1、MARTECH INTELLIGENCE REPORTENTERPRISEMARKETINGMANAGEMENTPERFORMANCEPLATFORMSA MARKETERS GUIDEDiscover the benefits ofPrecision Demand Marketingat Cant Afford Anything Less 2022 Third Door Media,Inc.1 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:

2、A Marketers GuideScope and methodology.2Overview.3Figure 1:Marketing performance management lets marketers quantify their initiatives contribution to the bottom line,as well as plan for the future.4Figure 2:Marketing measurement spending will increase to$2B by 2025.5Budget constraints and elevated e

3、xpectations.5Figure 3:How the pandemic impacted the need to prove ad effectiveness.6 More devices,more complexity.6Platform or stack?.6Privacy and the deprecation of cookies .7Marketers recognize the need for MPM.7The marketing performance management vendor marketplace.8Marketing performance managem

4、ent platform capabilities .8Integrations and data gathering.8Analysis and reporting.9Modeling and orchestration.9What to consider when choosing your MPM solution.10Integrations .10Media measurement.10Table 1:MPM vendors link to a variety of touchpoints either through native technologies or partnersh

5、ips.10Relationships with“walled gardens”and other data providers.11Attribution models employed.11Data modeling and analysis.11Reports and visualizations.11 Machine learning and artificial intelligence.12Orchestration capabilities.12Choosing a marketing performance management platform.12The benefits

6、of using a marketing performance management platform.12Pricing.13Recommended steps to making an informed purchase.13Step One:Do you need a marketing performance management platform?.13Step Two:Identify and contact appropriate vendors.14Step Three:Scheduling the demo.15Step Four:Check references,nego

7、tiate a contract.16Conclusion.17Vendor profiles.18BrandMaker.18Full Circle Insights.22HCL Unica.25Integrate.28Marmind.31Measured.34Mediatool.37Neustar.40 Nielsen.43OptiMine.47Salesforce.50SAS Customer Intelligence 360.54Table of ContentsMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Ma

8、nagement Platforms:A Marketers Guide 2022 Third Door Media,Inc.2 https:/martech.orgScope and methodologyThis report examines the market for marketing performance management(MPM)tools and the considerations involved in implementing this software.It addresses the following questions:What factors are d

9、riving the adoption of marketing performance management software?What capabilities do marketing performance management tools provide?Does my company need an MPM platform?Who are the leading players in marketing performance management?How do I evaluate which platform is best for my business?This repo

10、rt will help you decide if you need a marketing performance management platform and evaluate available solutions.The report is wholly new and includes the latest industry statistics,developing market trends,vendor profiles and up-to-date product features.For the purposes of this report,a marketing p

11、erformance management platform is defined as follows:software that employs statistical modeling and machine learning to holistically evaluate the performance of a companys marketing initiatives on bottom-line impact.Its purpose is to help marketers allocate future spend and bring it in line with bus

12、iness goals.These tools feature attribution models that gauge the impact of each marketing touch a buyer encounters on a purchase journey and beyond.Additionally,MPM platforms use data,algorithms and machine learning models to predict future outcomes based on historical data and scenario building.Th

13、e vendors profiled in this report represent some of the marketing performance management platforms available.This report does not recommend any solution or company;its not an endorsement of any particular product,service or vendor.The terms marketing performance management“tools,”“solutions,”“platfo

14、rms”and“applications”are used interchangeably in this report.This report was prepared by conducting in-depth interviews and fielding surveys with leading vendors and industry experts in May and June of 2022.These,in addition to third-party research,form the basis for this report.Editorial Adviser:Ki

15、m Davis,Editorial Director,MarTech,Third Door MediaResearch/Writing/Editing:Pamela Parker,Research Director,Content Studio,Third Door MediaKaren Burka,Senior Research Consultant,Third Door MediaUP-LEVEL YOUR MARKETING ANALYTICS30%Increase in incremental revenue 10 xreturn on investment(ROI)130%Incre

16、ase in return on ad spend(ROAS)Neustars Optimizer closed-loop marketing optimization and consumer insights platform lets you make real-time optimizations to your marketing mix,media budget allocation,campaign and creative tactics,and audience segments.Learn how Optimizer can help you improve your ma

17、rketing and brand performance to achieve as much as:WATCH NOW 2022 Third Door Media,Inc.3 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideCutbacks in marketing investments often backfire.They can retard the velocity of sales,stunt

18、the companys brand development,jeopardize relations with customers and create opportunities for competitors to gain market share.OverviewOne of marketings greatest challenges is proving its value to the business.Without demonstrable proof that marketing initiatives are driving business results,marke

19、ters budgets are easy pickings for leaders seeking to improve profitability or just keep the business afloat during challenging times.And its not just marketing department jobs and media budgets that are at stake.Cutbacks in marketing investments often backfire.They can retard the velocity of sales,

20、stunt the companys brand development,jeopardize relations with customers and create opportunities for competitors to gain market share.Though its been a perennial issue for CMOs,the pressure to justify their budgets to C-suite colleagues has never been more intense.Seventy-one percent of B2C marketi

21、ng executives expected that demonstrating the value of marketing to the CEO,CFO and the board would be“very challenging”or“extremely challenging”in 2022,a Forrester survey found.Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are blo

22、wing.But when budgets are tight,as they are now with the current economic uncertainty,the prospect of eliminating waste is especially resonant.“When a marketer cannot clearly connect the dots between marketing activities and business outcomes,or they cannot quantify their business impact,they cannot

23、 defend their budgets,”Mastercard CMO Raja Rajamannar writes in his bestselling book,Quantum Marketing.“Typically,when asked what exactly marketing is doing for the bottom-line or top-line results and growth of the company,a marketer is like a deer caught in headlights.And when that happens,they are

24、 done for.”The days of plausible deniability about the effectiveness of marketing spend are over,Rajamannar notes:“The comfort level marketers(sort of)had with not being held accountable for ad effectiveness changed,for the most part,with the advent of data.Data transformed advertising measurement,r

25、emoving guesswork and audience estimates.”The dawn of digital media promised a brighter future.One in which we could look at every sale and determine which touchpoints were effective at delivering ROI and which represented wasted spend.Its not simple or straightforward,but were getting closer to rea

26、lizing the promise,despite the headwinds,which include the pending deprecation of cookies and the need for compliance with restrictive,and often contradictory,privacy regulations.Attribution-the practice of assigning weight to every touchpoint in a marketing campaign based upon its contribution to r

27、evenues-is not new.But the breadth and scope of available marketing attribution tools today exceed what we could have imagined just a few years ago.The proliferation of APIs and integrations now enables marketers to pull together data of a wide range of types from myriad sources,applying machine lea

28、rning and sophisticated algorithms to compare and make sense of the information.These advances,along with business analytics technologies,let marketers get a more holistic view of their programs,regardless of channel,platform or silo.Even better,many tools now glean insights from data to model diffe

29、rent scenarios and predict possible future outcomes,empowering marketers to confidently make budget allocation decisions.2022 Third Door Media,Inc.4 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideInvestments in MPM solutions are e

30、xpected to accelerate over the next few years and exceed$2.5 billion by 2025 on measurement alone.Together,these technologies enable marketing performance management(MPM).There is no consensus on the moniker for this type of solution.Some refer to it as“marketing performance measurement”or“marketing

31、 resource management”(MRM).We prefer“marketing performance management,”which encapsulates both the attribution aspect(performance measurement)as well as the bigger picture function of using data and technology to assess bottom-line results and make decisions about future spend(performance management

32、)(See Figure 1).Figure 1:Marketing performance management lets marketers quantify their initiatives contribution to the bottom line,as well as plan for the future Marketing Performance ManagementIntegrations andData GatheringAttribution,Analysisand ModelingPlanning and ActivationSource:Third Door Me

33、dia,Inc.Some providers bundle resources beyond financial investment(such as creative assets,web content and human resources)into the category.We cover those solutions separately in our MarTech Intelligence Reports on digital asset management(DAM),digital experience platforms(DXPs)and marketing work

34、management(MWM).Investments in MPM solutions are expected to accelerate over the next few years and exceed$2.5 billion by 2025 on measurement alone,according to Forrester Research(see Figure 2).Agile Marketing Measurement&OptimizationLEARN MORE30%+Performance Lift10 xFaster8xMore Detailed Reads100%P

35、rivacy-ProofThe Forrester Wave:Marketing Measurement&Optimization Solutions,Q1 2022“OptiMine is Poised to Disrupt.”2022 Third Door Media,Inc.5 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideThe lingering effects of the COVID-19 pa

36、ndemic,the war in Ukraine and worldwide inflation are all contributing to economic uncertainty.Figure 2:Marketing measurement spending will increase to$2B by 2025$2,500,000,000$2,500,000,000$2,500,000,000$2,500,000,000$2,500,000,000200182019(e)2020(e)2021(e)2022(e)2023(e)2024(e)2025(e)0So

37、urce:Forrester Research predictionThese investments will likely pay off.Researchers have found that having a marketing measurement capability is positively correlated with better business performance,according to the research report“Marketing Performance Measurement Ability and Firm Performance”publ

38、ished in the Journal of Marketing in 2007.“We found that firms with a strong MPM marketing performance measurement ability tend to outperform their competitors,as reported by senior marketers,”wrote researchers Don OSullivan and Andrew V.Abela.“In addition,the results suggest that MPM ability has a

39、positive influence on ROA return on assets and on stock returns.”The authors also noted that CEOs were more likely to be satisfied with marketing when the department had credible measurement capabilities.MPM solutions could be indispensable tools for proving value to the C-suite.In this report,well

40、look at the forces fueling the market for MPM platforms,describe the vendor landscape,examine the features marketers can expect when evaluating such tools and provide a framework for making an adoption decision.Budget constraints and elevated expectationsThe lingering effects of the COVID-19 pandemi

41、c,the war in Ukraine and worldwide inflation are all contributing to economic uncertainty.In such an environment,its more important than ever that marketers justify their expenditures.The Mad Men days of slick client presentations and high-budget TV ad production as the measures of success are over.

42、Now,marketers are expected to prove the value of their work by connecting it with tangible business results.Eighty-four percent of marketers surveyed in 2020 said they faced new pressure to prove the effectiveness of their campaigns,according to research conducted by The Trade Desk.Half said longsta

43、nding marketing KPIs are being challenged(See Figure 3).2022 Third Door Media,Inc.6 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideLike other marketing software solutions,marketing performance management can be achieved with an in

44、tegrated platform or by assembling a“stack”of point solutions to do the job.Figure 3:How the pandemic impacted the need to prove ad effectiveness36%48%14%2%About the same pressureLess pressureMore pressureMore pressure than ever0%40%80%Ive had to justify investments/expenses that were never question

45、ed beforeThe Marketing KPIs I have been using for years are now being challengedMy planning or budgeting process has been impacted significantly by COVIDQ:Thinking about the ongoing effects of the last 6 months,how did the onset of the pandemic change the amount of pressure youve been under to prove

46、 the effectiveness of your advertising spend?Q:Thinking of how your planning/budgeting process has been impacted since the pandemic,which of the following statements is most accurate?43%50%80%Source:Measuring Success in Digital Advertising:2020 Report,The Trade DeskMore devices,more complexityAt the

47、 same time,marketers are employing an ever-growing number of channels and devices to engage with their customers and prospects.Buyers expect interactions with brands to be consistent no matter what device theyre using.Theyre also likely to switch from one device to another when researching and makin

48、g purchases.Both phenomena mean its important for brands to coordinate their campaigns across multiple channels and understand the role each touchpoint plays in moving someone closer to a purchase decision.While adding complexity for marketers,this trend presents opportunities.Research shows that co

49、nducting cross-channel media campaigns can improve results.Facebook and paid search ads were more effective when used together by UK-based online retailer JD Williams,according to Meta.The effectiveness of Facebook ads increased by 26%,as measured by new customer acquisition,when paid search ads ran

50、 at the same time.Platform or stack?Like other marketing software solutions,marketing performance management can be achieved with an integrated platform or by assembling a“stack”of point solutions to do the job.(Editors note:Point solutions are not within the scope of this report.They are discussed

51、here to contrast their utility with that of MPM platforms.)Integrated platforms have several advantages,including:seamless sharing of data between modules,built-in functionality for reconciling data from disparate sources,a consistent user interface,one vendor to contact for assistance with the impl

52、ementation and support should they be necessary.Get the report 2022 Third Door Media,Inc.7 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideAdvertisers and marketers,along with the martech vendors that serve them,must also cope with

53、 regulatory and technological efforts to safeguard peoples privacy.Point solution stacks also have advantages.Marketers select best-of-breed applications and have the flexibility of swapping out those applications should another with better features become available.Stacks have challenges,too.Sharin

54、g data between applications can present issues,although connecting applications via APIs has gotten much easier in recent years.Interfaces are unique to each solution,meaning users must learn multiple navigation schemes and means of accomplishing their tasks.And terminology used by vendors may be di

55、fferent,creating a Tower of Babel within your marketing department.Even measuring just digital media is complicated because data from many sources must be combined and normalized and normalized for an apples-to-apples comparison.The task is even more difficult when you include data from walled garde

56、ns like Facebook,Google,Amazon and Apple that target ads to logged-in users,limiting the data advertisers get about their campaigns and the users that interact with them.Because of these phenomena,marketers are turning to third-party tools that arent tied to any particular medium or channel.These so

57、lutions ingest data from every channel and aggregate it to give marketers insights and predictions to apply to future campaigns.Privacy and the deprecation of cookies Advertisers and marketers,along with the martech vendors that serve them,must also cope with regulatory and technological efforts to

58、safeguard peoples privacy.Consumers growing awareness about how their personal information is collected and used has resulted in a backlash against some of the ways online marketers gather data.Governments enacted privacy regulations like the European Unions General Data Privacy Regulation(GDPR)and

59、Californias Consumer Privacy Act(CCPA),both of which govern the collection and use of customer data.Apple,Google and Firefox have or will significantly curtail others from tracking customer behavior by eliminating third-party cookies,i.e.tracking files put on a users computer by companies other than

60、 the one operating the site theyre browsing.Online advertising,since its inception,has used cookies to enable analytics,ad targeting and tracking.Transitioning to another methodology for accomplishing those tasks is a vexing challenge for the ad tech business and those that need to prove the perform

61、ance of their marketing efforts.For this reason,companies offering MPM have been hard at work developing solutions to facilitate measurement without relying on third-party cookies,personally-identifiable information(PII)or other information that might run afoul of privacy-oriented changes.Marketers

62、recognize the need for MPMLast year,38%of B2C marketing decision-makers said“they will focus on the implementation of new systems and technologies to support their organizations business strategy”over the next two years,according to a Forrester survey.The companys analysts note that“technology becom

63、es even more important when you need to measure how marketing drives business value and distribute insights across the entire organization.”Marketing performance management tools aim to address this need.They provide visibility into performance across online and offline channels and promise to enabl

64、e marketers to drive more revenue from the same spend or reduce budget while obtaining the same results.2022 Third Door Media,Inc.8 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideMarketing performance management tools provide visi

65、bility into performance across online and offline channels and promise to enable marketers to drive more revenue from the same spend or reduce budget while obtaining the same results.The marketing performance management vendor marketplaceAs one might expect given that the name“marketing performance

66、management”hasnt solidified as a category,the vendors weve profiled in this report describe themselves in different ways.We see large,established companies like Nielsen,Salesforce and SAP offering MPM as part of their suite of enterprise-level platforms.Upstart pure-play vendors have also successful

67、ly carved out a place for themselves in the category.Among the larger entities,Nielsen is the only one making a recent acquisition in this area.In July of 2021,the company bought TVTY,a TV attribution provider and ad monitoring company based in Paris,giving the company more cross-media capabilities.

68、Neustars marketing-oriented business was acquired by data giant TransUnion for$3.1 billion in December of 2021.The companys security offerings remain with Golden Gate and GIC,which had taken the company private in 2017 in an acquisition valued at$2.9 billion.The most significant recent events among

69、the upstarts came in 2021 when BrandMaker acquired Allocadia(July)and Hive9(September),each of which had established positions in MPM.By bringing these companies assets together with its existing solutions,BrandMaker aims to deliver a“complete enterprise marketing operations suite.”B2B-oriented prov

70、ider Integrate was acquired by Audax Private Equity in December of 2021.Integrate says it will use the cash to accelerate product development,expand geographically and make acquisitions.Financial terms of that deal werent disclosed.Other companies turned to venture capital to fund their growth.Measu

71、red took in a$21 million investment in May of 2022,which it will use for product development and customer acquisition.Mediatool closed a seed round in October 2020,bringing in an investment of 2.5 million.Marketing performance management platform capabilitiesThe vendors profiled in this report provi

72、de some or all of the following core capabilities.Integrations and data gathering Integrate with a variety of martech and ad tech software,including CRM,marketing automation,customer service software,ad servers,demand-side platforms and the like.Connect with other software the business uses to manag

73、e its operations,including enterprise resource planning(ERP)systems,business intelligence tools,inventory management systems and office suites.Ingest data from multiple marketing and communication channels(radio,TV,connected TV,call centers,email,digital ads,website interactions,etc.)to capture info

74、rmation about customers and prospects interactions with a brand.Relationships with Facebook,Google and other“walled gardens,”as well as data providers that allow for the augmentation of customer profiles and campaign metrics.2022 Third Door Media,Inc.9 https:/martech.orgMARTECH INTELLIGENCE REPORT:E

75、nterprise Marketing Performance Management Platforms:A Marketers GuideRelationships with Facebook,Google and other“walled gardens,”and data providers that allow for the augmentation of customer profiles and campaign metrics.Gather information about conversions.These data most often are the result of

76、 sales,but may be generated by e-commerce,point of sale,CRM systems or any location where transactions take place.Analysis and reporting Employ a variety of attribution models single touch,fractional,algorithmic,proprietary,etc.to tie the marketing interaction data to conversions.To one degree or an

77、other,systems allow users to choose from or tweak attribution models based on their own business categories and goals.Some platforms incorporate custom models designed to make the most of first-and zero-party data to help marketers cope with the growing scarcity of third-party cookies.The most sophi

78、sticated platforms allow users to amalgamate multiple different models and types of data into a unified whole that provides actionable insights.The ability to tie the marketing interactions to individual campaigns including the cost per thousand(CPM),cost per acquisition(CPA)or other relevant measur

79、es(internal resource expenditures)of the cost of that interaction to the brand.Provide reports,including visualizations,that improve marketers understanding of data,including maps,charts,graphs,waterfalls and notifications.They help marketers understand which activities performed better than others.

80、Reports can often be segmented by a variety of dimensions,e.g.time,geography,product,channel or business unit.The ability to segment customer and prospect records to create audiences for targeting in marketing channels.Analyze customers behavior throughout the purchase journey.This data is used to i

81、dentify roadblocks in their path to conversion and reduce friction in the buying process.Modeling and orchestration Analyze historical or recently acquired data and proactively offer suggestions for future campaigns or for modifying ongoing campaigns in real-time.This is facilitated by machine learn

82、ing and AI technologies.Planning functionality that lets marketers construct“what if”scenarios and generate likely outcomes,to aid in planning for future budget allocation.Orchestration capabilities that enable marketers to act on their analyses by tweaking targeting,creative or other elements based

83、 on their conclusions.2022 Third Door Media,Inc.10 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideWhat to consider when choosing your MPM solutionThe following section further discusses these features and the key considerations in

84、volved in choosing a marketing performance management solution.IntegrationsAggregating data about campaigns and interactions is a core feature of MPM platforms.MPMs feature integrations with myriad ad tech and martech platforms,as well as walled gardens like Meta and Google.Importantly,MPM platforms

85、 arent limited to paid media initiatives;they also incorporate customer experience touchpoints like call centers,owned websites and email interactions.Links with business operations systems such as enterprise resource planning(ERP)systems,inventory management software and office suites are also key

86、because they represent the tie between marketing spending and bottom-line business results.Media measurementWhile all of the vendors offering marketing performance management solutions are able to ingest data from a variety of online and offline sources,each will have its own integrations.These will

87、 likely differ in terms of frequency of updates,reliability and depth and breadth of data ingested.Additionally,vendors may have specialized expertise in certain verticals or marketing channels(See Table 1).Table 1:MPM vendors link to a variety of touchpoints either through native technologies or pa

88、rtnerships.VendorDisplay AdsSEO&SEMMobile AppsOwned WebsiteOTTOffline Purchase DataLinear TV AdsOnline Forms SubmissionsChat SessionsPhone CallsEmail InteractionsBrandMakerPPPPPPN/APPN/APFull Circle InsightsNNNNN/APN/ANPPNHCLPN/ANNPPPNPPN,PIntegrateNNNNN/AN/AN/AN,PN/AN/AN,PMarmindPPPPPPPPPPPMeasured

89、PPPPPPPPPPPMediatoolPPN/APNNNNN/AN/AN/ANeustarN,PN,PN,PNN,PN,PPNNNNNielsenNNNNNNNNN/AN/AN/AOptimineN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PN,PSalesforceNNNNNNNNNNNSASNNNNNNNNNNNLegend:N=available natively,P=available through a partnership,N,P=available both natively and through a partnership,N/A=not available

90、Source:Third Door Media,Inc.While all of the vendors offering marketing performance management solutions are able to ingest data from a variety of online and offline sources,each will have its own integrations.2022 Third Door Media,Inc.11 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Mark

91、eting Performance Management Platforms:A Marketers GuideTo be able to integrate and understand data across multiple channels,vendors typically employ a variety of models beyond traditional first-touch,last-touch or weighted attribution.Relationships with walled gardens and other data providersOne of

92、 the biggest challenges marketers face today is a lack of visibility into so-called walled gardens like Meta,Google,Apple and Amazon.Each gathers data tied to user accounts in a closed system.MPM vendors establish relationships with these organizations to provide data to their customers.Access to th

93、ose data can be significant to the value of a given MPM solution.Advertisers can get attribution data directly from these walled gardens,but the drawback of this approach is that these companies have a vested interest in reporting results that put their offerings in a favorable light.With an MPM pla

94、tform,the system can better make sense of the data from these media sellers by looking at it in context with independently gathered conversion data.For example,an MPM platform could deduplicate conversion events,determining how credit should be allocated in situations where multiple media sellers cr

95、edit themselves with driving a single conversion.Attribution models employedTo be able to integrate and understand data across multiple channels,vendors typically employ a variety of models beyond traditional first-touch,last-touch or weighted attribution.The more different types of data the solutio

96、n ingests,the more sophisticated their modeling must be to provide an accurate view of whats happening in marketing campaigns.To avoid the challenges created by privacy regulations and software updates aimed at protecting consumer information,several providers have developed their own proprietary at

97、tribution models that dont rely on technologies like third-party cookies or personally identifiable information.Some vendors allow users to upload or develop their own models,as well as tweak and combine the built-in options.Data modeling and analysisSome vendors have developed their own proprietary

98、,“unified”models that allow them to synthesize the different types of data gathered from marketing initiatives.Deterministic data actual behavioral information that may be tied to an individual profile is considered to be the most accurate.However,there are situations when that level of granularity

99、isnt available,and others where merging profiles will speed up the analysis time without negatively impacting results.Reports and visualizationsVendors offer different types of reports and visualizations.They enable marketers to understand the impacts of,and the relationships between,their different

100、 marketing touchpoints.Since this data is as complex as the campaigns themselves,synthesizing it into easy-to-understand visualizations is a big challenge.How successful vendors are at accomplishing this task is a measure of their platforms utility.However,there are situations when that level of gra

101、nularity isnt available,and others where merging profiles will speed up the analysis time without negatively impacting results.2022 Third Door Media,Inc.12 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideThe intent of gathering and

102、 analyzing all of these sources of data is to allow a marketer to make decisions about their strategy and tactics going forward.Machine learning and artificial intelligence The most sophisticated MPM applications apply machine learning and artificial intelligence to their analytics to arrive at insi

103、ghts into marketing effectiveness.These technologies are employed to automatically deliver suggestions for improving the customer journey,or to suggest campaign optimizations that can improve profitability.Machine learning and AI also may be employed to“what-if”scenario-building aspects of planning

104、for future campaigns.That allows marketers to model different possible budget allocations and access predictions about how changes would likely affect performance.Orchestration capabilitiesThe intent of gathering and analyzing all of these sources of data is to allow a marketer to make decisions abo

105、ut their strategy and tactics going forward.So some providers integrate with demand-side platforms(DSPs),email marketing tools and other execution systems to allow marketers to act upon the information.Choosing a marketing performance management platformThe benefits of using a marketing performance

106、management platformSeveral factors are contributing to the adoption of marketing performance management platforms.Marketing executives are under pressure to prove the ROI of their investments.The variety of channels and devices is expanding,Customer expectations are higher than ever.And privacy conc

107、erns are limiting and restricting access to data.Adopting an MPM platform can address some of these issues by providing benefits including:A big-picture view of marketing efforts in the context of business performance.MPM systems let marketers make a more holistic assessment of each element of an in

108、itiative.Results from email,social media,event marketing,print advertising etc.,are aggregated to create a comprehensive view of performance.Additionally,these systems can factor in considerations like the cost of each interaction,weighing cost-per-thousand-impressions(CPM)or cost-per-acquisition(CP

109、A),as well as internal expenditures associated with different channels,allowing for a full understanding of the return on investment.Reporting to help justify marketing decisions and potentially save money.MPM solutions provide the information on marketing performance the C-suite is looking for and

110、improve marketings relationship with the other parts of the business.Reports can identify wasted spend and suggest ROI-enhancing modifications to spending allocations.Accelerating time to insights and next-best-action.Marketing performance management tools are continually gathering data about custom

111、er and prospect behavior as they interact with marketing messages.That allows marketers to identify changes that can be made while 2022 Third Door Media,Inc.13 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideUnderstanding your curr

112、ent marketing analysis and planning processes,knowing how to measure success and being able to identify where you are looking for improvements,are all critical pieces of the decision-making process.a campaign is in progress.Budget allocations might be modified to redistribute spend across channels a

113、nd media buys,audiences,creative optimizations,etc.Speeding the process of acting on insights.Some marketing performance management tools are tied directly to DSPs and bid management tools,allowing users to activate the decisions theyve made based on the performance analysis.Predicting the success o

114、f marketing initiatives.The modeling and scenario-building capabilities of marketing performance management platforms can provide marketing leadership with greater confidence that future spend will achieve the desired business outcomes.Ability to future-proof data loss.Marketers ability to measure p

115、erformance was diminished as regulators and technology companies moved to protect customer privacy.Partnering with a marketing performance management provider allows marketers to let these vendors-which have long been grappling with this issue and depend on its resolution for their survival-take car

116、e of this problem on their behalf.Some providers now offer proprietary models to make the most of first-or zero-party data.Others have developed attribution methodologies that arent reliant on cookies,tracking or personally identifiable information(PII).PricingMost marketing performance management p

117、roviders offer SaaS-based pricing models based on factors such as media spend,the complexity of the integration,the modules licensed and the number of users.Though some vendors profiled in this report declined to provide specific pricing information,those that did cited typical annual costs ranging

118、anywhere from$60,000 to multiple millions of dollars.Notably,this doesnt include any internal costs of onboarding a new provider,revamping processes,employee training,etc.Recommended steps to making an informed purchaseUnderstanding your current marketing analysis and planning processes,knowing how

119、to measure success and being able to identify where you are looking for improvements,are all critical pieces of the decision-making process.The following section outlines four steps to help your organization begin that process and choose the solution that is the right fit for your business needs and

120、 goals.Step One:Do you need a marketing performance management platform?Committing to and implementing an MPM platform has implications for every aspect of your marketing operations and business as a whole.To evaluate the suitability of an MPM for your organization,do a comprehensive assessment of b

121、usiness needs,staff capabilities,management support and financial resources.Considering the following questions:How would we use a marketing performance management platform?What are the first problems that we would use it to solve?2022 Third Door Media,Inc.14 https:/martech.orgMARTECH INTELLIGENCE R

122、EPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideThe most effective RFPs only request relevant information and provide ample information about your business and its needs.How do we currently manage our marketing campaigns?How many and what martech and adtech systems are e

123、mployed in executing campaigns?Is one the“master”or dominant system?Are they tied together in any way?How many and what channels do we typically deploy campaigns on?Depending on the complexity of your campaigns and the length of the typical purchase cycle youre measuring,you may not need the advance

124、d capabilities offered by a dedicated marketing performance management solution.How do we currently analyze success?Is there a central analytics solution?How flexible is the system?Are we able to arrive at insights that are actionable?How do we currently determine how much budget is allocated to mar

125、keting and how that spend is distributed internally and through media expenditures?Is your organization ready for a marketing performance management platform and ready to act on the insights gained by such a system?Do you have the staffing to use the tool to its full capacity or would you need to hi

126、re data analysts or train existing employees?Looking at your marketing spend in a more holistic way and allocating it accordingly may not be compatible with a department divided into media-specific silos.It may be necessary to dramatically reconfigure how staff resources are deployed,possibly result

127、ing in a need to eliminate positions or provide training.How will we define and benchmark the success of a marketing performance management system?One challenge with this type of system is that it requires the commitment of resources that might otherwise be applied to campaign management martech or

128、ad tech.Though research suggests this is likely to pay off,its important to determine how youll gauge success.Do we have management buy-in?Youll be much more successful if the C-suite advocates for rolling MPM out across the company.What is the total cost of ownership?Be sure to consider things like

129、 adding staff,training existing staff and development costs for integrations.Step Two:Identify and contact appropriate vendorsOnce you have determined that a marketing performance management system makes sense for your business,research individual vendors and their capabilities by doing the followin

130、g:Inventory all of your organizations ad tech and martech applications and speak with your media buyers and data analysts to ensure they weigh in on what channels you want to prioritize when seeking a partner.Look at your other business management software,such as CRMs and ERPs,to determine if their

131、 systems can be integrated with those of potential partners.Speak to your marketing peers at virtual events and in discussion forums to find out who is using which marketing performance management vendor and why.(Many of the vendors profiled in this report also provide whitepapers and interactive to

132、ols that can help,and our MarTech website is an invaluable resource.)Narrow your list to those vendors that meet your criteria.Submit your list of the capabilities youve identified and set a timeframe for them to reply.Decide whether or not you need to engage in a formal RFI/RFP process.This is an i

133、ndividual preference.However,be sure to give the same list of requirements and integrations to each vendor to facilitate comparison.The most effective RFPs only request relevant information and provide ample information about your business and its needs.It should reflect high-level strategic goals a

134、nd key performance indicators(KPIs).For example,list your companys most important KPIs and how you will evaluate the success of your implementation.Include details about timelines and the existing ecosystem of martech and business applications you have deployed.2022 Third Door Media,Inc.15 https:/ma

135、rtech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideSet up demos within a relatively short time frame of each other to help make relevant comparisons.When written properly,an RFP will facilitate the evaluation process and ensure that everyone i

136、nvolved 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 down to a short list of solutions that youll want to demo.Step Three:Scheduling the demoSet up demos within a r

137、elatively short time frame of each other to help make relevant comparisons.Make sure that all potential internal users are on the demo call or in the meeting,and pay attention to the following:How easy is the platform to use?Does the vendor seem to understand our business and our marketing needs?Are

138、 they showing us our must-have features?Questions to ask vendors include:4 What platform hosting options are available(SaaS/cloud/on premise)?4 What are my options in terms of attribution modeling?Is there a set-in-stone pre-set formula or can I customize attribution modeling based on my own priorit

139、ies?4 How do clients typically staff and manage the day-to-day operations of the solution?Do I need dedicated data scientists?What level of expertise is needed to get the full benefit of the system?4 What different kinds of data(e.g.from online paid media,from website analytics and from offline medi

140、a or phone calls)are available for integration and for appending?Does the vendor specialize in a particular channel,vertical or campaign objective?4 How does the platform monitor integration successes and/or failures.How does it report on data variances or anomalies?4 How does the platform handle co

141、nnectors and integrations with outside martech and business systems?Are your must have integrations routine and proven,or work the vendor will perform after adoption?4 What is the systems approach to integrating with the specific martech and ad tech systems that your company uses?Just because a conn

142、ector exists doesnt mean it will necessarily work for your organization and how you use that third-party platform.4 How does the platform employ machine learning for data analytics,such as predicting customer journey trends and modeling out scenarios for future budget allocation?4 Does the platform

143、feature real-time or near-real-time connections with execution systems(e.g.DMPs,social networks)so that you can act quickly on insights and tweak in-flight campaigns?4 What data security regulations does the platform comply with?4 What data security certifications does the platform have?4 Is an annu

144、al contract required?Or can we trial the solution with a short-term contract?4 Will there be a price increase when I renew next year?If so,will the vendor commit to limits on annual increases?4 What are the additional fees(e.g.,set-up costs,add-on features,API,quotas)?4 How long is the onboarding pr

145、ocess typically?Will the vendor supply engineers to assist in implementation?Who will be the day-to-day vendor contact?4 What support is included in the price?What support is additional?4 Who pays if your system/team makes an error?For example,if a software bug results in over-spending on a campaign

146、 or incorrect audience targeting,is the vendor responsible for covering those costs?4 Will the vendors support team work with us to test new features and assess results?2022 Third Door Media,Inc.16 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A

147、Marketers GuideStep Four:Check references,negotiate a contractBefore deciding on a particular vendor,take the time to speak with several customer references,preferably individuals in a business similar to yours.The vendor should be able to supply you with references if you cannot identify customers

148、yourself.Use this opportunity to ask any additional questions and to find out more about any questions 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 askin

149、g these basic questions:4 Why did you move to a marketing performance management platform?What are your use cases?What were you using before?4 Why did you select this platform over others?4 Has this platform lived up to your expectations?4 How long did the platform take to implement?4 Who was involv

150、ed 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 have you seen the most success?The biggest challenges?4 How are you measuring success?4 How easy was the set-up proce

151、ss 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(favorite)report the tool generates?4 What do you wish you/the vendor did differently during set up?4 Why would you recommend this platform?Although not all vend

152、ors require an annual contract,many do.Before you jump into such a 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 cant be resolved through demonstrations or convers

153、ations with references.In this scenario,youd execute on one or two important use cases.A 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 and being stuck with a long-term contract.Once youve selected a ve

154、ndor,be sure to get a list of what technology and support are included in the contract.Ask about what kinds of additional fees might come up with questions such as:4 Are there charges for custom integrations or API access?If so,how much?4 What is the hourly charge for engineering services and is the

155、re a minimum?4 Does the company offer consulting services to help customers take advantage of the technology and implement changes?If so,how much does it cost?4 What partner organizations are available to install and integrate the tool?4 If we need to train a new hire mid-year,what will that cost?4

156、What performance levels do you guarantee(response time,availability,problem resolution,accuracy,etc.)and what happens if you dont meet them?Before you jump into such a commitment,you may want to raise the possibility of a paid proof-of-concept-a sort of trial run-with your vendor of choice.2022 Thir

157、d Door Media,Inc.17 https:/martech.orgMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideWith marketers facing increasing pressure to demonstrate the value of the budget theyre allocated for programs,marketing performance management solutions are tailo

158、r-made for proving how tactics and media channels contribute to the bottom line.ConclusionWith marketers facing increasing pressure to demonstrate the value of the budget theyre allocated for programs,marketing performance management solutions are tailor-made for proving how tactics and media channe

159、ls contribute to the bottom line.Although investing in an MPM platform pulls budget from other marketing initiatives,the insights delivered through sophisticated holistic analyses of spend can help marketers better allocate their resources.Additionally,MPM vendors are on the front lines of dealing w

160、ith changes to privacy regulations and technology shifts,so they are building with an eye to the future where cookies are scarce and users are in control of their own data.In cases where the walled gardens(e.g.Meta,Google,Apple and Amazon)possess the data marketers need to evaluate efficacy,MPM vend

161、ors often have forged relationships to access data from these closed systems and independently determine how to allocate credit for conversions.With all of this data and the results of analyses,marketing leaders adopting MPM have the opportunity to(and the challenge of)restructuring their operations

162、 to more nimbly navigate changes in customer behavior and economic realities.n 2022 Third Door Media,Inc.18 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideTarget customer Enterprise B2B,B2C and B2B2C companies in th

163、e consumer goods/CPG,technology,manufacturing,retail and financial services/insurance vertical markets.Company overview 350 employees.Founded in 2008.Acquired marketing operations software companies Allocadia(July)and Hive9(September)in 2021.Backed by Rubicon Technology Partners.BrandMaker is a glob

164、al leader of marketing operations and MPM solutions.By fully integrating marketing planning,financial,performance,work and asset management in one solution,BrandMaker helps brands improve visibility,effectiveness,efficiency,collaboration and outcomes.Product overview The BrandMaker marketing operati

165、on suite is designed to help marketers plan,predict,invest,execute and improve performance by accelerating time to market and driving revenue contribution.Purpose-built for marketers,with deep domain experience across all key MPM pillars.Encourages marketing team collaboration by connecting disjoint

166、ed processes and providing shared visibility.Provides performance insights that allow marketing teams to collaborate on where to assign resources and dollars for maximum business impact.Delivers real-time data that informs in-flight decisions on when and where to adjust programs and processes to mee

167、t changing business needs.BrandMakers modular approach allows organizations to choose their areas of priority and begin with a single solution.When they are ready to increase their level of sophistication and add additional functionality,solutions can be added and work seamlessly together.Use cases

168、Predictive planning:What-if scenarios forecast the impact of budget/plan changes allowing users to track objectives using metadata linked to each tactic.Marketers can compare expected pipeline/revenue impact with actual results to identify gaps and pivot.Calendaring and collaboration:Calendar provid

169、es detailed visualizations of whats in market.Users can drag,drop and change dates of tactics visually and initiate workflows.System uses configurable forms and automated workflows to manage any activity or project.Forms enable collaboration with mentions that trigger email and in-app communication.

170、Budgeting/financial management:Multi-level hierarchies enable marketers to create top-down and bottom-up plans.Changes are automatically rolled up to the master plan.Users create annual program budgets and phase expenses into quarters/months/weeks to support dynamic market conditions.Users can visua

171、lize data from finance systems with corresponding activities in their plans with integrations to ERP,EPM and PO systems.Plans are tied to performance data for visibility on where to make spend shifts.Work management:A rich set of monitoring and agile capabilities from Gantt charts,BrandMaker3101 Bee

172、 Caves Rd.,Ste.200Austin,TX 78746T:512-354-Key customersAMDAutodeskCharles SchwabCiscoSquareUBSKey executivesMirko Holzer,Chief Executive OfficerJim Williams,Chief Marketing OfficerPayod Deshpande,Chief Product OfficerT.J.Begley,Chief Customer Officer 2022 Third Door Media,Inc.19 https:/martech.orgV

173、ENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideKanban boards to advanced filtering.A business process model and notation(BPMN)workflow engine triggers automated decisions and actions.Digital Asset/Content/Brand management:Content is s

174、tored,distributed,launched and monitored efficiently based on a transparent“single source of truth”to improve content use and performance.Assets can be automatically tagged(image recognition);multiple languages are supported.Performance management:System connects to a customers martech stack to pull

175、 in performance data,apply attribution logic so marketers can visualize their performance compared to expectations.Attribution models supported Nine revenue attribution models available,including:First and Last Touch.Equal Distribution and Interaction Weighted.Time Decay Linear&Half Life Methods.Pos

176、ition Based(W or U shaped).Waterfall Stage Attribution.Pipeline Attribution.Custom(typically derived from the previous models).Models are broken into categories with single-touch models for first and last touch,as well as multi-touch models that account for every touch but apply weighting for differ

177、ent reasons such as the type or timing of the interactions or even extra weighting for specific touchpoints.Predictive models are combined with actual performance data to forecast the impact of the remaining investments.Real-time dashboards/reports show performance results and ROI.Analytics function

178、ality includes forecasting against investment,pipeline and ROI plans both at the top-level down to granular business strategy goals and objectives.Provides advanced measurements such as connecting investments and results data,and layers measurements on top of the connected data sources.Scenario plan

179、ning and optimization Empowers marketers to create,refine and continuously optimize marketing plans to ensure alignment with business goals and drive better performance.During the investment planning stage,users can create what-if scenarios to help anticipate and prepare for upcoming changes to mark

180、eting plans.Predictive planning is based on a customers stage velocity and annual contract value(ACV).Users can submit proposed changes to their marketing plan and effectively manage the approval process within the platform.The system supports both short-term and long-term objectives.Metadata linked

181、 to the tactic level helps marketers set objectives at the outset of a marketing initiative.Aligning spend with goals Enables marketers to set goals,predict performance,measure and visualize results to take immediate action.Marketers can fill out classifications and attributes for each marketing ini

182、tiative and define the target outcomes for each activity in their marketing plan to drive more powerful insights,and ensure they are laddering up to corporate objectives.System includes a Strategic Planner,which allows marketers to define strategic objectives at the company,department and team level

183、s and map these goals to bottoms-up plans(filling out metadata for each tactic)to corporate strategic targets.View Connections mode enables marketers to connect goals at various levels and see which goals are linked.Media planning Actionable reports enable users to take action directly from the repo

184、rt and make changes in real time.BrandMaker3101 Bee Caves Rd.,Ste.200Austin,TX 78746T:512-354- 2022 Third Door Media,Inc.20 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guide Predictive models surface potential gaps in

185、 a marketers plan.Performance data is connected directly to plans,campaigns and tactics,down to media codes.Standard performance reports show where marketers are on or off track for in-flight changes(spend by objective,investment performance insights,revenue modeling/waterfall funnel and funnel perf

186、ormance,i.e.,conversion or forecasts).Stacked-rank campaign,program and tactic results highlight what is and isnt working,so marketers can pivot quickly.Custom dashboards showcase media performance across plans and along the buyers journey.Orchestration Connects performance reporting and stack-ranke

187、d results back to their respective plan elements to allow users to click through from the report,take immediate action in their plans,refresh the report and see the impact.This can be performed natively.Analytics and reporting Combines planning and reporting of marketing activities,as well as projec

188、t,resource and performance management for all aspects of plans,KPIs and results.Dedicated module brings together dashboards,charts and reports to show resource constraints,and project and performance status.Tableau and Jaspersoft-based reporting enable customers to create ad-hoc,complex or ongoing s

189、cheduled reports and dashboards.These can be triggered by any use case-based criteria for automated BI to ensure users receive the required insights at their fingertips.Reporting leverages AI to automatically improve metadata.Tableau-based integrated reporting solution offers multiple out-of-the-box

190、 dashboards on projects,workflows,tasks,marketing activities,budgets and assets.Configurable reports are available to allow for use case-specific reporting.Marketing operations software offers a resource management view of who is working on what and when and provides notifications to MS Teams.Collab

191、oration and workflow management Structures workflows and collaboration processes and uses configurable forms and automated workflows to manage any activity or project.Forms enable collaboration with mentions that trigger email and in-app communication.Enables graphical annotations/red-lining,text-hi

192、ghlighting and side-by-side version comparisons,facilitates collaboration on assets independent of format(images,MS Office files,docs,videos,webpages,etc.).Managers receive an overview of current or future workload capacity for each team member for efficient task distribution.Integrated BPMN workflo

193、w modeler allows for easy creation and modification of flexible and automated out-of-the-box workflows.Enables automated decisions or parallel processes for sophisticated workflows that branch into multiple sub-flows without any technical knowledge.Highly configurable,multi-level workflows support a

194、ny type of process,campaign,brief development,creative concept and project initiation.Approvals are integrated into workflows by configuring steps so that only approvers can be made assignees.Customizable rights and roles system enables users to collaborate on the intended parts of a workflow.Users

195、can determine which steps within a workflow require collaboration on assets.Privacy and cookies Operates a comprehensive security and privacy program,with its controls aligned to ISO27002.BrandMaker3101 Bee Caves Rd.,Ste.200Austin,TX 78746T:512-354- 2022 Third Door Media,Inc.21 https:/martech.orgVEN

196、DOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guide Undergoes an annual SOC2 Type II service audit and an annual third-party independent penetration test.Collects only the minimum required amount of personal data necessary for the provision

197、 and support of the subscription services.BrandMaker applications use cookies for the main purpose of identifying and securing user sessions.Data security Complies with relevant data privacy requirements under the EUs GDPR regulations.Data protection program includes:Meeting all GDPR Chapter 3 requi

198、rements.A fully compliant data processing agreement,standard contractual clauses,and appendices A,B and C to clauses.Process privacy-impacted assets only in covered jurisdictions.An appointed Data Protection Officer and Data Privacy Operations Director.Configurable privacy and compliance features pr

199、ovided to customers.Privacy Impact Assessments.Data processing agreement requirements with sub-processors.Third-party integrations Configurable connections,open API integrations,and technology partners available.Sells,delivers and maintains common integrations on Fusion Enterprise,Workato and Boomi(

200、iPaaS platforms).Data and marketing details can be synchronized with project management,CRM,ERP,MAP,procurement,content marketing and digital ad platforms such as Twitter,Google or LinkedIn ads.Customers can connect BrandMaker investment data with finance or EPM systems via flat file uploads,which e

201、nsures data integrity is maintained.Professional Services team to help with integration development and best practices.Developer platform available.Pricing and support Hive9 and Allocadia pricing based on number of users/year.BrandMaker pricing based on the number of modules licensed.Customers can b

202、uy separate modules or the end-to-end solution.New tiered pricing model anticipated in 3Q2022.Annual contracts are required;multi-year subscriptions are available.No free trials.Phased onboarding process.The following is included in customer onboarding and support:A configured instance of BrandMaker

203、.Personalized onboarding and training sessions.Best practices and tips on how to align internal people and processes with a new marketing operations solution.Support with integrations to existing marketing,finance and analytics systems.Access to knowledge base articles and an Academy for on-demand t

204、raining.Dedicated customer service managers.BrandMaker3101 Bee Caves Rd.,Ste.200Austin,TX 78746T:512-354- 2022 Third Door Media,Inc.22 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideFull Circle Insights63 Bovet Rd.,

205、Ste,154San Mateo,CA 94402T:650-641-Key customersApptioIntegrateOktaTessianTripActionsKey executivesBonnie Crater,Co-Founder,President and Chief Executive OfficerDan Appleman,Co-Founder and Chief Technology OfficerRochelle Richelieu,Vice President,Customer Success Target customer CMOs,growth and dema

206、nd-generation executives and marketing operations executives within B2B companies.Company overview 25 employees.Founded in 2010.Closed Series B funding in 2018.Full Circle Insights delivers sales and marketing performance management solutions to optimize a companys marketing mix and drive more reven

207、ue.The company offers multi-touch attribution,comprehensive funnel metrics and lead management technology.Delivers data on a granular level as well as dynamic reporting capabilities.Automates funnel stage tracking data within lead lifecycles,which enables a comprehensive look at business funnel metr

208、ics and sales cycle health.Built 100%on the Salesforce platform,Full Circle Insights products complement leading marketing automation solutions.Core products include:Full Circle Funnel Metrics.Full Circle Campaign Attribution.Full Circle Matchmaker.Full Circle Digital Source Tracker.Product overview

209、 Full Circle Insights Campaign Attribution product helps marketers optimize their marketing mix and pinpoint which campaigns generate pipeline and revenue results.Built-in customizable multi-touch attribution models allow marketers to get comprehensive attribution metrics across all data.Provides co

210、mpanies with weighted influence models to help businesses understand impacts on revenue based on a companys unique data.Native within Salesforce,so companies can drill further down into the data.Provides a single source of truth about marketing results by connecting marketing automation solutions,ke

211、y martech offerings and internal business processes with Salesforce.Use cases Insight into marketing campaign performance:Provides a more complete view of Salesforce to improve marketing spend efficiency and channel decisions.Marketing and sales alignment:Helps marketing quantify its exact contribut

212、ions to the revenue pipeline.Lead attribution and sales funnel analysis:Provides companies with weighted influence models to understand impacts on revenue based on a companys unique data.2022 Third Door Media,Inc.23 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Pe

213、rformance Management Platforms:A Marketers GuideAttribution models supported Supports the complete range of typical models such as first touch,last touch,tipping point,as well as spread,U-shaped,W-shaped,time decay,custom position and custom factors.Customers can combine models and customize new one

214、s using any field in Salesforce to build custom models that meet their attribution requirements.Combined with Full Circle Response Management with Funnel Metrics,Full Circle Digital Source Tracker and Full Circle Matchmaker,Full Circle Attribution offers an integrated suite of B2B marketing measurem

215、ent tools that measure everything from click to close,demand waterfall metrics and ABM campaign measurement.Scenario planning and optimization Full Circle reports on the current and historical state of a companys marketing results.By reviewing marketing results trend reports and dashboards,marketers

216、 can identify campaigns that are impacting revenue,pipeline and deal velocity and reallocate funds to those programs.Customers can choose to optimize around top-of-the-funnel metrics,bottom-of-the-funnel metrics or other influence metrics.Marketers can also slice and dice data by key Salesforce fiel

217、ds to identify best and worst-performing campaigns by industry,company size,region or any other relevant Salesforce field.Aligning spend with goals Provides a complete set of dashboards,including the Achieving dashboard,which allows customers to measure progress against goals in near real-time.The A

218、chieving dashboard is used in conjunction with the other Full Circle Method Dashboards for planning,optimizing and evaluating marketing programs and campaigns.Media planning Marketers can use trending reports within Full Circles reports and dashboards to identify audiences that are driving more reve

219、nue,faster-to-close campaigns,larger deal sizes and better conversion rates.Marketers can identify new audiences that are growing and trending over time.Audiences are defined by any key fields in Salesforce such as account,region,contact title and other profile data.Orchestration Full Circle support

220、s hundreds of B2B solutions that integrate with Salesforce to enable orchestration,such as Marketo Journey Flows or Outreach Sequences.Analytics and reporting Provides near real-time marketing analytics native to Salesforce to leverage reporting and dashboard capabilities.Eight dashboards are availa

221、ble out of the box with Full Circle products:Full Circle Method Dashboards:Planning,Achieving,Optimizing and Evaluating Digital Marketing:Engagement,Cost,Effectiveness and Revenue.Users can click through any component on a dashboard and explore the underlying reports and data.Collaboration and workf

222、low management Marketers can use trending reports to identify:Audiences that are driving more revenue.Faster-to-close campaigns.Larger deal sizes.Better conversion rates.New audiences that are growing and trending over time.Privacy and cookies Full Circle is fully GDPR compliant.Full Circle Insights

223、63 Bovet Rd.,Ste,154San Mateo,CA 94402T:650-641- 2022 Third Door Media,Inc.24 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guide Leverages the individual object to allow customers full control of PII.Leverages UTM para

224、meters to track the results of digital campaigns through a Digital Source Tracker offering.Data security Full Circle products are native applications on the Salesforce platform.Salesforce conducts a robust security review of all Full Circle products and is SOC2 compliant.Access control to Full Circl

225、e is through the users Salesforce login so customers have 100%control of their data.Full Circle collects and aggregates digital touches on the AWS platform and leverages the Salesforce Individual Object for GDPR compliance.Third-party integrations Full Circle products are built on the Salesforce pla

226、tform and leverage the Salesforce APIs for pulling and pushing data from and into other systems.Salesforce AppExchange includes thousands of martech ecosystem applications to facilitate integration.Pricing and support Typical pricing for the suite of Full Circle Products ranges from$25K-$150K annual

227、ly.Annual contracts are required.Free trials are available.Free Basic Support package includes email and telephone support.Access also available to a self-service documentation library and case logging through an online portal(24-hour response time for cases submitted during normal business hours).F

228、ull Circle Plus Support is an add-on package priced at$11K/year and includes the following,in addition to the Basic Support services:Two 90-minute training sessions annually.Named Support contact for efficient problem solving.Quarterly account review to summarize data consumption,suggest best practi

229、ces,offer tips for underutilized features and introduce tricks for advanced reporting.Full Circle Proactive Support is a premium add-on package priced at$15K/year.It includes all the benefits of Basic and Plus Support,along with:10 support hours quarterly for technical questions,data interpretation

230、and Salesforce administrative tasks.Personalized Marketo support.A quarterly proactive audit of the Full Circle Funnel Metrics system in which a support representative analyzes system health reports,discovers emerging issues and resolves them before they affect customer data.Full Circle Insights63 B

231、ovet Rd.,Ste,154San Mateo,CA 94402T:650-641- 2022 Third Door Media,Inc.25 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideTarget customer Enterprise and mid-size companies in the banking,financial services,insurance,

232、retail,healthcare,telco,business services,consumer electronics,travel,entertainment and hospitality markets.Company overview 155,000 employees.Founded in 1976.HCL Technologies is a leading global technology company that acquired select IBM products for security,marketing,commerce and digital solutio

233、ns in June 2019.HCL took full ownership of the research and development,sales,marketing,delivery and support for AppScan,BigFix,Commerce,Connections,Digital Experience(Portal and Content Manager),Notes Domino and Unica.HCL Software is a division of HCL Technologies,which operates its primary softwar

234、e business.It develops,markets,sells and supports over 20 product families in the areas of DevSecOps,Automation,Digital Solutions,Data Management,Marketing and Commerce,and Mainframes.HCL Software has offices and labs in 21 countries around the world.Product overview The HCL Software Unica Suite is

235、an enterprise class,integrated cloud,native marketing platform designed to deliver precision marketing at scale and help marketing strategists achieve goals around revenue targets,increased wallet share,customer loyalty and more.With nine fully integrated modules,the platform provides marketing prac

236、titioners with end-to-end marketing audience segmentation and omni-channel orchestration capabilities.Enables marketers to engage,deliver and track personalized customer experiences across a wide variety of outbound,inbound,social and adtech channels direct mail,email,SMS,push,WhatsApp,website,call

237、center,IVR,mobile app,ATM,Kiosk,POS,LinkedIn,Google Ad Manager and Facebook.Simplifies the execution of complex marketing programs with a user-friendly UI/UX and seamlessly integrates with home grown and third-party marketing technology applications.Includes a native email service provider(ESP)and n

238、ative digital asset management(DAM).Can be deployed through the Docker framework or natively in any cloud.Unica is highly scalable and secure for enterprise business needs,while also providing a single marketing system of record to implement omni-channel marketing communications.Use cases Use cases

239、focus on:Enterprise communications.Customer experience orchestration.Automated multi-channel outbound campaigns.Omni-channel personalization and optimization.Real-time personalized messaging across digital channels and campaigns.Marketing resource planning,budget management and operationalizing for

240、scale.Marketing contact system of record.HCL Unica330 Potrero Ave.Sunnyvale,CA 94085T:408-733- customersNot disclosed.Key executivesRajiv Shesh,Chief Revenue Officer,HCL SoftwareRaj Iyer,Senior Vice President of Product Management,HCL SoftwarePeter Tran,Associate Vice President,HCL SoftwareSteve Kop

241、elic,Associate Vice President,Global Sales 2022 Third Door Media,Inc.26 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guide ESP and SMS delivery.Real-time interaction management.Marketable audience segmentation.Lifecycl

242、e customer communications messaging.Attribution models supported Supports all marketing model approaches through highly customizable system tables.Central analysis and modeling for disparate data sets from martech and ad tech systems.First touch through last touch and customer history are all kept i

243、n system tables.Integrates with datasets from CDPs for precise strategic segmentation and identity management.Scenario planning and optimization Supports short-term,long-term and dynamic(next best action)optimization models.Behavior-driven dynamic offers and optimization by channel capabilities acro

244、ss the platform.Aligning spend with goals Goal-based marketing canvass with drag-and-drop interface tools to enable marketers to build campaigns around business goals and customer objectives.Runs campaigns in real time with immediate performance metrics(results)on screen for quick analysis and modif

245、ication mid-campaign.Media planning Contact history and interaction history tables enable users to model,analyze and design future campaigns.Orchestration Native personalization and orchestration capabilities via machine learning in the platforms Interact module,as well as integration with other mod

246、eling tools such as Python.Analytics and reporting Comprehensive data structures to drive analytics and feed to analytics platforms such as Tableau.Standard marketing reporting baked into the platform.Collaboration and workflow management Users are able to outline their plans,programs and projects,a

247、s well as associate financial budgets,reconcile invoices and track KPIs and metrics.Marketing campaigns are planned as projects and can be set up to define briefs/specs.Marketers can then choose to manage their project/campaign planning tasks either through workflows or work boards.Projects can also

248、 be requisitioned and approved.Privacy and cookies Customer control panel feature enables marketers to input GDPR/Privacy compliance rules and policies and create consistent compliance across all customer data records.Unica customer data sets are easily integrated with CDP data sets to then be segme

249、nted with custom logic for anonymous and known audience groups.Data security Cloud native software that can be hosted in the cloud of the customers choice.Clearly defined network,device,access,monitoring and change management guidelines across and throughout HCL.Programs and policies are backed up b

250、y a team of INFOSec,OPSec and DataSec corporate personnel.Programs are regularly reviewed and applied to all appropriate networking devices with quarterly audits and daily monitoring round-HCL Unica330 Potrero Ave.Sunnyvale,CA 94085T:408-733- 2022 Third Door Media,Inc.27 https:/martech.orgVENDOR PRO

251、FILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guidethe-clock with many kinds of security tools and human attention continuously,including all remote employees and offices.Third-party integrations Native Salesforce integration.Over 700 REST APIs fo

252、r general system marketing technology and ad tech integrations are provided in the current v12.1 platform.Unica Link framework,supplemented with a number of pre-built connectors,further extends integration capabilities.Imports data with point-and-click UI in the following formats:CSF,TSV,JSON,Rest A

253、PI and KAFKA.Pricing and support Pricing varies based on the number of users and usage levels.Annual contracts are required.Free trials or tests are available.Add-on professional services for customization,as well as a managed services offering are available.HCL Unica330 Potrero Ave.Sunnyvale,CA 940

254、85T:408-733- 2022 Third Door Media,Inc.28 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideTarget customer B2B marketers at enterprise B2B and high-growth companies.Company overview 390+employees.Founded in 2010.Acqui

255、red by Audax Private Equity in December 2021.Integrate activates,governs and measures marketing campaigns across demand channels,enabling marketers to launch cross-channel buyer experiences.Integrates Demand Acceleration Platform is designed to help marketers create more precise and personalized buy

256、ing experiences to reach the right buyer with the right message at the right point in their buying journey,ultimately converting more leads to revenue.Integrate has offices in Phoenix,Boston,London and Chennai,India.Product overview Integrates Demand Acceleration Platform enables marketers to launch

257、 cross-channel buyer experiences,ensure data integrity,measure the impact of their programs and inform next-best investments.A cross-channel solution with the ability to activate and measure marketing campaigns on content syndication,digital ads,webinars and in-person events,and social media from a

258、single platform.Includes Precision Syndication,Precision Social,Precision Digital and Precision Events solutions,which allow marketers to activate,govern and measure campaigns across channels.Campaign results can be measured across channels through the platforms Insights dashboards to bring together

259、 data from social,content syndication,digital ads and in-person and virtual events to illuminate channel performance.Use cases For revenue and demand teams:Activate,govern and measure marketing campaigns across demand channels.Activate target account lists from ABM or intent vendors in cross-channel

260、 marketing campaigns,including social,content syndication,digital ads,and in-person and virtual events.Ensure compliance and data integrity from any channel.Employ a holistic,cross-channel view of how campaigns are performing across channels.For marketing operations teams:Tap into a cross-channel vi

261、ew of performance to defend spend and understand cross-channel paths to conversion and the impact on revenue.Attribution models supported Provides cross-channel performance and engagement tracking.Real-time campaign performance reporting across channels at the account level.Works with data providers

262、 such as Oracle BlueKai and Dun&Bradstreet for account level attribution.Does not provide a set methodology for attribution(i.e.,first touch,last touch,etc.).Instead,provides customers with the ability to apply custom attribution methods based on unique business needs.Integrate111 W Monroe St.Phoeni

263、x,AZ 85003T:866-478-Key customersAdobeMicrosoftOraclePluralsightSalesforceSplunkKey executivesJeremy Bloom,Chief Executive OfficerDeb Wolf,Chief Marketing OfficerAaron Mahimainathan,Chief Product OfficerMike Kaplan,Chief Customer Officer 2022 Third Door Media,Inc.29 https:/martech.orgVENDOR PROFILES

264、MARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideScenario planning and optimization Does not currently offer scenario planning or automated campaign optimization.Focus is on providing real-time performance reporting across channels to provide markete

265、rs with the data needed as an input into campaign optimization.Aligning spend with goals Real-time performance reporting across channels,as well as cross-channel engagement.Provides data needed to understand campaign pacing and performance over time to allow marketers to“defend the spend”and measure

266、 the impact of campaigns on lead generation and ABM programs.Calculates overall media efficiency and cost savings to further optimize campaign performance.Media planning Cross-channel solution designed to help marketers activate through content syndication,digital ads,webinars,in-person events and s

267、ocial media.Cross-channel data and insights provided through one centralized platform to illuminate channel performance and inform next-best investments.Orchestration Cross-channel insights at the account level to enable marketers to understand engagement within target accounts,optimize the target a

268、ccount list over time and orchestrate the next-best action with target accounts and buyers across marketing channels within the platform.Campaign activation across channels.Native campaign activation via content syndication providers,social networks such as LinkedIn and Facebook,digital advertising,

269、webinars and live event engagement through the Integrate mobile app.Ability to nurture buyers through integrations to leading marketing automation providers.Analytics and reporting Cross-channel Insights tool provides a single view into cross-channel performance.Data from Precision Syndication,Preci

270、sion Events,Precision Digital,and Precision Social are displayed in one dashboard allowing users to understand the outcomes being delivered,whats working and the business impact.Collaboration and workflow management Ability to collaborate with publishers and agencies on creative assets for digital a

271、dvertising and content syndication programs.Robust capabilities around privacy compliance management,ensuring that opt-in criteria are met through third-party publications.Reporting and alerting capabilities to enhance collaboration across marketing teams.Privacy and cookies A built-in governance en

272、gine standardizes and validates incoming and outgoing data to increase lead conversion and reject unqualified leads while complying with global regulations to ensure all data is properly vetted and consent provided.Data security Physical,electronic and procedural safeguards comply with all data prot

273、ection laws and regulations applicable to the processing of personal information,including but not limited to the laws and regulations of the EU,the European Economic Area and their member states,Switzerland,the UK and the U.S.Access to personal information is limited to third parties and employees

274、who Integrate111 W Monroe St.Phoenix,AZ 85003T:866-478- 2022 Third Door Media,Inc.30 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guidehave a business reason to know the information.Strict internal policies against una

275、uthorized disclosure or use of customer information.Third-party integrations Built-in martech ecosystem provides B2B marketers with access to integrated,best-in-class technology and performance solutions.Includes hundreds of technology companies,data partners,service providers and marketing agencies

276、,thousands of events and trade shows,and a marketplace of 150-plus publishers.Includes a growing group of partners,including companies such as LinkedIn,On24,Adobe,Salesforce,Oracle and Bombora.Connects to leading marketing automation and CRM systems.Pricing and support Typical pricing starts at$2K-$

277、3K/month.Content marketing programs and digital advertising can be purchased on a campaign-by-campaign basis and is scoped based on specific campaign parameters.Annual contracts are not required.No free trials.All customers have access to Customer Success Managers(CSMs)for any platform-related escal

278、ations and 24/7 access to support through an online support portal.Designated CSMs provide personalized,documented success strategies,ongoing best practices and continuous optimization for performance.CSM team is made up of demand,campaign,analytics and martech professionals.Add-on service offerings

279、 include onboarding,training,campaign,technical and data services.Integrate111 W Monroe St.Phoenix,AZ 85003T:866-478- 2022 Third Door Media,Inc.31 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideTarget customer Senio

280、r-level marketing operations executives at B2B and B2C enterprises in the manufacturing,retail and automotive vertical markets.Company overview 42 employees.Founded in 2000.International provider of marketing resource management solutions designed to empower marketers to optimize resources and maxim

281、ize results.Extensively invests in innovation and new technologies,including the companys core AI engine RAMMA(Resource Attribution Modeling&Marketing Analytics).The aim of RAMMA is to integrate a marketing-related engine,delivering automated insights,cross-channel predictions and tailor-made recomm

282、endations to the user.Product overview Creates workflows for planning,budgeting and result analysis across point solutions,departments,and locations.Combines marketing plans,budgets and results in one platform.Complementary consulting,implementation and support services.Use cases Marketing budgeting

283、:Enables top-down restricted budgeting and bottom-up cost allocation,including automatic forecast calculation(combination of planned costs,committed costs and the imported actuals from any ERP system),set spending limits and remaining budget visualization in real-time.Content planning:Provides integ

284、rated asset management feature to create and store all documents in their respective marketing context.Integrated with people and budget management to connect planning and content creation processes.Keeps content organized and manages files in one place.Helps automate and structure content creation

285、processes with annotations,version control and hierarchical approval workflows.Marketing performance management:Enables users to define goals,budgets and costs and track results on various levels of marketing planning.KPIs can be defined from single activities within multi-channel marketing campaign

286、s.Dashboards can be individually configured to track and analyze key metrics.Further analysis requirements can be gained by integration to other third-party analytics tools,such as MS Power BI,Tableau or Adverity.Grouped plan and grid views provide different views on all activities helping manage an

287、d control ongoing campaigns.Attribution models supported RAMMA module provides options to configure rules to support proactive insights and notifications to users.This algorithm identifies issues early and shows opportunities missed.This combination paired with direct control and management function

288、s to adapt ongoing activities helps the user achieve optimum ROI.AI-based algorithms generate learnings from historical data,providing recommendations for optimized channel and budget allocation.MARMINDAltmannsdorferstrasse 74/13 5Vienna,AKey customersAMG AllianzLufthansa Mercedes BenzMondiUniversal

289、 Music Key executivesPatrick Moser,Managing DirectorGerhard Kragl,Managing DirectorPaul Polak,Director,Sales&Business Alliances 2022 Third Door Media,Inc.32 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideScenario pl

290、anning and optimization Strategic budget planning based on results(i.e.,KPIs or dashboard)is possible by matching budget and forecast against KPIs,including scenario simulation as well as extensive standard reports to know where to spend marketing money best for maximum impact.Aligning spend with go

291、als Enables users to define goals,budgets and costs and track results on various levels of marketing planning.KPIs can be defined from single activities within multi-channel marketing campaigns.Dashboards can be individually configured to track and analyze key metrics.Further analysis requirements c

292、an be gained by integration to other third-party analytics tools,e.g.MS Power BI,Tableau or Adverity.Grouped plan and grid views provide different views on all activities helping manage and control ongoing campaigns.Media planning Offers extensive online and offline channel media planning for activi

293、ty details,placements and line items.Planned activities can be assigned to multi-channel campaigns.Visualization can be done in different calendar views,Gantt charts and grids as well as dashboards.Custom requirements can be set up by configuration for any channel.Standardized MS Excel templates can

294、 be uploaded to ensure end-to-end processes with external agencies.Line items can have several cost items to plan and reconcile all spend across all media vehicles.Orchestration Not native to the platform,but available through integrations with other technologies.Can trigger workflows based on insig

295、hts gained on historical campaign data,through the clients existing tech stack,for example.Analytics and reporting Features dozens of standard reports based on Microsoft Reporting Services,which makes it easier for clients to print or export to MS Excel or MS PowerPoint with pre-defined CI/CD guidel

296、ines.Reporting is available in configurable grid views,as well as integrated dynamic dashboards.Dashboards are based on pre-defined taxonomies and processes and can be stored as a bookmark and shared with other users or teams.Within the dashboard,marketers can directly use all mentioned collaboratio

297、n features like ToDos and Comments with Mentioning,and define next steps and trigger actions based on insights.Through the RAMMA project,predictions based on proprietary algorithms are included.Integration with other third-party analytics tools,such as MS Power BI,Tableau or Adverity,is also availab

298、le.Collaboration and workflow management Users are kept updated in real time via instant commenting and mentioning functionality.Teams can collaborate and allocate resources efficiently along with effort tracking per task and user in an integrated HR module.Supports collaboration across teams,a redu

299、ction and automation of administrative workload by combining ToDos with comments,including content and annotations and sub tasks.Users can exchange media plans and briefings with agencies using custom templates.MARMINDAltmannsdorferstrasse 74/13 5Vienna,A 2022 Third Door Media,Inc.33 https:/martech.

300、orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers Guide Roles and rights are set up based on top-down permissions with a combination of a certain role(guest,contributor,moderator,admin)plus additional rights,such as separated collaboratio

301、n rights such as editing ToDos from other users.Privacy and cookies There is an audit trail for all user activities directly available in the UI.Data security Connects with any kind of identity management application,including MS Azure SSO,and potentially a mapping of active directory groups with th

302、e MARMIND User list.Only users with at least“Moderator”rights are able to add users from the global user list to add them to a specific context.Within the user management function,MARMIND can differentiate between internal and external users.The latter are not allowed to receive Moderator rights.Use

303、r rights for sensitive data,for example,for protected areas or permission-based around budget or costs,are separated out.Third-party integrations Offers an API that comes with authentication and security services to ensure end-to-end processes and smooth operations.Pricing and support Three pricing

304、packages based on number of users and level of product:Essential(lower tier).Professional(mid-tier).Enterprise(highest tier).Average contract size is$100K annually on recurring revenue.Annual contracts are required.Proof of Concepts(POC)are available.Each customer receives a dedicated account manage

305、r.Customer support and/or services vary based on the package level purchased.MARMINDAltmannsdorferstrasse 74/13 5Vienna,A 2022 Third Door Media,Inc.34 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideTarget customer M

306、id-market and enterprise consumer brands with direct-to-consumer(DTC)channels.Key verticals include fashion and apparel,health and beauty,CPG,home goods and financial services.Company overview 154 employees.Founded in 2017.Announced a$21M growth round of funding from Telescope Partners in May 2022.M

307、easured is an independent media outcome measurement platform that provides ongoing insights into online and offline media incrementality at the channel,tactic,campaign and ad-set levels.Measured built the industrys first incrementality index that is informed by data from tens of thousands of experim

308、ents going back more than six years.Easy-to-use,enterprise-grade technology,proven test and control methodologies,and source-of-truth reporting give marketers the insights needed to grow their businesses.Measured experiments are meticulously designed for the unique characteristics of each ad platfor

309、m and channel,then automated for easy implementation and scale.Connects directly to all of the brands available data sources and applies insights from the latest incrementality index.Provides new customers with full portfolio reporting in two weeks.Builds a marketing data warehouse(MDW)at no additio

310、nal cost for every individual brand.The secure,fully-managed MDW provides an independent data architecture on which brands can build sophisticated business intelligence reporting,analytics programming and data science infrastructure.Product overview Designed to help brands implement an end-to-end me

311、dia experimentation and incrementality measurement practice,including solutions for reporting and optimization,experimentation,and marketing data management.Reporting and Optimization Solutions:Reconciles marketing spend with sales data into customizable dashboards that reveal the business contribut

312、ion of media across addressable and non-addressable channels.Granular insights at the campaign,tactic and ad set levels provide optimization strategies and recommended actions to maximize revenue.Experiment Solutions:Created by a global team of marketing and data science experts,Measureds automated

313、experiment designs utilize first-party audience split and geo-matched market testing methodologies to ensure valid results and comprehensive insights.Based on true causality confirmed by a brands customer transaction data,Measured experiments are not impacted by the privacy-related tracking issues t

314、hat impact click-based attribution used by walled garden platforms and multi-touch attribution vendors.Marketing Data Management Solutions:Builds an individual MDW for each customer that connects and harmonizes all marketing,commerce and customer performance data from 275-plus available integrated s

315、ources.Measured Austin,TX Key customersCrocsFahertyGrubhubMADEParachuteRothysKey executivesTrevor Testwuide,Chief Executive Officer and Co-FounderMadan Bharadwaj,Chief Technology Officer and Co-FounderNick Stoltz,Chief Operating OfficerHelen Park,Senior Vice President,People 2022 Third Door Media,In

316、c.35 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing Performance Management Platforms:A Marketers GuideUse cases Unify all marketing data and automate reporting:Measured MDW ingests and normalizes data from all sources and channels.Cross-channel dashboards and custo

317、mizable reporting reduce the time spent aggregating performance data from multiple channels and compiling into spreadsheets and results reports.Optimize media for maximum growth:Measured Incrementality reveals opportunities to eliminate waste,scale into investments,or reallocate media spend for maxi

318、mum growth.Answers questions such as:What percentage of my revenue is directly a result of advertising spend?How much budget should I spend on each channel?If I add a new channel,will I get more new customers?How can I adjust my media investments to lower customer acquisition costs?How much of my ad

319、vertising budget is being wasted and where?Are my retargeting campaigns driving net-new conversions,or merely targeting customers who would have converted anyway?How much more can I scale on which channels while maintaining my CPA or ROAS target?Attribution models supported Calculates the incrementa

320、lity of paid media by deploying scientifically proven experiment methodologies:Audience split testing:Segments audiences into two or more equally representative cohorts,delivering different treatments to each and observing the difference in results.Cohorts are defined using ad platform targeting or

321、by segmenting first-party data from the brands customer files.Geo-matched market testing:Identifies statistically significant markets at the state,DMA or zip code level that are similar to but much cheaper to test in than larger markets.Because geo-experiments are run completely independent of platf

322、orm reporting and are based on system-of-record transaction data from the brand(i.e.,e-commerce platform),geo-testing is a near universal system of measurement that isnt affected by platform and policy changes.Scale testing:Splits target audiences into three cohorts test,control and scale.The ad set

323、s used for the test group are cloned and served to the scale group,but at two-to-four times the spend,to measure points of saturation and diminishing returns.Scenario planning and optimization Supports both short-term and long-term objectives through optimization and planning tools for budget alloca

324、tion.Aligning spend with goals Designed to reveal the incremental contribution of media to business metrics such as sales,revenue,subscriptions,downloads,installs,etc.Brand customers provide specific corporate goals and objectives,then experiments are designed to answer questions related to those me

325、asurable outcomes.Media planning Delivers results and insights through customizable reports and dashboards,including optimization reports,with recommended actions for maximizing efficiency and business impact of media channels and tactics.Orchestration Does not currently push/activate media based on

326、 the actionable insights produced by the platform.Measured client success directors work with clients to utilize the insights and assist with allocation recommendations.Measured Austin,TX 2022 Third Door Media,Inc.36 https:/martech.orgVENDOR PROFILESMARTECH INTELLIGENCE REPORT:Enterprise Marketing P

327、erformance Management Platforms:A Marketers GuideAnalytics and reporting Provides customizable dashboards and automated reports that are structured for the specific needs of each customer organization.Dashboards are refreshed daily,reconciling ad spend with system-of-record business transaction data

328、 provided by the brand.Popular dashboard views and reports include:Cross-Channel:Top channels/tactics by incremental ROAS.Worst performing channels by incremental CPA.Budget allocation optimization.Channel-specific views Most incremental campaigns and ad sets.Saturation and scale reports.On-site ret

329、argeting incrementality.CRM-specific reports:New vs.existing customers.Customer lifetime value.Recency,frequency and monetary(RFM)segmentation.Customer retention analysis.Collaboration and workflow management Built-in experiment design approval workflow.Access and responsibilities by role can also b

330、e defined and managed for each user.Privacy and cookies Measured is explicitly built to provide reliable measurement without a need to identify and track individuals.Experiments are cohort-based and run on audiences built from first-party data or geo-matched market cohorts.Cohort test cells are care

331、fully defined to be scientifically significant,so reads can be trusted as clean and valid.Provides reliable insight into the outcomes caused by paid media,without tracking at the user-level.Data security Secure computing environment which is attested by an SOC2 certification.Follows AWS best practic

332、es and Secure Coding guidelines.Performs ongoing vulnerabilities assessments to identify any weakness in external applications.Third-party integrations Integrates with more than 275 data sources;100-plus are via API.Integration partners include,but are not limited to,vendors that focus on affiliate

333、marketing,analytics,audio,business intelligence,catalog,CRM,CTV,database,direct mail,display,email marketing,marketing automation,mobile,podcasts,referral,search,social media,business transactions/e-commerce(Shopify,Salesforce,Magento etc.)and video.Pricing and support SaaS based subscription pricing with a technology delivery model,complemented by professional services.Pricing is based on scope,c