Capabilities
Who actually does what
138 capabilities, and for each one the vendors built around it, separated from the ones that merely offer it. 96% of ratings link the page on the vendor's own documentation they were read from.
Collect
Integrate
- Workflow Automation 44 built around it
- ETL / ELT 39 built around it
- Event Routing 35 built around it
- Pipeline Orchestration 27 built around it
- Reverse ETL 26 built around it
- Data Replication 17 built around it
- Change Data Capture 8 built around it
- iPaaS / API Integration 8 built around it
- Webhook Relay 1 built around it
Identity
Customer data platform
- Data Unification / Profile Stitching 85 built around it
- Composable / Warehouse-native CDP 25 built around it
- Customer Data Platform 15 built around it
- Zero-copy Activation / Data Sharing 15 built around it
- Real-time Profile API 13 built around it
- Agentic CDP / Autonomous Orchestration 10 built around it
- Computed Traits / Aggregations 5 built around it
- Consent-aware Profile Management 4 built around it
- Schema Enforcement 2 built around it
Store
Model
Audiences
- Audience Segmentation 138 built around it
- Audience Activation / Sync 84 built around it
- Data Marketplace 12 built around it
- Real-time Audience Qualification 10 built around it
- Lookalike / Predictive Audiences 7 built around it
- Data Clean Rooms 5 built around it
- Suppression List Management 1 built around it
Activate
- Marketing Email 58 built around it
- Email Delivery 49 built around it
- Ad Targeting / Retargeting 48 built around it
- SMS / MMS 45 built around it
- Multi-channel Messaging 43 built around it
- Push Notifications 39 built around it
- Conversational (Chat / WhatsApp / RCS) 36 built around it
- In-app Messaging 25 built around it
- Paid Social Activation 18 built around it
- Transactional Email 12 built around it
- Social Analytics & Reporting 8 built around it
- Social Publishing & Scheduling 7 built around it
- Email Deliverability 6 built around it
- Social Engagement Inbox 6 built around it
- Social Listening 6 built around it
- Influencer Management 4 built around it
Orchestrate
Personalize
- Web Personalization 70 built around it
- A/B & Multivariate Testing 61 built around it
- Product Recommendations 40 built around it
- Dynamic Content Assembly 33 built around it
- Decisioning Engine (Next Best Action) 32 built around it
- Feature Flagging 20 built around it
- Server-side Experimentation 13 built around it
- Content Recommendations 9 built around it
Content
- Content Management (CMS) 31 built around it
- Digital Asset Management (DAM) 22 built around it
- Headless Content Delivery 21 built around it
- Video Engagement Analytics 6 built around it
- Video Hosting & Streaming 6 built around it
- Content 5 built around it
- Webinars & Live Video 4 built around it
- Interactive Video 2 built around it
- Video Personalization 2 built around it
Commerce
- Loyalty & Rewards 11 built around it
- Online Storefront & Checkout 6 built around it
- Order Management 6 built around it
- Payment Fraud Prevention 6 built around it
- Payment Processing 6 built around it
- In-person Payments 5 built around it
- Marketplace Payouts 5 built around it
- Promotions & Coupons 5 built around it
- Payment Tokenization 3 built around it
- Product Catalog / PIM 1 built around it
CRM
Measure
- Business Intelligence / Reporting 100 built around it
- Marketing Attribution (MTA/MMM) 29 built around it
- Product Analytics 19 built around it
- Real-time Analytics 18 built around it
- Funnel / Conversion Analysis 16 built around it
- Web Analytics 15 built around it
- Cohort Analysis 14 built around it
- Session Replay 13 built around it
- Survey & Feedback Analytics 13 built around it
- Heatmaps & Click Tracking 8 built around it
- CX Feedback Programmes 3 built around it
AI and machine learning
- Agentic AI / Autonomous Agents 116 built around it
- AI Assistant / Copilot 63 built around it
- Agent Builder / Orchestration 60 built around it
- Agent Interface (MCP / Tool API) 57 built around it
- AI Decisioning / Next-Best-Action 40 built around it
- Conversational AI / Virtual Agents 33 built around it
- Generative AI (Content) 31 built around it
- Predictive Scoring / Propensity 31 built around it
- AI & Machine Learning 22 built around it
- Search & Discovery 20 built around it
- AI Send-time / Channel Optimization 10 built around it
- Customer Lifetime Value (CLV) 4 built around it
- Anomaly Detection 3 built around it
- Churn Prediction 3 built around it
- Natural Language Processing 1 built around it
Govern
- Privacy Compliance (GDPR/CCPA) 23 built around it
- Consent Management (CMP) 21 built around it
- Data Quality / Validation 20 built around it
- AI Governance & Guardrails 15 built around it
- Cookie Management 10 built around it
- Data Access Control 9 built around it
- Master Data Management 5 built around it
- Privacy Vault / Tokenization 2 built around it
- Data Retention / Deletion 1 built around it