In a nod to the increasingly critical role that customer data platforms play in modern marketing operations, Ensighten was recognized as a “vendor to watch” for the second consecutive year in Gartner Research’s new Digital Marketing Hubs Magic Quadrant, 2017 (subscription).
Ensighten was one of a dozen companies named a vendor to watch, including well-known players such as Google, Axciom and Experian Marketing Services. These innovators were recognized outside of the main quadrant, which ranked many of the traditional marketing clouds such as Adobe, Oracle and Salesforce.com, for possessing many, but not all, of the capabilities required by digital marketing hubs. They are seen by Gartner as key players to watch as the market, still unsettled, continues to evolve.
According to Gartner, “a digital marketing hub (DMH) provides marketers and applications with standardized access to audience data, content, workflow triggers and operational analytics to automate execution and optimization of multichannel campaigns, conversations, experiences and data collection across online and offline channels.”
For the first time, the annual report recognized the growth of data platforms as a key part of the DMH market, including ad-focused DMP solutions and tag management-based Customer Data Platform (CDP) solutions (like Ensighten), for their ability to unify disparate data and technologies.
“Based on experience working with enterprise clients through its TMS offering, Ensighten seeks to enable marketer flexibility and choice by centralizing and managing customer data and syndicating to best-of-breed third-party systems for execution and orchestration,” Gartner states in the new report.
Ensighten was also one of 16 CDP vendors listed in Gartner’s recent report on the CDP market, the first by a major industry analyst firm, entitled Innovation Insight for Understanding Customer Data Platforms, 2016.
According to the CDP Institute, a vendor-based association for which Ensighten is a founding sponsor, the market for customer data platforms is growing at a clip of 50 percent a year, and is expected to surpass $1B in value by 2019.
Ensighten’s CDP is differentiated by many capabilities, including:
- The ability to collect customer data as first-party to the brand, including both onsite and offsite sources such as digital advertising, mobile apps, email, online video and Internet of Things (IoT) devices.
- Patented mobile app capabilities that enable brands to adjust both analytic data points and content on the fly without requiring additional software development or app store approval cycles
- Comprehensive data privacy and security capabilities, including the ability to identify and stop unauthorized vendor tags from loading, even if they are outside of the tag management system
These capabilities are overlaid on the company’s leading enterprise tag management solution, Ensighten Manage, and additional capabilities for customer profile creation and activation. This combination represents the most powerful way for global brands to easily drive first-visit and real-time personalization, get a holistic customer view across channels and devices, improve ad effectiveness and attribution capabilities, optimize mobile app customer engagement, prevent data leakage and more.
For more information about CDPs, download our new guide, The 15-Minute Guide to Customer Data Platforms to learn: the difference between DMPs and CDPs, the three different types of CDPs, core benefits, and much more. For a personalized demo of Ensighten solutions, contact us today.
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