Taking a closer look at Tealium’s inclusion in the Gartner report

This is part 2 of a 2-part series about the Gartner® Magic Quadrant™ for Customer Data Platforms and takes a deep dive into the report. Part 1 of the Magic Quadrant series took a look at the history of the CDP category leading up to the release of this report.

According to Gartner, “A Gartner Magic Quadrant is a culmination of research in a specific market, giving you a wide-angle view of the relative positions of the market’s competitors.

And we believe Gartner has some experience to back its analysis. Gartner is a $5.5 billion company, a member of the S&P 500, works with businesses in nearly 90 countries, has over 19,500 associates in 85 offices globally, and has over 40 years of providing insights and expert guidance to clients’ enterprises worldwide. A Gartner Magic Quadrant is a culmination of research in a specific market, giving you a wide-angle view of the relative positions of the market’s competitors.

That’s why we’re so proud of our recognition as a Leader in the first-ever Gartner® Magic Quadrant™ for Customer Data Platforms.

Tealium Named 1 of 4 Leaders Out of 17 Top Vendors Included

The CDP market is a particularly diverse one, making expert analysis an especially potent tool for buyers to choose the solution most likely to match their requirements. To illustrate, consider the fact that the CDP Institute lists well over 200 companies on its “Find CDP vendors” page. The Magic Quadrant evaluates 17 of these vendors that meet the inclusion requirements.

By now, buyers have the benefit of an increasingly rich set of analyst reports on the CDP category.  Last year, we covered new reports on the CDP space from Everest Group and Quadrant Knowledge Solutions, among others. Each report offers some unique insights and a unique perspective to view the market, serving to help round out your perspectives.

Alongside Gartner® Magic Quadrant™ for Customer Data Platforms (available here), we also have made available reports on the CDP category from IDC here, Everest Group here, and Research in Action here.

Why We Believe Tealium Was Recognized as a Leader

We believe our recognition as a Leader largely boils down to how well our product’s capabilities comprehensively address the challenges that our customers face in the market. Furthermore, it’s our belief that our product strategy positions us well to maintain market leadership and give buyers confidence that Tealium can be the right solution.

After going through the evaluation process, these are the primary reasons we attribute our recognition as a Leader:

The Total Product for Enterprise Best-of-Breed

Adopting a best-of-breed tech strategy comes with great power and great responsibility, especially within enterprise businesses that are complex and geographically distributed. The flexibility to choose the most powerful individual solutions for any use case enables the greatest potential to construct the most powerful tech stack, but it also requires resources and knowledge around the technology to unlock that power.

Tealium’s enterprise-grade customer success organization and partner ecosystem are the secret weapons in unlocking that power. With Tealium’s CS organization, customers get affordable access to some of the most knowledgeable and experienced customer data professionals on the planet. With our robust partner ecosystem comprised of system integrators, consultancies, and agencies, we have a rich support network essentially guaranteeing the best chance of success.

Demonstrated Capability in The Most Demanding Data Environments

Furthermore, Tealium’s ideal customer profile means we work on projects that have the most stringent requirements, whether those requirements are required by law or more simply from customer expectations. Our experience in regulated industries for global enterprises means that we know how to solve virtually any challenge inside complex organizational scenarios. This experience even benefits our customers in Retail or Travel where regulatory requirements might be low, but the bar for customer trust is high.

Comprehensive Vision Matched by Comprehensive Solution

Lastly, Tealium aims to be the industry standard open platform that lets organizations create, collect, enrich, and utilize real-time, consented data to optimize customer relationships and “own the moment” across every touchpoint. This is not a small vision and ultimately requires the product capabilities to match.

We know that to solve for the customer data management challenge, you must have the following in place with your technology solution:

  1. Work for a variety of skillsets— any data silos, whether based on skillset or department or use case, will come back to hurt the customer. This means a platform that serves the business and more technical users, often requiring capabilities that may achieve the same end result but for use by a particular role.
  2. Work across the customer experience— the customer engages across the business (not just marketing or support), so your view of the customer has to move across departments. Departmental technology often works distinctly (for example, customer support tools function differently than marketing tools), so this means separating the view of the customer from the execution. The breadth of Tealium’s 1300+ integration marketplace, across every tech category from Adtech to Martech and beyond, is a direct manifestation of this requirement.
  3. Work across the enterprise— Enterprises are data-rich environments, but the entire customer dataset (not to mention the enterprise data that accompanies it) is way too big to bring to every team and system. This means capabilities that are selective and performant, ultimately giving the depth of enterprise data likely stored in a CDW a performant complement.

With our product capabilities matching this vision of the market, we believe led to our recognition as a Leader.

Magic Quadrant Methodology: How CDPs Were Evaluated

We regularly assist analyst firms in their evaluations of our technology and can confirm that the rigor of the Gartner Magic Quadrant report research process matches the document’s well-earned reputation as a must-read for technology buyers. 

Their evaluation of the market is neutral, independent, thorough, and well-informed. We believe that it is a critical first step to understand how the technology provided by the top vendors in the market matches your requirements.

According to Gartner, “A Magic Quadrant provides a graphical competitive positioning of four types of technology providers, in markets where growth is high and provider differentiation is distinct: Leaders; Visionaries; Challengers; and Niche Players.” For more information, read more here

We believe that The Gartner® Magic Quadrant™ for Customer Data Platforms is an invaluable resource for technology buyers taking into account data that buyers would otherwise not have access to. Read The The Gartner® Magic Quadrant™ for Customer Data Platforms report to learn more.

Gartner, Magic Quadrant for Customer Data, Lizzy Foo Kune, Rachel Smith, Benjamin Bloom, Suzanne White, Adriel Tel, David Walters, February 14, 2024. 

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and HYPE CYCLE and MAGIC QUADRANT are registered trademarks of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved. 

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Post Author

Matt Parisi
Matt is Director of Product Marketing at Tealium.

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