The ABCs of CDPs Part I – “What?”

I’ve spent the past three months digging into Customer Data Platforms – speaking with marketers who use them and examining the vendors who supply the technology and services to enable them. Over the next three days, I’ll share some of the key findings of our research and answer some key questions about the role of the CDP in the enterprise marketing stack.

In Part I, “What is a CDP?”

In a relatively short period of time, Customer Data Platforms have carved out a dynamic, new, and expanding space for themselves, within the enterprise marketing stack. Although the term was coined as early as 2013, it is primarily over the past 18 months that vendors have embraced the moniker and marketers have realized the distinct value proposition that a CDP brings to the table.

CDPs enable marketers to:

  • Join and Combine Data – Marketers who are facing increasing volumes of useful customer data are increasingly turning to CDPs to help them join and integrate these often disparate and unnormalized customer data sources to make them more easily available for marketing applications – targeting, personalization, measurement, to name a few.
  • Create and Manage Profiles – CDPs can help marketers navigate the waters between known and unknown users through various probabilistic and deterministic identity methods. This enables CDPs to stitch together user profiles to more accurately identify and address people as individuals across channels and devices.
  • Enrich and Augment Data – While primarily focused on first-party data, CDPs can help marketers enrich data on a continuous basis by incorporating a variety of sources and efficiently augmenting these to ensure accuracy and usefulness to other systems across the enterprise.
  • Syndicate and Activate Audiences – CDPs help marketers identify the appropriate customers and prospects to address through both paid and organic methods across online and offline channels. By using a CDP to inform audience selection and content recommendations, many marketers can individualize more campaigns at a more precise level, driving increased response rates and more efficient paid media spend.

The Relevancy Group defines Customer Data Platforms as data management solutions specifically designed for marketers that enable a view of the customer that is:

  • Holistic: Able to interface with and encompass the wide array of data sources available to marketers today.
  • Integrated: Able to map and tie those diverse data sources together seamlessly, accurately and cleanly mapping to individual people and their journeys.
  • Persistent: Providing an ongoing, evolving, always-available, always-updated data stream over time.

Put more succinctly, CDPs are HIP. The final definitional element of a CDP relates to control. A CDP gives the marketing team full mastery of data usage, control, and security. That includes determining who within the organization has access to the data integrated within the CDP, and whether and how that data gets leveraged externally.

CDPs are driving efficiency and efficacy for marketers across business verticals; in Part II of this series, we’ll dig deeper into the specifics of how and why.

If you can’t wait until then, click here to download a copy of the research right now, and feel free to follow up with me directly for an analyst inquiry if you do.

The Relevancy Group releases their Email Marketing Buyer’s Guide and Issue 17 of The Marketer Quarterly

The Relevancy Group releases their Email Marketing Buyer’s Guide and Issue 17 of The Marketer Quarterly

BOSTON – March 19, 2018 – PRLog — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – ESP Buyer’s Guide, 2018 – Enterprise Edition.”  The research evaluates six enterprise EPSs (Email/Everychannel Service Providers) including Adobe, Cheetah Digital, Epsilon Agility Harmony, MessageGears, Salesforce Marketing Cloud and Zeta Global. Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation, and breadth.

The massive 38-page report also provides details on every aspect of vendor selection and market analysis on email marketing trends as well as deep inspection of the platforms evaluated.

The Relevancy Group CEO and Founder, David Daniels said, “This is our fifth annual ESP Buyer’s Guide and this year the Relevancy Rings are specific to each vendor which measures their functionality and satisfaction against participant and industry averages. The functionality highlighted relate to three key themes that are most important to enterprise marketers. They are — Automation, Analysis/Attribution, and Real-time.”

Some of the research findings include:

– ESP continues to mature from Everychannel to Experience through the enablement real-time contextual-rich information that mechanized the delivery of an improved customer experience. This data-driven approach to automation across every channel can embody location, preference, behavioral, attitudinal and other data important to the customer experience.

– AI and machine learning are a fixture in many ESP solutions. The ability to leverage machine learning to improve offers, predict the best journey, automate data integration, and simply take over tasks that a marketer used to have to do are present in many of the enterprise ESPs that we reviewed.

– Progressive profiling had related to capturing customer preferences over time. Now in the age of site tags to capture customer signals and apply AI/machine learning, it is possible to target and segment customers at the individual level in real-time. Many marketers and ESPs are moving to an approach that utilizes real-time data and automation to deliver highly relevant individualized experience

The Relevancy Ring – ESP Buyer’s Guide, 2018 Enterprise Edition is available for purchase at $2495.00 and is included in The Relevancy Group’s Research Subscriber Series.

An excerpt of the research is also included in issue 17 of The Marketer Quarterly, the digital magazine, and app for marketers by marketers. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android, and Amazon.

Contact
Press
The Relevancy Group
***@therelevancygroup.com

Research Subscriber Series – 2018

The Relevancy Group Research Subscriber Series – The 2018 Offering

What is it? An annual subscription to our 2018 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes, industry specific research and tactical advice that is based on case studies, executive and consumer surveys.  Each report comes with inquiry access to go one-on-one with the analyst(s) that authored and/or contributed to the research. We provide direct access to answers.

Company Wide Access: With an annual subscription to The Research Subscriber Series, you get company wide access to the latest and best thinking from The Relevancy Group (TRG). Topics cover Martech and Adtech strategies and tactics as well as provide detailed survey analysis of thousands of executives and consumers. $15,000.00 Annually.

Benefits of The Research Subscriber Series:

  • Inquiry access to our tenured TRG analysts.
  • Access to back catalog of research.
  • Company wide access to research.
  • Custom analysis of TRG survey data.
  • Exclusive access to quarterly trend webinars solely for research subscribers
  • Ability to purchase distribution rights to research papers and/or webinar sponsorship.

2018 Research Topics

  • Email Marketing, Customer Experience
  • Everychannel, Omnichannel Marketing
  • Madtech (Martech + Adtech)
  • Customer Data Platforms, Data Management, Data Onboarding (CDP, DMP)
  • Identity Management/Resolution
  • Personalization, Targeting and Retargeting
  • Machine Learning and Artificial Intelligence
  • Mobile
  • Video
  • Social
  • Automation, Campaign Management
  • Data Hygiene and Acquisition
  • Attribution and Analytics

Primary Industries Covered

  • Financial Services
  • Media/Publishing
  • Retail
  • Travel/Hospitality

2018 Report Titles

  • Consumer Email Marketing Trends
  • Consumer Mobile Marketing Trends
  • Consumer Social Marketing Trends
  • State of The Email Marketing Industry 2018
  • Email Marketing Forecast
  • ESP Buyer’s Guide
  • Email Agency Buyer’s Guide
  • Customer Data Platform Buyer’s Guide
  • Identity Management Buyer’s Guide
  • Personalization Machine Learning Buyer’s Guide
  • Analytics Buyer’s Guide
  • Video Platform Buyer’s Guide
  • Digital Agency Buyer’s Guide
  • Madtech Acquisition Trends
  • Email Marketing Acquisition Benchmark
  • State of Retail Marketing
  • State of Financial Services Marketing
  • State of Media/Publishing Marketing
  • State of Travel/Hospitality Marketing
  • Martech Innovators
  • Adtech Innovators
  • Mobile Apps Benchmark
  • State of Digital Video Advertising
  • State of Identity Management
  • People Based Marketing Benchmark
  • Everychannel Attribution, End of The Last Click
  • Advertising Trends in 2018
  • Social Marketing Innovators   *Titles subject to change

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. They are the best from Forrester Research, Jupiter Research, The IAB, NPD Group, eMarketer and App Annie. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? $15,000 for 28 reports which is a 15% discount from buying them on a one off basis.  This provides enterprise level access, and is a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

Subscribe today, contact us  or call 877.962.6886 for additional information.

The Relevancy Group releases their new ESP Buyer’s Guide and Issue 13 of The Marketer Quarterly

Press Release

BOSTON, March 1, 2017 /PRNewswire/ — The Relevancy Group, a leading market research and advisory firm today released “The Relevancy Ring – ESP Buyer’s Guide, 2017.”  The research evaluates seven EPSs (Email Service Providers) that include Adestra, Epsilon Agility Harmony, Experian Marketing Services, IBM Marketing Cloud, MessageGears and Zeta Global.  Vendors are evaluated on customer satisfaction, product functionality, services capabilities, innovation and breadth. These seven vendors were all named market leaders this year with Zeta Global having the highest customer satisfaction and product functionality scores.

The massive 37 page report also provides details on every aspect of vendor selection and market analysis on email marketer trends as well as deep inspection of the platforms evaluated.

The Relevancy Group CEO and Founder, David Daniels said, “This is our fourth annual ESP Buyer’s Guide and I am very pleased that our clients and the market place continues to seek our insight on vendor selection as well as understand what is most important and challenging for marketers.”

Some of the research findings include:

  • The New ESP Has Arrived: It’s the “Everychannel Service Provider”
  • In 2017, 59 percent of enterprise marketers are utilizing SaaS/Hosted solutions, up from 41 percent in 2016.
  • Utilization of Analytical Services maintains the highest adoption at 64 percent.
  • For the third consecutive year ‘industry expertise’ has topped the vendor selection criteria.
  • Marketers seek reporting, analytics, deliverability tools and security/reliability in their ESP partners.

The Relevancy Ring – ESP Buyer’s Guide, 2017 is available for purchase at $2495.00, and is included in The Research Subscriber Services, that includes 12 reports on email marketing for $5,000.00 annually. http://www.relevancygroup.com/shop/the-relevancy-ring-esp-buyers-guide-2017

The Relevancy Group will be hosting a webinar on Wednesday March 8 [th] at 1PM ET to discuss the findings.  You can register for the webinar at www.relevancygroup.com/events

An excerpt of the research is also included in issue 13 of The Marketer Quarterly, The Relevancy Group’s digital magazine.  Issue 13 also includes interviews with the CMO’s of eBay and Rue21 as well as marketer intensive intel from leading brands including Campbell’s and Ikea. Register to get a free subscription to The Marketer Quarterly online or via the MQ app for any iOS, Android and Amazon. www.marketerquarterly.com

PRLog ID: www.prlog.org/12623420

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/the-relevancy-group-releases-their-new-esp-buyers-guide-and-issue-13-of-the-marketer-quarterly-300416200.html

SOURCE The Relevancy Group

Copyright (C) 2017 PR Newswire. All rights reserved

Research Subscriber Series – 2017

The Relevancy Group Research Subscriber Series – The 2017 Offering

What is it? An annual subscription to our 2017 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  Each coverage area will produce 12 original reports in 2017, which should not be confused with our sponsored research which is available for free with registration.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes and tactical advice that is based on executive and consumer surveys as well as case studies.  Each report comes with 30 minutes of inquiry time allowing to go one-on-one with the analyst that authored and/or contributed to the research. We provide direct access to answers.

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? Each coverage area is available for $5,000.00 which includes 12 new reports a year plus access to previous Research Subscriber Series from that coverage area. Purchase all three coverage areas and get 32 original research reports and analyst access for $15,000.00 dollars. This is a tremendous discount to purchasing our research on a one-off basis and a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

What are the coverage areas?  There are three distinct coverage areas, yet our analysts do collaborate to ensure that we have a consistent understanding of these disparate topics. The coverage area and research topics for each are as follows:

  • Email/Everychannel Marketing
  • Madtech, the marriage of Martech and Adtech
  • Social Marketing and Publishing

Email MarketingEmail/Everychannel Marketing 2017 Report List            *report titles subject to change

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!

Get a  free example of a report from 2016 – ask us!

Report Title Month
Consumer Marketing Trends January
TRR ESP Buyers Guide 2017 February
State of Email Industry 2017 March
Email Acquisition Tactics April
Fast Marketing: A Real-Time Data Case Study May
Email Hygiene Vendor Landscape June
Best Practices Round-up 2017 July
2017 Martech Innovators August
TRR Email Agency Buyer’s Guide 2017 September
Machine Learning in Email Marketing October
Holiday Email Marketing Guide November
Adaptive Content Case Studies December


ORDER YOUR SUBSCRIPTION HERE
, $5,000.00 Annually | Questions about this offering – ask us!
Madtech (Martech+Adtech) 2017 Report List *report titles subject to change Identity Marketing       

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
Emergence of Madtech 2017: How DMPs are Enabling People-Based Marketing January
Programmatic Advertising Trends in 2017 February
Mobile Identity Resolution March
People Based Marketing Trends 2017 April
Madtech, DMP Buyer’s Guide 2017 May
State of Identity Management 2017 June
Video Advertising Trends July
Madtech Services Landscape –  Best Practices to Selecting an Agency August
2017 Madtech Vendor Innovators September
Madtech Data – How First Party Data is Being Utilized October
Consumer Advertising Trends November
Beyond The Walled Garden – Growing a New Farm December

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!Social Marketing and Publishing 2017 Report List *report titles subject to changeSocial Marketing     

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
All About Attribution January
Consumer Social Trends February
Social Acquisition Advertising March
Snapchat – Marketing Guide & Tactics April
Facebook – Marketing Guide & Tactics May
Video Marketing Trends June
2017 Social Vendor Innovators July
Mobile App Marketing August
Social Publishing Landscape September
Customer Experience – Social Listening  Case Study October
Social Marketing Amid Fake News November
The New Paper – Social Publishing Case Study December

ORDER ALL THREE COVERAGE AREAS $15,000.00 annual subscription *report titles subject to change | Questions about this offering – ask us!

The Value of Competitive Intelligence

The Value of Competitive Intelligence

edatasourceWritten by David DanielseDataSource, Competitive Intelligence Applications, CIA, ROI, Value

About: Published in October 2016, First of its kind research, The Relevancy Group investigates the value of Competitive Intelligence Applications (CIA), as well as spending, adoption, challenges and best practices for selecting a CIA partner. Marketers must invest in Competitive Intelligence Applications (CIA), and implement a systemic process to harness the value of such insight. While one-off projects and market research methods can be helpful, they will not bring the same impact that providers of CIA can deliver. Marketers utilizing CIA enjoy 3x more monthly email revenue than marketers that do not invest in these applications.

We address these topics:

  • The importance of Competitive Intelligence and the tools that are currently utilized
  • Best practices on selecting a Competitive Intelligence Application (CIA).
  • How much should marketers be budgeting for Competitive Intelligence?
  • What are the expected returns on CIA investments?
Report Excerpt: 
If you have not put aside budget for competitive intelligence endeavors you should. Why? Most marketers that invest in this endeavor spend $125,000.00 dollars annually. This approach across all formal and informal tasks may include things such as conferences, association and CIA investments. Clearly, marketers that are not investing in this area are likely to miss out on optimization opportunities and be left behind their competitors. The spending also indicates and underscores that this intelligence is soon to move beyond emerging market sector to perennial budget item served by CIA providers.
The Research: 9 pages, 7 graphics, 2865 words

New Webinar – Best Practices For Email Marketing in the Mobile Age

Free Webinar on The Best Practices Fro Email Marketing in the Mobile Age

Branch, The Relevancy GroupJoin The Relevancy Group and Branch to discuss the major findings from a recent executive marketer survey on mobile marketing and learn the best practices to optimize email marketing for the app-addicted consumer.

September 29th at 11:00 PDT and 2 EDT, Register for the webinar. We’ll be recording it just in case you miss it.

In this webinar, you’ll learn:
Which marketing channels deliver the best bottom-line results for various verticals
How to overcome the biggest challenges for developing a cross-channel marketing strategy, such as email-to-app attribution that integrates email marketing with app marketing
The implications from a broken mobile user experience and single-channel mobile marketing strategy
The best practices to optimize email marketing with deep linking to improve consumer experience and maximize revenue opportunities
Hear the about the research from the architects of the hypothesis, David Daniels CEO and Nick Einstein VP of Research from The Relevancy Group. Along with Eric Stein, CRO at from Branch, you will get the research, the ROI proof and the best case studies to help every marketer optimize their email and mobile app experience. Join us to hear solutions to address one of the top challenges for digital marketers today. Growing app utilization!

Register today!