The Forrester Wave Customer Analytics Solutions Q2 2018

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The Forrester Wave™: Customer Analytics

Solutions, Q2 2018
Tools And Technology: The Customer Analytics Playbook
by Brandon Purcell
June 11, 2018
Why Read This Report Key Takeaways

In our 39-criteria evaluation of customer Adobe, SAS, And IBM Lead The Pack
analytics solutions providers, we identified the Forrester’s research uncovered a market in which
nine most significant ones — Adobe, AgilOne, Adobe, SAS, and IBM lead the pack. Manthan,
IBM, Manthan, NGDATA, Salesforce, SAP, SAS, AgilOne, Teradata, SAP, and Salesforce offer
and Teradata — and researched, analyzed, competitive options. NGDATA lags behind.
and scored them. This report shows how each
Customer Insights Pros Are Looking For
provider measures up and helps customer
Insight Emancipation
insights (CI) professionals make the right choice.
The customer analytics solutions market
is growing because more CI pros and their
stakeholders want easy and immediate access
to insights. Additionally, this market growth is in
large part due to the fact that data science talent
is scarce, and brands that struggle to perform
customer analytics fear disruption.
Governance And “AI On AI” Are Key

Differentiators
As automated customer insights generation
becomes commoditized, improved model
monitoring and AI-driven prescriptive capabilities
will dictate which providers lead the pack.
forrester.com
For Customer Insights Professionals
The Forrester Wave™: Customer Analytics Solutions, Q2 2018

by Brandon Purcell
with Srividya Sridharan and Robert Perdoni
June 11, 2018
Table Of Contents Related Research Documents

2 Customer Analytics Solutions Emancipate It’s Time To Raise The Bar With Analytics
Insights
Now Tech: Customer Analytics Technologies,
Caveat Emptor: Not All Customer Analytics Q1 2018
Solutions Are Built The Same
The State Of Customer Analytics 2017
3 Customer Analytics Solutions Evaluation
Overview
Evaluated Vendors And Inclusion Criteria

Share reports with colleagues.
6 Vendor Profiles
Enhance your membership with
Leaders Research Share.
Strong Performers
Contenders
12 Supplemental Material
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

+1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com
© 2018 Forrester Research, Inc. Opinions reflect judgment at the time and are subject to change. Forrester®,
Technographics®, Forrester Wave, TechRadar, and Total Economic Impact are trademarks of Forrester Research,
Inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributing
is a violation of copyright law. Citations@forrester.com or +1 866-367-7378
For Customer Insights Professionals June 11, 2018
Customer Analytics Solutions Emancipate Insights

CI pros have always leveraged analytics technology to create the insights to win, serve, and retain
customers. Traditionally, they have relied on generic advanced analytics toolkits to build custom
models from scratch for a specific business purpose. However, they are increasingly relying on a
new breed of analytics technology — customer analytics solutions.1 These solutions differ from their
do-it-yourself (DIY) toolkit forebears in that they perform common customer analytics techniques
automatically, emancipating insights from customer data with “do-it-for-me” (DIFM) capabilities. CI
pros adopting customer analytics solutions benefit from:
›› Business user accessibility. DIFM customer analytics solutions emerged as a response to the
scarcity of data science talent that plagues many organizations.2 Even enterprises that have robust
data science teams often find the demand for those resources far exceeds the supply. Customer
analytics solutions eliminate the need for data scientist intervention for common techniques such
as behavioral segmentation, churn modeling, and customer lifetime value analysis. Most of the
solutions in this evaluation have a business-user-friendly front end, giving nontechnical resources
easy access to the insights they need to make key business decisions.
›› Speed to insights and action. Customer analytics solutions deliver insights out of the box, so
firms don’t have to endure lengthy model development when they use them. Once the technology
is deployed, many of these solutions automatically build churn models, calculate customer lifetime
value, and visualize customer journeys. Additionally, since these solutions are designed not just for
modeling but also for business users to implement model output, they help bridge the “insights-to-
action gap” that plagues many CI teams.3
›› A single view of the customer. One key benefit of customer analytics solutions is that they ingest
and integrate data from multiple sources for analysis. Most CI pros know from painful experience
that accessible, clean, and reliable customer data is a prerequisite for customer analytics. The
top two challenges CI pros face in performing analytics are accessing data from multiple sources
and ensuring its quality.4 Most customer analytics solutions vendors perform identity resolution,
deduplication, and many of the other gnarly data transformation processes to lay the foundational
data layer for analytics. This single view of the customer is what customer data platforms (CDPs)
promise, which is why some vendors in this evaluation have adopted that sobriquet.
Caveat Emptor: Not All Customer Analytics Solutions Are Built The Same
Despite the benefits of customer analytics solutions, they won’t replace data scientists or more
general-purpose DIY toolkits anytime soon. Most large enterprises will need to adopt a solution for
common customer analytics needs alongside a toolkit for bespoke projects. Further, since this is
a relatively new category, no vendor offers DIFM capabilities for every possible customer analytics
technique. One of the main drivers for this evaluation was to determine which vendors have codified
data science best practices for specific CI use cases into their solutions. CI pros considering a
customer analytics solution should look for:
© 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law. 2
Citations@forrester.com or +1 866-367-7378
›› Analytical transparency to build trust. Many of the solutions we evaluated expose only the output
of a model to business users, rather than the model itself. On one hand, this makes sense because
most business users lack the technical knowledge or desire to understand the inner workings of
machine learning algorithms. On the other hand, these models will be used to inform customer
experiences, so marketers and other decision makers need to trust them to implement them. Some
vendors strive to deliver the right balance of transparency, highlighting the most important variables
in a model while keeping the math behind the scenes.
›› Rapid deployment to match user needs and skills. Although customer analytics solutions offer
insights out of the box, most solutions take one to six months to deploy (and a couple of them
take up to 12 months). To perform automated data ingestion, integration, and ultimately machine
learning, your brand’s data must be mapped to the solution’s data model. Some vendors, such
as Manthan and AgilOne, typically perform this task through an initial service engagement that is
included in their solutions’ pricing. Others also offer DIY data ingestion and preparation tools, such
as IBM’s BlueMix and SAP’s Customer Data Cloud.
›› Strong model monitoring and governance capabilities. Since the performance of machine
learning models tends to degrade over time, some of the solutions in this evaluation continuously
assess models and even swap stale models for fresh ones automatically. However, this doesn’t
mean CI pros can just “set it and forget it.” Models that perform best in theory may not always be
operable in a live setting due to regulatory, privacy, or business constraints. CI pros will need to
oversee these systems to ensure that as they learn, they remain accurate, ethical, and compliant.
›› Automatic insight identification and prescriptive action. Some solutions we evaluated contain
“AI on AI” — automatically identifying interesting insights and prescribing action for users. IBM’s
Watson Marketing Insights automatically identifies high-risk and high-value segments to target and
calculates the potential financial impact of retention. Adobe Analytics alerts users to anomalies in
key metrics and automatically surfaces the root cause through contribution analysis. As the core
customer analytics techniques in these solutions become commoditized, look for more innovative
prescriptive capabilities to emerge.
Customer Analytics Solutions Evaluation Overview

To assess the state of the customer analytics solutions market and see how the vendors stack up
against each other, Forrester evaluated the strengths and weaknesses of top customer analytics
solutions vendors. After examining past research, user need assessments, and vendor and expert
interviews, we developed a comprehensive set of 39 evaluation criteria, which we grouped into three
high-level buckets:
›› Current offering. Each vendor’s position on the vertical axis of the Forrester Wave graphic
indicates the strength of its current offering. Key criteria for these solutions include data (such
as customer data management and data preparation); insights (including all the major customer
analytics techniques); action (execution and speed of deployment); usability (user interface and
data visualizations); governance (model monitoring and GDPR compliance); business impact
measurement; and time-to-value.5
›› Strategy. Placement on the horizontal axis indicates the strength of the vendors’ strategies. We
evaluated the completeness of vendors’ product vision, the direction of their product road map,
amount of product investments, past market performance, depth of professional services, and
breadth of partner ecosystem.
›› Market presence. Represented by the size of the markers on the graphic, market presence
scores reflect each vendor’s customer analytics solution revenue, number of customers, and
average deal size.
Evaluated Vendors And Inclusion Criteria
Forrester included nine vendors in the assessment: Adobe, AgilOne, IBM, Manthan, NGDATA,
Salesforce, SAP, SAS, and Teradata. Each of these vendors has (see Figure 1):
›› DIFM capabilities. The vendors in this evaluation provide a comprehensive customer analytics
software solution consisting of DIFM customer analytics functionality, which provides customer
insights directly to business decision makers without the need for support from data scientists.
›› Client mindshare. The vendors we evaluated are frequently mentioned in Forrester client inquiries,
vendor selection RFPs, shortlists, consulting projects, and case studies.
›› A proven track record of revenue in customer analytics. The vendors in this evaluation earned
at least $15 million from sales of their customer analytics solutions last year.
›› Diverse vertical exposure. Each vendor included in this evaluation possesses a significant base of
enterprise-class clients across at least three industry verticals.
FIGURE 1 Evaluated Vendors: Product Information And Inclusion Criteria
Vendor Product evaluated Version evaluated Date evaluated
Adobe Adobe Analytics Spring release Q2 2018
AgilOne AgilOne Customer Data Platform V6 Q2 2018
IBM Watson Customer Experience Analytics Q2 2018

Watson Marketing Insights
Manthan Customer360 2017 R3 Q2 2018
NGDATA NGDATA’s CDP 3.8.4 Q2 2018
Salesforce* Salesforce Marketing Cloud Q2 2018

Salesforce Commerce Cloud
Salesforce Einstein Analytics
SAP SAP Marketing Cloud 1802 Q2 2018
SAS SAS 360 Engage Q2 2018

SAS 360 Discover
SAS Event Stream Processing 5.1
SAS Factory Miner 14.3
SAS Marketing Optimization 6.5M4
SAS Model Manager 15.1
SAS Text Analytics Suite 14.3
SAS Visual Analytics 8.2
SAS Visual Statistics 8.2
SAS Visual Data Mining and Machine 8.2
Learning
Teradata Teradata Analytics Platform Q2 2018

Teradata Customer Journey
Teradata Think Big Analytics
*Salesforce declined to participate in or provide information for our research. Scores are based on
Forrester estimates.
FIGURE 1 Evaluated Vendors: Product Information And Inclusion Criteria (Cont.)
Vendor selection criteria
Each of the vendors we evaluated has:
Do-it-for-me (DIFM) capabilities. The vendors in this evaluation provide a comprehensive customer

analytics solution consisting of DIFM customer analytics functionality, which delivers customer insights
directly to business decision makers without the need for support from data scientists.
Client mindshare. The vendors we evaluated are frequently mentioned in Forrester client inquiries,
vendor selection RFPs, shortlists, consulting projects, and case studies.
Proven viability. The vendors in this evaluation earned at least $15 million from sales of their customer
analytics solutions last year.
Diverse vertical exposure. Each vendor included in this evaluation possesses a significant base of
enterprise-class clients across at least three industry verticals.
Vendor Profiles
This evaluation of the customer analytics solutions market is intended to be a starting point only.
We encourage clients to view detailed product evaluations and adapt criteria weightings to fit their
individual needs through the Forrester Wave Excel-based vendor comparison tool (see Figure 2 and
see Figure 3). Click the link at the beginning of this report on Forrester.com to download the tool.
FIGURE 2 Forrester Wave™: Customer Analytics Solutions, Q2 2018
Customer Analytics Solutions

Q2 2018
Strong
Challengers Contenders Performers Leaders
Stronger
current
offering
Adobe
AgilOne
Teradata IBM
SAS
Manthan
NGDATA SAP
Salesforce
Weaker
current
offering
Weaker strategy Stronger strategy
Market presence*
*A gray bubble indicates a nonparticipating vendor.
FIGURE 3 Forrester Wave™: Customer Analytics Solutions Scorecard, Q2 2018
*
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SA
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Current offering 50% 3.83 3.17 3.31 3.02 2.91 2.45 2.86 3.24 3.30
Data 20% 4.20 4.60 3.00 3.80 4.60 1.40 3.00 3.00 3.80
Insights 50% 3.38 2.94 2.78 3.14 2.02 2.66 2.64 3.36 3.32
Action 10% 5.00 3.00 5.00 1.50 5.00 3.00 3.00 3.00 3.00
Usability 10% 5.00 2.20 3.80 3.00 2.20 3.40 3.80 3.80 2.60
Governance 6% 3.00 3.00 4.00 2.00 3.00 2.00 3.00 4.00 4.00
Business impact measurement 2% 3.00 3.00 5.00 3.00 1.00 3.00 3.00 1.00 1.00
Time-to-value 2% 3.00 1.00 5.00 3.00 3.00 1.00 1.00 1.00 3.00
Strategy 50% 4.50 3.10 4.10 3.40 2.00 3.10 3.10 4.90 2.70
Product vision 30% 5.00 3.00 5.00 3.00 3.00 3.00 3.00 5.00 3.00
Product road map 30% 5.00 3.00 3.00 3.00 1.00 3.00 3.00 5.00 3.00
Product investments 20% 3.00 5.00 5.00 5.00 3.00 3.00 3.00 5.00 1.00
Performance 10% 5.00 1.00 3.00 3.00 1.00 3.00 3.00 5.00 3.00
Professional services 5% 3.00 3.00 3.00 3.00 1.00 5.00 5.00 5.00 5.00
Partner ecosystem 5% 5.00 1.00 5.00 3.00 1.00 3.00 3.00 3.00 3.00
Market presence 0% 4.20 2.60 3.00 1.80 1.40 3.40 3.00 4.60 3.00
Customer analytics solution revenue 40% 5.00 3.00 3.00 1.00 1.00 3.00 3.00 5.00 3.00
Number of customers 40% 5.00 3.00 3.00 1.00 1.00 3.00 3.00 5.00 3.00
Average deal size 20% 1.00 1.00 3.00 5.00 3.00 5.00 3.00 3.00 3.00
All scores are based on a scale of 0 (weak) to 5 (strong).
*Salesforce declined to participate in or provide information for our research. Scores are based on
Forrester estimates.
Leaders
›› Adobe Analytics fuels insight-driven customer experiences. Adobe has turned its mantra of
“Make Experience Your Business” inward, by developing a marketer-friendly solution that does not
skimp on advanced analytical functionality. Its solution excels at real-time conversion of insights
into action, superior usability, and context-rich location and device usage analytics. Adobe is
one of two vendors in this evaluation to receive a perfect score of 10 from client references on
“likelihood to recommend,” with one commenting, “They seem to recognize that it isn’t just about
producing actionable insights in a particular marketing silo, but rather about closing the loop with
optimized experiences.”
Like most vendors in this space, Adobe has jumped on the artificial intelligence bandwagon, but
most of the Sensei capabilities in Adobe Analytics existed long before being rebranded as AI.
Still, Adobe’s vision of using AI to automate insight discovery will continue to resonate with data-
driven marketers.
›› SAS offers a broad range of best-in-class analytics. The SAS brand has long been synonymous
with advanced analytics, but recently it has focused on democratizing these capabilities for
business users. While SAS supports all the customer analytics use cases evaluated in this report,
many require custom development in SAS Visual Analytics, a business-user-friendly modeling
workspace. Functionally, SAS impresses with differentiated capabilities, such as multivariate
testing to determine optimal content variants and algorithmically driven cross-channel attribution.
Strategically, SAS has committed to opening its platform to other tools, embracing the data science
community’s adoption of R and Python and positioning itself as the connective tissue enabling
intelligence across the enterprise.
Client references scored SAS poorly on the ease of importing data from multiple sources, and one
stated, “The UI could look better.” This suggests SAS still caters to a more technical audience, but
firms with these resources on staff will benefit from SAS’s analytics leadership.
›› IBM uses Watson to infuse marketing and customer experience with intelligence. Watson
Marketing Insights (WMI) and Watson Customer Experience Analytics (WCXA) are a distinct
departure from IBM’s legacy data science toolkit, SPSS Modeler. WMI not only offers out-of-the-
box access to churn propensities, lifetime value, and engagement metrics, it also recommends
target audiences based on predicted business impact. WCXA excels at journey analytics,
automatically identifying points of customer “struggle.” IBM’s vision to own AI-powered marketing
is aggressive, but its road map promises to combine analytical capabilities with more intelligent
assistance for users.
One client reference noted, “Integration with [IBM’s] other tools is lacking,” which has always been
a challenge for IBM. This issue may soon disappear, as IBM plans to unify solutions with a single
user interface, allowing clients access to subscribed modules. Marketers and CI pros looking for
strong insights out of the box should consider adding Watson to their teams.
Strong Performers
›› Manthan’s sweet spot is advanced customer analytics for retailers. Manthan positions
itself as a customer marketing platform with its Customer360 and TargetOne platforms. It does
a good job of addressing the three distinct personas in the analytics value chain — business
users, data scientists, and data engineers — with distinct interfaces and functionality for each.
Manthan specializes in problems unique to large retailers, such as defining customer churn and
merchandizing and assortment optimization. Maya, its intelligent assistant that allows marketers to
query data through speech, seems somewhat gimmicky today but may become more valuable as
conversational computing takes off.
Client references were satisfied overall, yet a few bemoaned its interface. One client said, “The UI
could be improved to [be] more user-friendly to non-analyst types.” Despite these UI concerns,
Manthan’s robust customer data model underlies prebuilt KPIs and predictive scores, which
retailers and other direct-to-consumer brands find alluring.6
›› AgilOne empowers B2C marketers with DIFM analytics and strong identity resolution.
AgilOne has fully embraced the customer data platform moniker, helping to define this nascent
category with robust first-party identity resolution and real-time data availability. On top of that,
AgilOne also epitomizes the new business-user-friendly ethos of the customer analytics solutions
category, offering customer lifetime value analysis, churn propensity, behavioral clustering, and
recommendation analysis out of the box. To date, this functionality serves AgilOne’s target verticals
of retail, travel, and leisure well, but the vendor may find it difficult to penetrate other direct-to-
consumer industries without much reconfiguration.
AgilOne’s time-to-value was longer than other evaluated vendors’ — as one client said, “The
integration was pretty rough.” But, ultimately, usability wins out. The same client went on to say:
“The usability is amazing. . . . We wanted a platform that we could hire someone directly out of
college and train them within four hours. This is possible with AgilOne.”
›› Teradata drives value for CI teams at large enterprises. Teradata is one of two vendors in this
evaluation that earned a perfect score from clients on “likelihood to recommend.” And its client
references included well-known brands with millions of customers and trillions of transactions.
Teradata offers a business-user-friendly interaction management application, but most of the
robust analytical functionality resides in Teradata Analytics Platform, which is designed for more
sophisticated resources. Teradata packages these capabilities with strong consulting services
to deliver common use cases, such as next best offer and customer path analysis in Teradata
Customer Journey.
For Teradata, adoption by nontechnical users will continue to prove challenging, but fortunately
the vendor caters to Fortune 500 enterprises, whose data science teams thrive using Teradata
Analytics Platform. As the head of data science at one client remarked, “I really think they’re quality
— I don’t know if we’d be where we are without them.”
›› SAP Marketing Cloud delivers intelligence on big customer data. Seventy-seven percent of
the world’s transaction revenue touches an SAP system. Consequently, big data is at the core of
SAP Marketing Cloud, which offers preconfigured marketing scenarios to users, including strong
purchase propensity, product and offer recommendation, attribution, and channel preference
capabilities. SAP plans to expand these capabilities and offer more advanced scenarios, such as
optimization and conversations powered by SAP Leonardo, its own AI brand. On top of a strong
customer analytics foundation, SAP offers executive-level dashboards with a scenario builder to
answer “what if” questions.
In terms of offering a comprehensive suite of customer analytics capabilities, SAP Marketing Cloud
still has room for improvement — one client reference noted, “In my opinion, it is no analytical
solution.” The truth is that the solution provides some analytical functionality today that will
continue to mature quickly based on its foundation of big enterprise customer data.
›› Salesforce embeds advanced customer analytics in its offerings with Einstein. Salesforce
declined to participate in or provide information for our research. That’s surprising because
Einstein’s raison d’être is out-of-the-box advanced customer analytics, eliminating the need for
data scientist intervention.7 In addition to offering recommendation and segmentation, Salesforce
recently launched Einstein Prediction Builder, a business-user-friendly tool for creating custom
predictive models that emulates a data scientist’s best practices under the hood. Early adopters
such as U.S. Bank are happy with their investment and already see measurable ROI.
Salesforce’s key limitation will be data. Einstein’s models are only as good as the data used to
train them, which means that if your Salesforce data is dirty or incomplete, your insights will
suffer. Salesforce’s answer is to continue to roll out trailblazing Einstein functionality and make a
compelling case for importing all customer data into its platform.
Contenders
›› NGDATA is light on analytics, heavy on real-time orchestration. NGDATA is the other CDP in
this evaluation. Unfortunately, for the purposes of this evaluation, it suffered from a lack of native
customer analytics functionality, with the notable exception of a strong next-best-action capability.
Most other models need to be created elsewhere and brought into the platform for deployment.
What NGDATA lacks in analytics, however, it makes up for in its ability to ingest data, score
records, and orchestrate the customer experience across channels in real time.
Client references suggested NGDATA could invest in a more “user-friendly user interface.” Still,
enterprises seeking to provide a data-driven customer experience should not overlook this vendor.
Its ability to ingest insights, orchestrate action, and learn continuously by closing the feedback loop
will become the new differentiator as traditional customer analytics techniques proliferate.
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Supplemental Material
Online Resource
The online version of Figure 2 is an Excel-based vendor comparison tool that provides detailed product
evaluations and customizable rankings. Click the link at the beginning of this report on Forrester.com to
download the tool.
Data Sources Used In This Forrester Wave
Forrester used a combination of three data sources to assess the strengths and weaknesses of each
solution. We evaluated the vendors participating in this Forrester Wave, in part, using materials that
they provided to us by April 11.
›› Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation
criteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where
necessary to gather details of vendor qualifications.
›› Product demos. We asked vendors to conduct demonstrations of their products’ functionality. We

used findings from these product demos to validate details of each vendor’s product capabilities.
›› Customer reference surveys. To validate product and vendor qualifications, Forrester also fielded
a survey with three of each vendor’s current customers.
The Forrester Wave Methodology
We conduct primary research to develop a list of vendors that meet our criteria for evaluation in this
market. From that initial pool of vendors, we narrow our final list. We choose these vendors based on
1) product fit, 2) customer success, and 3) Forrester client demand. We eliminate vendors that have
limited customer references and products that don’t fit the scope of our evaluation. Vendors marked as
incomplete participants met our defined inclusion criteria but declined to participate or contributed only
partially to the evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria,
we gather details of product qualifications through a combination of lab evaluations, questionnaires,
demos, and/or discussions with client references. We send evaluations to the vendors for their review,
and we adjust the evaluations to provide the most accurate view of vendor offerings and strategies.
We set default weightings to reflect our analysis of the needs of large user companies — and/or
other scenarios as outlined in the Forrester Wave evaluation — and then score the vendors based
on a clearly defined scale. We intend these default weightings to serve only as a starting point and
encourage readers to adapt the weightings to fit their individual needs through the Excel-based tool.
The final scores generate the graphical depiction of the market based on current offering, strategy, and
market presence. Forrester intends to update vendor evaluations regularly as product capabilities and
vendor strategies evolve. For more information on the methodology that every Forrester Wave follows,
please visit The Forrester Wave™ Methodology Guide on our website.
Integrity Policy
We conduct all our research, including Forrester Wave evaluations, in accordance with the Integrity
Policy posted on our website.
Endnotes
See the Forrester report “Now Tech: Customer Analytics Technologies, Q1 2018.”
1
See the Forrester report “The State Of Customer Analytics 2017.”

2
See the Forrester report “Vendor Landscape: Customer Analytics Service Providers, Q2 2017.”
3
See the Forrester report “The State Of Customer Analytics 2017.”

4
GDPR: General Data Protection Regulation.

5
KPIs: key performance indicators.

6
See the Forrester report “Mega Vendors Use AI To Change The CRM Game.”
7
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The Forrester Wave™: Customer Analytics

Why Read This Report Key Takeaways

Governance And “AI On AI” Are Key

The Forrester Wave™: Customer Analytics Solutions, Q2 2018

Table Of Contents Related Research Documents

Evaluated Vendors And Inclusion Criteria

Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

Customer Analytics Solutions Emancipate Insights

Customer Analytics Solutions Evaluation Overview

Evaluated Vendors And Inclusion Criteria

FIGURE 1 Evaluated Vendors: Product Information And Inclusion Criteria

Vendor Product evaluated Version evaluated Date evaluated

Adobe Adobe Analytics Spring release Q2 2018

AgilOne AgilOne Customer Data Platform V6 Q2 2018

IBM Watson Customer Experience Analytics Q2 2018

Manthan Customer360 2017 R3 Q2 2018

NGDATA NGDATA’s CDP 3.8.4 Q2 2018

Salesforce* Salesforce Marketing Cloud Q2 2018

SAP SAP Marketing Cloud 1802 Q2 2018

SAS SAS 360 Engage Q2 2018

Teradata Teradata Analytics Platform Q2 2018

FIGURE 1 Evaluated Vendors: Product Information And Inclusion Criteria (Cont.)

Vendor selection criteria

Each of the vendors we evaluated has:

Do-it-for-me (DIFM) capabilities. The vendors in this evaluation provide a comprehensive customer

FIGURE 2 Forrester Wave™: Customer Analytics Solutions, Q2 2018

Customer Analytics Solutions

Weaker strategy Stronger strategy

*A gray bubble indicates a nonparticipating vendor.

FIGURE 3 Forrester Wave™: Customer Analytics Solutions Scorecard, Q2 2018

All scores are based on a scale of 0 (weak) to 5 (strong).

Engage With An Analyst

Analyst Inquiry Analyst Advisory Webinar

Forrester’s research apps for iOS and Android.

Data Sources Used In This Forrester Wave

›› Product demos. We asked vendors to conduct demonstrations of their products’ functionality. We

The Forrester Wave Methodology

See the Forrester report “The State Of Customer Analytics 2017.”

See the Forrester report “The State Of Customer Analytics 2017.”

GDPR: General Data Protection Regulation.

KPIs: key performance indicators.

Forrester’s research and insights are tailored to your role and

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