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1、MARTECH INTELLIGENCE REPORTCUSTOMERDATAPLATFORMS:A MARKETERS GUIDE 2024 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCustomer data platform market overview.4Figure 1:The global CDP market is expected to grow to$7.91 billion by 2028.4Co

2、nflicting adoption slowing,category satisfaction high.5Figure 2:A slowdown in the adoption of unified databases and CDPs?.5Figure 3:Organizations replace CDPs frequently.6Figure 4:A unified customer view is consistently seen as the most important benefit a CDP provides.6More devices,more privacy reg

3、ulations and higher expectations.7Figure 5:The average number of devices and connections per person in 2018 and 2023.7Figure 6:Customer journeys are fragmented,yet connected engagement is expected .8Figure 7:Personalization directly influences buying behavior across the customer life cycle.9The arti

4、ficial intelligence and machine learning boom.10Figure 8:Personalization is the most prevalent use case for AI in marketing.10Where we are now:Big martech cloud vendors added CDPs while funding and M&A slowed.11Headcount growth slows among CDP vendors.11Table 1:Select transactions involving CDPs tha

5、t are shaping the market.12The different flavors of CDP.13Table 2:Profiled vendors by CDP category.13The composable CDP.13CDP capabilities.14Marketer-oriented functionality and interface.14Data management.15Analytics and AI/ML.15Orchestration.15Data regulation compliance.16Third-party systems integr

6、ation.16B2B capabilities.16The emerging role of AI and machine learning.16Table 3:Capabilities of CDPs.12Table 4:Connections between CDPs and martech/adtech.12Choosing a CDP.18The benefits of using a CDP.18Pricing.18Steps for making an informed purchase.19Step one:Do you need a CDP?.19Step two:Ident

7、ify and contact appropriate vendors.20Step three:Scheduling the demo.21Step four:Check references,negotiate a contract.22Conclusion.23Vendor profiles.24Acquia CDP.24ActionIQ.27Adobe.30Amperity.32Bloomreach.35BlueConic.38Blueshift.41Celebrus.44Dun&Bradstreet.47Lytics.49Optimove.51Redpoint Global.54Re

8、sulticks.57Salesforce.59SAS.62Tealium.65Treasure Data .68Twilio Segment.71Zeta.73Table of contentsExplore 8 new waysmarketers can usea CDP.Build lasting customer relationships with real-time marketing.Connect.Harmonize.Engage.Experience.Customer data platforms help marketers engage customers like ne

9、ver before.In this guide,learn how to deliver real-time marketing that builds customer relationships with a CDP powered by intelligence tools.Read the guide 2024 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideScope and methodologyThis re

10、port examines the current market for customer data platforms(CDPs)and the considerations involved in implementing the software.It answers the following questions:What trends are driving the adoption of CDPs?Who are the leading CDP vendors?What features do CDP vendors provide?Does my company need a C

11、DP?How much does a CDP cost?How does a CDP differ from other systems that store and manage customer data?If you are considering a CDP,this report will help you decide which is best for you.The report includes the latest industry statistics,market trends,an analysis of common and emerging functionali

12、ty including the influence of AI and machine learning on the category.It also includes recommended steps for making an informed purchase decision and in-depth profiles of CDP vendors.This report is not a recommendation of any particular CDP or company and is not meant to be an endorsement of any par

13、ticular product,service or vendor.Vendors profiled are representative of the choices available;we have not attempted to list all of the vendor options.Additionally,this report focuses on CDPs that are available as stand-alone products rather than on CDP capabilities embedded in larger applications o

14、r offered as part of a package of agency services.The report was prepared by conducting interviews with and collecting survey responses from leading vendors and industry experts.Interviews took place in the fourth quarter of 2023.These,in addition to third-party research,form the basis for this repo

15、rt.Editorial advisorKim Davis,Editor at Large,MarTech,Third Door MediaWriter,Editor and Analyst Pamela Parker,Research Director,Third Door MediaFor the purposes of this report,a CDP is defined as a marketer-managed system designed to collect customer data from all sources,normalize it and build uniq

16、ue,unified profiles of each individual customer.The CDP continually updates customer profiles as additional data is generated.The database can also be enriched with information from other sources.This persistent,unified customer database provides data to other parts of the enterprise and to martech

17、systems by sharing audiences,creating campaigns and optimizing them.CDPs often use AI and machine learning for unification and data cleansing.AI/machine learning are also employed to boost the utility of other functions such as segmentation,personalization at scale and campaign optimization.2024 Thi

18、rd Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideAt a time when uncertainty about everything from war to global warming to economics dominate the headlines,the customer data platform is increasingly seen as one of the must-have elements of th

19、e martech stack.Customer data platform market overviewThe current business environment increasingly omnichannel but with a heavy reliance on digital requires successful marketers to capture,analyze and leverage data to deliver timely personalized interactions across every customer touchpoint.At a ti

20、me when uncertainty about everything from war to global warming to economics dominates the headlines,the customer data platform is increasingly seen as one of the must-have elements of the martech stack.Meanwhile,the boom in artificial intelligence and machine learning is driving vendors to enhance

21、the capabilities of these platforms in a number of ways,making the value proposition even more attractive.One factor driving this trend is the increasing importance of customer experience(CX),which is improved through timely data gathering,AI-assisted segmentation and the personalization of interact

22、ions.Fully 75%of global 100 organizations say CX is a top priority,according to Forrester Research.At the same time,marketers are facing the gradual,but seemingly inevitable,extinction of third-party data as fuel for their marketing programs.Therefore,businesses are looking to CDPs to help them incr

23、ease the first-party data they hold and engage in privacy-compliant practices like sharing through data clean rooms.The global market for customer data platforms is expected to triple in size by 2028,according to a recent report by Mordor Research(See Figure 1).Annual spending on CDPs is predicted t

24、o grow from$2.13 billion in 2023 to$7.91 billion in 2028.North America is expected to account for the lions share of the market,while Asia Pacific will be the fastest-growing region.Figure 1:The global CDP market is expected to grow to$7.91 billion by 2028Customer data platform marketCAGR 27.91%$7.5

25、B$10B$5B20232028$2.5B$0$2.31B$7.91BCustomer Data Platform(CDP)Market Size&Share Analysis-Growth Trends&Forecasts(2023-2028),Mordor Intelligence 2024 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideThe phase-out of third-party cookies is d

26、riving soul-searching and strategy changes among marketers seeking to augment the amount and quality of data they have available for targeting and personalization.Conflicting signs:Adoption slowing,category satisfaction high Despite the predicted growth in spending on customer data platforms,data ab

27、out the enthusiasm for implementing and fully using CDPs is contradictory.Fewer respondents to an annual member survey reported having a unified customer database or CDP in 2023 versus 2022,according the CDP Institute,an independent industry group whose membership consists of vendors of CDPs and oth

28、er martech,as well as agencies and CDP users.Those who said they had a“unified customer database”fell from 38%in 2022 to 33%in 2023.Those reporting that they had implemented a CDP fell from 31%to 25%(see Figure 2).Its an odd development and represents the first time these percentages have fallen sin

29、ce the organization began its surveys in 2017.A possible explanation for the reported decline in unified customer databases/CDPs may be that marketers who once thought they had a unified customer database now realize that their data isnt as unified as theyd believed.The phase-out of third-party cook

30、ies is driving soul-searching and strategy changes among marketers seeking to augment the amount and quality of data they have available for targeting and personalization.Many are re-evaluating their data situation after a long period of continuing to depend on third-party cookies despite knowing th

31、ey would eventually have to cope with the reality of their demise.Figure 2:A slowdown in the adoption of unified databases and CDPs?0%10%20%30%40%38%33%31%34%26%29%25%33%2022202350%0%10%20%30%40%2022202350%Does your company have a unified customer database?Does your company have a CDP?Have you seen

32、a significant increase in CDP investment in the past year?Do you expect to see a significant increase in CDP investment in the coming year?Source:CDP Institute 2023 member survey The emergence of AI and machine learning given that these technologies depend on a solid foundation of data and are only

33、as good as the data they have available to generate insights may also be a factor in this reassessment.Fewer industry vendors reported a significant increase in CDP investments in the past year,with the percentage dropping from 33%to 26%year-over-year.The future appears to hold much of the same,with

34、 the share of vendors expecting a significant increase in CDP investments in the coming year falling to 29%from 34%the previous year.(See Figure 2)2024 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideThe frequency of organizations replaci

35、ng CDPs is relatively high.Nearly 20%of those replacing martech applications last year said they replaced a CDPThe frequency of organizations replacing CDPs is relatively high.Nearly 20%of those replacing martech applications last year said they replaced a CDP(see Figure 3),according to MarTechs own

36、 MarTech Replacement Survey 2023.The silver lining is that those organizations clearly were convinced of the value of a CDP(they chose a replacement,after all),but were not happy with their initial choice.Figure 3:Organizations replace CDPs frequently2021%of respondents indicating theyd replaced a C

37、DP when asked“What application(s)did you replace?”2022202315201015%17%17%50Source:MarTech Replacement Survey 2023 n=294Consistent with this view is the fact that the ratio of CDP systems reported as delivering significant value in 2023 has jumped to 80%from historic levels of about 60%,the CDP Insti

38、tute finds.Additionally,survey respondents continue to cite the unified customer view as the most important benefit that a CDP provides(see Figure 4).Figure 4:A unified customer view is consistently seen as the most important benefit a CDP provides20232022202120202019Note:members werent asked about

39、privacy until 2023.Source:CDP Institute 2023 member survey 2024 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideIn general,the adoption and use of CDPs are driven by the proliferation of devices and customer touchpoints,higher expectation

40、s for marketers to orchestrate real-time personalized experiences across channels,and the need to navigate complex privacy regulations while also taking advantage of the capabilities that AI and machine learning have brought to the table.Lets explore each of these in greater detail.More devices,more

41、 privacy regulations and higher expectationsIn 2018,the average number of devices and connections per person globally was 2.4.This rose to 3.6 in 2023,with people in North America having as many as 13.4 on average and Western Europeans possessing 9.4.Figure 5:The average number of devices and connec

42、tions per person in 2018 and 2023GlobalAsiaPacificCentral and Eastern Europe1512.5107.52.52.42.543.62.13.12.23.11.11.58.213.45.69.42018202350Devices and connections per capitaLatinAmericaMiddle East and AfricaNorthAmericaWesternEuropeSource:StatistaCustomers use all of these devices and a multitude

43、of channels to interact with businesses online,and,increasingly,people expect those companies to link interactions across devices so they understand that the same person is behind all of this activity.Additionally,customers have begun to expect businesses to remember previous interactions and have a

44、ccess to that information in order to improve future interactions.According to the most recent Salesforce State of the Connected Customer survey,73%of buyers expect companies to understand their unique needs and expectations,with 62%going so far as to expect businesses to anticipate their needs(see

45、Figure 5).Customers have begun to expect businesses to remember previous interactions and have access to that information in order to improve future interactions.2024 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideGeneration Z,the age gr

46、oup now reaching young adulthood,is the most likely to have high expectations for the companies they deal with.Figure 6:Customer journeys are fragmented,yet connected engagement is expectedExpectations forPersonalization ClimbThe experience a companyprovides is as important asits product or services

47、I expect companies toanticipate my needsCustomers who agree with the following80%53%Customers who say the followingRising Expectations forConsistency Remain Unmet79%56%61%I expect consistentinteractions acrossdepartmentsI often have to repeat orre-explain information todifferent representativesMost

48、companies treatme as a numberSource:Salesforce State of the Customer survey of 14,300 B2B and B2C buyers in 2023Generation Z,the age group now reaching young adulthood,is the most likely to have high expectations for the companies they deal with.These so-called zoomers want“fast access to products o

49、r services,brands to remember their preferences and to be able to seamlessly switch between mobile,online and in-store experiences,”according to PwCs Customer Loyalty Survey 2022.These expectations raise the bar for marketers and for businesses.Personalization is more critical for business success n

50、ow than it has ever been,McKinsey research finds(see Figure 7).Figure 7:Personalization directly influences buying behavior across the customer life cycleSource:McKinsey Next in Personalization 2021 consumer survey 2024 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Da

51、ta Platforms:A Marketers GuideCDPs perform the tasks necessary to implement personalization,i.e.gathering and unifying data that identifies prospects and customers when they interact with the organization,then sharing it with other martech systems.The good news is that effective personalization pays

52、 off.Even those companies whose business models preclude a direct relationship with customers,such as CPG brands,increased revenue by 5%to 10%through personalization,while digitally-native brands see as much as a 25%revenue lift,McKinsey noted in its Next in Personalization report.The argument in fa

53、vor of gathering data and using it for personalization is undeniably strong,but that doesnt mean its easy to do.Customer data security and governance have leaped to the forefront of marketer concerns,as the alphabet soup of data regulations from HIPAA(Health Insurance Portability and Accountability)

54、to GDPR(General Data Protection Regulation)to CCPA and CPRA(California Consumer Privacy Act and California Privacy Rights Act,respectively)and CASL(Canada Anti-Spam Legislation)continues to grow.Meanwhile,tech companies like Apple and Google are building their hardware and software with more privacy

55、 protection in mind,a development that will reduce,and possibly eventually eliminate,the availability of third-party cookies and device identifiers technology long relied upon by digital marketers to collect and unify behavioral data for customer profiles.Marketers have been preparing for this inevi

56、tability by seeking other sources of data,especially zero-and first-party data.Sixty-one percent of high-growth companies are shifting to a first-party data strategy,while only 40%of negative-growth companies say the same,according to Deloitte Insights 2022 Global Marketing Trends report.“To accommo

57、date your first-party data collection,its imperative to establish sufficient infrastructure,such as a comprehensive customer data platform(CDP)that can help connect various data sources throughout the customer journey,”the reports authors advise.CDPs perform the tasks necessary to implement personal

58、ization,i.e.gathering and unifying data that identifies prospects and customers when they interact with the organization,then sharing it with other martech systems.2024 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideThe artificial intel

59、ligence and machine learning boomIncorporating AI can make personalization even more powerful,enabling marketers to identify lucrative segments and deliver content tailored for those individuals.Content personalization is currently the purpose for which most organizations are utilizing AI,according

60、to the PwC CMO Survey,Fall 2023(see Figure 8).Figure 8:Personalization is the most prevalent use case for AI in marketingContent personalizationPercentage of marketers using AI in this way.Content creationImprove marketingROI by optimizingPredictive analytics for customer insightsCustomer segmentati

61、onTargeting decisions88%80%73%66%62%0%20%40%60%56%Source:PwC CMO Survey,Fall 2023The extent to which this functionality and other AI and ML capabilities are integrated into todays CDPs varies widely.Although predictive AI and machine learning have long been utilized by CDP vendors,the boom in genera

62、tive AI,and the accompanying marketer adoption,are leading to more and splashier integrations.This makes a lot of sense,given that these technologies are enhanced by the utilization of vast amounts of data,and CDPs serve as the center for that type of data within the enterprise.Many of the uses of A

63、I and machine learning in CDPs happen behind the scenes,where vendors use sophisticated models to cleanse and normalize data,to surface audiences based on their likelihood to respond to a particular offer,and to drive attribution models and testing.When it comes to generative AI,CDPs are still in th

64、e early stages of exploring how it can enhance their offerings.Based on our discussions with vendors,we expect to see much more innovation in this arena in the coming years.One of the nearer-term developments,with some vendors offering this already,are chat interfaces that allow marketers to ask que

65、stions of the CDP data in natural language,with responses provided both in text and in data visualizations.Others are implementing natural language interfaces to improve usability and reduce the steps necessary for users to accomplish a goal.Additionally,some campaign-oriented platforms are integrat

66、ing content creation via large language models(LLMs)for image or text generation,to be used to develop ad campaign creative or email marketing messaging.Well get into more detail about current and emerging functionality enabled by AI in the CDP capabilities section of this report.Incorporating AI ca

67、n make personalization even more powerful,enabling marketers to identify lucrative segments and deliver content tailored for those individuals.2024 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideIn keeping with that development,the most

68、 recent mergers and acquisitions involving CDPs positioned them as adding functionality to a larger suite of tools,whether its called a customer experience management(CXM)product or a digital experience platform(DXP).Where we are now:Big martech cloud vendors added CDPs while funding and M&A slowedM

69、artech platform giants Adobe,Microsoft,Oracle,Salesforce and SAP are now firmly engaged in the CDP market.In some cases,these platform plays emphasize the overall capabilities of their offerings,and use the capabilities of their CDPs as supporting other functionality like email or personalization.Ad

70、obes approach was to add its Real-Time CDP to its Adobe Experience Platform.Oracle introduced Unity CDP as a component of Oracle Marketing.Microsoft launched its solution as part of its Microsoft Dynamics 365 offering called Customer Insights.SAP launched its SAP CDP in mid-October 2020.Then,in Nove

71、mber 2020,Salesforce made its CDP widely available,rebranding it as Data Cloud in 2023.Headcount growth slows among CDP vendorsThe beginning of 2023 saw a dramatic slowdown in the growth of CDP vendor companies,according to the CDP Institute.Growth as measured by the number of employees was less tha

72、n 1%during the period.However,larger,more established CDPs did better than the smaller players,the organization said.Funding of CDP vendors unthawed in the latter half of the year.Two pure-play firms,Simon Data and Insider,raised$54 million and$105 million,respectively.Additionally,Dotdigital,which

73、offers CDP functionality in what it calls a CXDP(Customer Experience Data Platform),acquired Fresh Relevance for$32 million.The buy adds to Dotdigitals personalization capabilities.In keeping with that development,the most recent mergers and acquisitions involving CDPs positioned them as adding func

74、tionality to a larger suite of tools,whether its called a customer experience management(CXM)product or a digital experience platform(DXP).The crowded market is ripe for additional consolidation and combination,as CDP capabilities become more widely adopted and utilized in combination with other sys

75、tems.2024 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideDespite all this,none of the CDP vendors decided to merge or were acquired,though the industry did see the first apparent shutdown of a CDP.Upland quietly shuttered BlueVenn,which

76、 it had acquired in 2021,in the first months of 2023.The move came amid a company-wide reshuffling of business priorities.Table 1:Select transactions involving CDPs that are shaping the marketDateTransactionSeptember 2023Marketing platform company Dotdigital acquired Fresh Relevance,a cross-channel

77、personalization company,for$32M.August 2023CDP Simon Data raised$54M in a Series D funding round.It reportedly plans to use the funds to support product development.May 2023Insider,which describes itself as an AI-powered CXP and CDP,raised$105M.The money will reportedly go to making mergers and acqu

78、isitions.October 2022Marketing technology firm Appier acquired Woopra,a customer journey analytics platform,as part of its plan to build a next-generation Customer Data Platform(CDP)with advanced AI technology and user-centric visualization analytics.August 2022mParticle,a CDP,acquired Vidora,an AI

79、personalization platform for customer data.The company said the combination would make its marketing tools stronger,enabling marketers to deploy more easily next-best actions and next-best offers to better segmented audiences.January-June 2022 Snowplow,a CDP,closed a$40M series B financing round.Ins

80、ider,an AI-powered CDP,raised a$121M Series D round to expand into the United States.Blueconic received a strategic growth investment from Vista Equity Partners.RudderStack raised a$56M Series B round led by Insight Partners.2021 Dun&Bradstreet agreed to acquire Eyeota and NetWise.TransUnion acquire

81、d Neustar,adding identity resolution and CDP capabilities to the credit reporting agencys data offerings.Zylotech was purchased by account-based marketing(ABM)company Terminus,This represented another big trend:the growth of CDPs for B2B applications.Zeotap raised an$11M extension to its$90M Series

82、C round,which it will use for product development and staffing.Amperity raised$100M in a Series D round,bringing its total funding to that date to$187M.Zeta completed its Initial Public Offering of stock and is listed on the New York Stock Exchange(ZETA).Optimizely acquired CDP Zaius to add its capa

83、bilities to its platform.DXP company Sitecore bought Boxever.ActionIQ took in$100M in financing in a Series C round,bringing total funding to$146M.BlueVenn was acquired by Upland Software for approximately$54M.Tealium brought in$96M in Series G funding bringing the total raised to$250M.Blueshift rai

84、sed$30M.Bloomreach acquired Exponea,a data-enriched email provider,in January 2021.Bloomreach also announced$150M in new funding at the same time.Algonomy was formed by the merger of Manthan and RichRelevance.2020 Twilio purchased CDP Segment for$3.2 billion.The company said Segment would continue t

85、o operate as a division of Twilio.SAPs acquisition of customer engagement platform Emarsys added to its personalization capabilities.2019 Amperity acquired data analytics company Custora.Acquia received a majority investment from Vista Equity Partners to accelerate the companys growth as a DXP leade

86、r.2024 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideThe different flavors of CDPThough CDPs share a category name,systems differ substantially in terms of their primary focus,which has resulted in the CDP Institute dividing up the mar

87、ket by“types”of CDPs Data CDPs,Analytics CDPs,Campaign CDPs and Delivery CDPs.These areas of specialization are a legacy of CDP vendors origins.For example,some Data CDPs began as tag management or web analytics providers,leveraging the data they gathered to expand into linking data to customer iden

88、tities,assembling unified customer profiles and storing them.While these systems allow users to extract audience segments and send them to external systems,Analytics CDPs do all this and more.Their capabilities can extend to machine learning,predictive modeling,revenue attribution and journey mappin

89、g.Campaign CDPs,according to the CDP Institute,“provide data assembly,analytics and customer treatments,”which are closer to one-to-one addressability than segments.They also offer features to orchestrate campaigns across channels.Similarly,Delivery CDPs focus on delivering profiles and messages thr

90、ough email,websites,mobile apps,CRMs and more.These players sometimes began as systems to deliver messaging,later adding CDP features.Heres how selected vendors profiled in this report are categorized,either by themselves or by the CDP Institute(See Table 2).Table 2:Profiled vendors by CDP categoryA

91、nalytics CDPs Data CDPsDelivery CDPsCampaign CDPsAmperityTealiumCelebrusTwilio SegmentLytics AdobeBloomreachResulticksSASZeta Global Acquia ActionIQBlueConicDun&BradstreetOptimoveRedpoint GlobalSalesforce Treasure DataSource:MarTech Survey for AI-Powered Customer Data Platforms:A Marketers Guide,wit

92、h additional data from the CDPIThe composable CDPIts worth noting that a wholly new type of CDP is emerging whereby marketers can“compose”a CDP that best suits their needs by yoking together software from different companies or assembling modules from the same vendor.Its similar to what some are adv

93、ocating for in digital experience platforms(DXPs),where a business can be more agile by picking and choosing modules with different functionalities(and swapping them out as needed).Data storage company Snowflake is making a play for this market in part through partnerships.The company breaks the CDP

94、 into four functions data warehousing,data collection,data transformation and data activation.In Snowflakes conception,its data cloud is connected to software like Fivetran for data importing,an analytics platform for event data collection,another company for identity resolution and data modeling,an

95、d a data activation module for creating segments,building audiences and syncing them with delivery tools like email marketing platforms,ad servers or CMSs.Snowflake isnt the only company pushing this approach.RudderStack calls itself“warehouse-first”or a“CDP for developers.”The downside of this appr

96、oach is that a company adopting it must rely on its development team to unify the various components of the stack.Additionally,with more connections,theres more opportunity for something to break.While we may explore this concept in future iterations,this type of system is not the focus of this repo

97、rt.Campaign CDPs,according to the CDP Institute,“provide data assembly,analytics and customer treatments,”which are closer to one-to-one addressability than segments.2024 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCDP capabilitiesFo

98、r the purposes of this report,weve started with the CDP Institutes definition of a“RealCDP,”which requires the platform to:Ingest data from any source.Capture full details of ingested data.Store ingested data indefinitely(subject to privacy constraints).Create unified profiles of identified individu

99、als.Share data with any system that needs it.Though many of the capabilities of the CDP exist in some form within tools like a customer relationship managment system(CRM),marketing automation platform(MAP)or email marketing platform(EMM),the bundling of these features,as well as the marketer focus a

100、nd the breadth of data involved,make the CDP solution an attractive option.All of the CDP vendors profiled in this report provide the following core capabilities:Features designed for use by the marketing organization and other departments,without the aid of IT or data science resources.(Though some

101、 functions,like building connections to other platforms and performing sophisticated data modeling,still require additional resources.)Data management(collect,normalize and unify customer data in a persistent database),often after IDs have been matched by other systems.Connections to and from all ex

102、ternal systems on a vendor-neutral basis.Structured and unstructured data management.Online and offline data management.CDP vendors differentiate by offering more advanced capabilities that include,but are not limited to:Native identity resolution to stitch customer data snippets from disparate sour

103、ces.The number and breadth of robust pre-built connectors to other martech systems.The near-universal availability of APIs means connections are always possible(with more or less developer involvement),but offering pre-built,tested integrations adds value.User interface(UI).The vendors differ in the

104、 user-friendliness of their interfaces and the methods people use to do things like create segments,view profiles,etc.Analytics that surface insights,enable journey mapping,audience segmentation and predictive modeling.Orchestration for personalized messaging,dynamic interactions and product/content

105、 recommendations.Help with compliance with industry-specific and international data regulations,including data governance and consent management.B2B-oriented capabilities.The augmentation of any of the above capabilities through the use of predictive or generative artificial intelligence and machine

106、 learning.The following section discusses these features and the key considerations involved in choosing a CDP.Marketer-oriented functionality and interfaceThe customer data platform,as first conceived,is a system run by the marketing department not IT that allows users to create a single view of th

107、e customer by gathering data from software deployed throughout the organization.However,the recent complexity of martech deployments has come with a need for significant IT involvement,if not outright ownership.The customer data platform,as first conceived,is a system run by the marketing department

108、 not IT that allows users to create a single view of the customer by gathering data from software deployed throughout the organization.2024 Third Door Media,Inc.15 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideData managementHigh customer expectations,along w

109、ith the proliferation of possible touchpoints,elevate the importance of being able to consolidate and normalize disparate sets of data collected across multiple touchpoints into an individual profile that represents the customer or prospect.This data collection and maintenance are core CDP functions

110、.All CDPs provide a central database that collects and integrates personally identifiable customer data.From there,however,CDPs vary in their abilities to manage:Data ingestion:CDPs use various mechanisms to ingest the data that goes into unified customer profiles mobile SDKs,APIs,Webhooks or built-

111、in connectors to other platforms.The frequency of data ingestion is another differentiating factor,with many vendors boasting“real-time”capabilities with digital data.Identity resolution:The platforms“stitch”together customer data points,such as email addresses,phone numbers,first-party cookies and

112、purchase data,from various channels,then match them to create a single customer profile.Some players partner with other providers for this capability,while others have their own systems built into the CDP.Data augmentation:The growing scarcity of third-party data has marketers focusing on privacy-co

113、mpliant ways(such as data clean rooms)to round out their customer profiles.Some CDP companies can help with this.Data hygiene:CDPs enable the cleaning and standardizing of customer records so they can be used for personalizing interactions.Structured/unstructured data:CDPs ability to manage unstruct

114、ured data(i.e.,social media feeds,product photos,barcodes)varies.Up to 80%of all data will be unstructured data by 2025,according to IDG.The importance of each of these data management capabilities will depend on a particular organizations business goals,and whether it has a significant mobile prese

115、nce,direct mail operations or brick-and-mortar stores and/or call center agents.Analytics and AI/MLCDP vendors offer data analytics capabilities that can do some or all of the following:allow marketing end-users to define and create customer segments,track customers across channels and glean insight

116、s into customer interest and intent from customer behavior and trends.The functionality provided can include predictive models,revenue attribution and journey mapping.OrchestrationSome CDPs provide campaign management and customer journey orchestration features that enable personalized messaging,dyn

117、amic web and email content recommendations,as well as campaigns that trigger targeted ads across multiple channels.CDPs often automate the distribution of marketer-created customer segments on a user-defined schedule to external martech systems such as marketing automation platforms,email service pr

118、oviders(ESPs),or web content management systems for campaign execution.For example,the CDP could deliver targeted content to a web visitor during a live interaction.To do this,the CDP must accept input about visitor behavior from the customer-facing system,find the customer profile in its database,s

119、elect the appropriate content and send the results back to the customer-facing system.A CDP may also facilitate digital advertising through an audience API that sends customer lists from the CDP to systems(i.e.,DMP,DSP,ad exchange)that will use them as advertising audiences.High customer expectation

120、s,along with the proliferation of possible touchpoints,elevate the importance of being able to consolidate and normalize disparate sets of data collected across multiple touchpoints into an individual profile that represents the customer or prospect.2024 Third Door Media,Inc.16 https:/martech.orgMAR

121、TECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCDPs streamline the integration of customer data by providing out-of-the-box(aka native)connectors to many marketing software applications,including CRMs,DMPs,marketing automation platforms,DSPs,and campaign analytics and testing tool

122、s.Data regulation complianceCDP vendors vary in the support they provide for compliance with the wide range of industry-specific and international regulations that safeguard customer data privacy,e.g.GDPR,CASL and CCPA/CPRA.Some build compliance features into their platforms,while others rely on out

123、side systems.A few vendors include consent management features.Third-party systems integrationCDPs streamline the integration of customer data by providing out-of-the-box(aka native)connectors to many marketing software applications,including CRMs,DMPs,marketing automation platforms,DSPs,and campaig

124、n analytics and testing tools.Most organizations have martech stacks that contain many of these systems.Sharing data among the applications is a formidable and expensive challenge.Besides providing this core functionality,CDPs also provide an API to enable custom integrations.B2B capabilitiesOut of

125、their beginnings as exclusively B2C solutions,CDPs that appeal to B2B marketers are now being sold.To make CDPs attractive to this audience,vendors are building in capabilities such as the ability to assemble profiles for an entire account and for a buying committee,in addition to the individual pro

126、files of business buyers.The emerging role of AI and machine learningMany of the features discussed above are made more powerful by the integration of AI and ML.The availability and sophistication of these features can vary significantly based on the CDP vendor and the specific product offering.Here

127、 are some of the common use cases:Enhanced customer insights and predictive analytics:These are fairly common features in modern CDPs.Most advanced platforms utilize ML algorithms for deeper customer insights and predictive analytics,aiding in customer segmentation and behavior prediction.Real-time

128、data processing:Real-time processing is a key feature of many CDPs,particularly those targeting larger enterprises or businesses with dynamic,fast-paced marketing environments.Personalization at scale:This feature,enabled by real-time data processing,is widely sought-after,and many CDPs offer robust

129、 personalization capabilities powered by AI.The degree of personalization can vary,with more sophisticated systems providing highly tailored content and recommendations.Automated decision-making:Automation in decision-making,especially for routine marketing tasks,is increasingly common in CDPs.This

130、includes automated campaign management,content optimization and customer interaction timing.Data quality management:Most CDPs offer some level of data management and cleaning,but the extent of AI involvement in this process varies.Advanced platforms may use more sophisticated AI algorithms for data

131、quality assurance.Generative AI for content creation:This is less common and is typically found in more cutting-edge or specialized CDPs.The use of generative AI for content creation is an emerging trend and not yet a standard feature in CDPs.Sentiment analysis and social listening:These capabilitie

132、s are increasingly incorporated into CDPs,especially those designed for comprehensive digital marketing strategies that include social media.Anomaly detection:While becoming more prevalent,anomaly detection using ML is not yet a universal feature across all CDPs.Its more commonly found in platforms

133、that emphasize security and data integrity.When choosing a CDP,its essential to assess which AI and ML capabilities are most relevant to your business needs so that you can evaluate potential platforms accordingly.2024 Third Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Da

134、ta Platforms:A Marketers GuideTable 3:Capabilities of CDPsOffline data managementUnstructured dataIdentity resolutionAnalyticsOrchestrationConsent managementData clean roomA/B or multivariate testing and optimizationRecommendation engine for suggesting next-best actionSegmentation aided by AI and ML

135、AcquiaNNNNNPXNNNActionIQNNNNNPPNNNAdobeNNNNNPNPPNAmperityNNNNNPPNNNBloomreachNNNNN*BlueConicNNNNNN PNNNNBlueshiftNNNNN*CelebrusPNNNNNPPPNDun&BradstreetNNNNN*LyticsN PNNN PN PN PN PN PNNOptimoveNPNNNNPNNNRedpoint GlobalNNNNNPNNNNResulticksNNNNNNPNNNSalesforce Data CloudNNNNNNPNNNSASNNNNNPPNNNTealiumN

136、 PN PN PN PN PN PPN PPN PTreasure DataNNNNNNNNNNTwilio SegmentN PN PN PN PN PN PPN PN PN PZeta GlobalNNNNNNNNNNN=Yes,natively,P=Yes,via a partnership or integration,X=No,*=Data not yet available.Table 4:Connections between CDPs and martech/adtech Display Advertising SEO and SEM Mobile Apps Owned Web

137、site OTT Offline purchase data Linear TV ads Online form submissions Chat sessions Phone calls Email interactionsAcquiaPXNNXNXNNNNActionIQNNNNNNNNNNNAdobeNNNNNNNNNNNAmperityNNNNPNPNNNNBlueConicPPN PNXNXNPXNBlueshift*CelebrusPXNNPN PPNNPNDun&Bradstreet*LyticsPPNNPPPPPPPOptimoveNPNNPNPNNNNRedpoint Glo

138、balNNNNPNPNNNNResulticksPPNNPNPNPN PN PSalesforce Data Cloud*SASNNNNNNNNNNNTealiumPNN PNN PN PPN PN PN PN PTreasure DataNNNNNNNNNNNTwilio SegmentNNNNNNPNNNNZeta GlobalNPNNNPPNPPNN=Yes,natively,P=Yes,via a partnership or integration,X=No,*=Data not yet available.2024 Third Door Media,Inc.18 https:/ma

139、rtech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideMarketing executives today are in charge of dozens of martech applications to manage,analyze and act on a growing volume of first-party customer data.Choosing a CDPThe benefits of using a CDPMarketing executives today are

140、in charge of dozens of martech applications to manage,analyze and act on a growing volume of first-party customer data.And,despite increasing efficiency,the proliferation of marketing software applications has created problems with data redundancy,accuracy and integration.Automating customer data ac

141、curacy and integration through a CDP can provide benefits to marketers and to other functions across the enterprise,though were focused on the marketing implications in this report.These include:Expanded enterprise collaboration.A CDP fosters cooperation among siloed groups because it gathers data f

142、rom throughout the enterprise and supports customer interactions across many touchpoints.The unification of data allows enterprises to see how strategies for audience,customer experience and execution all fit together and enables marketers to build audiences and use them across multiple platforms,en

143、suring a more consistent,informed customer experience.Improved data accessibility.A CDP is a centralized hub that collects and houses customer data from every corner of the enterprise.Data are normalized and stitched together to build unique,unified profiles of each individual customer.The result is

144、 a persistent customer database whose main purpose is to gather and share data more easily and efficiently across the organization.Streamlined systems integration.A CDP unifies data systems across the enterprise,from marketing and customer service,to call centers and payment systems.By creating a si

145、ngle“system of record”for first-party customer data,data redundancies and errors can be minimized,and data can flow more quickly into and out of marketing automation platforms,email service providers(ESPs),CRMs and other martech systems.Increased marketing efficiency.A CDP unifies individual data wi

146、th unique IDs that create robust customer records.Many manual tasks are also automated by the CDP,allowing marketers to focus on high-value creative and analytical tasks.The result is more accurate modeling,targeting and personalization in marketing campaigns,and more relevant customer experiences w

147、ith the brand across channels.Faster marketing velocity.In many cases,CDPs are“owned”by marketing,minimizing the need for IT or developer intervention to collect,analyze and act upon data.With control in marketers hands,the time to segment and build audiences,execute campaigns and analyze results de

148、creases.That said,engineers may still be needed to perform deep data analysis and facilitate integrations.This is especially true as CDPs extend beyond marketing and into sales and customer service functions.Stronger regulatory compliance.A CDP creates greater internal control over customer data,str

149、eamlining data governance to comply with the many regulations now impacting brands worldwide.Marketers in the healthcare industry must comply with both HIPAA and HITECH regulations.Businesses that handle European data or serve customers in the EU must also comply with GDPR,and those dealing with Ame

150、ricans must deal with CCPA(California Consumer Privacy Act)and other state regulations.The majority of CDP vendors are both ISO and SOC certified for best practices in handling personally identifiable information(PII).PricingA CDP is a significant investment and the total cost of ownership should be

151、 considered before any contract is signed.Gartner in 2019 estimated the annual cost of licensing a CDP to range between$100,000 and$300,000,not including the substantial data management and integration work needed to enable the system.Businesses considering such an investment must also factor in the

152、 costs of support,deployment and ongoing enhancements.2024 Third Door Media,Inc.19 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for

153、 improvements are all critical pieces of the CDP decision-making process.The majority of CDP vendors offer SaaS-based pricing based on factors such as the volume of data stored,number of active customer records,number of platform users and number of API calls.Some also charge fees for add-on modules

154、 such as analytics or additional channel/platform integrations.Vendors that provide analytics and orchestration services may also charge a CPM for channel execution.Some vendors dont require annual contracts,but thats of little benefit given the effort and investment required to implement a CDP.Some

155、 offer discounts for multi-year commitments.Steps for making an informed purchaseUnderstanding your current marketing processes,knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the CDP decision-making process.The following se

156、ction outlines four steps to help your organization begin that process and choose the CDP that is the right fit for your business needs and goals.Step one:Do you need a CDP?Deciding whether or not your company needs a CDP calls for a comprehensive self-assessment of your organizations business needs

157、,staff capabilities,management support and financial resources.Use the following questions to help you determine the answers.How do we currently manage customer data?Fragmented pieces of customer data often reside in silos in marketing,sales,purchasing,customer support and other departments.Does you

158、r organization have a system that serves as the ultimate authority on customer profiles?Do you know what customer data it includes?Is third-party anonymous data mixed in?How many applications are in your martech stack?And how does data get from one application to another?Is it transferred in real ti

159、me?Every hour?Every day?These are all areas where a CDP can help to standardize and streamline data storage and processing.However,another tool youre using may already handle some of the CDP functionality youre seeking.How efficient are our marketing data processes?Marketing software applications ar

160、e supposed to improve data and campaign efficiency.But many times,disparate systems lead to data duplication,lack of standardization and an increase in time-consuming manual tasks.If you find yourself spending more time normalizing data or de-duplicating contact records,and less time executing campa

161、igns or evaluating campaign performance,it might be time to automate data integration.How would a CDP address our business needs and what are our use cases for the technology?Virtually all CDPs deliver several core capabilities around data management,but many also provide a wide range of data analyt

162、ics and orchestration features that address diverse business goals.What would having a single view of your customers do for you?For example,do you want to reduce churn by targeting customers with more relevant offers?Or increase the profitability of customer acquisition efforts by creating more accu

163、rate lookalike audiences?Dont invest in a CDP before developing use cases that demonstrate how adoption will improve marketing performance or reduce costs.The investment should more than pay for itself,so model out scenarios to ensure a CDP is the right fit for your situation.Is your organization re

164、ady for a CDP?“Organizational readiness,not technology,is the greatest challenge for new deployments,”the CDP Institute found in its member survey,with 2024 Third Door Media,Inc.20 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideSet business goals in advance to

165、 be able to benchmark success later on.More than ever before,businesses seek to quantify the ROI of their martech investments.25%of respondents citing it as a problem.Do you have enough clarity on your use cases and customer journeys to enable you to choose the correct solution?How will centralizing

166、 your data and audience definition impact your organization?Are you confident that all of the teams that would need to be involved from IT to marketing to customer service can be educated on the potential value of a CDP as part of the adoption project?Have you chosen early adopters within the organi

167、zation that can provide proof points to other users?What systems would we integrate through the CDP?The martech stack is getting bigger and more complex for many organizations.Streamlining integration is a core benefit of implementing a CDP,which can normalize data for easier importing and exporting

168、 into other systems.As more brands engage in omnichannel marketing through numerous martech apps,creating a unified view of the customer has become critical to marketing success.How will we define and then benchmark CDP success?What key performance indicators(KPIs)do you want to measure,and what dec

169、isions will you make based on CDP implementation?For example,do you want to decrease data redundancy and track how that impacts the velocity of campaign execution?Or do you want to decrease the time your marketing staff spends on manually transferring data from one system to another?Set business goa

170、ls in advance to be able to benchmark success later on.More than ever before,businesses seek to quantify the ROI of their martech investments.Do we have management buy-in?As with any major organizational investment,management support is essential to CDP success.Begin with small,short-term goals that

171、 demonstrate how the CDP is benefiting the business,either through cost savings or revenue gains.The key is to convince senior executives that having a single,unified view of the customer will add to the organizations bottom line.Do we need self-serve,full-serve or something in between?CDPs are typi

172、cally built for marketing end-users.However,CDPs vary in the scope of their capabilities and it is important to have some level of ongoing training to use them all.CDP vendors provide varying levels of onboarding,customer support and/or professional services.Make sure you understand what your market

173、ing staff will need to know to effectively use the CDP,or if you lack internal resources,what type of managed services are available.What is the total cost of ownership?CDP vendors charge monthly license fees based on the number of data records,events(or customer actions)and applications integrated.

174、There may be additional fees for onboarding,APIs/custom integrations or staff training.Make sure you know your business needs,data volume and how you will need to restructure your systems and staff to enable a CDPs operations.Being aware of all of these aspects will help you understand the investmen

175、t your organization will make.Keep in mind,too,that you may see cost savings if the system allows people to work more efficiently.Step two:Identify and contact appropriate vendorsOnce you have determined that a CDP makes sense for your business,spend time researching individual vendors and their cap

176、abilities by doing the following:Inventory all of your organizations databases and martech applications.And make sure all stakeholders weigh in on which data and system integrations are priorities.CDPs offer numerous out-of-the-box connectors and APIs to make the integration process faster and more

177、seamless.By prioritizing which applications you want to integrate first,youll be able to identify vendors that already have native connections to them.2024 Third Door Media,Inc.21 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideWhen written properly,an RFP will

178、 facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.Do some research.Speak to your marketing peers at events and in discussion forums to find out who is using which CDP

179、vendor and why.(Many of the vendors profiled in this report also provide whitepapers and interactive tools that can help.)Narrow your list to those vendors that meet your criteria.Submit the list of the capabilities youve identified and set a timeframe for them to reply.Decide whether or not you nee

180、d to engage in a formal RFI/RFP process.This is an individual preference.However,be sure to give the same list of integrations to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your business and its CDP needs.It shou

181、ld include high-level strategic goals and KPIs.For example,mention your companys most important KPIs and how you will evaluate the success of your CDP implementation.Include details about timelines and the existing martech applications you have deployed.When written properly,an RFP will facilitate t

182、he sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose,requirements,scope and structure of the intended purchase.From the RFP responses,you should be able to narrow your list to three or four solutions that youll want to demo.Step three:Schedu

183、ling the demoSet up demos to occur within a relatively short time frame to help make relevant comparisons.Make sure that all potential users and stakeholders are on the demo call,and pay attention to the following:How easy is the platform to use?Does the vendor seem to understand our business and ou

184、r marketing needs?Are they showing us our“must-have”features?One possible approach would be to define detailed use cases and ask vendors to demonstrate capabilities applicable to those use cases as part of their demos.This also helps vendors have the best chance for success and removes any ambiguity

185、 around key requirements.Questions to ask each vendor include:4 How does the platform provide identity resolution?How does it stitch data points together?4 How does the platform handle both structured and unstructured data?4 How does the platform ingest and manage offline data?4 Is a data clean room

186、 available?4 How does the platform monitor integration success and/or failures,and report on data variances or anomalies?4 How does the platform handle connectors and integrations with outside martech systems?Are your“must have”integrations rock solid?4 What is the CDPs approach to integrating with

187、the specific martech systems that your company uses?Just because a connector exists doesnt mean it will necessarily work for your organization and how you use that third-party platform.4 How does the platform allow users to create customer segments based on behaviors and preferences?4 How does the p

188、latform employ machine learning for data analytics,such as predicting customer trends and patterns?2024 Third Door Media,Inc.22 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideBefore deciding on a particular vendor,take the time to speak with several customer r

189、eferences,preferably individuals in a business similar to yours.4 How does the platform employ AI and ML?Is there an option to tweak or train the system to better meet your business needs,or is it more of a“black box”?4 How can we send personalized and targeted messaging from the CDP?4 How can we us

190、e the CDP to coordinate and track multi-step marketing campaigns?4 What data security regulations does the platform comply with?4 What data security certifications does the platform have?4 Will there be a price increase when I renew if so,how much?Will the vendor commit to capped increases over a pe

191、riod of years?4 What are the additional fees?(i.e.,set-up costs,add-on features,API,quotas)?4 How long is the onboarding process typically?Will we have a dedicated resource?Who will be the day-to-day contact?4 What is the level of support included in the price?What support is available at an additio

192、nal cost?4 Who pays if your system/team makes an error?Will the vendor compensate you for errors that result in lost revenue?4 Will our support team work with us to test new features and assess the results?Step four:Check references,negotiate a contractBefore deciding on a particular vendor,take the

193、 time to speak with several customer references,preferably individuals in a business similar to yours.The CDP vendor should be able to supply you with several references if you cannot identify customers yourself.Use this opportunity to ask any additional questions,and to find out more about any ques

194、tions that werent answered during the demo.Make sure that the person youve been referred to is a primary platform user and is utilizing the features that your organization cares about.Consider also asking these basic questions:4 Why did you move to a CDP?4 Why did you select this platform over other

195、s?4 Has this platform lived up to your expectations?4 How long did the platform take to implement?4 Who was involved in the implementation?4 Are you also using additional tools for data governance,analytics or reporting?4 Were there any surprises that you wish youd known about beforehand?4 Where hav

196、e you seen the most success?The biggest challenges?4 How are you measuring your own success?4 How easy was the set-up process and how long?Did the vendor help?4 How responsive is customer service?4 Has there been any downtime?4 What is the most useful,actionable(or overall favorite)report the tool g

197、enerates?4 What do you wish they did differently?4 Why would you recommend this platform?Because CDP is such a big commitment,you may want to raise the possibility of a paid proof-of-concept a sort of trial run with your vendor of choice.This is especially useful when there are uncertainties that ca

198、nt be resolved through demonstrations or conversations with references.In this scenario,youd execute on one or two important use cases that address these issues.A 2024 Third Door Media,Inc.23 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCDPs have emerged as

199、an important tool for customer data management,where they serve as the“single source of truth”for the profiles of known and anonymous individuals.successful trial will go a long way to settling any lingering doubts within your organization,while a failure will enable you to cut your losses without b

200、eing stuck with a long-term contract.Once youve selected a vendor,be sure to get in writing a list of what capabilities and support are covered in the contract.Ask about what kinds of additional fees might come up,as well.4 Are there charges for custom integrations or API access?If so,how much?4 Wha

201、t is the hourly charge for engineering services?Do you pay by each hour or purchase blocks of service credits?4 What partner organizations are available to install and integrate the tool?4 If we need to train a new hire midyear,what will that cost?4 What performance levels do you guarantee(response

202、time,availability,problem resolution,accuracy,etc.)and what happens if you dont meet them?4 What is the“out”clause?ConclusionUnified,accessible customer data has become an essential building block for brand marketing success,and that capability is more important than ever given the heightened expect

203、ations of consumers and business buyers.Now,both of these types of customers expect consistent,personalized messaging across channels,even as they add new devices and touchpoints to their purchase journeys.This has created a new set of marketing opportunities,as well as data challenges,for marketers

204、.CDPs have emerged as an important tool for customer data management,where they serve as the“single source of truth”for the profiles of known and anonymous individuals.CDPs unify and normalize first-party customer data,improving data accuracy,targeting relevance and marketing campaign velocity.CDPs

205、put control of marketing data and technology in marketers hands and facilitate compliance with the growing array of data privacy regulations through strong data governance.Importantly,standalone CDPs also free marketers to use best-of-breed solutions in other categories(marketing automation,call ana

206、lytics software,etc.)while still maintaining a single,consistent view of all of a customers or prospects interactions with the brand.(This more modular approach may even gain ground as companies consider“composable”CDPs.)As the CDP market matures,vendors are expanding their core capabilities beyond

207、data maintenance to offer brand marketers more analytical tools and orchestration features to build audiences and execute multi-step campaigns across channels.The explosion of innovation related to AI and machine learning has also raised the stakes for performance for real-time data processing and a

208、ctivation,for segmentation and for personalization with more applications coming every day.Large cloud solutions providers like Adobe,Microsoft,Oracle,SAP and Salesforce have established their entries into an already-crowded vendor market of pure-play standalones.At the same time,some CDP vendors ha

209、ve been acquired and integrated with other tools for customer experience.The good news is that marketers seeking a CDP solution have many choices and can partner with a provider that meets their most important business needs.n 2024 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INT

210、ELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideTarget customer B2C mid-market and enterprise in retail,travel,media,CPG and subscription-based verticalsCompany overview Founded in 2007.1,200 employees.Acquia CDP is a cornerstone of the companys open DXP-Acquia Digital Experience Platform.

211、It is available within the DXP or as a standalone product.Acquia CDP supports composable customer data strategies through integrations with other Acquia and third-party marketing products.In 2021,the company acquired Widen,a digital asset management(DAM)and product information management(PIM)leader.

212、In September 2019,Acquia received a majority investment from Vista Equity Partners to accelerate the companys growth as a DXP leader.Product overview Acquias CDP allows users to unify customer data from multiple sources into a single,persistent customer ID.This enables cross-functional teams to acce

213、ss insights fueled by machine learning and move toward 1:1 segmentation at scale.Use cases Outbound marketing:Segments customers based on value,behavior and attributes to deliver one-to-one content on every marketing message,across every outbound marketing execution channel such as email,direct mail

214、 and SMS.Digital advertising:Engages customers through digital advertising,where first-party customer data is used to enhance lookalike modeling,as well as acquisition and retargeting campaigns.Customer experience:Enhances personalization-focused one-to-one marketing,relevant customer interactions a

215、nd offers on the website and all other customer-facing systems such as in the call center or in-person with a clienteling app.Analytics:Calculates and predicts key marketing metrics such as attribution,lifetime value,clusters,likelihood to buy,etc.Non-technical teams can leverage ML-driven segments;

216、data scientists leverage Acquias composable ML framework to build custom models based on unified,accurate CDP data.Visibility:Reporting capability gives marketers and other business users direct visibility into predicting variables and explaining micro-patterns and customer behavior.Dashboards and r

217、eporting exist at every level for both technical and non-technical users.Artificial intelligence and machine learning Acquia CDP includes a variety of machine learning models that help marketers determine characteristics such as a profiles likelihood to pay full price,likelihood to buy,predictive li

218、fetime value,likelihood to engage,next best channel and more.Acquia CDP employs explainable machine learning,which offers marketers direct visibility and explanations regarding micro-patterns in customer behavior.This feature not only builds trust in the ML predictions but also enables the creation

219、of highly optimized and effective marketing campaigns.Acquia CDP53 State StreetBoston,MA Key customersAcademy MortgageHugo BossSchwansKey executivesDries Buytaert,Chief Technology OfficerStephen Reny,Chief Executive OfficerMark Picone,SVP and General ManagerJennifer Griffin Smith,Chief Market Office

220、r 2024 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers Guide Acquia offers a self-service machine learning platform within its CDP,known as ML Studio.This platform allows users to create custom ML models and integrate them into

221、 the CDP user interface.ML Studio simplifies tasks such as CDP data access,model storage,refresh scheduling,and integration into the CDP,making it more user-friendly and accessible for different user needs One of the specific applications of machine learning in Acquia CDP is through its product reco

222、mmendation models.These models predict and recommend products likely to interest specific users,enhancing the personalization aspect of marketing and potentially increasing sales and customer satisfaction.Data management 360 Profile UI is used to search and find specific customers and to view the si

223、ngle customer profile of an individual customer.360 Profile API is a secure REST API that connects 360 Profile data to third-party systems such as service clouds or clienteling apps(i.e.,provide personalized info for in-store sales reps).The search API queries the data from individual customer recor

224、ds.For each search result,there is a returned link to the customers 360 profile.Identity Resolution Engine(IRE)is used to cleanse,dedupe,link and perform identity resolution across structured and unstructured data sources integrated within the platform.Website interactions tracked via Acquia CDP web

225、tag.Anonymous visitors and traffic are stored up to 30 days until the anonymous profile chooses to identify.Manages both online and offline data sources,including event,profile,and transactional data.Analytics and reporting Metadata-configurable analytics and machine learning engine calculates metri

226、cs and dimensions from all transaction and event data.Provides over 300 marketing metrics related to customers,transactions and events.Data scientists can directly query the data;data can be exported to any query tool.Share data with external analytics and BI tools via Snowflake Data Sharing.Provide

227、s marketer-friendly data visualizations and dashboards.Teams can conduct ad-hoc analysis and perform data exploration.Orchestration Segmentation features drive content,offers and messaging via execution channels.Campaign audiences are created through a trigger point,can be saved for reuse in follow-

228、on campaigns or shared across other channels both as an inclusion or exclusion option.Multiple customer journey flows can be built through trigger points based on customer action(or inaction)to a specific event.Customer journeys can also be based on lifecycle campaigns.In addition to the capabilitie

229、s listed above,marketers can map multi-touch,multi-channel customer journeys executed through Acquia Campaign Studio.Third-party integrations Acquia works with integration and workflow automation platform Workato to power enterprise connectivity to Acquia CDP.Workato provides connectors for integrat

230、ing Acquia CDP with hundreds of external cloud services via APIs.Data is exchanged with third party systems via pre-built connectors,APIs,and batch files.Acquia CDP53 State StreetBoston,MA 2024 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platfor

231、ms:A Marketers Guide Whenever possible,data is standardized into the Open Data Model so users automatically get new insights and audience attributes as they are built Saves time and money when new data sources or attributes are added.Makes it possible to enable additional use cases as markets evolve

232、.Offers forms of self-service for several types of data integrations,and has standard,pre-packaged services to enable the integration of data that cannot be ingested via self-service.Pricing and support No free trial.Annual contract required.Offers a tiered licensing pricing model based on the total

233、 number of active customers.When clients come on board,customer marketing and IT teams prepare them for a successful implementation of Acquia CDP and other Acquia Marketing Cloud solutions with a goal to introduce the product and highlight resources for continued self-enablement.All customers receiv

234、e the following services:Data integration,planning,strategy,and deployment.Data preparation and transformation.Digital strategy and roadmap.Campaign strategy and planning.Data integration planning.Data analysis and interpretation.Organizational modeling(people and process).Data policies and best pra

235、ctices.Optional digital strategy,data science,and campaign execution services are offered as needed.Acquia CDP53 State StreetBoston,MA 2024 Third Door Media,Inc.27 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideTarget customer ActionIQ specializ

236、es in the enterprise market across a broad spectrum of verticals.It employs specialized teams to handle regulated markets such as financial services.Company overview Founded in 2014.Number of employees is not publicly disclosed.The company has raised$146 million in funding to date,with the latest ro

237、und in 2021,when it raised$67.6 million.Investors include Andreessen Horowitz,Sequoia,FirstMark and March Captial.Rather than use those funds for acquisitions,the company has chosen to grow organically and focus on product innovation.ActionIQ bills itself as a new type of customer data platform for

238、enterprise brands,giving marketers easy and secure ways to activate data anywhere in the customer experience.ActionIQ uses a composable architecture approach,which means data can stay securely where it lives,and marketing teams only use the tools they need.Product overview ActionIQ CX Hub offers mod

239、ular and scalable solutions that can be customized to meet the needs of enterprise clients.The software provides three architecture options,allowing IT teams to choose the best approach for their organizations.The software consists of modular solutions,including Customer Data Platform,Audience Build

240、er,Journey,Identity,and Real-Time CX,which can be easily added or expanded to meet changing customer needs.Use cases ActionIQ offers a system that supports the entire customer lifecycle,from prospecting to loyalty.Marketers can use ActionIQ to efficiently target lookalike audiences of their best cus

241、tomers during the awareness stage.The software allows for retargeting of prospective customers through site tagging or dynamic suppression of specific audiences during the consideration stage.ActionIQ enables marketers to guide and convert prospects into customers by providing real-time,personalized

242、 customer experiences,such as omnichannel journeying,during the conversion stage.Marketers can use ActionIQ to onboard and cross-sell known customers by targeting actions like cart abandonment during the growth stage.ActionIQ helps retain existing customers and prevent churn by enabling marketers to

243、 run campaigns based on predictive audience insights during the loyalty stage.Artificial intelligence and machine learning ActionIQ provides an embedded extensible first-party Intelligence layer that allows business users to create models and understand model features.Data science workflows are avai

244、lable to ingest model scores and activate them for use in campaigns.ActionIQ deploys next best action and next best product models.ActionIQs Intelligence layer includes a proprietary classification framework that can be used for a variety of targeting use cases,such as identifying potential churners

245、,potential purchasers or potential responders to offers.ActionIQs native lookalike modeling is supported by a Random Forest Classifier algorithm.ActionIQ11 Madison Ave,Fl 17New York,NY10010actionIQ.comKey customersNorthwestern MutualAtlassianThe Washington PostAlbertsonsE.l.f.Michael KorsKey executi

246、vesTasso Argyros,CEO and Co-FounderNitay Joffe,Co-Founder and Chief Technology OfficerLeah Pope,Chief Marketing OfficerJustin DeBrabant,Chief Product Officer 2024 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideData manage

247、ment ActionIQ has an identity framework consisting of four modules:Identity,IdentityPlus,IdentityConnect,and IdentityEdge.The Identity module ensures deterministic matching and deduplication of records across all user info tables,providing a single view of each customer.The IdentityPlus module intro

248、duces probabilistic deduplication and matching based on personally identifiable information(PII).The IdentityConnect module allows customers to enrich their customer tables with data from third-party data sources and identity graphs,including the use of durable IDs.The IdentityEdge module provides a

249、n addressable framework for targeting anonymous users in walled gardens and demand-side platforms(DSPs)without relying on third-party cookies.ActionIQ supports multiple methods of data collection and standardization,including real-time data through tags/SDK or API,structured data from relational dat

250、abases,and semi-structured data from sources like JSON and flat files.Data can be ingested in its raw form or in a cleansed state from enterprise data warehouses(EDW)or data lakes.ActionIQ offers a dynamic attribute layer,allowing for semantic definitions and transformations of data at runtime,witho

251、ut the need for pre-aggregation or turnaround time.HybridCompute feature enables a composable deployment,giving clients control over data access and query capabilities,including the ability to leave data where it exists and push queries down to platforms like Snowflake.OrchestrationActionIQs native

252、Journey canvas allows business users to create omnichannel cam-paigns through a drag-and-drop interface.The system has been built with three key characteristics in mind:Data flexibility:ActionIQ Journeys can utilize any customer data,including behavioral signals and model scores.Clients can combine

253、business rules and model scores to power their journeys,enabling personalized and targeted campaigns.Channel diversity:ActionIQ Journeys orchestrate across a wide range of channels,including email,paid media,social,call center,direct mail and more.The platform offers a comprehensive set of online an

254、d offline outreach channels,allowing clients to engage customers through various touchpoints.Test and optimization:ActionIQ Journeys are designed to support test and control strategies.Clients can conduct A/B tests across different strategies,channels,and variations to learn and optimize their campa

255、igns.Analytics and reporting ActionIQs native reporting capabilities focus on the audience construct and metrics related to audience activations.These re-porting capabilities can be accessed through a drag-and-drop user interface.Key features include:Trend analysis:Clients can analyze the growth of

256、audiences over time.For example,they can compare the growth rates of different audience segments over the past 90 days,such as Trial Users,Enthusiasts and Super Users.Campaign/journey reporting:Clients can assess the incremental benefit of their campaigns and journeys by comparing them to a holdout

257、group.This allows for measuring the effectiveness and impact of specific marketing initiatives.In addition to these reporting capabilities,clients can utilize ActionIQs Contact History feature.This feature provides campaign metadata for successful exports from ActionIQ.It generates a CSV file with r

258、ows of users from both the control and test groups,including unique identifiers and metadata.The Contact History feature serves multiple purposes:Reporting:Clients can load ActionIQ Contact History into their existing business intelligence(BI)tools to analyze the performance of marketing campaigns.A

259、ctionIQ11 Madison Ave,Fl 17New York,NY10010actionIQ.com 2024 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers Guide Auditing:It helps maintain a record of what has been sent out of ActionIQ,including details of recipients and de

260、stinations.Audience/Campaign Suppressions:Contact History data can be ingested into ActionIQ,allowing cross-team visibility into which customers are being contacted.This enables clients to suppress specific customers from certain campaigns based on their Contact History data.Third-party integrations

261、 ActionIQ offers integrations with hundreds of solutions providers in categories such as advertising,analytics,data sources,engagement,planning and sales and service.Details can be found on the companys website.APIs are also available for custom integrations.Pricing and support ActionIQ requires cus

262、tomers to commit to an annual contract.It offers a free trial or allow for other testing pre-purchase.The pricing for ActionIQs solutions is customized based on the clients platform requirements and composable needs from the CDP.The baseline cost for the core platform plus audiencing is$250,000.Addi

263、tional components have their own associated costs.The platform fee and data consumption are included in the pricing.Integration support and ongoing support are offered to customers at no extra charge.ActionIQ provides dedicated resources throughout implementation and ongoing support.They also offer

264、different tiers of support:Silver(included):Support team available during North American business hours with targeted response times for different ticket priorities.Includes standard incident alerting and reporting.Gold:24/7 support team available with accelerated response times.Includes advanced in

265、cident alerting and reporting.Customers also have a named support specialist.Platinum:24/7 support team with industry-leading response times and dedicated support staff.Includes advanced incident alerting and reporting.Customers have a named support specialist,named data operations specialist,and na

266、med enterprise architect.Deployment can be done by ActionIQ employees or supplemented with the clients preferred deployment partner.ActionIQ partners closely with various technology consultants and SIs,such as Merkle,Accenture,Actable,Method Partners,Slalom and Munvo.Specific consultative services o

267、ffered and associated fees can be discussed and determined based on the clients needs.ActionIQ11 Madison Ave,Fl 17New York,NY10010actionIQ.com 2024 Third Door Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideTarget customer Adobe typi

268、cally targets enterprise and mid-market organizations and works with a wide variety of roles across the marketing and IT organization.Company overview Founded in 1982.29,000 employees.Founded 40 years ago to create innovative products that change the world,Adobe offers groundbreaking technology that

269、 empowers everyone,everywhere to imagine,create and bring any digital experience to life.Product overview Built on Adobe Experience Platform,Adobes Real-Time Customer Data Platform(Real-Time CDP)helps companies understand and connect with current and potential customers by using a complete foundatio

270、n for data management,built-in governance controls and actionable unified profiles.Real-Time CDP is available in B2C,B2B and hybrid editions so that organizations can create unified profiles for consumers and/or accounts and personalize in real-time across all channels.Use cases The software allows

271、marketers to achieve a single view of the customer or account by collecting customer data from across the enterprise.It also provides governance and privacy controls for managing profiles with known and unknown identifiers.Marketers can generate actionable insights and scale audiences using AI and m

272、achine learning.The software enables personalized experiences in real-time across all channels and destinations.Additionally,it helps with managing,creating,and enforcing data usage policies at scale,from data ingestion to cross-channel marketing activation.Artificial intelligence and machine learni

273、ng Real-Time CDP offers machine learning capabilities such as Customer AI,Look-Alike Audiences and Predictive Lead to Account Matching.Customer AI predicts user behavior and identifies key drivers for conversion or churn.Look-Alike Audiences provides intelligent insights to discover and activate hig

274、h-value profiles similar to a selected seed audience.Predictive Lead to Account Matching predicts the likelihood of leads and accounts converting and advancing through sales opportunity stages.Data management The Real-Time CDP aggregates data about individuals or accounts into customer profiles,comb

275、ining email addresses,browsers,mobile devices and more.The platforms merge policies allow customers to prioritize and combine data to create a unified view.The Identity Service component enables deterministic device stitching,visualization and interoperability with identity partners.Adobe345 Park Av

276、e,San Jose,CA 95110T:408-536-Key customersCustomers arent disclosed,but they include brands across all verticals in the retail,financial services and telecommunication industries.Key executives Shantanu Narayen,Chairman,President and Chief Executive OfficerAnil Chakravarthy,EVP and GM,Digital Experi

277、enceAmit Ahuja,VP,Experience Cloud,Platform and Products,Digital Experience 2024 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers Guide Real-Time CDP allows customers to ingest real-time and batched data from various sources,pro

278、viding insights from across different channels.The platform includes an Experience Data Model(XDM)that helps normalize and categorize data for easy use and application.Real-Time CDP offers Data Distiller,a tool to clean,shape,manipulate and enrich data before ingesting it into the platform.Orchestra

279、tion Marketers can use the Destinations workspace to browse a catalog of destination platforms where they can activate their data.They can create,edit,activate,and disable data flows to the destinations in the catalog.Marketers can also create an account in a storage location or link Real-Time CDP t

280、o the account in the destination platform.They have the ability to select which segments should be activated to destinations and choose which Experience Data Model(XDM)fields to export when activating segments to email marketing destinations.Real-Time CDP offers APIs and Destination SDK for customer

281、s to build bespoke connectors to internal and/or external systems for activation.Native connectivity to Adobe Experience Cloud applications allows for personalization at scale.Additionally,within Real-Time CDP,marketers can create and orchestrate 1:1 cross-channel journeys using a visual canvas,auto

282、matically triggered based on customer use cases,such as reminding a customer about an abandoned cart to encourage a conversion.Analytics and reporting Real-Time CDP offers a metrics dashboard and metric cards to provide users with information about data,profiles and segment audiences.Customized dash

283、boards and reports are available for users to tailor their data analysis.The software allows users to configure notifications for important workflows such as data ingestions.Third-party integrations The Adobe Real-Time CDP provides prebuilt connectors to send data to various martech systems,includin

284、g other Adobe solutions,advertising,analytics,cloud storage,data management platforms,email marketing,personalization,social destinations,surveys and voice of the customer.It also connects to databases,CRMs,customer success platforms,marketing automation systems,payment processors,and protocols syst

285、ems for data ingestion.For the specific details of connections to sources or destinations,see the listing on the Adobe website.Pricing and support Adobe Real-Time CDP offers three editions:B2C for consumer-focused brands,B2B for business-to-business use cases,and B2P for enterprises that want unifie

286、d profiles across both B2C and B2B lines of business.Pricing and contract terms for Adobe Real-Time CDP are not disclosed.Adobe offers strategic support to help clients digitally transform their solutions,including analysis of people,processes and technology,as well as mutual success plans and techn

287、ical architecture roadmaps.In addition to having its own support resources,Adobe maintains a network of hundreds of partners to facilitate support.Adobe also provides self-service and live product support,user communities,personalized training and certification programs such as Adobe Certified Profe

288、ssional and Adobe Experience League.Adobe345 Park Ave,San Jose,CA 95110T:408-536- 2024 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideTarget customer Enterprise consumer brands across various industries with complex custo

289、mer data sets that span a range of channels.These companies aim to understand their customers by unifying first-party data to build a holistic view of their customers.Company overview Founded in 2016.350 employees.Amperity secured a Series D round of funding for$100 million in 2021,putting the compa

290、nys total raised funding at$187 million.Amperity acquired Custora in November 2019.Amperity is a B2C customer data platform that helps businesses create a unified,accurate,comprehensive and reliable view of their customers.With a commitment to helping every brand turn complex customer data into busi

291、ness value,Amperitys suite of enterprise-grade products addresses customer data challenges from identity resolution to assembling and accessing 360-degree customer views to uncovering and activating the customer intelligence that matters.Product overview Amperity connects with the leading tools for

292、marketing,analytics,customer service and data management,pulling data in from digital and offline touchpoints.Using patented AI and machine learning methods,Amperity creates complete,unified customer views that enable brands to better understand their audience,leading to reduced churn,improved reten

293、tion and increased revenue.Amperity offers end-to-end capabilities,including data ingestion and management,unified customer views,data insights and analytics and activation capabilities.Use cases Identity resolution.Using patented machine learning features,Amperitys identity resolution is purpose-bu

294、ilt to give teams the data they need to support customer needs and drive growth.Customer 360.Accurate and complete customer profiles enable meaningful customer interactions and power tailored marketing and analytics.The Amperity CDP lets users locate high-value customers for targeting and segmentati

295、on,find lookalike audiences and identify unknown customers.Paid media activation.Amperitys solution enables direct activation,provides increased match rates and better audience reach,identifies more high-value customers and offers reliable data privacy compliance.Elevate loyalty.With a clear view of

296、 customers and their preferences,marketers can activate perks,discounts and products on the right channels to turn customers into fans.Additionally,brands can build lookalike audiences based on the best loyalty members and serve campaigns to those customers most likely to join.Omnichannel personaliz

297、ation.The omnichannel view of the customer allows brands to deliver tailored interactions at scale.Churn prevention.Amperitys churn prevention model and unified customer profiles help businesses understand when,where and how to contact customers so they can provide the best possible customer experie

298、nce.Amperity701 5th Ave26th floorSeattle,WA 98104T:(206)282-4923 Key customers SPARC GroupWyndham Hotels and ResortsBrooks RunningAlaska AirlinesBoeing Employees Credit UnionFirst Hawaiian BankKey executives Barry Padgett,Chief Executive OfficerDerek Slager,Chief Technology Officer and Co-founderChr

299、is Jones,Chief Customer and Product OfficerMegan McDonagh,Chief Marketing Officer 2024 Third Door Media,Inc.33 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideArtificial intelligence and machine learning Amperitys AI-powered customer identity man

300、agement allows for flexible data management without third-party cookies.AI is used to connect data across a range of channels and clean it.Building on this,Amperity also includes AI-powered predictive modeling,including predictive CLV,next best offer and likelihood to churn,so brands can improve the

301、 customer experience and build loyalty.Data management Amperity uses a patented machine learning approach to create comprehensive customer profiles accurately and holistically in the cloud on a daily basis.The data ingestion process is flexible and doesnt require a fixed schema,making it easy to inc

302、orporate new data sources.Change management support and parallel sandboxes allow for testing before implementing changes.Amperity performs data normalization and cleaning for improved data quality for all fields with semantic tags.Data normalization includes string trims,unwanted character removal,d

303、ata type conversions and more.Amperity also normalizes some semantic values for easier comparison in downstream processes.Analytics and reporting Amperitys platform offers analytics workflows for processing large amounts of data and scalability.It includes features like creating tables and attribute

304、s,business intelligence,modeling,and dashboarding.Amperity integrates with third-party dashboarding platforms such as Tableau and powerBI.Users can utilize SQL or no-code queries to retrieve data,and the platform provides pre-built reports on customer lifetime value,segment insights,and campaign per

305、formance.The platform incorporates AI-powered predictive modeling,including predictive customer lifetime value,next-best offer,and churn likelihood.Orchestration Amperity offers native campaign orchestration capabilities focused on audiences that are constantly updated with new data and based on con

306、sumer consent.Marketers can easily create audiences using point-and-click audience creation,with the ability to include multiple sub-divisions and segments.They can leverage over 300 calculated and predictive attributes for segmentation,including channel-specific consent preferences.The audiences ar

307、e dynamic,and as new data from transactions and events is integrated every 8 to 24 hours,the segments will update to reflect the most up-to-date view of the customer.The data integration process is automatic and can be audited easily to understand the source of the data.The platform provides automat

308、ic dashboards that show the size,reachability and opportunity calculations of the built audiences.These dashboards can be customized by the business user.Marketers can build multichannel campaigns from a single screen,with native A/B testing capabilities.The audiences can be sent to downstream syste

309、ms in the preferred format,such as ESP,SMS,loyalty,and paid media.Third-party integrations Amperity integrates with 200+of the most commonly used technology providers across marketing,CX and analytics,including AWS,Azure,Snowflake and Google Cloud,and marketing clouds such as SFMC,Adobe and Oracle.A

310、mperity also integrates seamlessly with business intelligence tools such as Tableau,PowerBI and Looker and Amperity701 5th Ave26th floorSeattle,WA 98104T:(206)282-4923 2024 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers Guidem

311、arketing systems such as Braze,Klaviyo,Segment,Tealium and mParticle.Additionally,Amperity partners with dozens of consultancies and Systems Integrators who are trained to implement the software.Pricing and support Amperity requires customers to commit to an annual contract.Amperity offers a free tr

312、ial or other pre-purchase testing opportunities.Licenses start at$100k annually for software and scale upward based on data volumes.Amperity also offers a managed service staffed by customer data management experts who help clients across a variety of industries manage their customer data.Amperity70

313、1 5th Ave26th floorSeattle,WA 98104T:(206)282-4923 2024 Third Door Media,Inc.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideTarget customer B2C mid-market companies and enterprises in the retail/e-commerce space,including verticals such as fa

314、shion,lifestyle and home goods,furniture,grocery and restaurants.Company overview Founded in 2009.990 employees.Acquired Exponea,a data-enriched email provider,in January 2021.Bloomreach offers multiple solutions to help brands deliver highly personalized commerce experiences.The companys suite of e

315、-commerce personalization solutions includes:Discovery(personalized search and merchandising solutions),Content(a headless CMS built for commerce),and Engagement(a customer data platform with built-in email capabilities).Bloomreach is headquartered in Mountain View,California,and has offices across

316、the US,as well as in the Czech Republic,in Germany and in India.Product overview Bloomreach Engagement enables the following use cases:Data ingestion,unification,and identity resolution Customers can combine customer data from various touchpoints and disparate sources(including CRM,email,mobile,web,

317、offline sources,and more)into a single marketing view of the customer to create user profiles,both for anonymous users and identified customers.Campaign orchestration and execution Marketers can use zero-and first-party customer data captured within Bloomreach Engagement to orchestrate and execute m

318、arketing campaigns from a single platform.The software lets users deliver consistent and personalized communication across different channels including web,email,SMS/MMS,WhatsApp,In-App Messaging,mobile/browser push notifications,webhooks,Adform,Facebook Ads,FB Conversions API,Google Ads,or custom i

319、ntegrations.Web personalization and optimization Bloomreach Engagement allows users to leverage first-party data to display personalized content like countdown banners and product recommendations on their website.Marketers and digital teams can also A/B test and experiment with different ways of pre

320、senting webpages.AI/ML and marketing intelligence Marketers can utilize rule-based recommendations(trending,new,filter-based)and AI-based recommendations(personalized and advanced custom models)to create engaging content.The system lets users predict purchase and churn probability,email open rates a

321、nd the best channel to increase conversions.Analytics and reporting Reports updated in real-time include cohorts and retention analyses.Out-of-the-box campaign evaluation dashboards are available or users can build custom reports.Security and consent management Marketers can employ consent categorie

322、s and preference pages to manage consent across channels.Bloomreachs“smart frequency”policy adjusts email/sms cadence dynamically based on engagement so customers wont receive too many or too few communications.Data management Bloomreachs solution enables the automatic merging of anonymous profiles

323、into a single customer profile,as well as merging sessions from multiple devices from the same customer(web,mobile apps,custom systems and offline data).Bloomreach82 Pioneer WayMountain View,CA Key customersBoohoo PandoraNextG-StarOlukai PrettyLittleThingKey executives Raj De Datta,Chief Executive O

324、fficer Brian Walker,Chief Strategy Officer Rob Rosenthal,Chief Revenue Officer Amanda Elam,Chief Marketing OfficerAnirban Bardalaye,Chief Product Officer 2024 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers Guide The CDP mainta

325、ins a unique,persistent ID for all individuals and stores multiple identifiers for each individual,including cookies,email addresses and device IDs.Manages both structured and unstructured data.Website interactions are tracked via cookie or JavaScript tag according to customer preference.The system

326、allows server-side anonymous identity management to solve for third-party cookie limitations.External systems access CDP data via API or BigQuery.Single customer data can be accessed in real time through API calls.SDKs are available for web(JavaScript)and mobile apps for collecting visitor data as w

327、ell as a large range of SDKs(multiple programming languages)for connecting to the API.Analytics Customer segments can be built using historical,real-time and predictive data.All segments are updated in real time and immediately available to campaign execution modules.Users can employ multiple predef

328、ined prediction templates(e.g.probability to purchase or open email,optimum email time,etc.)or define custom predictions based on specific business needs.The system supports A/B testing as well as machine learning to optimize webpages and tailor personalization.The single customer view combined with

329、 adaptive machine learning algorithms and predictive modeling enable clients to deliver personalized content.Customers can use contextual personalization and employ AI to find the right variant for every customer,or for more technical use cases,use managed endpoints and server-side testing.Orchestra

330、tion Managed endpoints facilitate leveraging customer data within Engagement to personalize customer touchpoints.Clients can define formats to personalize any third-party application,channel or offline experience.Visual campaign builder(drag and drop)empowers marketers to design and orchestrate pers

331、onalized omnichannel journeys.Multiple channels like email,sms,whatsapp or third-party apps connected via webhooks can be added in at any point of the journey.Journey orchestration also supports easily adding in A/B testing(eg:email vs SMS)with automatic winner distribution,wait times,and predictive

332、 analytics.Machine learning capabilities ensure relevant and consistent messaging across all customer touchpoints at every step of the journey.Behavioral targeting enables marketers to trigger marketing campaigns based on customer behavior and immediately serve personalized content to each individua

333、l customer through their preferred channels.Digital ad management is available through audience API(Adform,Facebook Ads,Google Ads,Google DoubleClick).Third-party integration In addition to SDKs for gathering data and accessing the Bloomreach API,the solution integrates with various software for a variety of purposes.Imports and data:Microsoft SQL and Azure SQL(native),PostgreSQL and Amazon Redshi