Predictive Marketing Analytics Buyers Guide 2

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PREDICTIVE MARKETING ANALYTICS

BUYER’S GUIDE FOR SMBs
Includes MTA Green Zone & Vendor Profiles
SPRING EDITION | 2017-18
By Ankush Gupta, Editor-In-Chief,

With Chitra Iyer (Part I of Buyer’s Guide),
Surajit Nath & Khushbu Verma
@MarTechAdvisor facebook.com/MarTechAdvisor linkedin.com/company/martech-advisor www.MarTechAdvisor.com

© 2017 All Rights Reserved. MarTech Advisor.
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Predictive Analytics Buyer’s Guide for SMBs 2017
TABLE OF CONTENTS
Part 1: Choosing A Predictive Marketing Analytics Vendor 1

1.1 All About Predictive Marketing Analytics 2
1.2 Make Predictive Work For You 5
1.3 Choosing A Predictive Analytics Partner – Considerations 8
Part 2: Predictive Marketing Analytics Platform Features 11

2.1 Predictive Marketing Analytics Platform Features 12
Part 3: MTA GreenZone For SMBs 16

3.1 MTA GreenZone: Research Methodology 17
3.2 MTA GreenZone For Predictive Marketing Analytics 18
3.3 MTA GreenZone Vendors: Benchmarking The Leaders 20
Part 4: MTA GreenZone Vendor Profiles, Marketing Cloud & Point Solutions Listings 21
4.1 Top Vendor Profiles 22
4.2 Marketing Cloud Platforms 40
4.3 Point Solutions: Leading Vendors In Each Category 44
Part 5: About MarTech Advisor 45

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PART 1
CHOOSING A PREDICTIVE MARKETING
ANALYTICS VENDOR

© 2017 All Rights Reserved. MarTech Advisor. Page 1
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1.1 All About Predictive Marketing Analytics
Predictive analytics is all about better decision-making. In the B2B marketing context, it is all
about making sense of customer data – behavioral, demographic, firmographic to make better
marketing and sales decisions.
Technology, today can help to make sense of data, connect millions of data points across a
variety of categories, draw patterns and trends from behavioral and other indicators, to predict
which prospects are most likely to purchase, when, under what circumstances, and even how
much.
The scale at which statistical models and probability are being used to predict successful
outcomes is transformative for marketing, and marketers who fail to evolve their data-based
decision-making capabilities will not be able to compete effectively in the future with marketers
that do.
As the complexity of B2B marketing, and sales landscape, and customers and buying behavior
itself is changing dramatically; predictive analytics is gaining importance because it helps
marketers stay a step ahead of what may possibly happen, and plan accordingly. The outcomes
of predictive analytics are better planned campaigns, higher conversion rates, lower cost of
prospecting and conversion, and of course, higher sales.
The predictive analytics technology landscape has kept pace with the evolution, and there are
several innovations we see in the new-age predictive analytics for marketing tools and
technology platforms. Consider these:
• Cloud-based SaaS models enabling an almost plug-and-play approach to complex

analytics solutions
• Backward integration to offer proprietary third-party database and data stewardship
solutions: the stronger the data foundation, the more powerful the analytics results
• Forward integration to import and apply results directly into execution platforms like
marketing automation and CRM: faster implementation of insights and better
competitive advantage
• Visual interpretation of results that enable even the least technical-minded marketers to
leverage predictive analytics as a strategic advantage
Part 1 of this guide will help you move forward in your predictive analytics journey by clarifying
the many applications, and helping you arrive at whether you need predictive marketing
analytics or not. And, if the answer is yes, how can you move to the next stage of the journey?

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WHAT’S DRIVING THE DEMAND FOR ANALYTICS?
Increasing volumes of data generated:

Every digitally active person generates huge volumes of data everyday even with their most
mundane online activity. Consequently, companies are collecting huge amounts of data but may
not know the best way to make sense of it. Additionally, there are more high-quality external
sources of data available than ever before to marketers who want to really beef up their internal
data.
Fig. 1 SOURCE: Aite Group © March 2017 The Financial Brand
Increasing complexity in consumer data sets: Due to extensive online customer activity, there
are several patterns, connections and insights across thousands of indicators and data
variables. B2Bs want to identify the right trends, connections and patterns to make the right
data-based business decisions. Add to this is the highly dynamic digital world, where trends
change fast and buying behavior changes faster, and everyone expects real-time adjustments to
the changed landscape.
Increasing complexity of solutions: B2Bs want to pitch as customized a solution to a customer

as possible. The data is there, the tools are there, and the execution platforms to customize at
scale are there. B2Bs need to find a way to integrate all of these with operational efficiency and
at scale.
Buyers extrapolate their B2C experiences in their B2B buying behavior: B2B buyers are
conditioned by their B2C digital experience, and expect B2B sellers to be able to approach them
with the right content or offers at the right stage of their buying journey, and proactively make the
right suggestions to help them on their buying journey. They also expect real-time responses, be
it for a Twitter post or an online enquiry; as well as a high degree of relevance in any
communication. B2Bs need to find a way to play a meaningful role in their customers’ digital
world seamlessly.
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Increasing ease of deployment and use of predictive technology: Being on the cloud, SaaS
subscription models, visual data interpretation requiring minimal statistical or analytical skills –
all these have helped faster and easier adoption of predictive analytics technologies across B2C
and B2B. More importantly, these type of advanced analytics, once the domain of the largest
organizations, is now accessible to organizations of all sizes, levelling the playing field in many
ways.
Mounting pressure on marketing: To generate revenue from their lead generation activities and
to contributing measurably to sales and performance goals, including support for customer
retention is driving the increased deployment of marketing enablement technologies to help
drive the numbers faster and more effectively.

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1.2 Make Predictive Work for You
Predictive analytics is not for everyone. Your need for predictive marketing analytics solutions
depends on where you are in your marketing and data maturity today, as well as your future
goals. It also depends on the kind of industry you are in, the size of your prospect universe, the
complexity of the buying landscape and nature of the decision-making cycle in your industry. Of
course, budgets and business goals of your own organization weigh in too.
Choose the right combination of analytics for you

It is important to know that there are several types of analytics available to marketers, and
predictive analytics is one of them. Depending on the nature of your business and marketing
challenges, you can choose from predictive, descriptive, diagnostic and prescriptive. Usually,
marketers settle into a combination of multiple types of analytics to address their needs,
growing the set organically as needs, budgets, and capabilities strengthen.
INTELLIGENCE
Prescriptive (What needs to
be done about it)
Foresight
Predictive (What is likely to

happen - probability)
Discovery (Insight)
INFORMATION
Diagnostic
Hindsight
(why did it happen)
Descriptive
(what is happening)
Fig. 2
The most familiar type of analytics in the marketing world today is descriptive analytics –
typically your business intelligence (BI) tools, dashboards and reports. It tells you what is
happening, and well-trained professionals then need to apply their minds as to what to do with
the insights this knowledge throws up. The insights need to be applied to decision-making by a
human.

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In predictive analytics however, machine learning and artificial intelligence is built into the
technology, so that, based on a comprehensive understanding of what has happened and what
is happening, the system can tell you the probability of something happening in the future. It can
predict who is most likely to respond or convert, when, under what circumstances and to what
degree. Thus, marketing decision-making based on this knowledge of probable future outcomes
is bound to be more accurate and profitable.
While actions based on descriptive analytics work with the assumption that what has happened
in the past will tend to happen in the future, predictive analytics is dynamic and evolves with the
changing patterns and connections, in order to deliver insight that is based on the reality of now.
In other words, descriptive analytics is static while predictive analytics is future-focused and
dynamic, taking into consideration the ongoing changes in consumer behavior and market
trends while generating the ‘predictions,’ which are actually data-based probabilities.
Though it appears that a combination of predictive and prescriptive analytics would be the most
advanced form of decision science, not every marketer needs the most advanced analytics —
just the most appropriate one. Depending on the factors mentioned above, marketers need to
think about what combination of analytics would be most useful for their present circumstances
and invest in solutions accordingly.
So, when should you think about predictive marketing analytics?

If your primary challenges lie in the areas of segmentation, prospect identification and scoring,
and pipeline building, then predictive analytics can help your sales and marketing team close
the gaps and build more robust prospect profiles, and deliver the right campaigns to the right
prospects, with a higher propensity to convert.
If there is tremendous pressure on marketing to show results from lead generation campaigns,
but the results have been less than promising, it could be because prospect identification is off
the mark, or that there are too many of the wrong ‘leads’ being passed on to sales. In these
situations, too, predictive analytics could help marketers change the game.

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But success with predictive analytics depends on…
THE PREDICTIVE ANALYTICS ECOSYSTEM
INTEGRATION FOR REAL-TIME UPDATE, APPLICATION AND OUTCOMES
Intelligent Execution/Workflow tools and platforms:

Big Data, DMP, CDP (populated by Predictive Marketing automation, CRM, Google
all possible internal and external data) Analytics Adwords, social platforms, sales
Platforms enablement tools etc.
Backward integration to Intel about segmentation/ Forward integration to directly

connect data/run analysis predictive scoring/ building apply actionable insight to
audiences/ retention etc. campaigns
Fig. 3
Predictive analytics can succeed in mature marketing organisations. Not only would you need a
stable level of maturity in your CRM and marketing automation applications, you would need
data of a high quality to get high quality outcomes from predictive. The garbage in = garbage out
definitely applies to predictive marketing analytics.
The first step in your predictive marketing analytics journey, therefore, would be to take stock of
the data standards within your organisation.
Predictive marketing vendors today, have understood the big barriers to adoption and
successful deployment of predictive analytics. Poor data is the first and biggest stumbling block
to demonstrating the power of their solutions. It comes as no surprise then, that their solutions
are designed to minimize the data pain point, and enable as speedy a transition to a state of
leveraging high-quality data for predictive as possible.

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They have also understood that B2B marketers are struggling with challenges of prospect
identification, quality pipeline and conversion (ROI) from marketing campaigns. Thus, the most
crowded vendor segment of the predictive marketing analytics category is the one offering data
enrichment, lead discovery and lead scoring functionality. This is where the demand is highest and
the probability of demonstrating success is highest too.
After putting the Who Are They processes in place, marketers would tend to graduate to the
‘Propensity to…(convert, repurchase, churn…etc.) models that define segments / personas
and enable conversion, cross /up selling, retention; followed by prescriptive phase solutions for
specific records based on prospect-specific insight, in real-time, at-scale (predictive analytics for
segments of one) and sales enablement.
Source: Radius
There are other areas of predictive marketing analytics solutions beyond the prospecting /
segmenting scope. Content analytics, social analytics, sales enablement and customer
retention / success are among them. To some extent, all vendors offer some degree of insight
into these areas as well, but there are also specialist point solutions that deep dive into specific
areas. Full-spectrum marketing suites offered by IBM, Salesforce, Adobe and Oracle at the other
end, offer every aspect of predictive marketing analytics possible.

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1.3 Choosing A Predictive Analytics Technology Partner: Considerations
Choosing the right predictive analytics partner is more complex a choice than choosing other
types of marketing technology platforms because the impact slides over three core areas: the
big data, the actual analytics, and the execution workflow platforms such as CRM and Marketing
Automation, and back in a loop to the big data.
Additionally, analytics is a complicated and technical subject. Your lack of knowledge on

statistics, algorithms, machine learning and probabilities may throw you off balance during
pitches unless you get into it with the approach that the onus of simplification lies with the
vendor. In the 2017 Magic Quadrant for Business Intelligence and Analytics Platforms, Gartner
says, “a vendor’s customer experience and operations capabilities, as well as its product’s
ease of use and complexity of analysis, influence the business benefits their products can
deliver.” However, clarity on your own business and marketing processes, goals and constraints
is obviously non-negotiable.
As Radius puts it in this playbook on evaluating predictive vendors, focus on the outputs specific
to your company’s pain point and use case, as well as the ability of the providers to partner
effectively with your requirements, technology ecosystem, and team.
(Source: Radius)
In this guide, we focus on the following functionalities :
1. Data stewardship: There are several challenges with first-party data that marketers have.
First, it is often incomplete, inaccurate, unconnected (in silos), and obsolete. Second,
even if it is complete, data degradation is an ongoing challenge, it needs constant
updating and refreshing to reflect changing data fields for each record. This is all the more
pertinent when the data fields go beyond demographics and firmographics to behavioral
data including browsing behavior, content consumption and social media activity; as well
as unstructured data such as chats, reviews and emails.
The vendor must therefore, be able to do two things:

- Data diagnostics for existing in-house data: Most vendors will offer data diagnostics to
evaluate where your current first-party data stands, how usable it is and what needs to be
done to bring it to an acceptable level of usability. This will involve cleansing and deduping
data; connecting data across internal sources; and refreshing / updating / completing
data where possible.
- Access to third-party data: Most vendors will complement internal first-party data with
external third-party data which is either licenced (from companies such as Dunn &
Bradstreet) or with proprietary data sets like the Network of Record (Radius) or Company
Graph (EverString) which are constantly being updated and refreshed to reflect the data
dynamics.

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Value adds worth checking out (especially if you are an SMB):

- Some vendors include a comprehensive data stewardship process in their base package
and some may offer it à la carte.
- Some vendors provide unlimited access to this third-party licenced data once the B2B
signs up, and some charge based on the numbers. It is worth checking with your vendor
which model they follow.
2. Prospect discovery: the purpose of this functionality is to provide as rich and large a set of
prospects to the marketer as possible. To do this, the vendor will:
- Define the ‘ideal prospect’ based on attributes and characteristics drawn from existing
customer profiles mapping hundreds of demographics, firmographic and behavioral
indicators.
- Once there is clarity on the ‘ideal prospect profiles’ with the highest propensity to respond
and convert, segmented into groups, they will find other similar prospects from their own
data sets and add them to the prospect universe. The marketer can then tap into and
target these ideal prospect segments with various campaigns most likely to succeed.
Value adds worth checking out:

- As a first step, some vendors initially ‘match’ records in their own database with the
marketers’ data and look for a high match rate to ensure sufficient similar records to
effectively aid prospecting.
3. Lead enrichment and lead scoring functionality: Lead enrichment refers to the
functionality which ‘enriches’ the lead by filling in intelligence gaps and adding new fields
of intelligence from multiple structured and unstructured sources to deliver as much rich
intel about a lead as possible. This feeds into the lead-scoring functionality, which, based
on the lead intel, can assign a score in terms of the likelihood of that particular lead to act
in the desired way. This can be conversion, upsell, renewal etc.
The outcome is that leads can then be targeted with the appropriate campaign or passed
onto sales teams for closure based on their scores and priority.
Value adds worth checking out:

- Dynamic lead scoring: Leads are not static entities. Based on their ongoing behavior and
indicators, the software should be able to dynamically reassign scores to reflect the
changing priority of that lead or the buying stage into which they now fall, so that
marketing can reassign the campaigns appropriate for the changed lead status.
- Unstructured data is tricky but critical as it is a rich indicator of the leads’ ongoing
behavior and changing needs based on stage of buying journey. Vendors should be able
to demonstrate capturing of unstructured data and converting it into indicators.

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- Identity association: The process of linking data points from various sources back to one
single contact (individual or account) to create a holistic and complete picture of the
contact record is necessary to create an identity for the prospect. This feature can help
link various contacts together as part of the same account. This is especially critical in
account-based marketing (ABM) applications, as marketers can visualize hierarchies,
org charts and interrelationships at an account level.
Users of IBM Watson Customer Engagement Solutions can leverage the UBX (Universal
Behavior Exchange) to anchor their marketing approaches around customer behavior. It
helps combine structured and unstructured data from multiple platforms and solutions-
email, mobile, shopping apps, social media, call centers etc. to deliver a more complete
picture of customer’s behavior.
4. Integration with Data (backward) and Execution Platforms (forward): This loop is critical
to the Analytics process, as the vendor will need to draw from the existing data pool,
connect their external data source to the internal data pool, as well as be able to feed
insights directly into the workflow tools like CRM and MAPs for faster action in terms of
leads or campaign assignment, or content delivery. The outcomes from campaign actions
need to be fed back into the data pool to update profiles and lead scores. Integration thus,
becomes a critical functionality and it should be as seamless and pain-free as possible.
(See Figure: Predictive Analytics Ecosystem above)
5. Ease of use / self-service: This is an important criterion for evaluation, because without
this, adoption and success is difficult. The first aspect is how easy and quick it is to deploy,
and how easy it is for non-technical team members to use features, reports,
measurements, metrics and insights. Additionally, user enablement involves training, on
boarding, ongoing support, turnaround time to answer user questions. Product support
is about availability of online tutorials, contextualized documentation and self-help
forums.

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PART 2
PREDICTIVE MARKETING ANALYTICS
PLATFORM FEATURES

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2.1 Predictive Marketing Analytics Platform Features
Data Sourcing
Internal Data Source (CRM, DMP / CDP, DSPs, Marketing Automation, SMM)
Data is created and owned by publishers and marketers themselves. This includes data from
behaviors, actions or interests demonstrated across the website(s); data in the CRM;
subscription data; social data; or cross-platform data from mobile web or apps.
External Data Source (Proprietary Data)

Data is generated on other platforms and often aggregated from other websites and it is
accessible through many different avenues. They offer many detailed factors, which includes
whether the company uses modeling or registration-based data; and inferred and declared
demographic data.
Data Curation
Data Append
Data diagnostics to evaluate the condition of where the current first-party data stands, how
usable it is, and what needs to be done to bring it to an acceptable level of usability. This will
involve cleansing and deduping data; connecting data across internal sources; and refreshing /
updating / completing data where possible.
Data Mining
It is a process used by companies to turn raw data into useful information by using software to
look for patterns in large batches of data. Businesses can learn more about their customers and
develop more effective marketing strategies as well as increase sales and decrease costs.
Data Visualization
Data depicted in some sort of visual manner is known as data visualization. This data display is
available in many forms, from graphs to charts to word webs. Data visualization is helpful in
marketing both, behind the scenes in the planning stages as well as a public tool to help
consumers see the benefits of a company’s goods and services.
Data Statistics Dashboards

Marketing dashboards pull data from multiple sources in real time and display it in a single
location. They provide information at a glance and place most of their emphasis on reporting.
They use dynamic visual aids (charts, graphs, heatmaps, scatter plots, timelines, etc.) and plain
text to illustrate a variety of key performance indicators (KPIs) and other data points.

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Predictive Analytics
Prospect Discovery
This functionality is to provide as rich and large a set of prospects to the marketer as possible. To
do this, the vendor will define the ‘ideal prospect’ based on attributes and characteristics drawn
from existing customer profiles mapping hundreds of demographics, firmographic and
behavioral indicators.
Sentiment Analysis
It involves the analysis of unstructured data like comments and suggestions left on social media
sites such as blogs and social networks. Sentiment analysis identifies the Fan or Follower’s
attitude towards a brand by using variables such as context, tone, emotion, among others.
Lead Scoring
Leads are not static entities. So, based on their ongoing behavior and indicators, the software
dynamically reassigns scores to reflect the changing priority of that lead or the buying stage into
which they now fall, so that marketing can reassign the campaigns appropriate for the changed
lead status.
Profiling, Targeting and Segmentation

The aim of profiling, segmentation and targeting is to make your sales and marketing more
effective. This is achieved by developing a better understanding of your customers and
prospects and by communicating with them at the right time, with the right message, in the most
cost-effective way. Profiling is about knowledge, segmentation is about creating groups of
similar profiles and targeting is about when and how to communicate with the chosen groups.
Predictive Modeling for Net New Acquisition

Predictive acquisition helps you discover net-new prospects that look like your best customers –
and identify other new prospects and markets, as well. Predictive acquisition can also help you
identify promising current prospects within your CRM.
Predictive Modeling for Retention (Churn management / Upsell / Cross-sell)

Customer churn or attrition measures the number of clients, who discontinue a service or stop
buying products in each time period. Churn rate is an important business metric, as it reflects
customer response to service, pricing, competition. Understanding the underlying reasons and
being able to anticipate and manage risks associated to customer churn are key areas for
continuous increase in business value.
Report Generation
Report Generation is a powerful tool that allows you to select a group of customers based on the
information contained in the customer information, service agreements, equipment and history
modules. Once this group has been selected, various reports can be run, labels created, or
merge letters and email sent. This is your primary marketing tool.

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Forecasting
Market forecasting is an important constituent of market analysis. It estimates applicable future
values, trends and the nature of your target market based on specific attributes. A standard
analysis should show the applicable number of potential customers broken down by market
segments. A market forecast is an estimate, and not a hard number. The way to arrive at a
forecast is through conducting appropriate market research to estimate populations of target
users in each segment and the annual growth rates for each.
Integrations
ABM
Predictive insights are necessary to drive the ABM strategy and optimize results. A well-
constructed predictive model can help make informed decisions about what accounts to target,
how to personalize content for maximum impact, and how to engage decision makers and
influencers through multiple channels. With predictive analytics, it’s incredibly easy to identify
your target accounts.
Outbound Marketing & Prospecting

Drive customer acquisition and revenue growth by filling the funnel not only with more leads, but
the leads that will turn into high-value customers. Understand what distinguishes your best
customers from the rest. Create custom segments for your desired target audience definition,
the markets you’re trying to grow, or the business signals associated with customer success.
Determine which customer segments are worth additional investment by understanding your
total opportunity, past performance, and likelihood of success.
CRM
Personalized models look at historical CRM data and library of external signals to identify which
prospects are the best fit for a company’s product. Predictive scores are added onto customer
records to help increase sales productivity through better prioritization, streamlined workflows
and more informed decision-making.
Marketing Automation
Predictive marketing analytics platforms offer native integration with many of the leading
marketing automation platforms to draw from a single, integrated pool of customer data. Some
vendors also offer APIs for more customized integrations not available “out of the box.”
Predictive marketing analytics vendors use a variety of methods to import data from the client’s
own internal CRM, customer service, and accounting systems. These methods include bulk
APIs, CSV or Excel files, and FTP batch transfers.

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Sales Automation
Through lead enrichment, scoring, and routing, sales reps can better prioritize leads and
accounts and improve productivity. Intent data and alerts can also provide sales staff with the
ability to be more proactive and timely with their outreach. Predictive models can help to identify
the customers most at risk for not renewing their contracts, and go a step further to identify
which customers are likely to respond to special renewal incentives.
Measurement & Reporting

Net New prospects
Marketers can use predictive modeling technology to sort through thousands of firmographics
(i.e., company size, revenue, purchases) and signals (i.e., business expansion, new job posts,
management changes) to determine which ones are good indicators of future behavior, and
then use them to identify lookalike prospects not currently in the company’s database.
Lead Conversions
Predictive lead scoring emerged to provide marketers a better grasp on lead behavior without
the inaccuracies and vagueness getting in the way. Because it vastly expands on behavioral
indicators and buyer persona profiles (email opens, website visits, pages visited, job title, etc.), it
is more reliable than traditional rules-based lead scoring. Through predictive lead scoring,
marketers can see a lead’s behavioral patterns and characteristics in detail, and even uncover
hidden buying signals that they would have otherwise missed with traditional lead scoring.
MQLs to Sales
Predictive analytics can drive marketing qualified leads to get converted to sales qualified leads.
It’s one of the best ways to determine lead quality and an excellent indicator of how well your
marketing team is qualifying and screening leads to maintain a high-quality pipeline.
Retentions
Customer Retention models are arguably the most valuable models that organizations can
develop in improving overall customer profitability. The ability to target high-value customers
who are most likely to defect or become inactive allows organizations to prioritize limited
resources within an overall retention strategy. With customers now scored in terms of their value
and defection risk, testing can be now employed across different groups or segments of
customers as we attempt to find whether save rates differ across these groups.
Performance Analytics / Dashboards

Requires understanding the intent of the model and match the metric we use to that intent. This
could be a global metric that treats every record alike, such as R^2 or PCC, or it can be a rank-
ordered metric such as lift at a predetermined depth or an ROI calculation. Using the right metric
can have more influence on your model performance than the algorithm you use.

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PART 3
MTA GREENZONE FOR SMBs

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3.1 MTA GreenZone: Research Methodology
The GreenZone has been calculated based on the inputs received from authenticated
technology users across verticals and our research team’s weighted average scoring method.
Our scoring method relies on a set of parameters such as feature richness, product pricing,
segment focus and additional features. Ratings and scores in this guide have been obtained
from documented user experiences, with practical inputs from multiple software vendors.
Analyzing feature reviews with pricing data and insights from contemporary marketers add great
value to the evaluation of software vendors. MTA’s GreenZone helps the reader or a potential
product buyer to evaluate and decide the right product based on their business requirement.
Ÿ MTA’s GreenZone helps Small and Mid-Sized Businesses (SMBs) make smarter choices
through our objective, data-driven vendor analysis, while selecting the perfect martech
product for your business. We recommend that you use this Buyer’s Guide to identify and
discover precise in-market products and features that suit your specific requirements,
and provide a tangible return on investment.
Ÿ Features Ratings: Based on the key features and sub-features shortlisted in accordance
with product categories, these features have further been compared and rated on a scale
of 1 to 5. The lowest possible score corresponds to 1 (i.e. least number of features) and
the highest possible score is represented by 5 on the scale (i.e. availability of all key
features).
Ÿ Pricing: The pricing index for these predictive marketing analytics products has been
determined through exhaustive secondary research. The products have been categorized
by their pricing structure i.e. key features offered at the least price and user information
have been considered as the base price. This product price list has then, been compared
to the initially determined price range. Product prices have been rated on a scale of 1 to 5
as least suitable to most suitable for SMBs.
Ÿ Segment Focus: This evaluation factor is purely based on the product company’s targeted
market. The said target markets may include small, small + medium, small + medium +
large, medium + large or only large enterprises. Product offerings have then, been rated
between 1 to 5 based on the product targeted market. Product offerings best suited for
SMBs are rated the highest i.e. 5, and the products developed primarily for larger
enterprises are rated the lowest i.e. 1
Ÿ MTA Score: It is the aggregated sum of all the above parameters. Companies with the
highest ratings across all parameters (mostly 5 and 4, on the scale of 1 to 5) get a mention
in MTA’s SMB GreenZone.

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3.2 MTA GreenZone for Predictive Marketing Analytics
The MTA GreenZone for Predictive Marketing Analytics Solutions is reserved for the highest
scoring vendors with an MTA Score of over 12.9. In the final analysis of survey results, 21
Predictive Marketing Analytics tools scored high enough to earn a recommended software
rating in our study.
The data was analyzed by calculating a weighted average score from all datasets collected
through secondary research. The 21 “Fit for SMB” vendors were distributed as follows:
Ÿ Nine Vendors with an MTA Score above 12.9 have made it to the MTA Green Zone. These
vendors are rated as “Best Fit Predictive Marketing Analytics Platforms for SMBs”.
Ÿ Eight Vendors with an MTA Score between 12.9 and 11.5 are in the MTA Amber Zone.
These vendors are rated as “Great Fit for Consideration by SMBs”.
Ÿ Four Vendors with MTA Score below 11.5 are in the MTA Grey Zone. This vendor is rated as
“Good Fit for Consideration by SMBs”.

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3.3 MTA GreenZone Vendors: Benchmarking The Leaders
Marketing Clouds
with Predictive
Analytics Capabilities
Good fit for SMB Great fit for SMB Best fit for SMB

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PART 4
MTA GREENZONE VENDOR PROFILES,
MARKETING CLOUD & POINT
SOLUTIONS LISTINGS

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4.1.1 SALESFUSION - Vendor Profile
Founded: 2007 www.salesfusion.com
Target Customer: B2B Small & Medium Size Companies Phone: 1-844-832-0111
Pricing: $950 monthly, per model/lead or account scores HQ Address:

generated/data channels managed 3565 Piedmont Rd NE
Atlanta, Georgia 30305
Company Description United States
Salesfusion is a full-feature marketing automation platform
that seamlessly transitions data and lead intel between
marketing and sales. Marketing measures digital
conversations through the Salesfusion platform that syncs
sales qualified leads into CRM systems to prompt sales
teams to call on warm leads and deliver the right message
at a crucial time in the customers’ buying journey.
Salesfusion is the only marketing automation provider that

is uniquely built on top of a traditional CRM relational
database. This allows for an exact match between the
systems at the lead, contact, account, opportunity, and
campaign levels, which in turn, allows for better two-way
sync with the CRM, list segmentation, and campaign
execution.
Key Executives:
Malinda Wilkinson, Chief Marketing Officer
Carol O'Kelley, Chief Executive Officer
Greg Vilines, VP of Product Management and Technology
Key Clients: CentricsIT, Generis, Coverall, EBS
Key Activities::
Total Funding Received till date: $31.95Mn
Total Rounds of Funding: 6
Major Investors: Noro-Moseley Partners, BLH Venture, Alerion
Ventures, Hallett Capital, Ellis Capital
Acquisitions: LoopFuse

Helping Marketers
Succeed
Key Features: www.salesfusion.com

Data Sourcing
• Internal Data Sources Phone: 1-844-832-0111
Data Curation HQ Address:

• Data Append 3565 Piedmont Rd NE
• Data Mining Atlanta, Georgia 30305
• Data Statistics & Dashboards United States
• Prospect Discovery
• Lead Scoring
• Profiling, Targeting, and Segmentation
• Predictive Modeling for Net New Acquisition
• Report Generation
• Forecasting
Integrations
• ABM
• CRM
• Marketing Automation
• Sales Automation

• Net New Prospects
• Lead Conversions
• MQLs to Sales
• Retentions
• Performance Analytics/Dashboards
Additional Features
• Free Trial / Pilot
• Training
• Support
• Enterprise Security
• Deployment (Cloud & Web)

Helping Marketers
Succeed
4.1.2 REACH ANALYTICS - Vendor Profile
Founded: 2013 www.reachanalytics.com
Pricing: $1500 monthly, per model/lead or account scores HQ Address:

generated/data channels managed 2055 Woodside Road
Redwood City, California 94061
Reach Analytics provides data enrichment and predictive
solutions for B2C companies. Business users can
accurately identify new leads as well as profile and score
their existing clients. Reach Analytics’ proprietary software
consistently produces reliable results, which lead to
profitable outcomes for our customers. Reach Analytics
serves customers across all major industries enabling
them to realize millions of ROI dollars through prospecting,
increasing sales, reducing risk and identifying fraud. With
Reach Analytics, results can be delivered in hours rather
than weeks or months.
Reach Analytics LLC is a privately held company

headquartered in Mountain View, California. It was formed
in February 2013, from the merger of DMRA and RapidBuyr.
Key Executives:
Al Dyon, Chief Marketing Officer
Bruno Delahaye, Chief Executive Officer
Marina Makarenko, VP of Customer Analytics
Ben Barenholtz, Head of Marketing
Key Clients: RevelOne, Joy, RSA Medical, Middlesex Federal,

First Republic Bank
Key Activities:
Total Funding Received till date: Amount Undisclosed
Major Investors: Investors Undisclosed
Acquisitions: None

Helping Marketers
Succeed
Key Features: www.reachanalytics.com

Data Sourcing

• Data Append 2055 Woodside Road
• Data Mining Redwood City, California 94061
• Sentiment Analysis United States
• Data Visualization
• Data Statistics Dashboards
• Profiling, Targeting and Segmentation
• Predictive Modeling for Retention
(Churn management / Upsell / Cross-sell)
• Forecasting
Integrations
• Outbound Marketing & Prospecting
• CRM

• Performance Analytics / Dashboards
Additional Features:
• Training
• Support

Helping Marketers
Succeed
4.1.3 RADIUS - Vendor Profile
Founded: 2012 www.radius.com
Target Customer: B2B Small, Medium & Large Enterprises Phone: 1-855-723-4870
Pricing: $30,000 annually, per model/lead or account HQ Address:

scores generated/data channels managed 225 Bush Street, 12th Floor
San Francisco, California 94104
Companies harness the Radius Revenue Platform,
powered by The Network of Record, that uniquely combines
intelligence with the only source for always-on B2B data
allowing you to find, engage, and convert buyers with more
predictability and scale than ever before.
Radius connects to your company’s CRM and marketing

applications to provide unlimited access to quality, always-
on B2B data and intelligence. The Network of Record is
fueled by a network-effect driven model with data
contributions from hundreds of customers as well as a rich,
foundational Business Graph. This combination delivers
unparalleled accuracy and breadth in account and contact
data. With tight integrations with sales and marketing
platforms such as Salesforce.com, Oracle Eloqua, and
Marketo, as well as digital and social channels, including
Facebook, Twitter, YouTube, and Google AdWords, Radius
customers can zero in and take action on this rich data
source and intelligence immediately.
Key Executives:
Mark Woollen, Chief Product Officer
Darian Shirazi, Chief Executive Officer & Co-Founder
Shari Johnston, SVP Marketing
Katharine Gregorio, Senior Director Product Marketing
Kayvaan Ghassemieh, Product Management Director
John Hurley, Sr. Director of Demand Gen & Content
Key Clients: American Express, First Data, Infusionsoft, Main

Street Hub, Kabbage, ZeneFits, Edelman
Key Activities:
Total Funding Received till date: $107.55 Mn
Major Investors: AME Cloud Ventures, American Express
Ventures, BlueRun Ventures, Comcast Ventures

Helping Marketers
Succeed
Key Features: www.radius.com

Data Sourcing
• External Data Source (Proprietary Data)
HQ Address:
Data Curation 225 Bush Street, 12th Floor
• Data Append San Francisco, California 94104
• Data Mining United States
• Lead Scoring
• Forecasting
Integrations
• ABM
• CRM

• Net New prospects
• MQLs to Sales
• Retentions
Additional Features
• Training
• Support

Helping Marketers
Succeed
4.1.4 INSIDESALES - Vendor Profile
Founded: 2004 www.insidesales.com
Target Customer: B2B Large Enterprises Phone: 1-866-342-5370
Pricing: $210 monthly per model/lead or account scores HQ Address:

generated/data channels managed 1712 South East Bay Boulevard,
Suite #100, Provo, Utah 84606
InsideSales.com offers the industry’s leading sales
acceleration platform built on Neuralytics, a predictive and
prescriptive self-learning engine that drives revenue growth
by delivering an optimized experience for both, the
salesperson and the buyer. The platform fuels sales rep
performance and provides buyer personalization with
b r e a k t h ro u g h i n n o v a t i o n s i n p r e d i c t i v e s a l e s
communications, engagement tracking, forecasting, rep
motivation and hiring.
InsideSales.com enterprise customers include Microsoft,

ADP and Groupon.
Key Executives:
Mike Plante, Chief Marketing Officer
Dave Elkington, Chief Executive Officer
Jared Haleck, VP of Product Management and Technology
Key Clients: APPTUS, Patsnap, T4 Media Group, Vorsight
Key Activities:
Total Funding Received till date: $251.2M
Major Investors: Polar Capital Management, Epic Venture,
HWVP
Acquisitions: C9 Inc., iHance

Helping Marketers
Succeed
Key Features: www.insidesales.com

Data Sourcing
HQ Address:
Data Curation 1712 South East Bay Boulevard,
• Data Append Suite #100, Provo, Utah 84606
• Sentiment Analysis
• Lead Scoring
• Profiling, Targeting and Segmentation
• Forecasting
Integrations
• CRM

• MQLs to Sales
• Retentions
Additional Features
• Training
• Support

Helping Marketers
Succeed
4.1.5 OPENTEXT - Vendor Profile
Founded: 1991 www.opentext.com
Pricing: $29.99 monthly per model/lead or account scores HQ Address:

generated/data channels managed 275 Frank Tampa Drive
Waterloo, ON N2L0A1
Company Description Canada
BIRT Analytics was the product of Actuate that later got
acquired by OpenText Corporation on December 5, 2014.
OpenText enables the digital world, creating a better way for
more than 100,000 organizations to work with information,
on premises or in the cloud. As a global leader in Enterprise
Information Management, OpenText’s products enable
businesses to grow faster, at lower operational costs, and
reduce information governance and security risks.
Key Executives:
Adam Howatson , Chief Marketing Officer
Mark Barrenechea, CEO and CTO
Jason Likins, Vice President Product Management
Key Clients: AssetWORKS, City of Dallas, Media General,

Cisco
Key Activities:
• Total Funding Received till date: Undisclosed
• Total Rounds of Funding: 1
• Major Investors: TCV
• Acquisitions: None
• Acquired By: OpenText Corporation
Acquisitions: Actuate, Dell-EMC's enterprise content division,

HP - Customer Communications Management (CCM)
assets, Recommind, OpenText Optimost and 19 others

Helping Marketers
Succeed
Key Features: www.opentext.com

Data Sourcing

• Data Mining 275 Frank Tampa Drive
• Sentiment Analysis Waterloo, ON N2L0A1
• Data Visualization Canada
• Forecasting
Integrations
• CRM

Additional Features:
• Support

Helping Marketers
Succeed
4.1.6 FUTURELYTICS - Vendor Profile
Founded: 2012 www.futurelytics.com
Target Customer: B2B Small, Medium & Large Enterprises Phone: 420-776-719-589
Pricing: $175 monthly per model/lead or account scores HQ Address:

generated / data channels managed monthly 108 West 13th St.
Wilmington, Delaware 19801
Futurelytics leverage information hidden in the cloud data
and builds a data-driven competitive edge. The datamining
models take purchase orders from the CRM system or
e-commerce platform, detect each client’s behavior and
group them into similar segments. Various customers
require different approaches. The key is to match the right
actions with right customers. Its visual, interactive
dashboards will guide the user through proper actions for
each segment.
Key Executives:
Daniel Hastik, CEO
Mirek Cerny, CTO
Key Activities:
• Total Funding Received till date: $865.22k
• Major Investors: Cerdo Ventures, Index Ventures,
Kima Ventures, LocalGlobe

Helping Marketers
Succeed
Key Features: www.futurelytics.com

Data Sourcing

• Data Append 108 West 13th St.
• Data Mining Wilmington, Delaware 19801
• Data Visualization United States
• Forecasting
Integrations
• CRM

Additional Features
• Support

Helping Marketers
Succeed
4.1.7 GROWTHINTEL - Vendor Profile
Founded: 2011 www.growthintel.com
Pricing: Undisclosed by the vendor HQ Address:

1 Canada Square
Company Description London, E14 5AA
GrowthIntel powers B2B trade by turning primary source United Kingdom
unstructured data into predictive go-to-market intelligence.
Its platform uses NLP, data science, and machine learning
to build a personalized recommendation engine that
delivers the most sophisticated available overview of the
addressable market: thousands of brand new prospects,
each with a known likelihood of conversion.
Key Executives:
Thomas Gatten, Chief Executive Officer & Founder
Prash Majmudar, Chief Technology Officer & Co-Founder
Tommy Powell, VP Marketing
Key Clients: American Express, CambridgeX, Pure360,

Vitality, FreeMarket
Key Activities:
Total Funding Received till date: $3.4 Mn
Major Investors: MMC Ventures
Acquisitions: None

Helping Marketers
Succeed
Key Features: www.growthintel.com

Data Sourcing
HQ Address:
Data Curation 1 Canada Square
• Data Append London, E14 5AA
• Data Mining United Kingdom
• Lead Scoring
• Forecasting
Integrations
• CRM

• MQLs to Sales
• Retentions
Additional Features
• Training
• Support

Helping Marketers
Succeed
4.1.8 ALTERYX ANALYTICS - Vendor Profile
Founded: 2010 www.alteryx.com
Target Customer: B2B Medium & Large Enterprises Phone: 1-888-836-4274
Pricing: $1500 annually per model / lead or account scores HQ Address:

generated/data channels managed 3345 Michelson Drive, Suite 400
Irvine, California 92612
Alteryx, Inc. was formed in 2010 as a self-service data
analytics software. Alteryx Analytics provides analysts with
the unique ability to easily prep, blend, and analyze all their
data using a repeatable workflow, then deploy and share
analytics at scale for deeper insights in hours, not weeks.
The Alteryx Analytics platform allows analysts to connect

and cleanse data from data warehouses, cloud
applications, spreadsheets and other sources, easily
cumulate this data, then perform analytics – predictive,
statistical and spatial – using the same intuitive user
interface, without writing any code.
Alteryx customers include Experian, Kaiser Permanente,

Ford, and McDonald’s, to growing organizations such as
Rosenblatt Securities, Veritix, and Consumer Orbit, who all
use the power of data for a competitive edge.
Key Executives:
Seth Greenberg, Chief Marketing Officer
Dean Stoecker, Chairman & CEO
David Duncan, VP of Product Development
Key Clients: Cardinal Health, National Trust, RBC Capital

Market, AIRSTRIP
Key Activities:
• Total Funding Received till date: $163 Mn
• Major Investors: ICONIQ Capital, Insight Venture
Partners, Meritech Capital

Helping Marketers
Succeed
Key Features: www.alteryx.com

Data Sourcing

• Data Mining 3345 Michelson Drive, Suite 400
• Sentiment Analysis Irvine, California 92612
• Data Visualization United States
• Forecasting
Integrations
• CRM

Additional Features
• Training

Helping Marketers
Succeed
4.1.9 MINTIGO - Vendor Profile
Founded: 2009 www.mintigo.com
Target Customer: B2B Medium & Large Enterprises Phone: 1-650-278-4180
Pricing: $60,000 annually, per model/lead or account HQ Address:

scores generated/data channels managed 155 Bovet Road, Suite 400
San Mateo, California 94402
At Mintigo, they master data science to revolutionize the
way people market and sell. Their Predictive Marketing
Platform for enterprise enables insight-driven customer
engagement to win and retain customers.
By combining the power of predictive analytics and big

data, marketers and sales teams can discover ideal
prospects, personalize content for lead nurturing, and
provide insights that shorten the sales cycle.
Key Executives:
John Bara, President and Chief Marketing Officer
Jacob Shama, CEO & Co-Founder
Tony Yang, VP of Demand Generation & Marketing
Operations
Key Clients: Red Hat, Oracle, Genesys, Getty Images, Insight,

Vantiv and Neustar
Key Activities:
Total Funding Received till date: $44 Mn
Major Investors: Adams Street Partners, Giza Venture Capital,
Glilot Capital Partners, Sequoia Capital
Acquisitions: None

Helping Marketers
Succeed
Key Features: www.mintigo.com

Data Sourcing
HQ Address:
Data Curation 155 Bovet Road, Suite 400
• Data Append San Mateo, California 94402
• Sentiment Analysis
• Lead Scoring
• Forecasting
Integrations
• ABM
• CRM

• MQLs to Sales
• Retentions
Additional Features
• Support
• Enterprise Security

Helping Marketers
Succeed
4.2 Marketing Cloud Platforms
www.ibm.com
Phone: 1-866-745-8767
HQ Address:
200 Galleria Parkway, Suite 1000
Atlanta, GA 30339
United States
IBM Marketing Cloud provides a cloud-based digital marketing platform for email marketing,
lead management, and mobile and social engagement solutions. IBM® Watson Campaign
Automation is a hybrid cloud platform built on the foundation of Silverpop Engage and enhanced
with the portfolio of IBM marketing software. Marketers can automate exceptional client
experiences with their monthly subscription. It allows for basics like email marketing, lead
management, and mobile engagement or for more advanced needs use IBM Journey Designer
to move from planning tactics to collaborating as you design and automate cross-channel
customer interactions. For more niche and mature needs, the IBM Universal Behavior Exchange
offers near real-time analytical insights.
Predictive marketing analytics features:

IBM offers several cloud-based products that provide predictive marketing analytics capabilities
for small and mid-sized businesses (SMBs) as well as enterprises. IBM Watson Analytics is a self-
serve tool that automates data exploration and predictive analytics, and provides highly visual
dashboards and infographics. Pricing starts at $30/month per user. Users can discover
patterns and trends in both structured and unstructured data, and combine statistical analysis,
predictive modeling, and decision optimization and scoring in an intuitive visual user interface.
IBM Watson Analytics is a smart data analysis and visualization service you can use to quickly
discover patterns and meaning in your data – all on your own. With guided data discovery,
automated predictive analytics, and cognitive capabilities such as natural language dialogue,
you can interact with data conversationally to get answers you understand. Whether you need to
quickly spot a trend or you have a team that needs to visualize report data in a dashboard,
marketers can depend on Watson Analytics.
Watson Analytics guides your data exploration with questions and answers based on your data. It
automatically generates and recommends visualizations that helps you spot customer buying,
behavior trends, and untapped campaign opportunities.
IBM Watson Analytics is very helpful for users, who are new to analytics and for seasoned business
analysts who focus on getting rapid feeds of insights. There are numerous business connectors
to ease the use of data, which includes spreadsheets (CSV, XLS, TXT), Eventbrite, Hubspot,
OneDrive, Paypal, SugarCRM, SurveyMonkey, and Twitter. Other social media is accessed
through IBM Watson Social Media. IBM Watson Analytics also lets you directly query a variety of
databases including Cloudera Impala, Microsoft Azure, MySQL, Oracle, PostgreSQL,
PostgreSQL on Compose, Structured Query Language (SQL) Server, Sybase, Sybase IQ, and
Teradata.

Helping Marketers
Succeed
www.adobe.com
Phone: 1-408-536-6000
HQ Address:
345 Park Avenue
San Jose, CA 95110-2704
United States
Adobe Experience Cloud gives you access to an integrated set of solutions to build campaigns,
manage your advertising, and gain deep intelligence about your business. And, it’s all unified
through powerful core services that give you access to your customer profiles, centralized
assets, powerful tagging, and an ecosystem of partners and developers to extend the value of all
the solutions. It’s everything you need to orchestrate a great customer experience.

With the advanced predictive marketing tools in Adobe Analytics, you can harness data to make
more intelligent, forward-looking decisions. Adobe Analytics predictive marketing capabilities
can help you:
Ÿ Quickly recognize spikes or dips in your marketing with anomaly detection

Ÿ Categorize individuals based on similarities with audience clustering
Ÿ Use statistical correlations to find hidden variables of interest
To address the business challenges of predictive marketing, Adobe is empowering digital

marketers and analysts with advanced predictive marketing capabilities through innovations in
modeling automation and data visualization. The Adobe Analytics predictive marketing
capability provides valuable information like:
Ÿ Anomaly detection: Identify anomalies by recognizing statistically significant spikes or

dips across any metric
Ÿ Statistical correlations: Measure meaningful relationships to unearth hidden
opportunities and variables of interest for more advanced data mining capabilities
Ÿ Audience clustering: Intelligently categorize individuals into distinct, actionable
personas, based on similarities in product preferences, geo-demographics, and
behavioral attributes
Ÿ Customer propensity scoring: Predict and target those customers that are most likely to
perform an action, such as convert, churn, or respond
Ÿ Optimization: Integrate prediction directly into customer execution points, such as Adobe
Target
Ÿ Adobe Media Optimizer and Adobe Social

Helping Marketers
Succeed
www.salesforce.com
Phone: 1-866-558-9823
HQ Address:
One Market Street, Suite 300
San Francisco, CA 94105
United States
Salesforce has made several acquisitions over the past two years, including MetaMind (April
2016), PredictionIO (February 2016), and RelateIQ (August 2014) to bolster the machine
learning and predictive capabilities in its cloud-based services. In 2016, Salesforce acquired
Krux, a leading DMP provider, and further enhanced its Marketing Cloud through acquisitions
and partnerships in the areas of analytics, commerce and advertising. It also rolled out Einstein,
an artificial intelligence (AI) platform integrated into their Marketing Cloud applications to
provide data analysis capabilities capabilities such as audience segmentation. Although
Salesforce is best-known as a B2B-focused company, B2C enterprises should consider
Salesforce Marketing Cloud for its scalable, 360-degree customer lifecycle approach, and its
new incorporation of data management and AI into a cloud designed to unite ad operations with
direct marketing.
Companies of all sizes can use digital marketing automation features to find more customers in
today’s competitive business landscape with Marketing Cloud. Using innovative marketing
automation, creative tools, and analytics features, you’ll be able to attract more customers,
nurture leads, build beautiful custom emails, market on social media, and even have predictive
intelligence capabilities to create customer journeys.

Salesforce is the industry leader in helping businesses build customer relationships by utilizing
predictive analytics. Salesforce Marketing Cloud’s feature-rich platform is easy to use in terms of
collecting data on customers, enabling you to deliver personalized, engaging marketing content
that will increase your conversion rates. It has intuitive drag-and-drop tools and automation
capabilities. With Personalization Builder, you can leverage predictive marketing analytics in
delivering content to your customers. Every interaction with your customers matter, and you’ll be
able to see it all with the integration between Marketing Cloud, Sales Cloud, and Service Cloud.
Notable features of Personalization Builder (the Predictive Analytic Software from Salesforce):
Ÿ Infer customer preferences: Observe customer clicks and actions to build a behavioral profile
for each individual that models their content and product tastes.
Ÿ Predict the right content: Automatically determine the next best content or products for
anyone. Combine customer profiles with machine learning algorithms powered by
Salesforce Einstein.
Ÿ Create personalized experiences: Drive 1-to-1 interactions, automatically delivering
predictive content across email, the web, or mobile apps.

Helping Marketers
Succeed
www.oracle.com
Phone: 1-855-695-4418
HQ Address:
Redwood Shores, 500 Oracle Parkway
Redwood Shores, CA 94065
United States
Oracle Marketing Cloud provides marketers with data-driven solutions to deliver more
personalized customer-centric experiences across every channel to help attract and retain
customers. The Oracle Marketing Cloud solutions connect cross-channel content and social
marketing with data management and activation, for enterprise B2B and B2C marketers on a
single system of record. Oracle Marketing Cloud personalizes customer experiences with
marketing software including content marketing, social marketing, and data management.
Other Oracle Marketing Cloud solutions include:
Ÿ Oracle Eloqua (Marketing Automation);

Ÿ Oracle Responsys (Cross-channel orchestration);
Ÿ Oracle Content Marketing (formerly Compendium);
Ÿ Oracle Data Management Platform (formerly BlueKai);
Ÿ Maxymiser (Testing & Optimization); and
Ÿ Oracle Social Marketing

Oracle Maxymiser supports marketers in all their personalization initiatives by ingesting all
available customer data in their marketing ecosystem. That includes session data and
behavioral browsing data that is being tracked in real-time by Oracle Maxymiser, on top of CRM
data, DMP audience segments, web analytics, social content, and purchase history – not to
mention offline data that can be imported into the system.
Feature Highlights:
Ÿ Audience Insights: Oracle Maxymiser’s proprietary algorithm automatically analyses all
session data tracked on the page or imported from third-party data feeds – such as CRM
data, DMP audience segments, web analytics and social content, purchase history,
offline data, etc. Oracle’s predictive insights solution aggregates this data, and provides
marketers with granular reporting on which visitors are not converting as they should, and
where on the web and mobile site they are dropping out of the funnel. Users can gain the
insights needed to successfully set up targeting and personalization.
Ÿ Campaign Insights: Besides reporting on the winning experience across the entire
audience, Oracle Maxymiser’s predictive insights automatically uncover new customer
profiles that can be targeted in future personalization. With this information in hand,
marketers can report on profitable opportunities for optimization, and ultimately drive the
maximum uplift in conversions and mobile sites.

Helping Marketers
Succeed
4.3 Other Notable Predictive Marketing Analytics Tools
Point Solution Logo Company Name Web Address
ABM www.e-abm.com
Predictive Behavior
Analytics
Arjuna Solutions www.arjunasolutions.com
Wundermailing www.wundermailing.com
Predictive Email
Marketing
Coherent Path www.coherentpath.com
Predictive Social Media BLAB:Predicts www.blabpredicts.com

Analytics
Predictive Data www.davincilabs.ai

DAVinCI LABS
Analytics
Predictive Customer www.pitneybowes.com

Pitney Bowes Portrait
Analytics
Predictive E-Commerce www.zuora.com

Zuora
Predictive Account-Based www.marianaiq.com

MarianaIQ
Marketing

Helping Marketers
Succeed
About MarTech Advisor

MarTech Advisor is a subsidiary of DemandShore, an award-winning technology, media and
services group. Since our inception in November 2014, we have grown into a leading media
platform specializing in marketing technology, thanks to the quality of our content and efforts of
our amazing team of people working across editorial, research and marketing. Some of the
world’s largest global technology companies have chosen to work with MarTech Advisor. We
have represented over 150 technology brands with their demand generation and brand
awareness campaigns.
Email or call us today, to put together a powerful campaign that will create the brand visibility and
targeted lead generation you need, to make your marketing efforts a success.
SALES CONTACT EDITORIAL CONTACT

Mukesh Rajpurohit Ankush Gupta
VP Sales Editor-in-Chief
MarTech Advisor MarTech Advisor
mukesh.rajpurohit@martechadvisor.com ankush.gupta@martechadvisor.com
1-646-810-7123 (415) 230-0412


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Helping Marketers

PREDICTIVE MARKETING ANALYTICS

SPRING EDITION | 2017-18

By Ankush Gupta, Editor-In-Chief,

@MarTechAdvisor facebook.com/MarTechAdvisor linkedin.com/company/martech-advisor www.MarTechAdvisor.com

Part 1: Choosing A Predictive Marketing Analytics Vendor 1

Part 2: Predictive Marketing Analytics Platform Features 11

Part 3: MTA GreenZone For SMBs 16

Part 5: About MarTech Advisor 45

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1.1 All About Predictive Marketing Analytics

• Cloud-based SaaS models enabling an almost plug-and-play approach to complex

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WHAT’S DRIVING THE DEMAND FOR ANALYTICS?

Increasing volumes of data generated:

Fig. 1 SOURCE: Aite Group © March 2017 The Financial Brand

Increasing complexity of solutions: B2Bs want to pitch as customized a solution to a customer

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1.2 Make Predictive Work for You

Choose the right combination of analytics for you

Predictive (What is likely to

(why did it happen)

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So, when should you think about predictive marketing analytics?

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But success with predictive analytics depends on…

THE PREDICTIVE ANALYTICS ECOSYSTEM

INTEGRATION FOR REAL-TIME UPDATE, APPLICATION AND OUTCOMES

Intelligent Execution/Workﬂow tools and platforms:

Backward integration to Intel about segmentation/ Forward integration to directly

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1.3 Choosing A Predictive Analytics Technology Partner: Considerations

Additionally, analytics is a complicated and technical subject. Your lack of knowledge on

In this guide, we focus on the following functionalities :

The vendor must therefore, be able to do two things:

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Value adds worth checking out (especially if you are an SMB):

Value adds worth checking out:

Value adds worth checking out:

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2.1 Predictive Marketing Analytics Platform Features

External Data Source (Proprietary Data)

Data Statistics Dashboards

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Proﬁling, Targeting and Segmentation

Predictive Modeling for Net New Acquisition

Predictive Modeling for Retention (Churn management / Upsell / Cross-sell)

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Outbound Marketing & Prospecting

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Measurement & Reporting

Performance Analytics / Dashboards

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3.1 MTA GreenZone: Research Methodology

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3.2 MTA GreenZone for Predictive Marketing Analytics

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3.3 MTA GreenZone Vendors: Benchmarking The Leaders

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