Gartner defines customer data platforms (CDPs) as software applications that support marketing and customer experience use cases by unifying a company’s customer data from marketing and other channels. CDPs optimize the timing and targeting of messages, offers and customer engagement activities, and enable the analysis of individual-level customer behavior over time.
The purpose of a CDP is to centralize data collection and unify customer data from disparate sources into profiles. CDPs enable marketers to create and manage segments and push those segments to priority channels without requiring coding or use of advanced querying techniques. While CDPs originated to serve marketing use cases, interest from data management roles, IT and other customer-facing roles (e.g. sales, service and support) is on the rise.
Digital marketing leaders have long used a variety of systems to design, orchestrate and measure multichannel campaigns. While many of those systems also manage customer-level data and audiences for targeting, they do so in a way that makes both data governance and orchestration across channels (and across competitive vendor solutions) a challenge. CDPs aim to address that challenge by collecting and unifying disparate customer data in a centralized location accessible to marketers.
The CDP is not a substitute for an enterprise’s master data management, but it can ensure that customer profile data, transactional events and analytic attributes are available to marketing when needed for real-time interactions.

Customer Data Platforms

Gartner defines multichannel marketing hubs (MMHs) as software applications that orchestrate personalized communications to individuals in common marketing channels. MMHs optimize the timing, format and content of interactions through the analysis of customer data, audience segments and offers. MMHs are foundational for multichannel marketing, customer journey orchestration and next best action programs.

Multichannel Marketing Hubs

Gartner uses the following market definitions:
Web analytics tools — Specialized analytics tools used to understand and improve the digital CX, attract and retain users, and analyze operations and actions taken across responsive websites and mobile apps.
Product analytics tools — Tools and processes used to understand the behavior of users across products or services to inform decisions about how to improve the product experience and increase product engagement.
Digital experience analytics tools — Tools that provide diagnostic insights into visitor activity and the CX on responsive web and mobile apps, enabled by advanced analytics and machine learning, session replay and heat map technology.

Web, Product and Digital Experience Analytics

Gartner defines personalization engines as technology that enables marketing professionals to identify, set up, conduct and measure the optimum experience for an individual based on knowledge about them, their intent and context.
Personalization engines apply context about individual users and their circumstances to select, tailor and deliver messaging such as content, offers and other interactions through various digital channels in support of three use cases:
Marketing: Delivering the right message to the right audience and in the right context (i.e., tone, timing and channel) to maximize marketing and advertising performance. It involves behavioral inference, segmentation, testing, targeting and optimization of marketing campaign content, messaging and engagements across marketing and communication channels.
Digital commerce: Tailoring content, offers, recommendations and experiences across digital sales channels. It includes personalized site search and navigation and customized content across homepages, category landing pages and product detail pages, with the goal of increasing conversion and delivering online revenue growth.
Service and support: Using customer insight, journey context and user feedback (i.e., surveys and stated intent) to customize online and offline experiences across business functions to reduce customer effort or increase customer satisfaction and advocacy.

Personalization Engines

Email marketing is the use of the email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time and personalized communications — in support of engagement across the customer journey. Email service providers often bolster their technology platforms with supplementary managed services to improve the value and scalability of the email channel.

Email Marketing

CJA/O solutions track and analyze how customers and prospects interact with an organization across multiple channels over time. Most CJA/O solutions subsequently enable organizations to prioritize and orchestrate real-time improvements to the customer experience in multichannel journeys across the end-to-end customer life cycle.
CJA/O solutions are source-system-agnostic, supporting customer journeys across digital and physical channels. Channels analyzed by CJA/O tools include:
*Those that are fully automated (e.g., a website or chatbot)
*Physical channels (e.g., a retail store)
*Others that provide customer assistance (e.g., live chat and co-browsing)

Customer Journey Analytics & Orchestration

Mobile app analytics tools collect and report on in-app data pertaining to the operation of the mobile app and the behavior of users within the app. These areas of app analytics are defined as follows:

Operational analytics: Provides visibility into the availability and performance of mobile apps in relation to device, network, server and other technology factors. Operational analytics are essential to capture and fix unexpected app behavior (such as crashes, bugs, errors and latency) that can lead to user frustration and abandonment of the app. Such analytics should be applied at both the app testing phase and after release of the app into production.

Behavioral analytics: Shows how app users interact with the app to gain actionable insights, drive app improvements and improve business outcomes. Behavioral data can be analyzed based on correlating clicks, swipes, views and other usage stats based on user profiles, segmentation/cohorts, retention, funnel/event tracking and A/B testing.

Mobile App Analytics

Gartner defines mobile marketing platforms (MMPs) as software solutions that help organizations create, activate, execute, analyze and optimize mobile marketing campaigns and experiences. The platforms target audiences on their mobile device through multiple message types such as SMS/text, push notifications, messaging apps and in-app messages.
These platforms enable marketers to engage customers and prospects through a range of mobile-specific tactics — spanning mobile websites, mobile applications, smart device engagement, messaging (such as SMS and native applications), push notifications (such as on mobile apps and off websites), location-triggered interactions and mobile wallet cards. Mobile tactics are particularly suited to, for example, providing time-sensitive notifications to audiences, whether that’s in response to a live event, location-specific moment or a fulfillment update. MMPs also help measure and optimize the effectiveness of mobile strategy.
MMPs can operate as stand-alone solutions within a marketing organization’s tech stack, or operate alongside other marketing technology. These technologies can include a set of capabilities within a multichannel marketing hub (MMH), marketing automation platform (MAP), customer data platform (CDP) or other marketing automation applications. Stand-alone MMPs are a more specialized solution, often used in conjunction with an MMH, email platform or B2B MAP.

Mobile Marketing Platforms

WebEngage Reviews, Ratings & Features 2024 | Gartner Peer Insights

Evaluation and contract negotiation

Evaluation & Contracting

Timely and complete response to product questions

Pricing and contract flexibility (pricing and terms)

Integration and deployment

Integration & Deployment

Ease of integration using standard APIs and tools

Quality and availability of end-user training

Ease of deployment

Service and support

Service & Support

Timeliness of vendor's response

Quality of technical support

Quality of peer user community

Product capabilities

Product Capabilities

Scalability

Integration

Customization

Ease of deployment, administration, and maintenance

Integrations

Data Collection

Customer Profile Unification

Segmentation

Privacy

Measurement and Reporting

Experimentation and Data Science Workbench

Personalization and Decisioning

User Interface

Customer Onboarding Strategy

Partnerships with External Data Providers

Account Level Aggregation

Account-Based Marketing Support

Additional Context

Salesforce Data Cloud

Salesforce

Treasure Data CDP

Treasure Data

Tealium Customer Data Hub

Tealium

Twilio Segment

Twilio

Blueshift

Adobe Real-Time CDP

Adobe

Bloomreach Engagement

Bloomreach

BlueConic

ActionIQ

Convertlab Digital Marketing Hub

Convertlab

<50M USD

50M - 250M USD

250M - 500M USD

500M - 1B USD

1B - 3B USD

WebEngage

Import Manager

WebEngage is an immensely effective tool that may be lacking in one area, that is of integration. It fails to provide efficient integrations when compared to other tools. Even though it is rife with a myriad of features, I had to invest additional resources to connect it with other systems which made its ability to solve issues a little bit constrained.

ACCOUNTANT

Weather it is marketing, data management or just enhancing the customer journey, Webengage CDP is a great tool.

Secure database with live analytics and insights on customers which can be categorised into different areas depending on the stages you define.

Easy to segregate data and specifically target marketing to different categories 

Oracle

Zeta Global

CrossEngage

Leadspace

Informatica

Acquia

NGDATA

Lytics

Netcore Cloud

Datastreams

Cordial

MarketingPlatform

iKala

BUSINESS DEVELOPMENT ASSOCIATE

It is a handy tool for marketing professionals like me with no technical background. WebEngage helps to identify the proper marketing channel and engage leads accordingly. "Check the best channel" is the best feature of this application. For example, if someone is more active on LinkedIn than Emails, then WebEngage helps me to identify it and target him on LinkedIn, thus optimising the marketing spend. As a startup, we have an immense need to observe and track the user journey on a regular basis. WebEngage does this job in the best way possible.

Associate

It is highly helpful to target customers in different channels based on their user behaviour. As a growth team member, I need to reach out to customers in a multi-channel approach, and the problem is I need to separately manage the list on which channel worked out for which person. WebEngage solves this problem by tracking the user journey. 

MATERIAL PLANNER

web engage helps business consolidate data in real time and it can gather from various sources. 

MARKETING MANAGER

Webengage is a exceptional retention Tool, It has actually helped us run day day campaigning with a lot of data to look at. It has helped us in terms of customising user journeys and end customer experience. It has made our campaign analytics easier and the performance dashboards in this softeware is so cool and it's all in one place. We had a good experience with onbiarding and setup of this software too. The customer support if there are any issues is good as well.

Active

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50M-1B USD

1B-10B USD

Business Head

Webengage has helped us automate most of out digital campaigns at ease, with complete information on lead level outcomes. The ease of setting up campaigns, and the set of tree structure to decide follow through action is simply superb. 

CONTENT MARKETING SPECIALIST

WebEngage can be used by large teams to monitor customer engagements daily while tracking user journeys. 

WebEngage serves as a comprehensive solution for managing and utilizing customer data allowing us to gain valuable insights and engage with our customers effectively. WebEngage seamlessly integrates with multiple communication channels such as email push notifications and in app messages.

SENIOR PRODUCT MANAGER

WebEngage is a customer engagement and marketing automation platform that helps businesses with personalized communication and marketing campaigns. I have used it extensively and setup in multiple organizations.

WebEngage empowers all attributes key for Marketing, Growth and Retention. It houses Customer data platform, Omni channel engagement campaign orchestrator ,Personalisation engine and an Immersive Analytics engine.

WebEngage actions, optimises and orchestrates triggers, segments, behaviours and funnels. AI enabled recommendation, predictive outputs and profiling.

WebEngage is built with the sole intention of improving retention and Sharper analytics based engagement, all wired to run marketing automation emphasising the OKRs of churn handling, growth plaques and customer dormancy. 

WebEngage is a company that seeks to revolutionize marketing by inserting a more human element into customer engagement. Pioneered by co-founders Avlesh Singh and Ankit Utreja, this establishment seeks to diverge from conventional marketing approaches. 

WebEngage serves as both a customer data platform and a marketing automation suite. Its innovative approach makes customer engagement and retention both straightforward and highly effective for consumer tech enterprises and SMBs. The platform grants brands the capacity to enhance revenue from current customers and unidentified users through highly contextual, hyper-personalized engagement campaigns across multiple communication channels. 

Through the WebEngage dashboard, marketing practitioners worldwide can formulate intuitive user lifecycle journeys, transforming existing users into dedicated customers via data-driven, timely omnichannel engagement campaigns. Further, the platform presents thorough marketing and product analytics, allowing brands to track growth metrics and campaign success effectively. 

Investors in the tech sector worldwide endorse WebEngage. With Mumbai, Maharashtra as its home base, the company has a solid global presence, featuring offices in Gurugram, Bengaluru, SÃ£o Paulo, Jakarta, and Dubai. This company comprises an ever-growing group of ambitious individuals who continuously strive to reshape the game.