Data management platform_market

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The Forrester Wave™: Data Management Platforms, Q3 2013by Joanna O’Connell, August 21, 2013

For: Marketing Leadership Professionals

Key TaKeaways

DMP Offerings are expanding To Offer Broader Insights and Multi-Touchpoint TargetingLittle more than third-party audience targeting platforms two years, today’s leading DMPs are ingesting a wide range of owned and licensed data streams for insights and segmentation and are pushing data into a growing number of external targeting platforms, helping marketers deliver more relevant and consistent marketing communications.

Providers Require More Development In Mobile and external system IntegrationsMany DMPs in our evaluation must still build out mobile tracking and targeting plus tight integrations with existing marketing automation platforms and offline systems. Only then will marketers find true end-to-end audience management capabilities.

seamless Data Ingestion and Message Delivery are Market DifferentiatorsLeaders in the DMP space have demonstrated experience in delivering audience insights and targeting functionality and possess an interconnected suite of tools that make data ingestion and message delivery seamless.

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For Marketing Leadership proFessionaLs

why ReaD ThIs RePORT

In Forrester’s 70-criteria evaluation of data management platform (DMP) vendors, we evaluated the seven most significant providers — Adobe, Aggregate Knowledge, Blue Kai, CoreAudience, Knotice, nPario, and X Plus One — for marketers to consider. This Forrester Wave™ details our findings on how well each vendor fulfills our criteria and helps marketers select the right partner for audience insights and coordinated targeting.

table of Contents

DMPs Broaden To Unify Multi-Touchpoint audience Data

Multi-touchpoint targeting and execution haven’t Yet Caught Up With the Vision

Data Management Platform evaluation Overview

our evaluation analyzes three Core aspects of dMp Vendors’ offerings

Leaders Begin To Offer seamless Data Ingestion and Message Delivery

Vendor Profiles

Leaders

strong performers

supplemental Material

notes & resources

Forrester conducted product evaluations in June 2013 and interviewed seven vendor and user companies: adobe, aggregate knowledge, Blue kai, Coreaudience (hearst), knotice, npario, and X plus one.

related research documents

organize For the always addressable Customernovember 14, 2012

the dMp is the audience intelligence engine For interactive MarketersJuly 25, 2011

The Forrester wave™: Data Management Platforms, Q3 2013dMp providers that Matter Most For Marketers and how they stack UpBy Joanna o’Connellwith Christine spivey overby, Luca s. paderni, robert Brosnan, and Collin Colburn

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the Forrester Wave™: data Management platforms, Q3 2013 2

© 2013, Forrester Research, Inc. Reproduction Prohibited August 21, 2013

DMPs BROaDen TO UnIFy MULTI-TOUchPOInT aUDIence DaTa

In this era of highly demanding mobile consumers, marketers struggle to deliver relevant experiences — advertising or otherwise — across a vast array of touchpoints.1 Data management platforms (DMPs) have broadened beyond simple tools for managing third-party audience targeting in display to become sophisticated platforms that help marketers build relevance in multi-touchpoint consumer communications.2 They do this through the delivery of three core functions, specifically:

■ Ingesting and normalizing a wide array of data streams. Today’s marketer finds herself awash in data, struggling to make usable the variety of seemingly unrelated data streams. DMPs provide a necessary layer of data ingestion and data normalization across data sets, from channels such as search, display, email, on-site, and offline and from first-, second-, and third-party sources, translating this data into user profiles and/or audience segments. As one Blue Kai DMP customer noted: “We found ourselves both inundated and overwhelmed with data. We were looking for a partner that could help us with this.”

■ Providing tools to turn data into both insights and targetable audiences. The days of simply buying a prebuilt third-party audience segment are waning in the face of sophisticated systems for audience discovery and creation. DMPs help their customers uncover insights about current and future customers as they interact with brands’ paid placements and owned collateral. They also give DMP clients the ability to combine audience attributes from a range of sources into custom audiences for targeting. As one Adobe AudienceManager (AAM) customer noted: “We needed audience segmentation. Our bread-and-butter is eCommerce. We needed to be able to see where traffic is coming from and know who those people are to give them different experiences.”

■ Creating and maintaining links to live channels for message delivery. Delivering relevant experiences necessitates explicit connections among disparate systems. This is a core function that many DMPs provide, whether through integrations with leading ad servers and DSPs or through hooks into proprietary content management systems. These linkages help move intelligence from the DMP into the external platforms. As one early customer in the DMP space noted: “We didn’t necessarily go looking for a DMP. We realized [in our work with X Plus One] that this could be a way to unify all the things we were doing manually to get to cross-channel messaging and bring our first-party data to bear across all digital channels.”

Multi-Touchpoint Targeting and execution haven’t yet caught Up with The Vision

The DMPs’ promise of unifying audience targeting across all marketing touchpoints is not yet fully materialized, in spite of significant advancements in the tools over the past two years. This came through both in our assessments of DMPs and in comments made to us by DMP customers — many of whom declared the space “in its early innings.” Notably:




■ DMPs don’t universally deliver mobile tracking and targeting. The digital advertising industry’s targeting and tracking backbone, the third-party cookie, doesn’t work well in a multidevice world. Several DMP vendors now offer clients a first-party domain orientation — notably, a very new development for many — that will ameliorate some mobile issues. While a few are simultaneously investing in alternative mobile solutions, almost no one can credibly offer a complete mobile solution today. Bleeding-edge marketers find this a problem. As one financial services marketer told us, “Our DMP has a huge blind spot for anything not browser-based.”

■ DMPs fail to close the loop on complete customer life-cycle management. Knotice aside, most DMPs insist that their role is to deal only with anonymous user data. This is, on the surface, an admirable stance, given the highly charged public debate on consumer privacy. But it doesn’t solve marketers’ need for end-to-end customer life-cycle management across the spectrums of acquisition to retention and anonymous to known. To close the gap, DMPs must devote more resources to integrating with traditional campaign management and marketing automation systems.

■ Offline integrations for are not yet a high priority. With massive funding still going into direct mail and television and with the bulk of sales still generated in brick-and-mortar stores, DMPs must create deeper offline integrations for both data ingestion and audience syndication. We found early signs of this in our Forrester Wave evaluation, but certainly not uniformly and not in as much depth as we’d like.

DaTa ManageMenT PLaTFORM eVaLUaTIOn OVeRVIew

To assess the state of the DMP market and see how the vendors stack up against each other, Forrester evaluated the strengths and weaknesses of top DMP vendors. We included seven in the assessment: Adobe, Aggregate Knowledge, Blue Kai, CoreAudience (Hearst), Knotice, nPario, and X Plus One. (Acxiom and Turn, both initially selected for inclusion in this Forrester Wave, opted not to participate, indicating that a number of components of their respective DMP offerings would either not be ready in time for this analysis or not generally available at the time of the Wave’s publication.) Each of the included vendors has (see Figure 1):

■ A core focus on its DMP offering. We selected those vendors that feature proprietary — rather than licensed — DMP technology and that offer clients the option of using the DMP as a standalone product if so desired. We excluded several players that offer DMP functionality as part of a larger packaged solution, such as The Trade Desk (an independent buying platform) and Xaxis (part of WPP), while we did not include others, such as Epsilon, because they currently license external DMP technology as part of their data management offering.

■ An established DMP client base comprising medium and large organizations. Included vendors have at least 10 live DMP clients, with at least one-third of clients made up of




enterprise ($500 million or more in annual revenue) or midsize ($10 million to $500 million in annual revenue) organizations. Up-and-comers in the audience data management space, such as Causata, were excluded due to a limited client base.

■ Demonstrated experience serving the unique needs of marketers. We looked for DMP vendors that had an explicit level of experience working with marketing organizations. While many of the vendors included in this Forrester Wave also work with publishers and agencies, at least one-third of their DMP client bases had to represent direct relationships with marketers. Krux and Lotame, both experienced in delivering DMP tools and services to publishers, are as yet less experienced in working directly with more traditionally buy-side-oriented marketers and thus were excluded. That said, both companies indicated they are seeing a significant growth in marketer interest as the lines between buy-side and sell-side begin to blur inside of organizations such as publishing houses and retailers.

Figure 1 Evaluated Vendors: Product Information And Selection Criteria

Source: Forrester Research, Inc.

Vendor

Adobe

Aggregate Knowledge

Blue Kai

CoreAudience

Knotice

nPario

X Plus One

Product evaluated

Adobe AudienceManager

The AK Media Intelligence Platform

Blue Kai Data Management Platform (DMP)

Core Audience DMP

Knotice 5

Consumer Intelligence Platform

X Plus One Origin

Product versionevaluated

Not versioned

Not versioned

Not versioned

2.1

5

Not versioned

4.7

Date evaluated

June 2013

June 2013

June 2013

June 2013

June 2013

June 2013

June 2013

Vendor selection criteria

The vendor has a standalone DMP o�ering.

The vendor has a proprietary DMP technology.

The vendor has at least 10 live clients.

The vendor’s client base comprises at least 33% marketers.

The vendor’s client base comprises at least 33% enterprise and midsize clients.




Our evaluation analyzes Three core aspects of DMP Vendors’ Offerings

After examining past research, user need assessments, and vendor and expert interviews, we developed a comprehensive set of evaluation criteria. We scored vendors against 70 criteria, which we grouped into three high-level buckets:

■ Current offering. Forrester’s assessment criteria for vendors’ current offerings encompass the three core functions of a DMP noted above and include 12 groups of criteria: deployment; data collection and normalization; third-party data integrations; segmentation and user profile management; scoring and modeling; decisioning; audience data syndication; data ownership and security; raw data access and portability; reporting and analytics; user interface; and client service.

■ Strategy. We reviewed each DMP’s strategic approach, taking into account each company’s track record in delivering marketing services and technology generally and DMP products specifically. We also reviewed product road maps and feedback from client references. We defined four specific groups of criteria in this context: corporate strategy; product strategy; pricing; and customer references.

■ Market presence. Finally, to understand each vendor’s experience in delivering DMP technology and related services to marketing professionals, we assessed vendors on three criteria groups: client base; financials; and international presence.

LeaDeRs BegIn TO OFFeR seaMLess DaTa IngesTIOn anD Message DeLIVeRy

The evaluation uncovered a market in which (see Figure 2):

■ Adobe, X Plus One, Blue Kai, and Aggregate Knowledge set the pace. Adobe AudienceManager leads the pack, having received significant time, technical, and financial investments from its parent company over the past year. X Plus One, while smaller, offers a similarly well-rounded solution with a strong legacy in first-party audience data management and a range of interconnected products for analytics and execution. Blue Kai has both experience and an established leadership position in the third-party audience data space and has invested significantly in building out its DMP solution. Aggregate Knowledge is highly valued for its strong analytics chops and market-neutral position.

■ CoreAudience, Knotice, and nPario round out the pack. CoreAudience offers a relatively strong competitive offering to our Leaders but has less marketer experience. Knotice has an excellent user profile management solution but little in the way of third-party data integrations. nPario is very new, and while its system is considered highly flexible, it needs to develop its product offering to compete with more-mature competitors.

This evaluation of the data management platform market is intended to be a starting point only. We encourage clients to view detailed product evaluations and adapt criteria weightings to fit their individual needs through the Forrester Wave Excel-based vendor comparison tool.




Figure 2 Forrester Wave™: Data Management Platforms, Q3 ’13


Go online to download

the Forrester Wave tool

for more detailed product

evaluations, feature

comparisons, and

customizable rankings.

RiskyBets Contenders Leaders

StrongPerformers

StrategyWeak Strong

Currento�ering

Weak

Strong

Market presence

Adobe

AggregateKnowledge

Blue Kai

CoreAudience

Knotice

nPario

X Plus One




Figure 2 Forrester Wave™: Data Management Platforms, Q3 ’13 (Cont.)


CURRENT OFFERING DMP deployment Data collection and normalization Third-party data integrations Segmentation and user pro�le management Scoring and modeling Decisioning Audience data syndication Data ownership and security Raw data access and portability Reporting and analytics User interface Client service

STRATEGY Corporate strategy Product strategy Pricing Customer references

MARKET PRESENCE Client base Financials International presence

Adob

e

4.143.605.004.255.005.005.003.004.604.403.005.005.00

4.885.005.000.004.40

4.244.100.005.00

Forr

este

r’sW

eigh

ting

50%20%10%10%

7%5%5%

15%5%5%8%5%5%

50%50%30%

0%20%

0%85%

0%15%

Aggr

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dge

3.873.604.534.404.505.004.002.923.703.203.005.004.40

3.763.005.000.003.80

3.813.950.003.00

Blue

Kai

4.373.604.935.005.005.005.004.204.304.403.005.005.00

3.763.005.000.003.80

4.114.300.003.00

Core

Aud

ienc

e

3.702.904.834.254.504.003.003.164.002.603.005.005.00

3.302.005.000.004.00

2.922.900.003.00

Knot

ice

3.152.554.330.553.755.005.002.202.553.803.005.005.00

3.703.004.000.005.00

2.322.550.001.00

nPar

io

3.555.004.433.304.005.000.001.563.703.803.003.005.00

2.962.004.000.003.80

3.513.600.003.00

X Pl

us O

ne

4.263.605.005.005.005.005.003.724.103.803.005.005.00

4.124.004.000.004.60

3.603.700.003.00

All scores are based on a scale of 0 (weak) to 5 (strong).

VenDOR PROFILes

Here are high-level snapshots of vendor capabilities. Detailed scorecards are available in the spreadsheet behind Figure 2.

Leaders

■ Adobe. Adobe AudienceManager leads the pack in this first-ever data management platform Forrester Wave, with a strong current offering, well-defined strategy, and the force of a multibillion dollar company to help deliver on that strategy. Adobe’s 2010 acquisition of standalone DMP technology Demdex gave it a foothold in the space, but the real Adobe Marketing Cloud story — of which AAM is described as a critical component — has only




just begun to come to fruition. Adobe’s significant investment in integration across its Marketing Cloud product suite over the past year is finally paying off, with DMP clients describing the seamlessness across several Adobe products — including its Analytics and Target products — as a major draw. One client told us, “What really set Adobe AudienceManager apart was the integration with Adobe Marketing Suite.” With the additional acquisitions of buying platform Efficient Frontier, campaign management system Neolane, and tag management system Satellite, Adobe is well down the road in building out a marketing technology stack that broadly addresses data intelligence and audience delivery. With its approach, however, comes some risk: As one client noted, “Adobe wants to be an end-to-end marketing firm, but it feels as if you run the risk of making the solution too generic, where it ends up being nothing to anyone.”

■ X Plus One. After more than a decade, this company has finally found its niche in the digital marketing ecosystem, as its focus on predictive modeling, user level decisioning, and delivering connected experiences increasingly addresses the challenges of today’s marketers. Over the past few years, X Plus One has explicitly moved toward a more complete “digital marketing hub” model, which features a DSP, an on-site personalization engine, a tag management system, and a mobile platform, among other tools. X Plus One has proven itself up to the task of managing significant volumes of complex first-party data, with heavy representation from large financial services clients in its client roster. For one financial services customer, the decision to choose X Plus One came down to three things: “They had the ability to do decisioning and optimization; they had experience with first-party data in secure environments and had demonstrated this in the financial services sector; and they seemed most able to help me realize my own road map, more than anyone else.”

■ Blue Kai. Both customers and Forrester see Blue Kai as the undisputed champion in third-party data, with its breadth, depth, scale, and experience in that space. Blue Kai offers clients instant access to hundreds of third-party data sources for more-centralized management of audience insight generation and targeting. Its early life as a data provider and, more recently, its massive data exchange business, set it up nicely for a migration toward the DMP space, which began roughly two years ago with clients such as Hewlett Packard as early adopters.3 Since then, it has invested heavily in rounding out its DMP offerings, through acquisitions such as analytics platform TrackSimple, and has focused on areas such as first-party data management and mobile tracking and targeting (though, as one client noted, “I wish they did even more in mobile than they have.”). Clients are attracted to its well-established position in the market and platform-neutral stance. As one marketer at a leading global technology company noted: “I felt that of all the different systems, it was most like the Switzerland of data. It could plug into most systems, which was really important.” Longer term, however, Blue Kai may find it challenging to remain a standalone platform as continued consolidation continues to pull such platforms into larger marketing technology stacks.




■ Aggregate Knowledge. This company rounds out our group of Leaders due to its strong media and audience analytics chops, years of experience in the space, and highly rated customer service and company leadership, with one new client noting, “The leadership of the company [is] excellent and they seemed ahead of the game by six months.” Aggregate Knowledge’s early life as an audience analytics platform proved challenging for the company in a market not yet ready for such a tool. However, as the market matures, Aggregate Knowledge’s focus on tightly weaving together media, audience analytics, and advanced attribution — bolstered by its 2013 acquisition of analytics tool Quantivo — is proving a critical piece in clients’ media management strategy. Its market-neutral position and extensive reach into the digital advertising ecosystem is also seen by clients as a valuable differentiator, with one financial services marketer noting: “When you want to understand the full scope of user behavior, you need someone who is deploying enough of their system cookies across the entire Web to have enough reach to follow them wherever they go. You can’t afford to engage with a DMP that doesn’t have a lot of users to engage across the Web.” As with Blue Kai, however, we do not believe that its position as a neutral standalone DMP is viable over the long term.

strong Performers

■ CoreAudience. The CoreAudience DMP came about as a result of the 2010 acquisition of early DMP player Red Aril by Hearst, bringing together a global multibrand media company, a digital agency (iCrossing), and a DMP to serve the needs of both. CoreAudience’s current offering is in many ways functionally similar to that of our Leaders, with its focus on real-time data ingestion, highly flexible segment building, and management. Where it lags at this time is in experience; it has a smaller roster of live clients and fewer active channel deployments. This could change as clients of iCrossing look to the integration between the agency and CoreAudience as a clean solution to complex media and audience management challenges and as potential clients see value in CoreAudience’s access to Hearst’s significant store of proprietary user data. CoreAudience’s “own your data” message has strongly resonated with clients, with one financial services client noting, “We liked the idea of ‘own your audience’ and that this tool would help take us control of our data.”

■ Knotice. This vendor is, in many ways, the seeming outlier in this DMP Forrester Wave, with its early focus on linking email, mobile, and on-site experiences and first-party domain orientation. However, its Universal Profile Management technology, released in 2008, with its explicit focus on the linking of anonymous and known profiles, has increasingly made it an attractive choice for audience management, primarily for small and midsize businesses. Knotice currently lags behind other evaluated DMPs in its third-party footprint, with almost no external integrations in its wheelhouse today, though its road map shows this as a major focus going forward. In the meantime, Knotice is increasingly seen by its savvier clients as more than just an ESP, with one vacation-rentals client noting: “We would not have put them in the DMP category before, but when digging into it, we realized that we were not using them




to their full potential. So I focused my energy on building the relationship with Knotice. We have other divisions that spend millions and that don’t even grasp what a DMP actually is. They use five to six vendors to try to achieve the same thing.”

■ nPario. Relative newcomer nPario rounds out our group as a still immature, but promising, option. Developed by Yahoo employees to serve that data-rich company’s own needs, nPario launched as its own entity in 2010, with its early client base consisting largely of publishers. One customer reference, now managing data initiatives at a global multiplatform media company, told us that he liked nPario so much at his last company, he hired them for his new one. Its highly scaled and flexible system for data ingestion and audience analytics and its smart, accessible leadership team are also attracting marketer clients to nPario, with one marketer at a global shipping company noting: “It seemed as if this was a platform that could really support big data. We needed marketing intelligence — segmenting customers and looking for movement of customers from one segment to another.” To date, nPario has been focused more in data ingestion and analytics, with significantly less experience in audience data syndication than other vendors evaluated in this Forrester Wave.

sUPPLeMenTaL MaTeRIaL

Online Resource

The online version of Figure 2 is an Excel-based vendor comparison tool that provides detailed product evaluations and customizable rankings.

Data sources Used In This Forrester wave

Forrester used a combination of four data sources to assess the strengths and weaknesses of each solution:

■ Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation criteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where necessary to gather details of vendor qualifications.

■ Product demos. We asked vendors to conduct demonstrations of their product’s functionality. We used findings from these product demos to validate details of each vendor’s product capabilities.

■ Customer reference calls. To validate product and vendor qualifications, Forrester conducted reference calls with three of each vendor’s current customers.

■ Customer survey. To round out this Wave evaluation, Forrester also fielded a survey to vendors’ customers. We received between three and nine completed client surveys for each vendor.




The Forrester wave Methodology

We conduct primary research to develop a list of vendors that meet our criteria to be evaluated in this market. From that initial pool of vendors, we then narrow our final list. We choose these vendors based on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate vendors that have limited customer references and products that don’t fit the scope of our evaluation.

After examining past research, user need assessments, and vendor and expert interviews, we develop the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria, we gather details of product qualifications through a combination of lab evaluations, questionnaires, demos, and/or discussions with client references. We send evaluations to the vendors for their review, and we adjust the evaluations to provide the most accurate view of vendor offerings and strategies.

We set default weightings to reflect our analysis of the needs of large user companies — and/or other scenarios as outlined in the Forrester Wave document — and then score the vendors based on a clearly defined scale. These default weightings are intended only as a starting point, and we encourage readers to adapt the weightings to fit their individual needs through the Excel-based tool. The final scores generate the graphical depiction of the market based on current offering, strategy, and market presence. Forrester intends to update vendor evaluations regularly as product capabilities and vendor strategies evolve. For more information on the methodology that every Forrester Wave follows, go to http://www.forrester.com/marketing/policies/forrester-wave-methodology.html.

Integrity Policy

All of Forrester’s research, including Waves, is conducted according to our Integrity Policy. For more information, go to http://www.forrester.com/marketing/policies/integrity-policy.html.

enDnOTes1 In 2010, we entered the era of pervasive interactivity, in which more people access the Internet more

frequently from more devices in more places than ever before. But this trend has now reached a tipping point and given rise to always addressable customers. And their numbers are swelling fast: They already make up more than one-third of US online adults. See the September 26, 2012, “The Always Addressable Customer” report.

2 For more information on Forrester’s definition of the DMP and to review its early assessment of the DMP market, see the July 25, 2011, “The DMP Is The Audience Intelligence Engine For Interactive Marketers” report.

3 For more information on Hewlett Packard’s journey toward adoption of a DMP and its work with Blue Kai, see the March 26, 2012, “Case Study: HP Deploys A DMP To Harness Audience Data” report.





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