet a variety of needs to easily develop landing pages and forms,
Peter Cianfaglione, Marketing support GDPR compliance and content gating (paywalls) for lead generation or
Director conversion optimization.
• SaaS hosted on a secure, privately owned infrastructure.
Data management
• Data accessible via API.
External systems can access data for a single customer in real time through API calls.
User-friendly Data Mapper interface.
• Stores a persistent ID for both unknown and identified users. Tracks behavior across
all channels until a step of identity is taken (i.e., email click, form submission, log-in,
event or webinar attendance).
• Stores profiles consisting of behavioral, first-party and third-party data (third-party
data via built-in LiveRamp integration).
• Appends user data from all data sources. Bi-directional sync to update user records
with any database via API or sFTP/ FTP data feeds.
• Three-year user behavioral history retroactively appended.
• Website interactions tracked via cookie, JavaScript tag or digital fingerprint.
• Integrates with DoubleClick for Publisher, DoubleClick Premium, DoubleClick for
Small Business (Google Marketing Platform) and Revive/OpenX to provide real-time
ad targeting and reporting.
Data security
• GDPR, HIPAA compliant.
• SOC type II certified.

Vendor profiles
Analytics marketing automation platforms
(Oracle Eloqua, IBM SilverPop, Real
• Segmentation using criteria based on Magnet), ad platforms (DoubleClick
behavior, first-party identity and/or for Publishers), email service providers
ONEcount third-party data providers. (ExactTarget, PostUp), multichannel
194 Main Ave., Suite 2NW • Predictive features available. platforms (Sailthru) and social media
Norwalk, CT 06854 platforms (LinkedIn, Facebook, Twitter).
(T) 203-665-6211 Orchestration • APIs and dynamic mapping tool allows
www.ONE-count.com data exchanges/syncing with other
• Content recommendation engine vendors and third-party data providers.
uses artificial intelligence (AI) to
define content by type and serve Pricing and support
recommendations via client-defined
algorithms. • Pricing based on the number of
Algorithms are defined by a mix database records and website traffic.
of rules by related content, similar Average annual customer spend
demographics and clustered user ranges from $60K - $110K.
behavior. • Annual contracts required.
Segments can be defined by a • No free trials available.
combination of behavioral, first- • Onboarding time and process ranges
party and/or third-party data from from four to six weeks.
all sources. • Customer support included.
• User interface enables marketers to • Add-on professional development
create interstitial pop-ups, forms, from industry consultants who support
landing pages, target banner ads and business development, circulation
email without HTML experience or web management, audience development
team involvement. and more.
• Automatically adds users to segments Add-on services can also be
over time as they meet the criteria of purchased at hourly rates for
defined segments. additional platform customizations
during the duration of an
Third-party system integration engagement.
• Out-of-the-box integrations with

dozens of e-commerce (Magento),

Vendor profiles
Target customer
• B2C and B2C mid-market and enterprise companies in retail, technology, financial
services, sports and healthcare.
QuickPivot
33 Arch St., 9th Floor Company overview
Boston, MA 02110
(T) 617-880-4000 • Founded in 2014.
www.quickpivot.com • 90 employees.
• Privately funded.
• Sales Offices in San Francisco and Raleigh, NC.
Key customers
Allen Edmond Product overview
Cox Media
HP • Provides a view of all customer data, focusing on use cases that leverage data for
National Hockey League analysis, reporting, segmentation and campaign execution.
SVP Worldwide Segment Model feature enables users to drag, drop and edit queries to manage
Wex direct mail plans through the browser against the same data that’s driving
marketing in digital channels.
Automated programs can be set up using the Palette module to design and
Key executives
deploy customer lifecycle marketing programs.
Bob Boehnlein, CEO • Available as a SaaS solution.
Paul Mandeville, Chief Product
Officer Data management
Mike Curtin, SVP, Sales & • Data accessible via API.
Business Development • Provides and maintains a persistent, unique ID for every customer.
Chris Malone, VP, Data & • Offers leading data preparation and cleansing processes (CASS, NCOA, address
Analytics geocoding, NAP standardization, etc.)
• Supports both structured and unstructured data.
• Uses browser cookies to track website interactions. Transmits actions using JavaScript
or a tracking pixel embedded on client websites.
Data security
• GDPR and CASL compliant.
• EU-US Privacy Shield certified.
• SSAE18 and SOC2 certified.
Analytics
• Target segmentation module enables users to schedule, automate or build ad-hoc
queries to explore data, as well as the ability to automate data feeds to external
systems on a scheduled basis.
• Ada is a machine learning-based suite of predictive marketing models designed
specifically for multi-channel retailers.
• Impact module provides unified campaign reporting through visual user-build
dashboards.
Includes dozens of standard reports with summary and detail-level metrics.

Vendor profiles
• Palette module allows users to design, • Pricing based on the number of contact
document and deploy automated records and data feeds.
customer lifecycle programs. On average, customers spend
QuickPivot • Interact module provides cross-channel approximately $150K annually for
33 Arch St., 9th Floor content creation and delivery for email, full CDP offering.
Boston, MA 02110 print, PURL, web, social and SMS Module-based pricing is available
(T) 617-880-4000 campaigns. and starts at $24K/year.
www.quickpivot.com • Onboarding typically takes 6-8 weeks.
Third-party systems integration • Customer support included from
8:00am-7:00pm ET, Monday through
• Out-of-the box integrations with Friday.
Shopify, Magento and SAP Hybris • QuickPivot will provide after-hours
(e-commerce); Salesforce Commerce support.
and Sales Clouds; Oracle NetSuite and • Add-on extended services packages
Microsoft Dynamics 365 (marketing available that include Service Delivery
automation); and Genesys PureConnect Managers, Business Systems Analysts
and Microsoft SQL (servers). and Technical Consultants.
• Leverages MuleSoft’s Anypoint
platform for pre-built integrations and
connectors.
• Multiple APIs for custom integrations:
100-plus Campaign APIs; 45-plus Data
APIs; 25-plus Reporting APIs; and 60-
plus Content APIs.

Vendor profiles
Target customer
• B2B enterprises in the financial services, telecom, business services, business software
and media vertical markets.
Radius
225 Bush Street, 12th Floor Company overview
San Francisco, CA 94104
(T) 866-493-9070 • Founded in 2012.
https://radius.com • 120 employees.
• Total funding of $106M.
Key customers
Product overview
Comcast Business
First Data • Primary use cases focus on connecting, unifying and augmenting B2B customer data
Metlife with Radius’ global data ecosystem, The Network of Record™.
Sam’s Club Creates a central, accessible and persistent store of master records.
Yahoo! Enables real-time data management, including enrichment, validation and
sourcing.
Key executives Integrates and activates data across any system, including 500-plus ad channels.
• SaaS, PaaS and cloud hosting available.
Darian Shirazi, CEO &
Co-founder Data management
Joel Carasone, CTO
• Enterprise-class APIs and infrastructure able to onboard and re-deploy large data
Jen Mingo, SVP, Customer volumes.
Success • Net-new data from Radius and stored master records accessible through both API
and software applications that sit on top of the Radius CDP.
External systems can access individual data in real time through API calls or
application.
• Advanced integration and matching engine for B2B data sets provides identity
resolution and data hygiene on account and contact data.
• Manages structured and unstructured data.
• Website interactions synced via customer’s internal systems and formats.
• Cookie sync for enriching profiles with ad network data and sending audience data
out to ad networks.
Exclusive B2B partnership with LiveRamp.
Data security
• GDPR and CAN-SPAM compliant.
• SOC-2 Type II, ISO27001 and ISO22301 certified.

Vendor profiles
Analytics • Integrates with 500-plus digital ad
destinations via LiveRamp partnership.
• Segment builders and API access • Robust set of APIs to sync customer
enable creation of ideal customer data from any other system and deploy
Radius profiles (ICPs), total addressable or enrich Radius data into customer
225 Bush Street, 12th Floor markets and campaign audiences. systems.
San Francisco, CA 94104 • Includes self-service modeling for
(T) 866-493-9070 predictive scores and audience Pricing and support
https://radius.com recommendations.
• PaaS offering includes developer • Pricing based on data volume and the
portal to connect existing business set of enabled features chosen.
intelligence (BI) solutions and Average annual customer spend
development of custom analytics ranges from $65,000K - $300K.
interfaces. • Annual contracts required.
• Proofs-of-concept available (not a free
Orchestration trial).
• Onboarding time varies from one week
• Marketers can set up audiences and to three months depending on use
triggers to activate data across delivery cases.
systems such as email, ads or outbound • Customer support included with
sales. designated Customer Success Manager
• Intent monitoring to identify ‘in-market’ and Solution Engineers via email and
accounts and automatically deploy key phone.
contacts to channels. • Premium support and add-on custom
services available.
• Out-of-the-box integration with
Salesforce, Marketo, Pardot and
Eloqua.

Vendor profiles
Target customer
• The Fortune 2000 as well as SMBs in retail, media & entertainment, B2B and
marketplaces.
Segment
100 California St., Suite 700 Company overview
San Francisco, CA
(T) (415) 649-6900 • Founded in 2011 as a data integration tool.
www.segment.com • 250-plus employees.
• $108.7M in total funding, including a $64M Series C in July 2017.
Key customers • Additional offices in New York, Vancouver and Dublin.
21st Century Fox Product overview

Gap
IBM • Cloud-based lead-to-account matching and marketing database of record.
Instacart • Use cases focus on:
Intuit Removing the need to integrate analytics and marketing tools one-off by
Time Inc. using a single platform to capture customer data and send it to internal tools
automatically.
Key executives Creating universal behavior-based audiences to drive personalization across ad,
email and in-app channels.
Peter Reinhardt, Co-founder & Compiling all information about an individual into customer profiles that can be
CEO used in marketing tools or analytics in a data warehouse.
Calvin French-Owen, Co-
founder & CTO Data management
Ilya Volodarsky, Co-founder • Data accessible in near real-time through Segment’s API.
& Head of New Product Data also accessible via ‘raw data’ integration tools like Kinesis.
Engineering • Personas product provides identity resolution and a suite of features around
audiencing and activating data
• Persistent, unified ID for each customer.
• Website interactions tracked via JavaScript library.
• Server-side libraries collect enterprise data from internal systems as point of sale
(POS) and append any trait (name, address) to a customer profile.
• Suite of tools around data quality and governance.
Data security
• GDPR ready.
• Offers deletion, suppression and consent manager for end-user privacy.
• ISO 27001 and Privacy Shield certifications in progress.
Analytics
• Ability to tag customers with the results of Segment’s machine-learning models and
use integration partners to automatically deploy predictive models.
• Accurately merge customer history across different channels into one profile.
• Build Computed Traits (individual-level calculations that signal customer intent) and
Audiences with a drag-and-drop interface on top of historical first-party data.

Vendor profiles
• Deliver Computed Traits and • Pricing varies by plan as well as the
Audiences to hundreds of end tools for number of monthly tracked users
Segment personalized marketing campaigns and (MTUs - number of anonymous and
100 California St., Suite 700 in-app experiences. logged-in visitors).
San Francisco, CA • All content marketing, multi-step Developer plan: Free; includes two
(T) (415) 649-6900 campaign and dynamic marketing sources and unlimited destinations.
www.segment.com capabilities handled through marketing Team plan: $120/month; base
automation partners or through the use includes 10,000 MTUs, and
of Segment’s Profile API. unlimited sources and destinations.
Business plan: Customized pricing
Third-party systems integration and MTU volume; includes
unlimited sources and destinations,
• 200-plus out-of-the-box integrations historical data replay, as well as
with martech systems (sources and data filters and controls.
destinations) in categories including • Annual contract required for Business
A/B testing (Optimizely, Monetate), plan, not required for Developer or
analytics (Google Analytics, Mixpanel, Team plans.
KISSmetrics, HubSpot), attribution • Free trials available.
(Localytics, Kochava, Tapstream), • Onboarding time varies from 2 days to
CRM (HubSpot, Sailthru, Firebase, 3 months, depending on company size
Salesforce), email (MailChimp, and complexity of implementation.
Autopilot, Drip, KISSmetrics), helpdesk • Email customer support included on
(Zendesk, Zopim, Intercom), mobile all plans. Dedicated Customer Success
(Android, iOS, AMP, Xamarin), Manager and Solution Architects
personalization (Evergage, Monetate, available on the Business plan.
Wishpond, Tray.io), referrals (Sasquatch,
Ambassador, Friendbuy), tag
management (Google Tag Manager)
and warehouses (Redshift, BigQuery,
Snowflake).

Vendor profiles
Target customer
• Mid-size to enterprise B2B companies in the retail, grocery, hospitality & restaurants,
and airlines industries.
SessionM
2 Seaport Lane, 11th Floor
Company overview
Boston, MA 02210 • Founded in 2011.
(T) 888-226-9756 • 195 employees.
www.sessionm.com • $97.3M in total funding, including a $23.8M Series E round in July 2018 led by
Salesforce Ventures.
Key customers • Additional US office in Pittsburgh; global offices in Singapore, London and
Amsterdam.
Air Canada
Barneys New York
Brookstone
Product overview
Huggies • Unifies and matches customer data to a single unique profile.
Publix • Primary use cases focus on audience segments, targeted messaging and scheduled/
Starbucks triggered offers.
Unified data from e-commerce, in-store point of sale (POS) and email campaign
Key executives interactions to send predictive offers.
Scheduled and/or triggered offers can be sent in real time to be presented and
Lars Albright, Co-founder & redeemed in store.
CEO • Cloud or on-premise hosting available.
Scott Weller, Co-founder & CTO
Mark Herrmann, Co-founder & Data management
Chief Product Officer
• Data accessible via API.
Patrick Reynolds, CMO • Offers identity resolution, data hygiene, address validation and user matching.
Data security
• GDPR compliant.
• SOC 2 certified (platform hosted by Amazon Web Services).
Analytics
• System calculates recency, frequency, spend and customer lifetime value (CLV), as
well as product and offer recommendations for each customer profile.
• Marketer-defined customer segments based on any attribute within the system,
including location, gender, age.
• Predictive modeling for transactions and spend at the individual level for CLV, risk of
churn, product or offer affinity and more.

Vendor profiles
• Built-in campaign execution capabilities • Pricing based on monthly active
enable users to create targeted platform users and number of modules.
audiences based on CDP profiles or (Monthly active user defined as an end
SessionM loyalty program data. user whose profile is maintained in the
2 Seaport Lane, 11th Floor • Deploy targeted, scheduled or platform and generates at least one
Boston, MA 02210 behaviorally triggered campaigns API request during the previous 30 day
(T) 888-226-9756 across email, app, web or SMS period.)
www.sessionm.com channels. • Four billable modules: Customer Data
• Rules engine triggers messaging or Platform, Campaign, Offer and Loyalty.
offers based on engagement, purchase • Annual contract required.
or location events. • No free trials.
• Analyze and optimize by creative • Typical onboarding time is 2-4 months.
segment and channel. Tags are • Customer support via email and phone
dropped on customers as they take included. Availability varies by priority
action for better segmentation. level, from 24 hours to business hours.
• Add-on strategy services available,
Third-party systems integration particularly for loyalty program
optimization.
• Dedicated APIs for ESPs, data
warehouses, messaging platforms and
e-commerce platforms.
Supports both server-to-server and
client-to-server transactions.

Vendor profiles
Target customer
• Enterprise B2B and B2C companies in the retail, travel & hospitality, healthcare,
financial services, media and technology markets.
Tealium
11095 Torreyana Rd. Company overview
San Diego, CA 92121
(T) 858-779-1344 • Founded in 2008 as an enterprise tag management vendor.
https://tealium.com • 360-plus employees.
• $113M raised in seven funding rounds, including a Series E in February 2017 led by
Key customers Citi Ventures.
• Additional US offices in San Francisco, Chicago and New York City.
Domino’s • Global offices in Paris, Munich, Berkshire (UK), Sydney, Singapore, Madrid and Tokyo.
Lincoln National Life Insurance
Politico Product overview
Priceline.com
Providence St Joseph Health • Universal Data Hub (UDH) creates visitor profiles representing important customer
Samsung attributes, and segments profiles by shared behaviors to create audiences.
Patented visitor stitching functionality enables customer records to be
Key executives automatically joined while maintaining comprehensive data.
• B2C use cases for data cleansing/hygiene, data enrichment, unifying online and
Jeff Lunsford, CEO offline data, single view of customer, complex segmentation, dynamic audience
Ali Behnam, Co-founder management, cross-channel data management, campaign personalization or
optimization and progressive profiling.
Mike Anderson, Co-founder &
• B2B use cases for data onboarding, data unification, single view of customer,
CTO
account-based marketing, data orchestration, sales enablement/intelligence and
Adam Corey, Chief Marketing unifying online and offline data.
Officer • Identity resolution to cleanse and normalize data.
• SaaS and cloud-based hosting (including private clouds) available.
Data management
• UDH data accessible via Javascript tags, pixels, pre-built connectors, installation
libraries (for mobile and IoT), software development kits (SDKs), Webhooks/REST,
CSV/omnichannel file import and APIs/plug-ins.
• Data hygiene tools include Visitor Trace, which tracks an individual’s actions (defined
as events) to enable real-time stitching across all the visitor’s associated attributes,
audiences and actions; Tag Status Checker, Site Scan (page-by-page website scan);
and Verify Data Layer (monitors if data layer is implemented properly).
• Patented identity resolution technology ‘replays’ the data from each of the stitched
profiles back in order, so profiles can be built taking into account the sequence of the
customer journey.
• Website visitor interactions tracked via both cookie and JavaScript tag.
• Manages dynamic audiences, which can be synced across the martech stack using
rules and associated actions.
Provides ad hoc tools to discover and build one-off audiences for targeted digital
advertising.
Uses cookie syncs for enriching profiles with ad network data and sending data
out to ad networks.
• Allows clients to standardize and monitor event- and visitor-level data on both the
client-side and server-side data in the data layer (client data schema).

Vendor profiles
Data security Third-party systems integration
• GDPR, HIPAA and HITECH compliant. • Client-side integrations (tags) for over
• EU-US Privacy Shield Framework 800 third-party technologies.
Tealium compliant and Swiss-US Privacy Shield • Server-side integrations (pre-built
11095 Torreyana Rd. certified. connectors) available for 130-plus
San Diego, CA 92121 • SSAE18 SOC 2 Type 1 and 2 certified. third-party systems in 13 categories,
(T) 858-779-1344 • Partners with clients on Cloud Security including analytics, affiliates, CRM,
https://tealium.com Alliance compliance to leverage the email, personalization, search, security
secure AWS infrastructure. and social.
• Integration also available via installation
Analytics libraries (SDKs, IoT, connected
device and mobile apps) and manual
• Audience Discovery tool allows upload or automated pick up (CSVs/
users to analyze real-time graphical omnichannel imports).
representations of both historical • APIs include Visitor Lookup, Collect
and live site visitor data and site visit HTTP and Hosted Data Layer.
behavior. • Webhook connector to send data to
• Audience Sizing tool enables users to third-party systems using customized
specify date ranges and rule conditions HTTP requests.
to search audience data for matching
visitor profiles. Pricing and service
• THINK is a predictive tool built on top
of the UDH to provide machine-based • Pricing based on annual event volume.
intelligence on event-level behavioral • Annual contracts not required.
data. • Free trials available.
Data must be standardized for • UDH onboarding is typically 90 days.
accuracy in prediction outputs. Base-level training is included for
Utilizes Predictive Audiences, a all customers, with add-on ongoing
continuous audience creation or refresher training available.
service that identifies best • All customers receive an Account
audience segments. Manager, onboarding and
• Predictive personalization features system deployment, self-service
utilize machine-learning insights. documentation, access to the Tealium
Learning Community (self-service
Orchestration documentation portal) and forums,
online ticketing and continuing
• Campaign orchestration capabilities not education (i.e., online video-based
native to the platform and are available content).
through third-party martech systems. • Bi-weekly product releases to roll out
new features and functionality.
• Offers a variety of add-on professional
and strategic services, as well as
premium customer support.

Vendor profiles
Target customer
Treasure Data • Enterprise companies across all vertical markets in both B2B and B2C.
2565 Leghorn St.
Mountain View, CA 94043
(T) 866-899-5386 Company overview
www.treasuredata.com
• 175 employees.
Key customers
• $54M in funding, including a $25 million Series C in November 2016.
Muji • Additional offices in Tokyo, Japan and Seoul, South Korea.
Shiseido
Subaru Product overview
Survios
Wish.com • Enables a single, actionable view of the customer.
• Primary use cases focus on capturing customer interactions across devices and from
online to in store.
Key executives
Identify best, current and potential customers.
Hiro Yoshikawa, Co-founder & Personalize customer interactions to increase retention and upsell opportunities.
CEO Build a unified view of customers to deliver premium customer experiences.
Kazuki Ota, Co-founder & CTO
Sada Furuhashi, Co-founder & • Cloud-based service for the acquisition, storage and analysis of data.
Solution Architect
Rob Glickman, CMO Data management
• Data accessible via standard query language; individual-level data accessible via API.
Publisher’s Note: At publication, • Maintains a persistent ID for each customer, and utilizes any other ID when needed
Treasure Data announced its for personalization across web, mobile, etc.
acquisition by ARM Holdings. • Software development kit (SDK) available.
• Website interactions tracked via cookie and Javascript tag.
Treasure Data can match its own cookie IDs with third-party cookie IDs to
allow the marketer to enrich profiles with external data or reach users through
advertising networks.
Data security
• GDPR compliant.
• SOC 2 and ISO/IEC 27001:2013 certified.
• EU-US and Swiss-US Privacy Shield certified.
Analytics
• Define customer segments to create personalized marketing campaigns.
• Model customer segments with machine learning to assess current behaviors and
predict future behaviors. (Model based on Apache Hivemall, a scalable machine
learning library that runs on Apache Hive.)
• Attribution analysis across all channels.
• Reports and dashboards to provide at-a-glance data visualizations of current KPI
results and performance.

Vendor profiles
Orchestration databases, advertising, social media,
business intelligence (BI), email,
Treasure Data • Serves personalized content by unifying marketing automation, CRM, analytics,
2565 Leghorn St. data from different marketing tools (i.e., enterprise resource planning (ERP),
Mountain View, CA 94043 Salesforce, Marketo, etc.), and real- devices and sensors (IoT), e-commerce,
(T) 866-899-5386 time website visits to create a dynamic payments and customer support.
www.treasuredata.com homepage that displays content
catering to a visitor’s job title. Pricing and support
• Supports cross-channel and
cross-device orchestration, • Pricing based on number of known
audience retargeting, site and app profiles.
personalization, user segmentation, Average annual customer spend is
rules and messaging management, $100K-plus.
advertising and marketing automation, • Annual contract required.
email and notifications triggering, etc. • No free trials (8-week Proofs of
• Allows personalized engagement Concept are available for clients after
and marketing programs in real time, onboarding).
with robust workflow combined with • Onboarding with initial results are
dynamic segmentation. available days after data ingestion.
• Connects to BItTools for additional Support is included and Treasure
reporting, marketing and sales tools to Data also offers premium support,
deliver insights to team members. professional services and custom
integrations.
• 100-plus out-of-the-box integrations
for mobile and apps, web, raw data,

Vendor profiles
Target customer
• B2C mid-size to enterprise companies in the retail & e-commerce, telecom, banking
& finance, and consumer services markets.
Velocidi
30 Irving Pl., 10th Floor Company overview
New York, NY 10003
(T) 212-884-9990 • Founded in 2009 as a marketing intelligence platform; Private CDP launched in 2017.
www.velocidi.com • 26 employees.
• $12M Series A funding in December 2016 led by Pilot Growth Equity.
Key customers • Acquired ShiftForward in April 2018 to enable deployment of the Velocidi Private
CDP.
Bank of America • Additional global offices in Dublin and Porto, Portugal.
Bertelsmann
Democratic Congressional Product overview
Campaign Committee
Publicis • Data collection at both the event and aggregated campaign data levels.
Pubmatic • Primary use cases focus on customer segmentation, predicting customer behavior,
Smartclip on-site personalization and development of custom ad audiences for delivery to
demand-side platforms (DSPs) and email service providers (ESPs).
Key executives • SaaS, cloud and on-premise hosting available.
David Dunne, CEO Data management

Paulo Cunha, Chief Product
Officer • Data accessible through API.
• Identity resolution with persistent IDs for each customer.
Jon Rygh, Chief Strategy Officer • Proprietary data quality machine learning (ML) and artificial intelligence (AI) module
to identify data issues, anomalies and outliers that will impact marketing outcomes.
• Website interactions tracked through JavaScript SDK or HTTP tracking API.
• Supports bi-directional third-party browser cookie syncs.
Data security
• GDPR compliant.
Partnership with ePrivacy Germany for fast-track client ePrivacyseal GDPR
certification.
• ISO 27001 certification in progress.
Analytics
• Rules-based audience segmentation based on customer attributes.
Orchestration
• Dynamic or real-time marketing interactions driven by built-in recommendations
framework.
The CDP recommends the messages, articles or product offers to be delivered
through third-party platforms.

Vendor profiles
Third-party systems integration monthly events tracked or the
number of monthly activation
• 100-plus APIs to integrate with ad events.
networks (Facebook Ads, AdWords), Annual customer spend starts at
Velocidi CRM and commerce (HubSpot, $30K.
30 Irving Pl., 10th Floor Microsoft Dynamics 365, Salesforce, • One month free trial followed by
New York, NY 10003 SAP), marketing automation (Marketo), required annual contract.
(T) 212-884-9990 customer experience (Brightcove), • Typical onboarding process ranges
www.velocidi.com analytics tools (Adobe Analytics, from a few days (SMBs) to 12 weeks
Google Analytics), ESPs (MailChimp, (enterprises).
Gmail) and data collaboration and • Customer support includes
management solutions (Dropbox, documentation, quick-start guides,
OneDrive). online tutorials and a dedicated
• Supports generic set up of real-time Customer Success Manager.
client browser-side integrations with • Add-on professional services include
advertising platforms using image data science consulting (setting
(pixel) calls. objectives, data strategy, cleansing,
onboarding, reporting, audience
Pricing and support segmentation, and building models
and predictive algorithms), custom
• Platform offered a la carte or as one machine-learning based predictive
unit. Pricing based on the number of models and product roadmap/feature
customer IDs under management and prioritization.
the number of data connectors set up
for ingestion.
Additional fees for volume of

Vendor profiles
Target customer
• Mid-market B2C companies selling direct-to-consumer in retail & e-commerce, travel
& hospitality, marketplaces and consumer subscriptions.
Zaius
205 Portland St. Company overview
Boston, MA 02114
(T) 866-493-9070 • Founded in 2014.
www.zaius.com • 100 employees.
• $50.8M in total funding, including a $30M Series B in April 2018 led by Insight
Key customers Venture Partners.
• Additional office in Leesburg, VA.
Anheuser-Busch InBev
Moda Operandi Product overview
Optoro
Output • Brings customer data and campaign execution together in a single platform.
Tea Forte • Collects and unifies customer behavior from multiple channels, including websites,
email, mobile, offline/point-of-sale, enterprise resource planning (ERP), inventory,
Key executives customer service applications and call center systems using one-click integrations and
flexible APIs.
Mark Gally, CEO • Use cases include customer re-engagement and win-back campaigns, post purchase
Spencer Pingry, Co-founder & engagements, shopping cart abandonment, loyalty programs and automated syncs
CTO to Google Customer Match and Facebook Custom Audiences for targeted ad
campaigns.
Data management
• Data accessible via API or SQL.
• Identity resolution and data hygiene features for first-party data.
• Maintains a persistent ID for each customer.
• Website interactions tracked via JavaScript.
Data security
• GDPR compliant.
• Privacy Shield certified.
Unresolved Privacy Shield complaints referred to BBB EU Privacy Shield, an
alternative dispute resolution provider.
Analytics
• User-defined customer segments can be automatically scheduled and sent to
external systems.
• Employs machine learning to enable users to generate, deploy and refresh predictive
models.

Vendor profiles
• Content marketing capabilities support • Pricing based on volume of customers,
sending targeted content to customers messages sent, overall data and API
Zaius in near real time. calls.
205 Portland St. • User interface (UI) allows users to set • Onboarding time and process ranges
Boston, MA 02114 up multi-step campaigns that include from several days to several months,
(T) 866-493-9070 a series of marketing messages for depending on the scope of the
www.zaius.com individual customers over time, based integrations and internal activities.
on data and user instructions. • Customer support includes live chat,
email and phone (8am-8pm ET).
Third-party systems integration • Add-on premium services include
white-glove implementation services,
• Out-of-the-box connectors for 17 campaign configuration, customer
systems. advisory calls and executive business
• Seven APIs for custom integrations. reviews.

Vendor profiles
Target customer
• B2B and B2C enterprises in the retail, technology and banking markets.
Zylotech Company overview

101 Main St.
Cambridge, MA 02142 • Founded in 2014.
(T) 617-453-8212 • 25-plus employees.
www.zylotech.com • Additional office in Bengaluru, India.

Cisco • AI-driven, automated customer analytics platform that enables marketers to identify,
Daimler understand, grow, retain, reactivate and nurture both lapsed and active customers.
Keurig • Specific use cases focus on:
Palo Alto Networks Enabling individualized interactions with existing customers across all stages of
SharkNinja the lifecycle and buying journey.
Staples Leveraging customer data from every channel to enable customized delivery of
the right offer at the right time, through any existing tool or activation layer.
Key executives B2B account-based intelligence (customer profiling, personal matching, ongoing
data enrichment) to help sales and marketing manage target accounts and target
Abhi Yadav, Founder and CEO personas with automated account database management.
Iqbal Kaur, Co-founder and Personalized ad targeting to deliver data-backed ad campaigns at the most
Chief of Analytics opportune moment on any channel via preferred adtech social media platforms.
• Cloud hosting available.
Ed Wolf, Head of Sales
Dr. Andrew Malinow, Principal Data management
Data Scientist
• Data accessible via query and API.
• Maintains a persistent ID for each customer profile.
• Manages both online and offline data, including standardizing postal addresses.
• Website interactions tracked via both cookie and JavaScript tag.
Data security
• GDPR compliant.
• PCI DSS compliant.
• ISO/IEC 27002 certified.
Analytics
• Micro-segmentation features identify groups of customers based on behavioral and
other attributes.
• Embedded analytics engine for predictive modeling around customer lifetime value
(LTV), likelihood of churn, product affinity, purchase propensity and other metrics.

Vendor profiles
Orchestration • API available for custom integrations.
• User interface (UI) app allows users Pricing and support

to choose criteria and set rules to
Zylotech target select customer segments for • Pricing based on the number of data
101 Main St. marketing campaigns. sources, the total volume of customer
Cambridge, MA 02142 • Orchestrates in conjunction with data and data enrichment.
(T) 617-453-8212 marketing execution systems to deliver $150K average annual customer
www.zylotech.com dynamic marketing interactions. spend.
• Annual contract required.
Third-party systems integration • Proofs of Concept available (not a free
trial).
• 60-plus out-of-the-box connectors • Onboarding time is typically six weeks.
for ESPs (MailChimp), marketing • 24x7 customer support via Slack;
automation systems (Marketo, Oracle business hour support via phone, email
Eloqua), analytics tools (Google and chat.
Analytics, Mixpanel), e-commerce • Add on premium support and
(Magento), CRMs (Salesforce), dedicated consulting services available.
and database and infrastructure
management (Heap, Postgres).

Resources
Blogs
Chiefmartec by Scott Brinker
CDP Institute Blog
Customer Experience Matrix by David Raab
Websites
CustomerDataPlatformInstitute.org
digitalmarketingdepot.com
marketingland.com
martechtoday.com
searchengineland.com
Articles
“What’s the difference between customer data platforms and data management platforms?”
by Steve Zisk, Senior Product Marketing Manager, RedPoint Global.
Infographics
MarTech Comparison Guide: What Makes a CDP Different? Published by BlueConic.
Presentations
“State of Digital Marketing,” presented by LUMA at the Digital Marketing Summit.
Whitepapers
A Marketer’s Guide to Customer Data Platforms, published by BlueVenn.
Customer Data Platform or Marketing Automation: What do you really need? Published by QuickPivot.
The Complete Guide to Customer Data Platforms, published by mParticle
Where to Start with Customer Data Platforms, published by the CDP Institute and sponsored by Fospha.
Research Reports
Customer Data Platform Industry Profile, published by the CDP Institute, January 2017.
Customer Data Platform Industry Update, published by the CDP Institute, June 2018.
The High Cost of Disconnected Data, conducted by Vanson Bourne and published by SnapLogic, May 2017.
What Marketers Need to Know about Managing Identity, published by Gartner, July 2017.

September 10, 2018

MIR 1808 CusDatPlat

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

MIR 1808 CusDatPlat

Încărcat de

Drepturi de autor:

Formate disponibile

M A R T E C H I N T E L L I G E N C E R E P O R T:

A MarTech Today Research Report

© 2018 Third Door Media, Inc. • http://martechtoday.com 1 Email: martechtoday@digitalmarketingdepot.com

Scope and methodology

• What trends are driving the adoption of CDPs?

© 2018 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com

Trusted by Over 800 of the World's Most Innovative Brands

See Our Industry-leading Approach

CDP market overview As the number of

Table 1: The leading obstacles to marketing success

Single customer view 58%

Collaboration outside marketing 49%

Martech budget 39%

Overall budget 34%

Martech staff training 32%

0% 10% 20% 30% 40% 50% 60% 70%

Source: Best Practices in Building a Unified Customer Database, CDP Institute

© 2018 Third Door Media, Inc. • http://martechtoday.com 3 Email: martechtoday@digitalmarketingdepot.com

Table 2: How CDPs differ from other martech systems

DMP CDP CRM

Source: Third Door Media

© 2018 Third Door Media, Inc. • http://martechtoday.com 4 Email: martechtoday@digitalmarketingdepot.com

Venture capital flows to crowded CDP market

Source: Third Door Media

• Structured and unstructured data management;

© 2018 Third Door Media, Inc. • http://martechtoday.com 5 Email: martechtoday@digitalmarketingdepot.com

© 2018 Third Door Media, Inc. • http://martechtoday.com 6 Email: martechtoday@digitalmarketingdepot.com

Data regulation compliance A CDP fosters

Third-party systems integration

• Expanded enterprise collaboration. A CDP fosters cooperation among siloed groups

© 2018 Third Door Media, Inc. • http://martechtoday.com 7 Email: martechtoday@digitalmarketingdepot.com

Table 3: Select CDP capabilities

Data management Third-party systems integration

Lattice Engines 4 4 8 8 4 4 GDPR, 4 4

Treasure Data 4 4 4 4 4 4 GDPR 4 4

© 2018 Third Door Media, Inc. • http://martechtoday.com 8 Email: martechtoday@digitalmarketingdepot.com

Recommended steps to making an

Step One: Do you need a CDP?

1. How do we currently manage customer data? Fragmented pieces of customer

© 2018 Third Door Media, Inc. • http://martechtoday.com 9 Email: martechtoday@digitalmarketingdepot.com

6. Do we have management buy-in? As with any major organizational investment,

© 2018 Third Door Media, Inc. • http://martechtoday.com 10 Email: martechtoday@digitalmarketingdepot.com

Step Two: Identify and contact appropriate vendors When written

Step Three: Scheduling the demo

• How easy is the platform to use?

Questions to ask each vendor include:

4 What platform hosting options are available (SaaS/cloud/on premise)?

© 2018 Third Door Media, Inc. • http://martechtoday.com 11 Email: martechtoday@digitalmarketingdepot.com

Step Four: Check references, negotiate a contract

4 Why did you move to a CDP?

© 2018 Third Door Media, Inc. • http://martechtoday.com 12 Email: martechtoday@digitalmarketingdepot.com

Conclusion CDPs put control

© 2018 Third Door Media, Inc. • http://martechtoday.com 13 Email: martechtoday@digitalmarketingdepot.com

ActionIQ Company overview

HBC Product overview

© 2018 Third Door Media, Inc. • http://martechtoday.com 14 Email: martechtoday@digitalmarketingdepot.com

© 2018 Third Door Media, Inc. • http://martechtoday.com 15 Email: martechtoday@digitalmarketingdepot.com

© 2018 Third Door Media, Inc. • http://martechtoday.com 16 Email: martechtoday@digitalmarketingdepot.com

• Segmentation features drive content, Pricing and support

© 2018 Third Door Media, Inc. • http://martechtoday.com 17 Email: martechtoday@digitalmarketingdepot.com

Amperity Company overview

Key customers Product overview

Key executives Data management

© 2018 Third Door Media, Inc. • http://martechtoday.com 18 Email: martechtoday@digitalmarketingdepot.com