Competitive Analysis, Data On Boarding

Part
01
of three
Part
01

Data Onboarding Competitive Landscape Part 1

Liveramp and Throtle are a pair of onboarding companies. Liveramp positions itself with an emphasis on privacy and Throtle differentiates itself with an emphasis on accuracy, although both companies highlight both features among others. This information, along with web links and media references have been provided in the columns C and D of the Competitive Landscape spreadsheet, linked here.

Unfortunately, we were unable to provide specific pricing information, as both of these companies urge customers interested in pricing information to reach out to sale representatives for quotes. Additionally, we only found limited information on the company's target customers. Both companies seek out Customer Relations Management (CRM) clients including advertisers and marketers, but no publicly accessible source provided more information about the companies' customer targeting.

METHODOLOGY

We began our research with the public web presences of the two companies, exploring their websites, advertising, and feature information sheets to garner an understanding of the companies and their products. The research produced the majority of the information needed to fulfill this request, but neither company made specific mention of its target clients nor its pricing on in its website or other web presence.

We expanded the scope of our research to include press releases, gathered on aggregator sites like PR Newswire and AP Newswire. These sources provided a little more insight into the companies' target market, mentioning the emphasis in seeking out CRM clients that identify as advertisers or marketers. But, none of these sources offered more specific details about the types of advertisers or any other demographic information about the companies' target markets. The press releases did not mention pricing for Liveramp at all. While one press release mentioned that Throtle rolled out a new pricing scheme in July 2017, it did not offer specifics.

One additional finding that grew out of the above research was the discovery of a set of testimonial videos by Liveramp. The videos show a selected cross-section of past customers of Liveramp. It is possible that some conclusion about Liveramp's target market can be drawn from looking at the names, job titles, and companies featured in these videos, but we did not believe at any high-confidence extrapolations about Liveramp's clients could be drawn from this small, curated sample set.

As a final strategy in seeking the missing information, we touched on paywalled sources and databases, in the hopes that a market research firm like Markets and Markets, IBIS or another trusted market research source might have detailed information about pricing, either from these specific companies or general pricing in the onboarding industry. One database did mention that Liveramp uses a subscription model in its pricing, but nothing else that addresses this request emerged from this strategy.

CONCLUSION

While we were able to discover a majority of the requested information on these two companies, including overviews, media links, and market positioning, we could not find exact pricing information, not a detailed look at the companies' target markets, beyond generally seeking out CRM clients. For convenience, a second link to the spreadsheet can be found here.
Part
02
of three
Part
02

Data Onboarding Competitive Landscape Part 2

Oracle, Drawbridge and Tapad Mediawhalla are data cloud businesses that use artificial intelligence to provide data to clients. Oracle is a major player in the industry with a 22.2% share of the market, while Drawbridge is a smaller company competing in the customer device data niche, just like Tapad Mediawhalla. Despite being smaller players in the industry, Drawbridge and Tapad are disrupting the industry through their innovative and complex algorithms that help to identify customer behavior just the same way the other huge companies are doing, if not better. All these companies have their unique features and technology that give them a competitive edge. We have provided the requested information and positioning of the companies in the attached spreadsheet.

METHODOLOGY

The research team was able to update the attached spreadsheet with the requested information but there was one small part of the request we could not answer; Tapad's price list, which we hoped to find on the contact page. We could not find a specific contact page on the Tapad site. Next, we searched for articles and case studies to see if there is any information on how Tapad prices its products but this strategy also failed since no articles or case studies could be located that specifically highlight on Tapad's pricing model. Lastly, we tried to look for Tapad's annual report or a report listing their products and pricing but no such a report could be found. We therefore deduced that their pricing model may be the same as Drabridge's, where users are encouraged to contact Tapad for company specific pricing. Below is a brief overview of the companies while the other requested details have been provided in the attached spreadsheet.

ORACLE

Oracle delivers a vast range of data cloud services, taking 22% of the market. Oracle targets brands in the CRM market, especially promoting to advertising and marketing businesses.

DRAWBRIDGE

Drawbridge is a startup which connects and optimizes customer data and they can identify customer behavior just like huge companies like Google and Facebook. Drawbridge's customers include retailers, healthcare systems, restaurant chains, state tourism boards and consumer electronics.

TAPAD MEDIAWHALLA

Tapad provides "marketing technology solutions" across devices. Tapad is differentiated because it focuses a specific niche; matching users to the devices they use which gives marketers vita information. Tapad targets telecom and mobile network carriers, brands and agencies.

Part
03
of three
Part
03

Data Onboarding Competitive Landscape Part 3

Signal primarily is a platform for small businesses to manage, monitor and measure their marketing efforts. It was formerly known as BrightTag Inc. The company is based in Chicago, Illinois. True Data is a mobile data platform that works with app publishers who generate mobile data & the companies who need data for ad targeting such as agencies, brands, and ad tech companies. It was formed in 2013 and is based in Los Angeles, California. All the requested information related to Twine / True Data and Signal have been compiled in Column H-I, all Rows of the attached spreadsheet.

METHODOLOGY

We first scoured through the respective company websites and various sections like 'FAQ', 'Resources', 'Products', 'Services', 'Press Releases' etc. But none of them had any product pricing information available. The company websites mainly provided information on their products and services.

Our second strategy was to look through specific media articles obtained from Forbes, Business Insider, WSJ, Washington Post, Bloomberg, Reuters, and data onboarding blogs and websites such as Adeptia, Liveramp, Clearcode and any surveys around the respective company's products from Pew Research, Market Insider, etc. All these sources provided insights around companies and their competitive advantages and the idea was to see if any of them has any pricing related information. However, no such information was found. All the details found were apropos of the individual company's business description, their services, and recent collaborations made by them.

Next, we looked through the client reviews and case studies presented by the respective companies. The idea was to check if any of them have mentioned any pricing related information. Additionally, we also checked through third party sites like Capterra, Ranker, G2 crowd, Product Hunt and others for product reviews and comparisons for the respective companies. The idea was to check if any of the platforms have compared the companies on their product pricing. However, no pertinent information was found. All the information was centered around the technical features and capabilities of the respective company's products.

Then we checked for any third party broker/industry reports from GS, RBS, Accenture, Deloitte, and others on these companies and see if any of them has provided any product pricing information while doing valuation of these companies. Normally, brokers derive this information from primary search or a client sample analysis for the purpose of forecasting company revenues and hence, we tried to look for the same. However, due to the reason, these are private entities, no research coverage found for any of the companies and thus no pricing information could be gathered.

This can be primarily due to the competitive reasons and also the fact that the offerings are mainly customized as per the client needs and hence the pricing varies based on the level of customization. Thus, the companies have not provided any base pricing.

Data Onboarding Competitive Landscape: SUMMARY

Twine/True Data

Twine/True Data is a mobile data platform that works with app publishers who generate mobile data & the companies who need data for ad targeting such as agencies, brands, and ad tech companies. The company acts as a collaborator enhancing the mobile ecosystem by connecting those who need data with those who have it. It provides publishers with the infrastructure to safely generate an incremental revenue stream while delivering mobile marketers the highest quality mobile data available. The company was formed in 2013 and is based in Los Angeles, California. It had changed its name from 'Twine' to 'True Data' in Mar 2019.

The company has not disclosed any pricing details for its services on its website and it is required to contact them for the same. One can just get a free assessment of data value through the company website.

Signal Inc

Signal Inc. primarily is a platform for small businesses to manage, monitor, and measure their marketing efforts. The company develops software-as-a-service (SaaS) based cross-channel marketing technology solutions and helps in building a custom identity graph for each brand and persistent "cloud-based profiles that link offline and online customer data."

Its "'Open Data Platform' helps marketers collect data from any offline or online source, synchronize the data across all touchpoints, and distribute it to any marketing or analytics endpoint — all in real time." The Company was formerly known as BrightTag Inc. and changed its name to Signal Digital, Inc. in June 2014. It is based in Chicago, Illinois.

The company has not disclosed any pricing details for its services on its website and one needs to contact them for the same.



Sources
Sources

From Part 01
Quotes
  • "LiveRamp, Inc. provides data onboarding and connectivity services for helping brands and marketers use their data to improve customer interactions on various channels and devices worldwide. "
Quotes
  • "We have a unique philosophy and approach to onboarding. It’s not just about bringing offline data online. It’s about bringing siloed first-, second-, and third-party data together in a privacy-conscious manner and then resolving it to a single persistent identifier called an IdentityLink."
Quotes
  • "To bring these use cases to life, brands depend on platforms, which make it all the more important for their marketing capabilities to be powered by best-of-breed technology. And when it comes to implementing identity, LiveRamp’s identity services are here to help."
Quotes
  • "LiveRamp announced Monday a new solution that will help video advertisers tie together specific users’ connected TV (CTV) experiences, whether they are accessed through over-the-top (OTT) devices or digital channels. "
Quotes
  • "One of the largest data onboarders in the industry is making a move to boost match rates "