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.
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.
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.