FINDING THE RIGHT CUSTOMER DATA PLATFORM · ways to manage customer data by marketers today – too, has evolved: —Big tech such as Microso-Adobe-SAP’s open data alliance, and

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

July 2019 EDITION

© 2019 All Rights Reserved. MarTech Advisor.

BUYERS’ GUIDE

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CHITRA IYER

EDITOR-IN-CHIEF, MARTECH ADVISOR

@MoreMarInTech

(LinkedIn)

Note from the Editor

A limited comparison of vendors based on a limited list of features can never be comprehensive or even fair; and

will not provide you – the prospec�ve buyer – the perspec�ve needed to shortlist vendors. In addi�on, it’s

important to acknowledge the way CDP vendors themselves are reinterpre�ng CDPs based on their knowledge of

their preferred markets; and posi�oning or aligning themselves into different areas of specializa�on.

The term has reshaped itself from when it was originally defined by David Raab, founder of the CDP Ins�tute, as

the marketer-managed technology that can deliver a unified, persistent view of the customer and is accessible to

other systems. It has been interpreted in different ways by different vendors and even users. So, how does that

impact our version of the Customer Data Pla�orm Buyers Guide? We believe – and have always said in The CDP

Explainer Series as well – that it’s not about the best CDP solu�on – it’s about the best CDP solu�on for you.

Our editorial approach is that the choice of Customer Data Pla�orm partner stems from your unique context, use

case(s) and desired outcomes.

Customer Data Pla�orms have emerged as the primary marketer-owned system to deliver a unified view of the

customer. This ability to manage customer data effec�vely for personaliza�on and the delivery of compe��ve

‘customer experience’ is fast becoming the new must-have capability for every customer centric organiza�on.

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


Taken from The CDP Explainer Series Issue 3: CDP Readiness

David Raab, Founder, CDP Ins�tute

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

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

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

Table of Contents

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

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

3 A Comprehensive List of Possible CDP Features

4 Vendor Directory and MTA Commentary on Vendor Focus

5

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

Customer Data Management, Customer Data Pla�orms, Vendor Insights and User Needs have all evolved.

Page 1 to 4

About MarTech Advisor

Page 5 to 11

Page 12 to 14

Page 15 to 40

Page 41



INTRODUCTIONEvolu�on! Evolu�on! Evolu�on!How Customer Data Management, Customer Data Pla�orms, Customer Data Vendors and Customer Data User Needs Are All Evolving.

PART 1


Building integrated Customer Data Management systems for an increasingly complex world

Today, customer-centric companies serve customers across a mul�tude of devices, channels and pla�orms – both

online and offline. As a consequence, first- party customer data pours in from a range of diverse sources - online

(all web/ online pla�orms/ sources, mobile, smart devices, IoT and digital sources); offline (PoS, retail outlets,

channel partners) and from non-marke�ng systems (customer service, billing and accounts etc.).

Marketers know that streamlining the collec�on, organiza�on, analysis and ac�va�on of this valuable

customer data is the key to building both – strong rela�onships with customers, and strong compe��ve

advantage.

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An integrated ‘Customer Data Management System’, will include developing a

structured, technology-enabled, process-driven approach to collec�ng,

managing and ac�va�ng customer data in a complex, mul�-channel, mul�-

device world.

http://bit.ly/2LgiCvC


— The concept of ‘clean’ data has evolved from just having the correct current fields for each record to having

unique, real-�me data records that enable the iden�ty of each prospect or customer to be resolved through

the spectrum of touchpoints, on an ongoing basis. To this end, iden�ty resolu�on has emerged as an

independent area of customer data management, with or without a CDP solu�on.

As business leaders across industries acknowledge that customer data is the most precious currency in the new

data-powered economy; the larger customer data management space is evolving to accommodate a new

“paradigm of personaliza�on”:

— With the decline of cookies as a way to track and manage customer conversa�ons, the focus has shi�ed to

building personalized rela�onships with ‘segments of one’ – relevance, contextualiza�on and sustained

engagement are the new parameters of personalized CX.

— There is an increasing blurring of lines between the DMP-adtech powered ‘persona-driven’ targe�ng and

the CDP-martech powered real-�me behavior-based personaliza�on. Marketers want customers and

prospects have a consistent interac�on and engagement with the brand – irrespec�ve of whether they are

being served a display advert or being recommended a piece of content. This is also crucial to build in

efficiencies and drive greater ROI on display and martech campaigns.

— The omni-channel space has turned the spotlight back on data integra�on, versus data collec�on and

storage. How data sources are connected, how freely the data can flow back and forth, and how easily it can

be ac�vated and orchestrated across mul�ple channels with martech tools is the focus today.

© 2019 All Rights Reserved. MarTech Advisor. 2Page

Customer-centric marketers leverage customer data management to know,

understand, manage, act-on and evolve with the 5 W’s of their customers.

Customer data management technology can help brands remain consistent,

contextual and convenient to customers; while respec�ng their privacy and

driving profitability on marke�ng investments - in perpetuity, in real-�me

and at scale.

https://ignitionone.com/


Customer Data Pla�orm Vendor Insights and Offerings are evolving

More recently, Salesforce, Adobe and Oracle all announced CDP or CDP like products as enhancements to their

marke�ng or cloud pla�orms.

— Pure CDP pla�orms with data at their core have also expanded upstream and downstream with data analy�cs

and data ac�va�on solu�ons in addi�on to the core data layer

The CDP space is one of the fastest growing martech categories today. More new CDPs were announced last year

than went out of business or got acquired, several smaller acquisi�ons occurred; and the two big ones - Datorama

by Salesforce for reported $800 million and Treasure Data by ARM Holdings for reported $600 million also

underscored how seriously big tech is taking the idea of customer data management and unified customer data

capabili�es.

So, it’s no surprise that the interpreta�on and applica�on of ‘Customer Data Pla�orms’ – one of the preferred

ways to manage customer data by marketers today – too, has evolved:

— Big tech such as Microso�-Adobe-SAP’s open data alliance, and Salesforce Customer 360 have put their own

spin on the concept of a unified customer view. Various integra�ons, partnerships and acquisi�ons have

enabled them to apply the technology to customer data within their own walled gardens, thus en�cing

deeply entrenched customers to wait for full-suite customer data management pla�orms

— There are a few instances of open-source CDPs and also tools that help enterprises build their own CDP

solu�ons, in addi�on to general data management pla�orms such as AWS and Google cloud that are building

the analy�cs and orchestra�on layers on top of the base or core CDP capability of assembling the data and

making it available to various marke�ng sytems.

— In addi�on, we have seen CDPs claiming to be purpose-built for:

— User-focus: access, analysis, campaign orchestra�on, data governance etc.

— Industry ver�cals: from media to travel and healthcare

— User size: CDPs for mid and large size companies, CDPs for Enterprises

— Business-model specific: B2C, B2B, ABM, perhaps even online retail and D2C!

All of this means, there is no one rule for who can call themselves a CDP anymore.

— Analy�cs and AI-driven CX solu�ons have included CDP at the back-end to bolster primary offerings

— Several pla�orms offering CX and data management solu�ons have pivoted to claim the CDP tag

© 2019 All Rights Reserved. MarTech Advisor. 3Page

https://www.blueconic.com/solutions/?utm_medium=advertising&utm_source=martechadvisor&utm_campaign=2019buyersgiude

Our aim is not to be prescrip�ve and rank limited CDP vendors against a limited set of features. Instead, we want to

help equip you to draw up the ideal shortlist of vendors for your own unique context. Ul�mately, you will decide

your best fit vendor based on a lot more than this – or any – Buyer’s Guide. But we believe that this par�cular

Buyer’s Guide will prove to be a useful resource to build your business case upon the right founda�on; and

shortlist the right set of vendors with the highest chances of helping you achieve your business outcomes, and

ul�mately, success.

Users of Customer Data Pla�orm solu�ons are evolving

Outcomes from this Buyers Guide:

But it’s not just the CDP vendors who are evolving. Users of customer data management solu�ons are also

evolving. Not all users are at the same level of data maturity or size. They have different business models &

customer expecta�ons, and represent various ver�cals. They all need different kinds of customer data

management solu�ons and are growing at different speeds and along different strategic paths. While the core

principle of a Customer Data Pla�orm will remain the ability to deliver a unified and persistent customer view that

can be applied to other systems, not all CDPs will offer the exact same set of features, strengths or capabili�es –

and they don’t need to either.

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LOADLoad in all the data, from all the different sources

CAPTURECapture all the details of that data and not have to abandon any of it

STOREStore it securely for as long as the user wants - not just30 or 60 days

CREATECreate unified profiles by connec�ng all the datapoints captured

SHAREShare all the data with any other system that wants to share it

5 Checkpoints for what a CDP should do(Based on the ‘RealCDP’ cer�fica�on)CDP Ins�tute’s

Graphic © MarTech Advisor

https://www.cdpinstitute.org/

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

PART 2



As we said before, checking off a list of vendors against a list of features is the best way to iden�fy shortlist a

Customer Data Pla�orm vendor – if you happen to be a supremely lazy marketer. Knowing our readers are both

diligent and detail-oriented – we propose a more effec�ve, pragma�c and sustainable 3-�ered approach to CDP

vendor selec�on.

Before we embark on the process of vendor selec�on, it is important to remind ourselves:

† The choice of CDP vendor may change with context. As marketers grow in size, the data sources increase in

volume and complexity, and may need more evolved solu�ons.

† This approach does not suggest that other capabili�es or features are not important – however, it helps

you priori�ze what is most important to you, thus avoiding the shiny-feature syndrome as well se�ng the

right expecta�ons from vendors in terms of what to address first.

† The choice of CDP vendor should be based on our unique context, use cases and business outcomes.

† No CDPs could possibly offer all the features all the �me – and may not need to. That is why clarity on your

unique context and desired outcomes is cri�cal to shortlist the right vendors. This point becomes all the

more relevant as some CDPs claim to offer ‘all-in’ solu�ons, or as large technology vendors such as

Salesforce and Adobe start acquiring mul�ple capabili�es that fall under the broader scope of what a CDP

should do.

5Page



Addi�onal Resource:

CDP R(evolu�on): 5 KEY FACTORS THAT WILL IMPACT CDP INVESTMENT

CHOICES: a 40 minute conversa�on with 3 of the sharpest independent voices

in the CDP space: Zachary Van Doren, President, CMOLabs; David Raab,

Founder, CDP Ins�tute; and Anand Thaker, CEO, Intelliphi discuss 5 factors

currently impac�ng the CDP space that vendors and buyers guides tend to

miss.

STEP 1: Define Your Context

— Industry/Niche:

Enterprise, large, medium, SME, startup – while it may seem that Customer Data Pla�orms are only for

enterprise-scale marketers, that is no longer the case. Even the smallest company generates large volumes of

first party transac�onal and engagement data; and it makes perfect sense to put processes in place early in the

business lifecycle to make the most of that precious data. SMEs may want to access an affordable yet scalable

solu�on, while enterprises may seem higher levels of customiza�on in the use cases and workflows.

— Size:

— Media and publishing companies may focus on improved content mone�za�on, subscrip�on renewals

Ascertaining whether your customer data story is at a beginner, intermediate or advanced stage will help you

shortlist vendors who specialize in the various stages of this journey. Some vendors only work with companies

that have a certain data volume and complexity, while others are capable of se�ng up systems even for the

most basic data opera�ons. Your understanding of data may also define whether you need a fully outsourced

data management solu�on or if the CDP can be managed by an in-house team of experts. Ownership and

championing of the CDP typically remains with Marke�ng though. As Anand Thaker puts it in The Talking Stack

podcast, “The future of the use of customer data is not limited to marke�ng - although if we do believe

communi�es are incredibly important to brand growth, the marketer has the biggest stake in moving it

forward.”

— Technology companies may look to their CDP to help drive more qualified leads

— The retail industry tends to focus on conversion (acquisi�on, order value, upsell) and omni-channel

marke�ng

— Financial services companies may priori�ze cross-selling

Your industry or context may need a specialist rather than a generalist provider. In such cases, as you draw up your

vendor shortlist, inves�gate the vendor’s strengths in your specific context – before you even look into the

features and func�onali�es they offer:

The primary use cases and data ac�va�on needs of B2B and B2C marketers are very different, even

though the CX expecta�ons of their customers are increasingly similar. It is important to find a vendor who

understands the nuances of your business model and has demonstrated exper�se in delivering successful

deployments in that space.

Each industry has its own set of customer data management needs, protocols and applica�ons. There are

specialist solu�ons today for the unique needs of specific industry ver�cals. For example:

— Business Model: B2B/ B2C

— Marke�ng and data maturity:

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

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

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

Unified, iden�fiable, connected, accessible and persistent

customer data engine allowing orchestrated applica�on across

mul�ple touchpoints

Unified and accessible but not streaming

Unified but not real �me

Unified but not persistent

Unified data available but siloed

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

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

added to the martech stack

Data available with limited unifica�on and accessibility

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

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

modeling systems

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

for real-�me applica�ons

Data captured by mul�ple customer facing

systems and available

Data available but sca�ered

Data available but can’t be enriched from

external sources

Data available but cant connect data points

about an individual customer

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

ALSO READ:

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

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

Taken from The CDP Explainer Series Issue 3: CDP Readiness

STEP 2: What Problems Are You Trying To Solve With A CDP? Defining Your Use Case(s) And Desired Outcome Areas:

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

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

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

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

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

When the principal objec�ve is to improve marke�ng performance by ac�va�ng unified, persistent first-party

customer data in marke�ng programs, clarity on the possible applica�ons of that data will help iden�fy the

use-cases in order of priority:

1. Data Management

If your primary focus is to set your data house in order, then you may be be�er off star�ng with a

CDP vendor who is an expert in this area. For example, a large B2C enterprise with diverse data sources, and

huge volumes of real-�me first and third-party data may choose to start from here. Drive clarity on what

opera�onal efficiencies can be gained by crea�ng a ‘single customer view’ for marke�ng to control, access,

and ac�vate customer data on the go. Priori�ze outcomes based on where you are today and what you need

to fix first:

— Data quality outcomes: Will establishing the ‘unified, persistent, real-�me’ customer view via effect

Extract-Transform-Load (ETL) and iden�ty resolu�on help drive be�er CX and cost-effec�ve reten�on?

— Acquisi�on-based use cases: Focused on Cost Per Acquisi�on (CPA), Cost Per Lead (CPL), Return on

Adver�sing Spend (ROAS), and new customers/leads outcomes

— Data efficiency and produc�vity outcomes: Can seamless data integra�on lead to higher marke�ng

effec�veness outcomes? Will “marke�ng ac�va�on”-ready databases help drive revenues in the shortest

possible �me?

Drive clarity on the breadth and scope of analy�cs your various internal stakeholders need from the CDP. What

will you know about your customers as a result of using the CDP? What is the depth and width to which you

need to know your customer to retain them and op�mize revenues from them? Do any other func�ons aside

from marke�ng need data insights from the CDP?

— Data growth outcomes: Will the collec�on and inges�on of large volumes of structured & unstructured

data from mul�ple internal and third-party sources lead to greater control over key marke�ng outcomes?

— Reten�on & Engagement-based use cases: focused on customer life�me value, renewal rates, reten�on

costs, and engagement score driven outcomes

3. Data Ac�va�on and Orchestra�on

— focused on shopping cart value/ abandonment, average order value, and Conversion-based use cases:

repeat purchase outcomes

2. Data Analy�cs

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

8Page



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

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

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

HOW COMPLEX IS YOUR MARTECH STACK?

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

1

2

3

4

5

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

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

— Explore a comprehensive list of features and func�onali�es that a CDP could possibly have (with the

understanding that not all CDPs will offer everything, and they don’t need to either) – and pick out the

ones that seem to be mission cri�cal for your business (a comprehensive list of features is listed in Part 3

of this Guide).

— Then shortlist vendors that not only have those features and func�onali�es, but also claim a strategic

focus on your context, use cases and outcome areas.

Step 3: Define Your Own List Of Must-have Features And Func�onali�es

9Page



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

Customer-centric marketers that want to win in the ‘experience economy’ will aim to build compe��ve advantage

based on consistently superior customer experience - personalized, contextual, relevant, �mely engagements

with the brand on the customer’s preferred channel, pla�orm and device; at any stage of the buyer’s journey. It is

assumed that these experiences are compliant to privacy regula�ons and are also able to deliver business

outcomes such as purchase and loyalty.

— Campaigns are designed based on educated guesses: for instance - cookies - which may tell us about the

basic device but everything else is just an assump�on.

— Disjointed offline and online iden��es: connec�ng an individual’s offline and online iden��es is complex

due to technology silos, non-persistent data, and data loss across mul�ple vendors.

— Fragmented iden��es: customers engage across various channels and touchpoints on numerous devices.

Iden�fying each digital source and associate customer iden��es with them.

— One-size-fits-all campaigns: due to an inability to iden�fy individual customer preferences, we end up

crea�ng generic campaigns, which fail to engage the prospect or customer

Where does Iden�ty Resolu�on fit into Customer Data Management?

— No specific informa�on about a customer: the customer is just a number or id or a transac�on, and there

is no concrete informa�on about her preferences, devices used, etc.

To create superior experiences, marketers must create a complete customer profile – a ‘golden record’ - of each

individual customer. In the omni-channel, mul�-device, experience-driven world we live in, customer data is both

- a challenge and an opportunity. Challenges of marke�ng to individuals include:

— Loss of engagement as a customer switches device: when customers change devices or evolve their

pla�orm and touchpoint preferences, we could lose engagement built on previous devices

A special note on Iden�ty Resolu�on

10Page



Iden�ty Resolu�on helps create a single, unified, real-�me, persistent

customer iden�ty – across devices, pla�orms, channels. It is key to turning

data complexity into an opportunity for excep�onal CX.

Why is Iden�ty Resolu�on most impac�ul when combined with the power of a CDP?

CDPs that include a powerful iden�ty resolu�on func�onality help make the journey from ‘unknown’ to ‘known’

customer smoother and more possible.

Data collec�on, unifica�on, analysis and ac�va�on of customer data are the 4 key components of a Customer Data

Pla�orm (CDP). Once the CDP has ingested data from mul�ple diverse and disparate sources; iden�ty resolu�on

creates iden�fiable individual records that can then be analyzed and ac�vated far more intelligently. But without

the advanced ability of a CDP to ingest huge volumes of data; or ac�vate that data at scale to deliver personalized

campaigns; iden�ty resolu�on by itself will not be as effec�ve in driving impact on marke�ng outcomes.

11Page



Iden�ty Resolu�on for Winning Customer Experience: A guide for

Enterprise Marketers

Addi�onal Resource

Identity Graph

Deterministic Identity Resolution

Probabilistic Identity Resolution

Lookalike segment based targeting

STP + Loyalty based marketing

‘A, B, C’ or Tier based segmentation

Mass Marketing

Cross device identity resolution of an individual

Individual and device matching based on IP address (cannot solve for shared IPs )

Anonymized buyer segments Cookie based recognition & tracking at a device level

Loyalty card/ log in based recognition: no control outside the brand sphere

Geographic, socio-economic, Sex, Age, Profession or other demographic/ psychographic level segmentation

Highly generic marketing, usually prevalent in the unbranded/ unorganized sector or very ocal brands

The age of Hyper-personalization

The age of Personalisation – Loyalty and niche

marketing

The Segmentation-Targeting- Positioning

Approach – differentiated

Marketing

The age of undifferentiated, mass marketing

Deterministic, cross-device, cross-platform, cross-channel match of an individual

The marketer’s evolu�on through customer iden�ty management

© 2019 MarTech Advisor

A Comprehensive List of Possible CDP Features

PART 3

Note: This is a comprehensive list of the most possible CDP features

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

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

Preferred, must-have and nice-to-have feature and func�onali�es

should depend en�rely on your context, use cases and desired

business outcomes.



c CRM data: Email, permission and suppression

data, firmographic data

All internal data sources

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

neutral inges�on of all types of data.

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

POS, order, cart abandonment, returns data

c Large volumes of loosely structured or

unstructured data: Social , voice, video, blogs

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

lifestyle, context, preferences, personality

c Behavioral data: Web and mobile browsing

history, mobile apps usage, etc.

c Rea l -�me, pers istent management of

personally iden�fiable data

c Data from all func�onal systems: Customer

service, finance and billing, field service, etc.

c Data from legacy systems

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

Automa�on, DMP, DSP, Analy�cs

c Real-�me API/Query access

c Rules-based/Algor ithmic ETL (Extract ,

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

direct mail, loyalty cards

c Omni-channel touchpoints, including digital/

programma�c adver�sing, IoT

All external data sources

Data and Iden�ty Management

Central control hub for connec�ng all internal and

external customer data sources.

c Behavioral, loca�onal or other contextual Data

Enrichment

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

Rela�onship Management

c Enterprise scale tag management to unify and

standardize customer data across mul�ple –

even hundreds – of third-party applica�ons

c Retains all original details: long-term data

storage and replay features

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

and resolu�on through advanced determinis�c

matching (and in some cases probabilis�c

match)

c Enrich data with real-�me Machine Learning

(ML)-based insights and behavioral scores

Data enrichment

c Enrich profiles using cookie syncs

c Customizable iden�ty logic around business

rules

c Iden�ty controls to comply with GDPR and

other data protec�on protocols.

Transform, Load) features for data verifica�on,

cleansing, deduplica�on and normaliza�on

(exact or fuzzy logic)

c On-premise or cloud data storage

c Geocoding and genderiza�on of records

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

account matching

1. Data Management

12Page



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

driven segmenta�on based on behavior

c Customer segment analysis – interac�ve

queries, cube repor�ng, RFM models, affinity

modelling, etc.

Data Segmenta�on

c Self-service UI to create and update customer

a�ributes and audience segments from all

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

c Share and sync segments with analy�cs and

engagement systems

Data Analy�cs

c ML-powered automated predic�ve modelling

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

transac�on and event data, including:

— Revenue a�ribu�on

— Life�me value clusters

— Likelihood to buy/ intent signals

— Churn

— Journey mapping and analysis

— Customizable data dashboards and

visualiza�on features such as cluster

analysis, frequency distribu�ons, etc. for

easy applica�on

c Mul�-step targeted campaigns to nurture

customers across the buyer’s journey

Campaign Management

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

performance through advanced analy�cs and

ML aimed at improving open rates, CTR,

conversion to offer, average order value, etc.

Central control hub to ac�vate all marke�ng

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

across channels and schedules based on behavior and

signals.

— Landing pages

c Automated, personalized ‘next-best step’

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

behavioral and intent trigger-based.

— Promo�onal offers

Includes selec�on and delivery of:

— Editorial content

— Display ads

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

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

voice

c Real �me campaign repor�ng on campaign

effec�veness and ROI

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

13Page



— Payment Card Industry Data Security

Standards (PCI DSS) compliance

— HIPAA and HITECH regula�ons compliance for

the healthcare market

c Customized data filters/controls

For example:

c Enterprise-grade encryp�on

c Ability to anonymize and deanonymize profile

data

c Role-based permission

c Single-Sign On

Security

Data Regula�on Compliance

Addi�onal Features

c Ac�vity monitoring and alerts

c GDPR Compl iance/Canada An�-Spam

Legisla�on (CASL) Compliance

c Other local or industry-specific regulatory

compliance protocols

14Page

Service & Support

c End User training & support/refresher training

c Technical Documenta�on & Support/Data

Mapping & Planning Services

c Dedicated Account Management and

Customer Success Manager

c Periodic system upgrades and feature

upgrades



Vendor Directory and MTA Commentary

PART 4

NOTE TO READERS ON METHODOLOGY:

MTA invited all CDP vendors via email to share details for this sec�on.

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

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

All vendors are listed in alphabe�cal order.



15



Vendor Directory

Page

Iden�ty Resolu�on Vendors

Tuple Nash 360

Ensighten

Exponea

FirstHive

Fospha

Healthgrades

Hull

Intent HQ

Invicta

Igni�onOne

La�ceEngine

LeadBoxer

Leadspace

Lemnisk

Lexer

Ly�cs

Manthan

mPar�cle

Mediarithmics

Nominow

NextUser

NGDATA

Myntelligence

Op�move

OneCount

Pearl Thinks, LLC

PiwikPro

PRDCT

QuickPivot

Quaero

RedPoint Global

RedEye

Rekener

Rel�o

Radius

SessionM

Splio

Stride

Signal

Simon Data

Tealium

Teavaro

Totango

Umbel

Velocidi

Ye� Data

Ysance

ZyloTech

Zaius

Segment

Arm Treasure Data

AgilOne

Ac�onIQ

Amperity

Ascent360

BlueConic

Berry Thompson

BlueVenn

Blueshi�

Boxever

Camp de Bases

Celebrus (D4T4)

CaliberMind

CrossEngage

CommandersAct

Evergage

Eulerian

LiveRamp

Drawbridge (LinkedIn Marke�ng Solu�ons)4INFO Neustar

ThrotleInfutor

Their roster of clients spans both Fortune 500

enterprises and disrup�ve startups, and it's

probably because they have among the most

comprehensive solu�ons - equally compelling

at the data management, analy�cs, and ac�va�on

stage. From connec�ng, storing, unifying,

enriching and ac�va�ng first-party data across the

omni-channel sweep, Treasure Data is a great fit

for evolved marketers exploring new sources

of customer data, including mobile, IoT, and

conversa�onal commerce.

Our Take

16Page


Get to know Arm Treasure Data www.treasuredata.com

Execu�ve Comment

Arm Treasure Data was founded to bridge the divide between all the customer data collected in the world and the exper�se needed to take advantage of it. Our innova�ve architecture to ingest structured and semi – structured data allows crea�on of business rules to pull from the schema-on-read data and sent to most any system.

B2B and B2C

Media/Entertainment, Retail/eCommerce, Automo�ve, CPG

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider

AgilOne enables a single customer view to drive

authen�c omnichannel customer rela�onships.

They leverage predic�ve models to understand

customer behavior in highly dynamic customer

environments. Real-�me APIs to orchestrate

personalized experiences across all touch-points

means you can ac�vate those insights quickly.

They are especially good at analy�cs-based

marke�ng and reten�on outcomes for B2C

enterprises in retail, travel, media, CPG and

subscrip�on-based ver�cals.

Our Take

Execu�ve Comment

We are differen�ated by our state-of-the-art machine learning, analy�cs and iden�ty resolu�on capability; extreme configurability to meet uniquebusiness needs; and usability across all business funcitons

B2C Users

Across ver�cals including Retail, Media and Travel

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider and provide other solu�ons

Get to know AgilOne www.agilone.com


https://www.treasuredata.com/

https://www.treasuredata.com/

https://www.agilone.com/

https://www.agilone.com/

17Page


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

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

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

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

marke�ng campaigns to drive revenues.

Our Take www.ascent360.com

Our Take

Ac�onIQ has a strong focus on personalizing experiences at every point of the customer journey, for enterprises across mul�ple

industries, including retail, e-commerce, telco, media & entertainment, travel & hospitality, and consumer financial services. Their

focus is on unlocking the power of first party data to drive truly personalized experiences. We believe they would fit well into

the shortlist of B2C Enterprises that want to orchestrate cross-channel campaigns across diverse channels op�mally; as well as drive

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

www.ac�oniq.com

Amperity's focus is the richest possible customer

profiles, built on a machine learning based iden�ty

resolu�on pla�orm designed to rapidly and

intelligently unify complex customer data at scale.

Given their strength in inges�ng raw data from

disparate sources and turning it into rich customer

profiles, Amperity would fit well into the shortlist

of a B2C Enterprise with complex data sources

looking to drama�cally increase engagement by

op�mally leveraging their first party data.

Our Take

Amperity uses AI to build comprehensive and ac�onable Customer 360 views. This view includes rich insights about customers like life�me value, product affinity, and likelihood to churn, and is made available for segmenta�on and syndica�on to any downstream system.

B2C Users

Retail, Travel, Hospitality, Quickserve, Automo�ve, CPG

All Sizes

Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on outcomes

Get to know Amperity

Execu�ve Comment

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

CDP including own Iden�ty Resolu�on func�onality

www.amperity.com


https://www.actioniq.com/

https://www.actioniq.com/

https://amperity.com/

https://amperity.com/

http://www.ascent360.com/

http://www.ascent360.com/

18Page


BlueConic focuses on crea�ng a unified customer

view to support data-driven marke�ng. Primarily

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

a ML recommenda�ons engine and na�ve

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

Though over 200 consumer and B2B brands of

all sizes across industries leverage their solu�on,

BlueConic seems to be par�cularly good at the

analy�cs needs of the Media/Publishing Industry,

or those seeking to drive recurring revenue

and improve customer-centric engagements in

dynamic environments.

Our Take

Strong iden�ty resolu�on can improve a company's bo�om line while also improving the customer experience by forcing the company to focus on providing value. With a CDP, marketers can get a persistent, single view of each customer, and ac�vate that data in marke�ng channels to deliver the best value.

B2B and B2C

Media/publishing, retail/e-commerce, financial services, and travel/hospitality

All Sizes


Get to know BlueConic

Execu�ve Comment

Cory MunchbachSenior VP of Strategy

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider, CDP including own Iden�ty Resolu�on func�onality, CDP alongwith Iden�ty Resolu�on Partners

www.blueconic.com

With a focus on SMBs across ver�cals, Berry-

Thompson's UniFida single-cusotmer view aims to

help high-growth businesses make data-driven

decisions in challenging mul�-channel marke�ng

environments.

Our Take

We also focus on the a�ribu�on of orders to mul�ple causa�ve online and off-line events.

B2C Users

Retail, Financial Services, Travel and Chari�es

SMEs


Get to know Berry Thompson

Execu�ve Comment

Julian BerryDirector

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


www.berry-thompson.com


SMB SPECIALIST

https://www.blueconic.com/

https://www.blueconic.com/

http://www.berry-thompson.com/

http://www.berry-thompson.com/

19Page


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

and growing list of connectors and integra�ons to

diverse marke�ng technologies, BlueVenn allows

mul�channel marketers to connect any number of

data sources and tools to analyze and trigger the

execu�on of campaigns through any channel.

Would fit well into the shortlist of B2C Enterprises

and large businesses who need highly flexible,

dynamic marke�ng capabili�es in complex

omnichannel se�ngs.

Our Take

Get to know BlueVenn www.bluevenn.com

Blueshi�'s 'AI Powered Customer Journey's'

approach empowers digital-first consumer

marketers to ac�vate customer data, orchestrate

complex campaigns in real-�me, and deliver

content-rich personaliza�on on-the-go. With the

'Customer Data Ac�va�on Pla�orm' (CDAP)

approach, they are championing the prac�cal

applica�on of CDP insights on exis�ng marke�ng

technology pla�orms. They are a re great fit for

customer-centric B2C and D2C marketers that

want to op�mize outcomes from their established

marke�ng automa�on tools by ac�va�ng data,

using predic�ve insights, and personalizing at

scale in complex data environments.

Our Take

Our offering is a Customer Data Ac�va�on Pla�orm that couples standard CDP capabili�es with predic�ve intelligence and cross-channel decision-making and journey orchestra�on.

B2C Users

Across ver�cals including Consumer Finance, Media & Publishing, Travel & Hospitality, Real Estate, Ecommerce/Retail, eLearning, and Marketplaces.

Large to Medium sized companies


Get to know Blueshi�

Execu�ve Comment

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


www.blueshi�.com


Standardiza�on, cleansing & normaliza�on of data sources is not na�ve to all CDPs. This, and compliance to regula�ons like GDPR and CCPA are par�cular strengths of BlueVenn.

B2B and B2C

Retail, Travel & Leisure, Finance, Publishing, Media

All Sizes


Execu�ve Comment

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

A suite solu�on whose offering includes CDP, where the CDP can also be purchased as a stand alone product

Our Take

Boxever offers three modules for op�mal customer data management – unify the data with One View (CDP), ac�vate the data with

Engage (personaliza�on engine) and derive insights from Explore (the analy�cs engine). They primarily serve enterprise and mid-�er

clients in Travel, Financial Services, and Retail industries. Would seem to make a good fit for B2C brands where marke�ng and data

teams work together to ac�vate 1st party data op�mally across marke�ng channels like web, email, mobile and display.

www.boxever.com

https://www.bluevenn.com/

https://www.bluevenn.com/

https://blueshift.com/

https://blueshift.com/

https://www.boxever.com/

https://www.boxever.com/

20Page


Quintessence dubs itself a true marke�ng data

hub, and focuses on helping marketers from

customer data management strategy to analysis

to ac�va�on.

Our Take

Quintessence lets customers manage and exploit reliable, quality data thanks to our 'Data Deep Dive' methodology, data quality algorithms, and graphical interface designed by and for marketers.

B2B and B2C

Across domains including Media, Retail, Tourism, CPG

Enterprises

Data, analy�cs, integra�on & ac�va�on func�ons

Get to knowCampdebases

Execu�ve Comment

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Their CDP is called Quintessence

www.campdebases.com

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

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

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

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

Our Take www.d4t4solu�ons.com


www.calibermind.com

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

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

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

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

Our Take

As a stand-alone CDP that combines complex real-�me customer data with sophis�cated cross-channel campaign management,

CrossEngage serves clients in e-commerce, transporta�on, insurance, finance, etc. They are strong in integra�ng data and building

segments with a marketer friendly UI. They would be a good op�on for businesses that are looking for be�er outcomes from exis�ng

CRM and marke�ng infrastructure, and have a strong focus on digital revenues.

Our Take www.crossengage.io

B2BSPECIALIST

https://www.campdebases.com/

https://www.campdebases.com/

https://www.d4t4solutions.com/

https://www.d4t4solutions.com/

https://www.calibermind.com/

https://www.calibermind.com/

https://www.crossengage.io/

https://www.crossengage.io/

21Page


Evergage combines core CDP func�onality with

real-�me personaliza�on to enable brands to

create 1:1 engagement across channels. Their

solu�on combines behavioral analy�cs with

advanced ML to help the brand engage and

personalize at each touchpoint – be it the website,

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

well for both B2C and B2B businesses that focus on

delivering relevant online experiences; as well as

for persona-based marke�ng and account-based

marke�ng for lead gen and demand gen

outcomes.

Our Take

“Evergage captures and assimilates data into a single, unified profile for each customer; uses machine learning to interpret it and deliver maximally relevant, individualized experiences across all channels in true real �me”

B2B and B2C

Top ver�cals served include retail, financial services and technology. Evergage also has CDP customers in travel, entertainment & media, and gaming industries.

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes. Ac�va�on across channels, including 1-to-1 personaliza�on.

Get to know Evergage

Execu�ve Comment

Andy ZimmermanCMO, Evergage

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


www.evergage.com

www.eulerian.com

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

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

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

and agencies can boost marke�ng campaign performance and improve ROI. Would be a good considera�on for marketers looking for

a�ribu�on and data control in complex media mix environment.

Our Take


www.commandersact.com

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

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

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

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

Our Take

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

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

https://www.evergage.com/

https://www.evergage.com/

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

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

22Page


Ensighten's omni-channel data collec�on capabili�es bridge customer behavior informa�on from the web, mobile, digital adver�sing,

Internet of Things (IoT) and offline sources. They are strong with data privacy and compliance aspects of data management on various

online pla�orms, and are used by B2C Enterprises across ver�cals such as finance, healthcare, media, pharmaceu�cals, retail, and

travel. They would appeal to brands seeking to leverage rich, first-party customer data and profiles to fuel a�ribu�on, analy�cs and

personaliza�on with industry-leading online privacy and security safeguards.

Our Take www.ensighten.com

A good considera�on for online D2C businesses looking to build highly tailored customer journeys and experiencs for each individual

visitor or customer. It has a strong AI and real-�me data analy�cs engine to meet engagement, reten�on and sales goals in a

challenging online retail environment.

Our Take www.exponea.com

www.firsthive.com

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

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

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

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

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

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

Our Take


Fospha's mul�-touch a�ribu�on product unifies customer data and applies ML to enable marketers to understand and op�mize the

value of every touchpoint. They could make the shortlist for both B2B and B2C brands of varying sizes – Enterprise to SMEs – who wish to

track user profiles in real-�me across the en�re customer journey and want to focus on op�mizing their cost of customer acquisi�on and

customer life�me value.

Our Take www.fospha.com

https://www.ensighten.com/

https://www.ensighten.com/

https://exponea.com/

https://exponea.com/

http://www.firsthive.com/

http://www.firsthive.com/

https://fospha.com/

https://fospha.com/

23Page


An obvious choice in the shortlist of health care

providers and health system enterprises that

are seeking to build more meaningful pa�ent

rela�onships based on data and analy�cs.

Our Take

Get to know healthgrades www.healthgrades.com

We empower stronger, more meaningful connec�ons between pa�ents and healthcare providers. Our scheduling solu�ons and advanced analy�cs applica�onshelp our health system clients cul�vate new pa�ent rela�onships, improve pa�ent access, and build customer loyalty.

B2B Users

Healthcare Providers

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes

Execu�ve Comment

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

A suite solu�on whose offering includes CDP


Hull has connectors for most major customer-

facing SaaS systems, such as Salesforce,

Op�mizely, HubSpot, MailChimp, Facebook

custom audiences, Slack, and Zendesk. Their CDP

connects and combines the data from all these

systems so marketers can orchestrate a personal,

relevant experience at every touchpoint. They

should be in considera�on for high-growth B2B

brands that are reliant on quality leads from their

CRM systems.

Our Take

Get to know Hull www.hull.io

B2B Users

SaaS companies

SMEs

Data-management , Analy�cs and Orchestra�on outcomes, Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


The Intent HQ pla�orm processes billions of

customer events to generate AI-driven profiles,

allowing brands to consistently improve customer

experience and drive reten�on and life�me value.

Would make the shortlist of B2C businesses in

subscrip�on-based industries or where brands

enjoy long engagements with customers, and are

focused on reducing the cost of acquisi�on,

transac�ons and reten�on over �me.

Our Take

Get to know Intent HQ www.intenthq.com

B2C Users

Communica�on Service Providers


Analy�cs outcomes (segmen�ng, targe�ng, predic�ve modelling etc.)

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Customer Intelligence Pla�orm

VERTICAL

SPECIALIST

B2BSPECIALIST

https://www.healthgrades.com/

https://www.healthgrades.com/

https://www.hull.io/

https://www.hull.io/

https://www.intenthq.com/

https://www.intenthq.com/


24Page© 2019 All Rights Reserved. MarTech Advisor.

By focusing on cross-channel audience scoring

and robust personalizaton, Igni�onOne serves

enterprise and large B2C clients from the retail,

automo�ve, manufacturing, travel & hospitality

industries to effec�vely engage with customers

across search, display, email and websites with

personalized, 1:1 messaging. Will make the

shortlist of marketers who have large volumes of

potenial audiences, and need to score and

priori�se audiences in order to appropriately

invest marke�ng budgets. A single profile for each

individual accumulates data from a range of

sources and is enriched with real-�me signals

including the Igni�onOne Score; loca�on, weather,

and more.

Our Take

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

B2C Users

Travel & Hospitality, Retail, Automo�ve

All Sizes


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Igni�onOne enables marketers to engage customers with coordinated, contextually-relevant 1:1 communica�on across paid and owned media channels. Our 'Igni�onOne Score' tracks and scores each customer’s real-�me products of interest and likelihood to undertake a given ac�on such as purchase online or visit a store.

Execu�ve Comment

Developed by Invicta, Invenna is a fully marketer-

managed system that creates a persistent, unified

customer database. By capturing data from

all relevant sources it offers marketers a

comprehensive 360° view on each customer, that is

immediately available for analy�cs, data

visualiza�on, predic�ve modeling, customer

journeys, and marke�ng campaigns. Invenna

works with global B2C brands of all sizes from all

industries – but with special exper�se in financial

services, charity organiza�ons, retailers, and

media.

Our Take

Get to know Invicta www.invicta.nl

B2B and B2C

Finance, Media and Charity

Enterprises


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on (Invenna) but also provide other solu�ons

www.leadspace.com

Leadspace helps B2B companies drives conversion via accurate, personalized engagement across all channels. They are a good fit for

marketers that have an equal focus on 1st and 3rd party data, and ac�vely delpoy intent signals for decision making and ac�va�on via

marke�ng automa�on and CRM systems.

Our Take B2BSPECIALIST



https://www.invicta.nl/

https://www.invicta.nl/

https://www.leadspace.com/

https://www.leadspace.com/



www.la�ce-engines.com

La�ce’s robust suite of predic�ve marke�ng and sales solu�ons are built upon the broadest set of data, to provide a complete and

precise view of the customer. Thier revenue accelera�ng solu�on helps customers increase the efficiency of their sales and marke�ng

teams by priori�zing accounts and leads, iden�fying net new contacts, and increasing customer life�me value. La�ce was acquired in

June 2019 by Dun & Bradstreet, and this combina�on will be powerful for B2B enterprises seeking to scale their account-based

marke�ng (ABM) and sales programs across every channel.

Our Take

Lexer's CDP provides an easy-to-use interface to leverage structured and unstructured customer data to deliver personalized marke�ng

and customer service at scale. Its 3 modules cover Service Outcomes (Lexer Engage), Ac�va�on Outcomes (Lexer Iden�ty) and Insights

from unstructured data (Lexer Listen). They have special exper�se in serving customers in the retail, entertainment and finance

industry(s). Lexer best serves large B2C customers for whom engagement via email and social media is central to the brand experience.

Would make the shortlist of companies seeking digital marke�ng/adver�sing conversion and ROI outcomes; as well as those seeking

improved customer service outcomes across email and social media.

Our Take www.lexer.io

B2C Users

Financial Services Enterprises, BFSI

All Sizes


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP but also provide other solu�ons

We are the world's first Financial Services (Banking,Insurance & Other Financial Services) focused intelligent CDP

Execu�ve Comment

Get to know Lemnisk www.lemnisk.co

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

from mul�ple data sources, the Lemnisk CDP

creates custom data models and algorithms to

intelligently understand customer propensity

towards specific marke�ng channels. They other

financial service space, and would make a good fit

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

unique, individual customer data – such as

intent signals, next best offer, moment-of-truth

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

Our Take VERTICAL

SPECIALIST

https://www.lattice-engines.com/

https://www.lattice-engines.com/

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

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

https://www.lemnisk.co/

https://www.lemnisk.co/

26Page



LeadBoxer started as a web analy�cs solu�on

and included CDP, Lead Genera�on, and ABM

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

designed to analyze enormous amounts of Big

Data derived from mul�ple online traffic sources

and turn the data into ac�onable sales and

marke�ng insights. Would fit well into the shortlist

of both B2C and B2B brands focused on analyzing

customer behaviour through the buyer journey,

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

leads into revenues consistently and at the right

�me in the journey.

Our Take

Get to know LeadBoxer

www.leadboxer.com

B2B Users

IT, Finance, Security, Publishing, Consultancy, Distribu�on

All Sizes

Data-management, Analy�cs outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


At any given �me, only 3% of your prospects are ready to buy. LeadBoxer helps collect, enrich, analyse and score a wide range of online lead or customer informa�on and transforms this into insigh�ul and ac�onable no�fica�ons, so marketers don't waste �me talking to the wrong people.

Execu�ve Comment

Wart FransenCEO & Co-Founder

B2BSPECIALIST

Ly�cs enables brands to achieve relevance at scale

across all marke�ng channels by surfacing rich

customer insights to deliver dynamic customer

experiences. Their applica�on of ML capabili�es

powers behavioral and content affinity analysis to

automa�cally trigger individualized downstream

marke�ng ac�vity. Would fit well into the shortlist

of a B2C Enterprise that priori�zes the need for

marketers to focus on strategy, planning and

tac�cs instead of execu�on which is being

automa�cal ly handled and inte l l igent ly

orchestrated by advanced marke�ng systems.

Our Take

Get to know Ly�cs www.ly�cs.com

B2B and B2C

Media and Entertainment, CPG, Retail/ecommerce, Travel and Hospitality

All Sizes

Analy�cs outcomes, Orchestra�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Ly�cs leverages powerful, built-in data science to predict impac�ul next-best ac�ons for the marketer to take, like recommending the right content in the best channel for each person. With Ly�cs, marketers will see drama�c improvements in opera�onal efficiency and campaign relevance.

Execu�ve Comment

https://www.leadboxer.com/

https://www.leadboxer.com/

https://www.lytics.com/

https://www.lytics.com/

27Page



Manthan is a definite considera�on for B2C

retail and restaurant businesses - including

departmental stores, supermarkets, and quick

service restaurants - that are looking for high-

speed deployment of more efficient and effec�ve

acquisi�on and reten�on campaigns.

Our Take

Get to know Manthan

www.manthan.com

B2C Users

Retail, food services including QSR chains

Enterprises


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Our industry focus means excep�onal �me-to-value for our customers. We pride ourselves on our data management capabili�es, and have some of the largest CDP implementa�ons in the world. At one retail conglomerate, we manage over 90 million customer profiles.

Execu�ve Comment

Mediarithmics focuses on mul�-device and mul�-channel data collec�on (CDP/DMP), programma�c marke�ng ac�va�on (DSP), and

orchestra�ng marke�ng automa�on campaigns - a good consdiera�on for marketers equally invested in programma�c adtech and

personalised martech.

Our Take www.mediarithmics.com

VERTICAL

SPECIALIST

mPar�cle is especially good at providing end-to-

end data management capabili�es with the widest

array of primary data collec�on SDKs (So�ware

Development Kits. Due to the sheer number of pre-

built connectors and integra�ons with other

marke�ng tools, they enable users to ac�vate and

orchestrate campaigns to any number of channels

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

automa�on pla�orms. Would be in the shortlist of

B2C marketers wan�ng to simplify complex data

opera�ons, and orchestrate complex marke�ng

journeys with agility and at scale.

Our Take

Get to know mPar�cle www.mpar�cle.com

B2C Users

Consumer packaged goods (CPG), financial services,media & entertainment, quick-service restaurants(QSR), retail, telecommunica�ons, travel & hospitality, and others.

Enterprises


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider with own Iden�ty Resolu�on func�onality

https://www.manthan.com/customer-data-platforms

https://www.manthan.com/customer-data-platforms

https://www.mediarithmics.com/en-us

https://www.mediarithmics.com/en-us

https://www.mparticle.com/

https://www.mparticle.com/



www.myntelligence.com

Myntelligence is a good fit for marketers focused on crea�ng bespoke audience personas and orchestra�ng their marke�ng and

adver�sing campaigns across diverse digital touchpoints.

Our Take

NextUser promises the next level of digital 1:1

customiza�on with real-�me personalisa�on

across omni-channel journeys. Marketers that

seek to integrate data across website, mobile and

diverse marke�ng channels could consider it for

orchestra�ng complex campaigns.

Our Take

Get to know Nextuser www.nextuser.com

B2B and B2C

CPGs, Retail, Healthcare and FS, e-commerce, fintech.

Enterprises


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider, CDP alongwith Iden�ty Resolu�on Partners

Our ML and AI powered SaaS pla�orm integrates with channel marke�ng pla�orms to target the right message, to the right user, at the right moment ; based on their history, campaign, device, loca�on, behavior, retail affinity, etc; in real-�me.

Execu�ve Comment

NGDATA helps brands in data-driven industries, such as financial services, telecom, u�li�es and hospitality, to drive connected

customer experiences and achieve what they call 'data-driven customer centricity'. They offer an AI-powered CDP for data-rich

companies, and addi�onal Digital Transforma�on Services for companies that need a higher level of data maturity to fully leverage a

CDP. NGDATA CDP would make the shortlist for medium to enterprise B2C businesses that are data-rich and need to take data

ac�va�on to the next level of profitability or it would make an ideal star�ng point for companies looking to set their data house in order

and make the digital transforma�on necessary to drive data-driven marke�ng.

Our Take www.ngdata.com

https://myntelligence.com/

https://myntelligence.com/

https://www.nextuser.com/

https://www.nextuser.com/

https://www.ngdata.com/

https://www.ngdata.com/

29Page



www.nominow.com

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

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

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

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

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

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

Our Take

Op�move leverages AI to foster 'emo�onally

intelligent' rela�onships that maximize the value

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

channel customer communica�ons. Op�move

could be a good fit for B2C companies that focus on

predic�ve modelling to drive campaign-efficiency,

churn management, and data-driven customer

engagement and personaliza�on.

Our Take

Get to know Op�move www.op�move.com

B2C Users

Retail, Travel, FSI and Gaming

All Sizes

Data-management, Analy�cs and Orchestra�on outcomes, AI-based campaign and strategy op�miza�ons

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

A Rela�onship Marke�ng Hub with a CDP at its Core

"With a CDP at its core, Op�move provides best-of-class customer data management capabili�es to marketers looking to derive new ac�onable insights and uncover opportuni�es to maximize customer value."

Execu�ve Comment

Pini YakuelCEO

https://www.nominow.com/

https://www.nominow.com/

https://www.optimove.com/

https://www.optimove.com/

30Page


Coupled with DMP and content recommenda�on

capabili�es, ONEcount CDP consolidates data

across disparate silos into a single pla�orm.

Marketers can query and define audience

segments and deploy targeted marke�ng and

adver�sing campaigns. They could be considered

by brands that are focused on reten�on,

membership or subscrip�on driven revenue

outcomes by closing iden�ty loopholes across

devices and channels.

Our Take

Get to know ONEcount www.one-count.com

B2B and B2C

Media, Health & Pharma, Retail, B2B Events and Conferences, Publishing, Alterna�ve Medicine, Manufacturing, Finance, Direct to Consumer

All Sizes

Data-management, Analy�cs, Orchestra�on, Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider with own Iden�ty Resolu�on func�onality - also offers DMP, CIAM and E-Mail Broadcas�ng Capabili�es na�ve to the CDP.

The robust tools and integra�ons ONEcount has built and maintained for clients drives their conversions, reten�on/ cross-sell ini�a�ves and decreases waste to grow revenue using first-party data.

Execu�ve Comment

Joanne PersicoPresident


Calling itself a 'rela�onship intelligence pla�orm',

Pearl uses AI to humanize customer and prospect

data, especially for SMB eCommerce marketers is

striving to forge be�er rela�onships with their

customers across all channels, including Amazon.

Our Take

Get to know Pearlthinks www.pearlthinks.com

B2C Users

Retail/E-commerce; Secondary: Health/Pharma;Ter�ary: FinServ

SMEs

Data-management and Analy�cs outcomes; Data Analy�cs tools including database health & value, marke�ng data assessment and rela�onship lifecycle segmenta�on

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Our smart CDP is built specifically for SMBs and includes patent-pending analy�cs and customer lifecycle management insights (rela�onship lifecycle).

Execu�ve Comment

SMB SPECIALIST

The PRDCT customer data pla�orm enables marketers to cluster and gain insights from first-party data, and use it to segment and

ac�vate campaigns through any marke�ng tool, fast and easy. They work with medium to large consumer brands across industries to

create technical solu�ons for data-driven marke�ng.

Our Take www.prdct.nl

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

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

https://pearlthinks.com/

https://pearlthinks.com/

https://www.prdct.nl/

https://www.prdct.nl/

31Page


Serving mid to large B2C businesses with special

exper�se in the retail, financial services,

hospitality, and consul�ng; QuickPivot helps

master the data so marketers can focus on the

marke�ng. Would fit well into the shortlist of

ambi�ous B2C brands that are grappling with

complex data, disparate systems and vendors, or

the need to scale. Pale�e, their award-winning

customer journey mapping module is intui�ve and

quick , and creates a strong founda�on for effec�ve

and efficient data ac�va�on- whether it is via

plugging into exis�ng tools in the stack or crea�ng

new workflows.

Our Take

Get to know QuickPivot www.quickpivot.com

B2C Users

Retail



Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

CDP alongwith Iden�ty Resolu�on Partners

Along with the most intui�ve data management system on the market, QuickPivot has a patented customer journey orchestra�on feature that delivers greater than 5x efficiency gains, a built-in query accelerator, and func�onality to coordinate digital and catalog direct mail strategies so cri�cal to D2C retailers.

Execu�ve Comment

Paul Mandeville CEO and Chief Product Officer

Marketers and data teams use Quaero's pla�orm

to source and ac�vate informa�on from across

the enterprise, enabling them to focus on

delivering improved segmenta�on and outcomes

from predic�ve models. Standard connectors,

no-code configura�ons, and privacy-by-design

allow func�onal and technical team members to

collaborate in a seamless, secure customer data

environment. Quaero could make the shortlist for

teams that are driven by the need to mone�ze

customer data from any source – digital or offline –

as efficiently as possible.

Our Take

Get to know Quaero www.quaero.com

B2C Users

Media, BFSI, Retail/CPG, Health & Pharma, Travel & Hospitality

Enterprises

Data-management and Analy�cs outcomes; Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


We focus on enterprises that have sophis�cated marke�ng technology stacks, mul�ple marke�ng clouds, mul�ple brands and complex data issues. We work with data scien�sts and analysts who serve data savvy marke�ng users.

Execu�ve Comment


Primarily a web analy�cs & tag management vendor but also offering a CDP solu�on, they are highly regarded by companies in data-

sensi�ve industries priori�zing compliance with such regula�ons as the GDPR, HIPAA, Chinese Internet Law, Russian Law 526-FZ,

among others. The CDP solu�on of Piwik PRO Marke�ng Suite has a strong focus on analy�cs, tag management, content

personaliza�on, and data ac�va�on. They are a good bet for medium to Enterprise size banks, financial ins�tu�ons, government

organiza�ons and product teams dealing with sensi�ve data, who wish to leverage first-party data (i.e. web analy�cs, CRM, mobile,

secure member areas and transac�onal systems) while adhering to the highest security standards and strictest privacy regula�ons.

Our Take www.piwik.pro

https://piwik.pro/

https://piwik.pro/

https://quickpivot.com/

https://quickpivot.com/

https://www.quaero.com/

https://www.quaero.com/

32Page


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

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

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

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

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

Our Take www.redeye.com

Being a CDP for B2Bs, Rekener collects, transforms and matches customer data from mul�ple sources with account level data to create

a unified view of B2B customers. Their CDP provides the analy�cal power of tradi�onal BI tools, but with the object-based structure,

workflow and orchestra�on abili�es of a system of ac�on. Small and medium B2B brands from across industries use Rekener to break

down tradi�onal silos and help func�onal teams collaborate, acquire and retain customers over a long period of �me.

Our Take www.rekener.com

Primarily a customer engagement hub, RedPoint

Global creates a single view of customers,

determines next best experience and engagement

ac�ons in real �me, and orchestrates interac�ons

across all enterprise touch points. Would fit well

into the shortlist of a B2C enterprise that is

data rich and data mature, seeking a single

point of control for first, second and third party

data; to deliver personalized and contextually

relevant experiences in dynamic and compe��ve

environments.

Our Take

Get to know RedPoint Global www.redpointglobal.com

B2C Users

We handle mul�ple ver�cals, par�cularly Retail, Financial Services / Insurance, and Healthcare.

Enterprises


Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

We are a suite solu�on whose offering includes CDP

We empower brands to transform how CX is delivered. With a single point of control to connect all customer data, determine next best ac�ons in real �me, and orchestrate interac�ons across all touchpoints, we deliver highly personalized, contextual experiences that op�mize engagement.

Execu�ve Comment


B2BSPECIALIST

https://www.redpointglobal.com/

https://www.redpointglobal.com/

https://www.redeye.com/

https://www.redeye.com/

https://www.rekener.com/

https://www.rekener.com/

33Page


For enterprise marketers focused on data quality,

smart matching, and data regula�on compliace in

their digital transforma�on ini�a�ves, Rel�o

offers a full marke�ng data management suite.

Our Take

Get to know Rel�o www.rel�o.com

B2B and B2C

Rel�o Cloud can be used to solve any business problem in any industry. Currently, Global 2000 companies in healthcare and life sciences, media & entertainment, hospitality, distribu�on and retail rely on Rel�o to power customer 360, digital transforma�on and data compliance ini�a�ves such as GDPR.

Enterprises

Data-management and Analy�cs outcomes; Iden�ty Resolu�on Outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Rel�o unifies customer behavior, interac�on and transac�on data from all internal, external, and third-party sources in all formats. Our graph technology helps uncover many-to-many rela�onships across domains (e.g. customers, households, stores, products, loyalty cards, consent), and built-in ML helps score and rank profiles.

Execu�ve Comment

Ajay KhannaVP, Marke�ng

Radius is already a well-established player in the

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

Their CDP – the Radius Unify pla�orm – allows

marketers to improve data quality across any

system, target across every audience a�ribute

with massive reach across every channel, to create

a 360° view of every possible customer. Could be a

good vendor to consider for B2B marketers already

commi�ed to an ABM (Account-Based Marke�ng)

strategy, or those who want to reach buyers with

accurate omnichannel data that is integrated

across 500+ ad channels.

Our Take

Get to know Radius www.radius.com

B2B Users

Financial Services, Telecommunica�ons, Media & Adver�sing, Business So�ware, Business Services

Enterprises

Data-management and Analy�cs outcomes; Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


Customer experience, digital transforma�on, and AI-applica�ons are all dependent on unified, trusted data.

Execu�ve Comment


B2BSPECIALIST

https://www.reltio.com/

https://www.reltio.com/

https://radius.com/

https://radius.com/

34Page


SessionM combines machine-learning and real-

�me decisions to enable marketers to deliver

messages, offers, or loyalty tac�cs across any

channel to drive incremental behaviors and

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

enterprises looking to address dynamic customer

engagement at great speed and flexibility,

especially with a focus on loyalty and reward

programs, omni-channel campaigns or POS offers

at the moments that ma�er.

Our Take

Get to know SessionM www.sessionm.com

B2C Users

Restaurant, Retail, Consumer Goods, Travel

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes; Iden�ty Resolu�on Outcomes, and Engagement and Loyalty Solu�ons

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus


SessionM doubles down on data-driven loyalty execu�on, with data, campaign, offer, and loyalty management capabili�es to help maximize value of customer rela�onships through ‘above the line’ (points and �ers) and ‘below the line’ (product recommenda�ons personalized offers) loyalty tac�cs.

Execu�ve Comment

Splio provides marketers of all sizes and across

industries with a solu�on that combines marke�ng

automa�on and loyalty marke�ng to orchestrate

powerful online and offline campaigns. They seem

to have notable exper�se with B2C brands in the

retail and ecommerce sector, and would be a good

considera�on for brands wan�ng to manage

customer data to be�er manage and op�mize

loyalty marke�ng outcomes.

Our Take

Get to know Splio www.splio.com

B2C Users

Retailers that combine e-commerce and store sales for an omni-commerce customer experience


Orchestra�on outcomes (campaign management, omni-channel, omni-tool ac�va�on)

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Provide other solu�ons along with CDPs

Splio combines Marke�ng Automa�on, Loyalty, Mobile Wallets based upon a CDP.

Execu�ve Comment


Segment's strengths lie in working with customer data to drive data maturity and common data standards across the organiza�on. By

connec�ng first-party customer data with 200+ marke�ng and analysis tools, marketers get richer decision making inputs and

ac�va�on opportuni�es. Fortune 2000 to SMBs in retail, media & entertainment industries use Segment to create universal behavior-

based audiences to drive personaliza�on across ads, email, and in-app channels. Could be considered by B2C and B2B brands that need

to gain a common understanding of their users and make more customer-centric marke�ng decisions.

Our Take www.segment.com

https://www.sessionm.com/

https://www.sessionm.com/

https://www.splio.com/

https://www.splio.com/

https://segment.com/

https://segment.com/

35Page


www.signal.co

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

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

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

speed of onboarding is cri�cal to success.

Our Take

A great fit for marketers who need to build data-driven marke�ng ini�a�ves on top of fragmented technology stacks - with flexibility

and speed. With its easy segmenta�on and program builder, marketers can test, report and iterate on programs, without relying on IT.

Our Take www.getstride.com


www.simondata.com

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

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

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

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

ac�va�on.

Our Take

www.teavaro.com

Teavaro is for brands seeking to reduce media wastage across diverse media and device sets, by using data to engage audiences

whenever and wherever op�mal. The cloud-based solu�on offers fast setup scale for ac�va�on on exis�ng marke�ng and ad tech

stacks.

Our Take

www.totango.com

A good considera�on for B2B enterprise marketers seeking to drive customer adop�on, reten�on, expansion and advocacy.

Our Take B2BSPECIALIST

https://www.getstride.com/

https://www.getstride.com/

https://www.signal.co/

https://www.signal.co/

https://www.simondata.com/

https://www.simondata.com/

https://www.teavaro.com/

https://www.teavaro.com/

https://www.totango.com/

https://www.totango.com/

36Page


Tealium provides customer data to campaign tools,

enabling customers to build their own marke�ng

cloud with best-in-class tools and high quality,

comprehensive data. A great fit for marketers

seeking agility, flexibility and high degree of

integra�on when ac�va�ng unified customer data

intelligently.

Our Take

Get to know Tealium www.tealium.com

B2B and B2C

Across ver�cals including retail, travel, media, hospitality and CPG

Enterprises

Data-management, Analy�cs and Orchestra�on outcomes. Iden�ty Resolu�on outcomes.

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Tealium's Universal Data Hub Suite includes AudienceStream CDP, Tealium iQ Tag Management, Tealium EventStream API Hub, and Tealium DataAccess (data management/storage/accessibility) - available together and separately

We provide data orchestra�on behind systems of customer insight and engagement, and manage data across the data lifecycle - from collec�on, to transforma�on and enrichment, to ac�va�on in other systems. This democra�zes access and usage of customer data across the organiza�on.

Execu�ve Comment


www.tuple.tech.com

Tuple's Nash360 CDP is focused on effec�ve customer behavioral profiling, and its innova�ve use of AI helps growing companies scale

faster and solve data challenges with fewer resources.

Our Take

www.umbel.com

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

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

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

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

insights to transform fan experiences.

Our TakeVERTICAL

SPECIALIST

https://tealium.com/

https://tealium.com/

https://www.tuple.tech/

https://www.tuple.tech/

https://www.umbel.com/

https://www.umbel.com/

37Page


Velocidi helps businesses collect and manage 1st-

party data on customer interac�ons across all

channels in real �me. The Velocidi CDP runs in a

private cloud deployment, which takes every

online and offline touchpoint of customers’

journey to create complete customer profiles.

Medium to large B2C brands from the ecommerce

industry should consider their CDP if running

customer data through machine learning

algorithms and predic�ve modeling to improve

website experiences and conversions is core to

their strategy.

Our Take

Get to know Velocidi www.velocidi.com

B2C Users

DTC (Direct to Consumer)

All Sizes

Data-management and Analy�cs outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on

Velocidi offers a private CDP solu�on for DTC brands. Our CDP is described as “private” because it is a licensed so�ware deployed within the client’s private infrastructure as if it were built in-house.

Execu�ve Comment

www.ye�data.com

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

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

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

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

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

Our Take

Ysance offers a unique mix of a SaaS pla�orm and exper�se in Big Data solu�ons. Their pla�orm provides brands with agile

omnichannel marke�ng capabili�es, and their solu�on for a�ribu�on seems especially useful to retail and e-commerce companies to

make informed business decisions. Ysance would be a poten�al fit for medium to enterprise size B2C brands wan�ng to leverage data

to make them workable for marke�ng acquisi�on, merchandising and management teams.

Our Take www.ysance.com


Zaius builds a unified customer database from almost every source through a number of one-click integra�ons and APIs allowing

marketers to segment, analyze, and personalize campaigns across channels. A majority of their customers are from the mid-market

retail, ecommerce, travel & hospitality, and marketplaces industry(s). Would fit well into the shortlist of a B2C mid-sized business that is

focused on building personalized marke�ng campaigns and op�miza�on.

Our Take www.zaius.com

https://www.velocidi.com/

https://www.velocidi.com/

http://www.yetidata.com/

http://www.yetidata.com/

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

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

https://www.zaius.com/

https://www.zaius.com/

38Page


Zylotech is a self-learning CDP that keeps customer

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

selling & reten�on marke�ng across the customer

life cycle. Powered by AutoML, the pla�orm

con�nuously unifies internal and external data,

enables real-�me segmenta�on and recommends

the next best steps to ac�vate campaigns through

a variety of marke�ng clouds & orchestra�on

engines. They could make a good op�on for

marketers struggling with poor data quality,

irregular analy�cs projects, and slow data

processing that are causing missed opportuni�es.

Our Take

Get to know Zylotech www.zylotech.com

B2B and B2C

Across ver�cals including CPG, Technology, Automo�ve


Data-management and Analy�cs outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily a CDP solu�on provider - also provides other solu�ons

Our autoML powered embedded analy�cs with feature engineering enable a 'self-learning feature' across each customer record.

Execu�ve Comment


https://www.zylotech.com/

https://www.zylotech.com/

Drawbridge uses a people-based iden�ty graph for highly effec�ve cross-device adver�sing using ML to match individuals across

connected devices to serve the most relevant ads. Recently acquired by LinkedIn, it is now part of LinkedIn Marke�ng Solu�ons.

Our Take drawbridge

(Formerly Drawbridge)

39Page


Iden�ty Resolu�on Specialist Vendors

4Info provides cross-channel iden�ty mapping and media ac�va�on solu�ons to target audiences, deliver digital ads across mul�ple

devices, and track programma�c outcomes.

Our Take www.4info.com


Infutor excels in data-driven iden�ty resolu�on

and in linking disparate 1st party and 3rd party

datasets to create a single, 360-degree view of

customers and prospects. They have one of the

most complete and accurate Iden�ty Graph

solu�ons on the market, and are a good

consideraton for marketers opera�ng in complex

data environments.

Our Take

Get to know Infutor www.infutor.com

B2B and B2C

Lead Genera�on, Martech, Auto, Real Estate, Insurance, Travel, Mortgage Lending

Enterprises

Data-management, Analy�cs, Iden�ty Resolu�on outcomes

Core solu�on

Customer focus

Ver�cal focus

Business size focus

Outcome focus

Primarily an Iden�ty Resolu�on provider

Infutor accurately iden�fies and segments consumers before, during and in-between engagements - giving clients a secure, privacy compliant founda�on to improve inbound engagement and outbound omnichannel marke�ng reach.

Execu�ve Comment

Dave DagueCMO, Infutor

Iden�tyLink helps build an omni-channel view of the customer for Brands, Agencies, Data Owners, Pla�orms and Publishers, and

supports over 500 technology pla�orms for targe�ng and ac�va�ng that data for personalised campaigns.

Our Take www.liveramp.com

https://www.4info.com/

https://www.4info.com/

https://infutor.com/

https://infutor.com/

https://business.linkedin.com/marketing-solutions

https://business.linkedin.com/marketing-solutions

https://liveramp.com/

https://liveramp.com/

40Page



Throtle's 'Closed Loop' solu�on best serves marketers that need a deep understanding of their audiences to laser focus marke�ng

efforts on best-fit prospects and customers, versus execu�ng broad and shallow acqusi�on campaigns.

Our Take www.throtle.io.com

Neustar follows the 'Privacy by Design' principle for responsible iden�ty resolu�on. A good fit for markeers who operate in regulated

environements or where data secu�ry is mission cri�cal .

Our Take www.home.neustar.com

https://www.home.neustar/

https://www.home.neustar/

https://throtle.io/

https://throtle.io/


PART 6





Download the MarTech Advisor Media Kit and Editorial Calendar 2019. here

MarTech Advisor is a leading digital resource for unbiased news, in-depth research, expert views and perspec�ves

on the constantly evolving marke�ng technology space. MarTech Advisor facilitates the modern-marketers’

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included: Key Account Management, Sales Tech, Marke�ng Automa�on, Predic�ve Analy�cs, Email marke�ng

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Documents

FINDING THE RIGHT CUSTOMER DATA PLATFORM · ways to manage customer data by marketers today – too, has evolved: —Big tech such as Microso-Adobe-SAP’s open data alliance, and