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Now Tech: B2B Analytics And Measurement Providers, Q4 2018Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
by Allison SnowOctober 18, 2018
LicenSed fOr individuAL uSe OnLy
FOrresTer.cOM
Key TakeawaysImprove customer Insights With B2B Analytics And MeasurementA broad landscape of vendors will help you leverage analytics and measurement to grow revenue, manage performance, and understand customers.
select Vendors Based On size And FunctionalityPick the partner that will offer the right insights — into revenue growth opportunities, the health of the business, and customer preferences and health — for your requirements.
enhance existing efforts rather Than create New Onesrather than approach analytics and measurement capabilities as solutions in search of use cases, align with current organizational efforts to provide the most value.
Why read This reportyou can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you’ll first have to select from a diverse set of offerings — vendors that vary by size, functionality, geography, and vertical market focus. B2B insights pros should use forrester’s now Tech report to understand the value they can expect from a B2B analytics and measurement provider and select vendors based on size and functionality.
This Pdf is only licensed for individual use when downloaded from forrester.com or reprints.forrester.com. All other distribution prohibited.
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Table Of contents
Improve Customer Insights With B2B Analytics And Measurement
Select Vendors Based On Size And Functionality
B2B Analytics And Measurement Market Presence Segments
B2B Analytics And Measurement functionality Segments
Align Individual Vendor Solutions To Your Organizational Needs
recommendations
Enhance Existing Efforts Rather Than Create New Ones
Supplemental Material
related research documents
Anchor Sales And Marketing Alignment With revenue Growth Analytics
The forrester Wave™: Predictive Marketing Analytics for B2B Marketers, Q2 2017
What B2B Marketers Must Know And do To Make Attribution Work
fOr cuSTOMer inSiGhTS PrOfeSSiOnALS
Now Tech: B2B Analytics And Measurement Providers, Q4 2018Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
by Allison Snowwith Srividya Sridharan, Aldila yunus, and Shayna neuburg
October 18, 2018
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
improve customer insights With B2B Analytics And Measurement
B2B insights pros face challenging forces externally and internally. first, they must understand B2B customers with enough depth so that they can help orchestrate appealing experiences for them. Second, they must equip internal stakeholders who are drowning in data and starving for insights. Last but not least, they must demonstrate to various stakeholders that better insights have a positive impact on prospect and customer experiences and — ultimately — the performance of the business. it’s a full plate. insights pros who want to apply analytics and measurement to meet these forces head-on should understand the B2B analytics and measurement landscape, which we define as:
The tools, solutions, and platforms that help insights professionals in B2B or B2B2C industries understand their customers (accounts or individual business buyers), predict customer behavior, and translate marketing and sales activity to business results.
vendors in this space span a wide range of capabilities — B2B data providers with analytics capabilities, predictive analytics vendors, attribution players, and marketing technology providers. But ultimately, they all enable deeper customer insight for B2B companies. vendors vary enough that firms must understand their core goals to ensure that they don’t set out to use fancy techniques rather than achieve articulated outcomes. irrespective of the core strengths that each type of player brings to the table, companies should expect vendors in the B2B analytics and measurement landscape to:
› Increase revenue and grow the business. empowered customers and competitive forces demand that firms find advantage everywhere they can. B2B insights pros can benefit from working with analytics providers to identify trends and patterns in data that support revenue growth. These partnerships help insights pros identify in-market accounts, inform go-to-market decisions like ideal client profile, and unveil propensity drivers.
› Improve the efficiency, effectiveness, and results of marketing programs. Working with performance management and measurement vendors can help firms understand campaign performance as well as sales-stage transition ratios, velocity, and other critical diagnostic metrics. More broadly, these vendors can help build models that connect activity and performance data to business impact and c-level decision making.
› Monitor customer preferences, lifetime value, and overall customer health. Working with vendors on pursuits like revenue growth and measurement informs customer insights like attributes and value. further, vendors in the space use analytical methods to facilitate understanding of behavior and preferences. The result is a healthier understanding of delight and dissatisfaction and deeper dynamic segmentation and audience creation capabilities.
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
Select vendors Based On Size And functionality
We’ve based our analysis of the B2B analytics and measurement market on two factors: market presence and functionality.
B2B Analytics And Measurement Market Presence segments
We segmented the providers in this market into three categories, based on B2B analytics and measurement revenue: large established solutions (more than $25 million in B2B analytics and measurement revenue), midsize solutions ($10 million to $25 million in revenue), and smaller solutions (less than $10 million in revenue) (see figure 1). These categories include specialized analytics and measurement solutions, not engagement platforms with analytical and measurement features. We also did not exclude solutions that realized less than $1 million in annual revenue.
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Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 1 now Tech Market Presence Segments: B2B Analytics And Measurement, Q4 2018
*Forrester estimate
Natero
PipeCandy
Pointillist
Proof Analytics
R2integrated
Squirro
Volume
Adverity
BRIDGEi2i Analytics Solutions
CaliberMind
conDati
Full Circle Insights
Hive9
Leadspace
Mintigo
Radius Intelligence
SAP*
Allocadia
Analytic Partners
Bizible
LeanData
6sense
DataRobot
Datorama
Fractal Analytics
Lattice Engines
MRP
Periscope By McKinsey
Ugam
<$10M in annual category revenue
$10M to $25M in annual category revenue
>$25M in annual category revenue
B2B Analytics And Measurement
Q4 2018
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
B2B Analytics And Measurement Functionality segments
To explore functionality at a deeper level, we broke the B2B analytics and measurement market into three segments, each with varying capabilities (see figure 2):
› revenue growth analytics drives margin-boosting decisions and actions. Small, midmarket, and enterprise firms that need analytics support to inform go-to-market and revenue optimization decisions can turn to multiple providers. firms in this segment take various approaches to ultimately analyze data for trends and patterns to drive revenue growth. for instance, they identify characteristics that correlate with high value, maximize customer lifetime value, and prevent churn.1 firms can then architect experiences that reinforce likelihood to respond, purchase, or decrease churn.
› Performance management and measurement works best with defined business goals. firms can work with providers in this category for basic and sophisticated analytics. however, the advantage won’t be in the tech as much as it will be in the effort of the business to define explicit goals. The essence of performance management and measurement is not determining how individual campaigns performed or how customers behaved, but understanding how an outcome matched a goal and how to learn from touchpoints to design better ones continuously.2
› B2B customer analytics paves the way for more advanced analytics and modeling. firms can work with vendors in this category to segment B2B customers by behavior. This enables more advanced evaluation of channel, content, sales stage, and audience combinations, as well as a more dynamic alternative to single-vector segmentation and audience creation. firms can also work with vendors on techniques such as customer lifetime value, lookalike modeling, and in-market timing models.
Align individual vendor Solutions To your Organizational needs
The following tables provide an overview of vendors with details on functionality category, geography, and vertical market focus (see figure 3, see figure 4, and see figure 5).
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 2 now Tech functionality Segments: B2B Analytics And Measurement, Q4 2018
High segment functionality Moderate segment functionality Low segment functionality
Revenue growth analytics
Performance management and
measurementB2B customer
analytics
Account-based performance measurement
Behavioral segmentation and audience creation
Campaign performance measurement
Channel performance and forecasting (“what if” scenario buildout)
Customer lifetime value analysis
Demand gen and funnel analytics (sales-stage transition ratios)
Financial metrics (ROI, CAC, ef�ciency metrics)
Go-to-market decisioning analytics (ICP, TAM, lookalike modeling, etc.)
Identifying in-market accounts
Marketing contribution to revenue analysis
Multitouch attribution analytics
Predictions and propensity analysis (to respond, purchase, churn, etc.)
Satisfaction analysis (C-SAT, Net Promoter Score, sentiment analysis)
Scoring algorithms/prioritization analysis
Note: Net Promoter and NPS are registered service marks, and Net Promoter Score is a service mark, of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 3 now Tech Large vendors: B2B Analytics And Measurement, Q4 2018
>$25M in annual category revenue
Primaryfunctionalitysegments
Geographicpresence(by revenue %)
Vertical marketfocus (top threeby revenue %)
NA 50%; LATAM 5%; EMEA 15%; AP 30%
NA 50%; EMEA 25%; AP 25%
NA 65%; LATAM 5%; EMEA 20%; AP 10%
NA 67%; EMEA 20%; AP 13%
NA 50%; LATAM 20%; EMEA 20%; AP 10%
NA 50%; LATAM 5%; EMEA 30%; AP 15%
NA 60%; LATAM 7%; EMEA 30%; AP 3%
NA 90%; EMEA 5%; AP 5%
Technology; manufacturing; telecom
Banking/insurance; technology; travel/hospitality
Technology; manufacturing; life sciences
CPG; technology, media, and telecom; healthcare and life sciences
High-tech; telecom; �nancial services
Technology; BFSI; manufacturing
Basic materials and chemicals; high-tech and medical devices; automotive
Retail and distributors; manufacturing
Samplecustomers
Centrify; Sage Intacct; Zendesk
Adobe; ONE Marketing; Virgin Australia
GoDaddy; IBM; Thermo Fisher Scienti�c
Franklin Templeton Investments
Adobe; US Foods; Verizon
Vendor did not disclose
Sinopec; Stepan; Waste Management
Vendor did not disclose
6sense
DataRobot
Datorama
Fractal Analytics
Lattice Engines
MRP
Periscope By McKinsey
Ugam
Revenue growth analytics; B2B customer analytics
Revenue growth analytics; performance management and measurement
Performance management and measurement; B2B customer analytics
Revenue growth analytics; performance management and measurement
Revenue growth analytics; B2B customer analytics
Revenue growth analytics
Revenue growth analytics
Revenue growth analytics; performance management and measurement
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 4 now Tech Midsize vendors: B2B Analytics And Measurement, Q4 2018
Primaryfunctionalitysegments
Geographicpresence(by revenue %)
Vertical marketfocus (top threeby revenue %)
Performance management and measurement
Revenue growth analytics; performance management and measurement; B2B customer analytics
Revenue growth analytics; performance management and measurement
Performance management and measurement
Revenue growth analytics, B2B customer analytics
Revenue growth analytics
Revenue growth analytics; performance management and measurement
NA 70%; LATAM 5%; EMEA 22%; AP 3%
NA 65%; LATAM 3%; EMEA 20%; AP 12%
NA 85%; EMEA 12%; AP 3%
NA 100%
NA 85%; EMEA 5%; AP 10%
NA 100%
NA 40%; EMEA 44%; AP 16%
High-tech; �nancial services; consumer packaged goods
Investments/�nancial services; durables; manufacturing
Software; business services; �nancial services
Technology; professional services
High-tech; business services; manufacturing
Financial services and insurance; telecom; technology
High-tech; retail; �nancial and professional services
Samplecustomers
Charles Schwab; GE Healthcare; Microsoft
Vendor did not disclose
Cisco; PitchBook; TIBCO
Dynatrace; Glint; Oath
ADP; Bizible; Oracle
Comcast; Metlife; Sam’s Club
City Football Group; Delaware International; Samsung
Allocadia
Analytic Partners
Bizible
LeanData
Mintigo
Radius Intelligence
SAP
$10M to $25M in annual category revenue
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 5 now Tech Small vendors: B2B Analytics And Measurement, Q4 2018
Primaryfunctionalitysegments
Geographicpresence(by revenue %)
Vertical marketfocus (top threeby revenue %)
Performance management and measurement
Revenue growth analytics
Revenue growth analytics; performance management and measurement; B2B customer analytics
Performance management and measurement
Performance management and measurement
Performance management and measurement
Revenue growth analytics
NA 18%; LATAM 2%; EMEA 78%; AP 2%
NA 75%; EMEA 7%; AP 18%
NA 100%
NA 100%
NA 95%; EMEA 5%
NA 60%; EMEA 30%; AP 10%
NA 70%; LATAM 5%; EMEA 20%; AP 5%
Agencies; retail and eCommerce; FMCG
Enterprise technology; CPG; manufacturing
B2B technology; B2B eCommerce; manufacturing
E-tail; higher education; B2B technology
Technology; computer software; IT services
Financial services; high-tech; manufacturing
Technology; business services; �nancial services
Samplecustomers
GroupM; Reed; Thermo Fisher Scienti�c
Vendor did not disclose
Datavail; Fidelis Cybersecurity; Implan
Brivo; Discount Dance Supply; Pepperdine University
HighSpot; Jobvite; MongoDB
GE; Thomson Reuters; Zebra Technologies
AppDynamics; Extreme Networks; SAP
Adverity
BRIDGEi2i Analytics Solutions
CaliberMind
conDati
Full Circle Insights
Hive9
Leadspace
<$10M in annual category revenue
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
FIGUre 5 now Tech Small vendors: B2B Analytics And Measurement, Q4 2018 (cont.)
Primaryfunctionalitysegments
Geographicpresence(by revenue %)
Vertical marketfocus (top threeby revenue %)
B2B customer analytics
Revenue growth analytics
Revenue growth analytics; B2B customer analytics
Performance management and measurement
Revenue growth analytics; performance management and measurement; B2B customer analytics
Revenue growth analytics; B2B customer analytics
Revenue growth analytics; B2B customer analytics
NA 70%; EMEA 20%; AP 10%
NA 92%; EMEA 5%; AP 3%
NA 70%; EMEA 15%; AP 15%
NA 90%; EMEA 10%
NA 100%
NA 45%; EMEA 45%; AP 10%
EMEA 80%; AP 20%
SaaS
eCommerce technology; ful�llment and logistics; investment
Telecom; �nancial services; technology
Technology; hospitality; management consulting
High-tech; healthcare; industrial/manufacturing
Banking and �nance; insurance; manufacturing
IT and telecom; professional services
Samplecustomers
Appcues; Freshworks; Typeform
DHL; Klarna; Microsoft
Comcast; GameStop; X�nity Mobile
Allison+Partners; Oracle; United Technologies Corporation
Leidos; Microsoft; Volvo Construction Equipment
Brookson; ING
Artesian Solutions; Colombo Centre for Cognitive Computing
Natero
PipeCandy
Pointillist
Proof Analytics
R2integrated
Squirro
Volume
<$10M in annual category revenue
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
recommendations
enhance existing efforts rather Than create new Ones
Analytics and measurement capabilities allow your firm to take a deep dive into just about every interaction, campaign, and customer and collect metrics. But not all metrics are equal for your organization, which is likely to have existing initiatives with their own sets of goals. rather than approach analytics and measurement capabilities as solutions in search of use cases, align with them to accelerate the priority process and ensure your project’s visibility.3 B2B insights pros should use the following guidelines to determine where and how they will provide the most value:
› Focus on outcome-based objectives, rather than techniques. We’ve seen many analytics projects start with the pursuit to “do customer segmentation.” But that’s a technique, not an objective.4 even within individual projects with umbrella goals, state how analytics and measurement can help with a key, outcome-based milestone in the supply chain, such as “increase/decrease X metric by y%.”
› Zoom into decision bottlenecks. every initiative requires decisions; find the decisions that are difficult to make due to lack of available data, information, or analysis. for example, let’s say there is an overall effort to provide more customized experiences to prospects who share key attributes with high-customer-value clients. identify the factors that make this initiative a challenge (likely isolating those attributes that are meaningful), and use analytics to confront that barrier.
› Define core supporting metrics for transparency. There are many individual metrics that will either stand on their own or support more granular analysis. Such metrics — such as contribution to revenue and customer lifetime value — are formulas, and as such require subjective input. ensure that the construction of those formulas is a team effort, with representation from multiple stakeholder groups.
For Customer InsIghts ProFessIonals
Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018
© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
Supplemental Material
Market Presence Methodology
We defined market presence in figure 1 based on factors such as reported revenue for the vendor’s B2B analytics and measurement offering.
To complete our review, forrester requested information from vendors. if vendors did not share this information with us, we made estimates based on available secondary information. We’ve marked companies with an asterisk if we estimated revenues or information related to geography or industries. forrester fact-checked this report with vendors before publishing.
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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers
endnotes1 See the forrester report “Master The Mechanics Of Analytics for revenue Growth.”
2 See the forrester report “Measuring isn’t Managing: The new rules Of Marketing Performance Orchestration.”
3 See the forrester report “Pick A Powerful Pilot To Propagate customer Analytics.”
4 See the forrester report “Pick A Powerful Pilot To Propagate customer Analytics.”
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