Capabilities
Who actually does what
116 capabilities, and for each one the vendors built around it, separated from the ones that merely offer it. 94% of ratings link the page on the vendor's own documentation they were read from.
Collect
Integrate
- Event Routing 35 built around it
- Workflow Automation 34 built around it
- ETL / ELT 33 built around it
- Pipeline Orchestration 26 built around it
- Reverse ETL 25 built around it
- Data Replication 16 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 69 built around it
- Composable / Warehouse-native CDP 23 built around it
- Zero-copy Activation / Data Sharing 15 built around it
- Real-time Profile API 13 built around it
- Agentic CDP / Autonomous Orchestration 9 built around it
- Customer Data Platform 6 built around it
- Computed Traits / Aggregations 5 built around it
- Consent-aware Profile Management 3 built around it
- Schema Enforcement 1 built around it
Store
Model
Audiences
- Audience Segmentation 110 built around it
- Audience Activation / Sync 73 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 0 built around it
Activate
- Marketing Email 41 built around it
- Ad Targeting / Retargeting 40 built around it
- Email Delivery 34 built around it
- SMS / MMS 32 built around it
- Multi-channel Messaging 28 built around it
- Push Notifications 28 built around it
- Conversational (Chat / WhatsApp / RCS) 25 built around it
- In-app Messaging 20 built around it
- Paid Social Activation 14 built around it
- Transactional Email 11 built around it
- Email Deliverability 3 built around it
Orchestrate
Personalize
- Web Personalization 54 built around it
- A/B & Multivariate Testing 51 built around it
- Product Recommendations 37 built around it
- Decisioning Engine (Next Best Action) 22 built around it
- Dynamic Content Assembly 22 built around it
- Feature Flagging 20 built around it
- Server-side Experimentation 13 built around it
- Content Recommendations 7 built around it
Content
CRM
Measure
- Business Intelligence / Reporting 67 built around it
- Marketing Attribution (MTA/MMM) 24 built around it
- Product Analytics 12 built around it
- Real-time Analytics 12 built around it
- Funnel / Conversion Analysis 11 built around it
- Cohort Analysis 10 built around it
- Session Replay 9 built around it
- Web Analytics 9 built around it
- Survey & Feedback Analytics 7 built around it
- Heatmaps & Click Tracking 5 built around it
AI and machine learning
- Agentic AI / Autonomous Agents 85 built around it
- Agent Interface (MCP / Tool API) 49 built around it
- AI Assistant / Copilot 47 built around it
- Agent Builder / Orchestration 45 built around it
- Predictive Scoring / Propensity 27 built around it
- AI Decisioning / Next-Best-Action 26 built around it
- Conversational AI / Virtual Agents 21 built around it
- Generative AI (Content) 20 built around it
- Search & Discovery 20 built around it
- AI & Machine Learning 10 built around it
- AI Send-time / Channel Optimization 4 built around it
- Customer Lifetime Value (CLV) 3 built around it
- Anomaly Detection 2 built around it
- Churn Prediction 2 built around it
- Natural Language Processing 1 built around it
Govern
- Privacy Compliance (GDPR/CCPA) 19 built around it
- Consent Management (CMP) 18 built around it
- Data Quality / Validation 17 built around it
- AI Governance & Guardrails 13 built around it
- Cookie Management 8 built around it
- Data Access Control 8 built around it
- Master Data Management 4 built around it
- Privacy Vault / Tokenization 2 built around it
- Data Retention / Deletion 1 built around it