Evaluation Criteria for the Constellation Shortlist™
Key Assessment Factors for Customer Data Platforms by Constellation:
- Integrations with marketing, sales, service, and, increasingly, ERP solutions
- Integrations with data warehouse tools
- Persistent aggregation and ingestion of structured and unstructured data across internal and external connectors
- Support large volumes of data from a broad set of sources
- Security, privacy, identity, access and compliance controls
- Scalable beyond a single function or data silo
- Robust reporting and analytics (engagement, revenue impact, attribution, and ROI tracking) including insights on journey analytics, interaction and orchestration optimization and overarching campaign management
- Increased support for analytical processes and complex workflows for automation
- Dashboards and customizable data visualization
- Omnichannel customer identity resolution and user permission controls
- Engagement automation spanning cross-channel journey orchestration
- B2B-specific capabilities including account-level data, data enrichment, and firmographic intelligence
- Powerful audience and customer segmentation
- Out of the box integrations with large enterprise database solutions including Snowflake, Databricks, Redshift and beyond
- AI/ML capabilities for data normalization, smart segmentation, engagement recommendations, and predictive analytics
- GenerativeAI introduced for “smart” segment generation based on conversational prompts
- Advanced criteria include automated cross-channel engagement orchestration, industry specific data models, segments and customer profiles to enable adoption acceleration
and shorten time to value
And much more! Download the report for the complete list.
