Now Tech: B2B Analytics And Measurement Providers, Q4 2018 · now Tech: B2B Analytics And...

Now Tech: B2B Analytics And Measurement Providers, Q4 2018Forrester’s Overview Of 29 B2B Analytics And Measurement Providers

by Allison SnowOctober 18, 2018

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Key TakeawaysImprove customer Insights With B2B Analytics And MeasurementA broad landscape of vendors will help you leverage analytics and measurement to grow revenue, manage performance, and understand customers.

select Vendors Based On size And FunctionalityPick the partner that will offer the right insights — into revenue growth opportunities, the health of the business, and customer preferences and health — for your requirements.

enhance existing efforts rather Than create New Onesrather than approach analytics and measurement capabilities as solutions in search of use cases, align with current organizational efforts to provide the most value.

Why read This reportyou can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you’ll first have to select from a diverse set of offerings — vendors that vary by size, functionality, geography, and vertical market focus. B2B insights pros should use forrester’s now Tech report to understand the value they can expect from a B2B analytics and measurement provider and select vendors based on size and functionality.

This Pdf is only licensed for individual use when downloaded from forrester.com or reprints.forrester.com. All other distribution prohibited.

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Table Of contents

Improve Customer Insights With B2B Analytics And Measurement

Select Vendors Based On Size And Functionality

B2B Analytics And Measurement Market Presence Segments

B2B Analytics And Measurement functionality Segments

Align Individual Vendor Solutions To Your Organizational Needs

recommendations

Enhance Existing Efforts Rather Than Create New Ones

Supplemental Material

related research documents

Anchor Sales And Marketing Alignment With revenue Growth Analytics

The forrester Wave™: Predictive Marketing Analytics for B2B Marketers, Q2 2017

What B2B Marketers Must Know And do To Make Attribution Work

fOr cuSTOMer inSiGhTS PrOfeSSiOnALS

Now Tech: B2B Analytics And Measurement Providers, Q4 2018Forrester’s Overview Of 29 B2B Analytics And Measurement Providers

by Allison Snowwith Srividya Sridharan, Aldila yunus, and Shayna neuburg

October 18, 2018

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For Customer InsIghts ProFessIonals

Now Tech: B2B Analytics And Measurement Providers, Q4 2018october 18, 2018

© 2018 Forrester research, Inc. unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Forrester’s Overview Of 29 B2B Analytics And Measurement Providers

improve customer insights With B2B Analytics And Measurement

B2B insights pros face challenging forces externally and internally. first, they must understand B2B customers with enough depth so that they can help orchestrate appealing experiences for them. Second, they must equip internal stakeholders who are drowning in data and starving for insights. Last but not least, they must demonstrate to various stakeholders that better insights have a positive impact on prospect and customer experiences and — ultimately — the performance of the business. it’s a full plate. insights pros who want to apply analytics and measurement to meet these forces head-on should understand the B2B analytics and measurement landscape, which we define as:

The tools, solutions, and platforms that help insights professionals in B2B or B2B2C industries understand their customers (accounts or individual business buyers), predict customer behavior, and translate marketing and sales activity to business results.

vendors in this space span a wide range of capabilities — B2B data providers with analytics capabilities, predictive analytics vendors, attribution players, and marketing technology providers. But ultimately, they all enable deeper customer insight for B2B companies. vendors vary enough that firms must understand their core goals to ensure that they don’t set out to use fancy techniques rather than achieve articulated outcomes. irrespective of the core strengths that each type of player brings to the table, companies should expect vendors in the B2B analytics and measurement landscape to:

› Increase revenue and grow the business. empowered customers and competitive forces demand that firms find advantage everywhere they can. B2B insights pros can benefit from working with analytics providers to identify trends and patterns in data that support revenue growth. These partnerships help insights pros identify in-market accounts, inform go-to-market decisions like ideal client profile, and unveil propensity drivers.

› Improve the efficiency, effectiveness, and results of marketing programs. Working with performance management and measurement vendors can help firms understand campaign performance as well as sales-stage transition ratios, velocity, and other critical diagnostic metrics. More broadly, these vendors can help build models that connect activity and performance data to business impact and c-level decision making.

› Monitor customer preferences, lifetime value, and overall customer health. Working with vendors on pursuits like revenue growth and measurement informs customer insights like attributes and value. further, vendors in the space use analytical methods to facilitate understanding of behavior and preferences. The result is a healthier understanding of delight and dissatisfaction and deeper dynamic segmentation and audience creation capabilities.




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Select vendors Based On Size And functionality

We’ve based our analysis of the B2B analytics and measurement market on two factors: market presence and functionality.

B2B Analytics And Measurement Market Presence segments

We segmented the providers in this market into three categories, based on B2B analytics and measurement revenue: large established solutions (more than $25 million in B2B analytics and measurement revenue), midsize solutions ($10 million to $25 million in revenue), and smaller solutions (less than $10 million in revenue) (see figure 1). These categories include specialized analytics and measurement solutions, not engagement platforms with analytical and measurement features. We also did not exclude solutions that realized less than $1 million in annual revenue.




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FIGUre 1 now Tech Market Presence Segments: B2B Analytics And Measurement, Q4 2018

*Forrester estimate

Natero

PipeCandy

Pointillist

Proof Analytics

R2integrated

Squirro

Volume

Adverity

BRIDGEi2i Analytics Solutions

CaliberMind

conDati

Full Circle Insights

Hive9

Leadspace

Mintigo

Radius Intelligence

SAP*

Allocadia

Analytic Partners

Bizible

LeanData

6sense

DataRobot

Datorama

Fractal Analytics

Lattice Engines

MRP

Periscope By McKinsey

Ugam

<$10M in annual category revenue

$10M to $25M in annual category revenue

>$25M in annual category revenue

B2B Analytics And Measurement

Q4 2018




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B2B Analytics And Measurement Functionality segments

To explore functionality at a deeper level, we broke the B2B analytics and measurement market into three segments, each with varying capabilities (see figure 2):

› revenue growth analytics drives margin-boosting decisions and actions. Small, midmarket, and enterprise firms that need analytics support to inform go-to-market and revenue optimization decisions can turn to multiple providers. firms in this segment take various approaches to ultimately analyze data for trends and patterns to drive revenue growth. for instance, they identify characteristics that correlate with high value, maximize customer lifetime value, and prevent churn.1 firms can then architect experiences that reinforce likelihood to respond, purchase, or decrease churn.

› Performance management and measurement works best with defined business goals. firms can work with providers in this category for basic and sophisticated analytics. however, the advantage won’t be in the tech as much as it will be in the effort of the business to define explicit goals. The essence of performance management and measurement is not determining how individual campaigns performed or how customers behaved, but understanding how an outcome matched a goal and how to learn from touchpoints to design better ones continuously.2

› B2B customer analytics paves the way for more advanced analytics and modeling. firms can work with vendors in this category to segment B2B customers by behavior. This enables more advanced evaluation of channel, content, sales stage, and audience combinations, as well as a more dynamic alternative to single-vector segmentation and audience creation. firms can also work with vendors on techniques such as customer lifetime value, lookalike modeling, and in-market timing models.

Align individual vendor Solutions To your Organizational needs

The following tables provide an overview of vendors with details on functionality category, geography, and vertical market focus (see figure 3, see figure 4, and see figure 5).




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FIGUre 2 now Tech functionality Segments: B2B Analytics And Measurement, Q4 2018

High segment functionality Moderate segment functionality Low segment functionality

Revenue growth analytics

Performance management and

measurementB2B customer

analytics

Account-based performance measurement

Behavioral segmentation and audience creation

Campaign performance measurement

Channel performance and forecasting (“what if” scenario buildout)

Customer lifetime value analysis

Demand gen and funnel analytics (sales-stage transition ratios)

Financial metrics (ROI, CAC, ef�ciency metrics)

Go-to-market decisioning analytics (ICP, TAM, lookalike modeling, etc.)

Identifying in-market accounts

Marketing contribution to revenue analysis

Multitouch attribution analytics

Predictions and propensity analysis (to respond, purchase, churn, etc.)

Satisfaction analysis (C-SAT, Net Promoter Score, sentiment analysis)

Scoring algorithms/prioritization analysis

Note: Net Promoter and NPS are registered service marks, and Net Promoter Score is a service mark, of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.




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FIGUre 3 now Tech Large vendors: B2B Analytics And Measurement, Q4 2018

>$25M in annual category revenue

Primaryfunctionalitysegments

Geographicpresence(by revenue %)

Vertical marketfocus (top threeby revenue %)

NA 50%; LATAM 5%; EMEA 15%; AP 30%

NA 50%; EMEA 25%; AP 25%

NA 65%; LATAM 5%; EMEA 20%; AP 10%

NA 67%; EMEA 20%; AP 13%

NA 50%; LATAM 20%; EMEA 20%; AP 10%

NA 50%; LATAM 5%; EMEA 30%; AP 15%

NA 60%; LATAM 7%; EMEA 30%; AP 3%

NA 90%; EMEA 5%; AP 5%

Technology; manufacturing; telecom

Banking/insurance; technology; travel/hospitality

Technology; manufacturing; life sciences

CPG; technology, media, and telecom; healthcare and life sciences

High-tech; telecom; �nancial services

Technology; BFSI; manufacturing

Basic materials and chemicals; high-tech and medical devices; automotive

Retail and distributors; manufacturing

Samplecustomers

Centrify; Sage Intacct; Zendesk

Adobe; ONE Marketing; Virgin Australia

GoDaddy; IBM; Thermo Fisher Scienti�c

Franklin Templeton Investments

Adobe; US Foods; Verizon

Vendor did not disclose

Sinopec; Stepan; Waste Management


6sense

DataRobot

Datorama

Fractal Analytics

Lattice Engines

MRP

Periscope By McKinsey

Ugam

Revenue growth analytics; B2B customer analytics

Revenue growth analytics; performance management and measurement

Performance management and measurement; B2B customer analytics









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FIGUre 4 now Tech Midsize vendors: B2B Analytics And Measurement, Q4 2018




Performance management and measurement

Revenue growth analytics; performance management and measurement; B2B customer analytics



Revenue growth analytics, B2B customer analytics



NA 70%; LATAM 5%; EMEA 22%; AP 3%

NA 65%; LATAM 3%; EMEA 20%; AP 12%

NA 85%; EMEA 12%; AP 3%

NA 100%

NA 85%; EMEA 5%; AP 10%

NA 100%

NA 40%; EMEA 44%; AP 16%

High-tech; �nancial services; consumer packaged goods

Investments/�nancial services; durables; manufacturing

Software; business services; �nancial services

Technology; professional services

High-tech; business services; manufacturing

Financial services and insurance; telecom; technology

High-tech; retail; �nancial and professional services

Samplecustomers

Charles Schwab; GE Healthcare; Microsoft


Cisco; PitchBook; TIBCO

Dynatrace; Glint; Oath

ADP; Bizible; Oracle

Comcast; Metlife; Sam’s Club

City Football Group; Delaware International; Samsung

Allocadia

Analytic Partners

Bizible

LeanData

Mintigo

Radius Intelligence

SAP

$10M to $25M in annual category revenue




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FIGUre 5 now Tech Small vendors: B2B Analytics And Measurement, Q4 2018











NA 18%; LATAM 2%; EMEA 78%; AP 2%

NA 75%; EMEA 7%; AP 18%

NA 100%

NA 100%

NA 95%; EMEA 5%

NA 60%; EMEA 30%; AP 10%

NA 70%; LATAM 5%; EMEA 20%; AP 5%

Agencies; retail and eCommerce; FMCG

Enterprise technology; CPG; manufacturing

B2B technology; B2B eCommerce; manufacturing

E-tail; higher education; B2B technology

Technology; computer software; IT services

Financial services; high-tech; manufacturing

Technology; business services; �nancial services

Samplecustomers

GroupM; Reed; Thermo Fisher Scienti�c


Datavail; Fidelis Cybersecurity; Implan

Brivo; Discount Dance Supply; Pepperdine University

HighSpot; Jobvite; MongoDB

GE; Thomson Reuters; Zebra Technologies

AppDynamics; Extreme Networks; SAP

Adverity

BRIDGEi2i Analytics Solutions

CaliberMind

conDati

Full Circle Insights

Hive9

Leadspace





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FIGUre 5 now Tech Small vendors: B2B Analytics And Measurement, Q4 2018 (cont.)




B2B customer analytics







NA 70%; EMEA 20%; AP 10%

NA 92%; EMEA 5%; AP 3%

NA 70%; EMEA 15%; AP 15%

NA 90%; EMEA 10%

NA 100%

NA 45%; EMEA 45%; AP 10%

EMEA 80%; AP 20%

SaaS

eCommerce technology; ful�llment and logistics; investment

Telecom; �nancial services; technology

Technology; hospitality; management consulting

High-tech; healthcare; industrial/manufacturing

Banking and �nance; insurance; manufacturing

IT and telecom; professional services

Samplecustomers

Appcues; Freshworks; Typeform

DHL; Klarna; Microsoft

Comcast; GameStop; X�nity Mobile

Allison+Partners; Oracle; United Technologies Corporation

Leidos; Microsoft; Volvo Construction Equipment

Brookson; ING

Artesian Solutions; Colombo Centre for Cognitive Computing

Natero

PipeCandy

Pointillist

Proof Analytics

R2integrated

Squirro

Volume





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recommendations

enhance existing efforts rather Than create new Ones

Analytics and measurement capabilities allow your firm to take a deep dive into just about every interaction, campaign, and customer and collect metrics. But not all metrics are equal for your organization, which is likely to have existing initiatives with their own sets of goals. rather than approach analytics and measurement capabilities as solutions in search of use cases, align with them to accelerate the priority process and ensure your project’s visibility.3 B2B insights pros should use the following guidelines to determine where and how they will provide the most value:

› Focus on outcome-based objectives, rather than techniques. We’ve seen many analytics projects start with the pursuit to “do customer segmentation.” But that’s a technique, not an objective.4 even within individual projects with umbrella goals, state how analytics and measurement can help with a key, outcome-based milestone in the supply chain, such as “increase/decrease X metric by y%.”

› Zoom into decision bottlenecks. every initiative requires decisions; find the decisions that are difficult to make due to lack of available data, information, or analysis. for example, let’s say there is an overall effort to provide more customized experiences to prospects who share key attributes with high-customer-value clients. identify the factors that make this initiative a challenge (likely isolating those attributes that are meaningful), and use analytics to confront that barrier.

› Define core supporting metrics for transparency. There are many individual metrics that will either stand on their own or support more granular analysis. Such metrics — such as contribution to revenue and customer lifetime value — are formulas, and as such require subjective input. ensure that the construction of those formulas is a team effort, with representation from multiple stakeholder groups.




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Supplemental Material

Market Presence Methodology

We defined market presence in figure 1 based on factors such as reported revenue for the vendor’s B2B analytics and measurement offering.

To complete our review, forrester requested information from vendors. if vendors did not share this information with us, we made estimates based on available secondary information. We’ve marked companies with an asterisk if we estimated revenues or information related to geography or industries. forrester fact-checked this report with vendors before publishing.

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endnotes1 See the forrester report “Master The Mechanics Of Analytics for revenue Growth.”

2 See the forrester report “Measuring isn’t Managing: The new rules Of Marketing Performance Orchestration.”

3 See the forrester report “Pick A Powerful Pilot To Propagate customer Analytics.”

4 See the forrester report “Pick A Powerful Pilot To Propagate customer Analytics.”





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