Hello, marketers! It’s that time of year again — you know what I mean, when the birds are a-chirp, the pollen is high, and the coolest of the cool emerge from their cabanas and give the world a full-throated hiya.
We here at Gartner for Marketing Leaders Data-Driven HQ were hard at work in 2014 and early 2015, culling through nominees, isolating claims, evaluating startups and some more established players on that ineffable spectrum of Coolness that can only be summed up in the satisfying phrase: We know it when we see it.
And you will, too.
It’s a particularly eclectic bunch this year, including a B2B analytics platform, a market research company, a couple of retail-oriented big data analytics players and a company that knows about all there is to know about high-net worth individuals, which may or may not mean you and me.
So in no particular order, except the cold logic of the alphabet, here are the Cool Vendors in Data-Driven Marketing for 2015 (subscribers can access the full write-ups here):
This Pittsburgh-based company offers a flexible and efficient way for marketers to gain insight into target groups by serving microsurveys within standard ad units on a network of publisher websites. (I never get tired of mentioning this coolness.) CivicScience’s engaging formats, persistent database and analytics tools can get field survey results faster than conventional methods. It runs a continual survey with over 31 million anonymous consumer profiles and almost 5,000 questions, which clients can enhance with custom questions. Subscribers use the service to segment audiences, plan and test offers, monitor campaigns, forecast market changes, and other cool stuff.
This pedigreed Portland startup ingests data from numerous sources and provides predictive analytics that inform marketing campaign recommendations, targeted marketing messages and site personalization. Lytics is notable for its usability, speed, advanced predictive models and ability to work with marketing point products. Collecting data from tags, APIs and prebuilt connectors, Lytics creates a schema on the fly so that it can consolidate data from multiple sources and run analytical models, build and score audiences, make content recommendations, and do other cool things.
One of those intriguing companies that can neither confirm nor deny its classified origin in a secret government lab, Quantifind uses its powers for good: It analyzes unstructured text from websites, conversations on social networks and other sources, and ties patterns in the text to business results from revenue systems. The company correlates text analytics to business results defined by the user (e.g., store sales or box-office gross), which enables it to power predictive models, for example, forecasting product launches or movie openings based on social network conversation.
Emerging from the world of non-profit donor targeting, WealthEngine combines proprietary and public sources of data to build profiles of affluent individuals, and its predictive and scoring algorithms rank them by their likelihood to donate, purchase or invest. It maintains an active database of 210 million individual profiles on 122 million U.S. households (obviously, including many of the less affluent as well), and it offers various predictive algorithms, including a proprietary “propensity-to-give” score.
A competitor to tools like Lattice and Mintigo, 6sense provides predictive analytics that help B2B marketers find new prospects, enrich profiles with useful information and prioritize leads based on their likelihood to convert. 6sense has built its Buyer Intent Network of time-sensitive behavioral data through relationships with thousands of B2B data sources that include social and proprietary data, such as blogs, communities, forums and trade pubs, and search data, which it combines with internal info from websites and CRM applications for lead scoring, intent models, and so on.
So that’s it for this year. Go forth and market wisely, consider the blessings of the spring, and above all, Be Cool.