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Aberdeen is an international intent-based marketing company that collects and analyzes data on buyer behavior across 200+ B2B (Business-to-Business) sectors. Aberdeen's headquarters is based in Waltham, Massachusetts, United States.,[1] with an additional US office location in San Diego, California, as well as three European offices in France, Spain, and the United Kingdom.[2]

Aberdeen
Public
IndustryMarket Intelligence, Content Marketing Services, Research
Founded1988
HeadquartersWaltham, Massachusetts, United States
Key people
Marc Osofsky, CEO
Websiteaberdeen.com

With a focus on converting intent data into measurable ROI, Aberdeen provides accurate and targeted findings for a range of industry sectors including Business Intelligence,[3] Customer Experience Management,[4] Financial Management and Governance Risk and Compliance,[5] Human Capital Management,[6] Information Security,[7] Manufacturing and Engineering,[8] IT Infrastructure,[9] Supply Chain Management,[10] etc.

Contents

HistoryEdit

Aberdeen was originally founded in 1988 to use enterprise data to help businesses make business decisions by using data governance.[11] Aberdeen has since been acquired by two different companies: Harte Hanks in September 2006 and later Halyard Capital in April 2015.[12][13] The company initially provided technology industry data and predictive analytics for B2B marketers and sales teams, but as of 2018, provides targeted intent data for marketing and sales.[14][15][16]    

Aberdeen’s method combines online interactions (topic, keywords, PageURL, and Opt-in) with targeting data (company, location, contacts), and first-party visitor intelligence and win/loss history.[17] Aberdeen has databases of opt-in users who have explicitly said that they are looking for certain technology and want to purchase in a specific time-frame.[18] On blind tests run by clients, Aberdeen’s models achieved 91% accuracy in predicting purchase intent.[15]

From 2016 to 2018 the Group partnered with Bombora, a provider of B2B demographic and intent-based data.[19][20]

On October 30, 2017, Marc Osofsky became Aberdeen’s chief executive officer and a member of the board of managers; Gary Skidmore became the chairman of Aberdeen.[21]

From 2016 to 2018 the Group partnered with Bombora, a provider of B2B demographic and intent-based data.[22][23]

On October 30, 2017, Marc Osofsky became Aberdeen’s chief executive officer and a member of the board of managers; Gary Skidmore became the chairman of Aberdeen.[24]

In December 2018, Aberdeen acquired The Big Willow, an intent data provider.[25][26] The Big Willow gathers its data in part by tracking 3.7 billion device IDs across over 12 billion web pages.[27][28][15]

The acquisition allowed Aberdeen to enhance its intent data offerings by being able to provide specific company locations and target contact titles.[27][29][27][15] As part of the acquisition, The Big Willow CEO Charlie Tarzian became President and Chief Innovation Officer at Aberdeen, and The Big Willow COO Keith Blackwell became COO of Aberdeen.[30][15][27]

ProductsEdit

In April 2019, Aberdeen announced 'Aberdeen Intent for Salesforce', a tool that works with Salesforce to improve sales.[31]

Research studiesEdit

The Aberdeen Group has conducted several surveys that have been used by multiple media outlets:

  • Customer Retention[32][33][34]
  • Live Chat Support Cost Reductions[35]
  • Rebate Promotion Benefits[36]
  • Hiring Millennials through Social Media[37]
  • Engaged Employee Program Benefits[38]

ReferencesEdit

  1. ^ "Aberdeen Group | Crunchbase". Crunchbase. Retrieved 2018-01-08.
  2. ^ "About Us". Aberdeen.
  3. ^ Killbride, Jeannine (June 15, 2018). "IBM Aquires Oniqua, Strengthens Leading IoT Capabilities to Help Businesses Proactively Maintain Vital Assets". New York Times. Retrieved July 2, 2018.
  4. ^ Todorova, Aleksandra (August 27, 2006). "Goodbye, Mail-In Rebates". Wall Street Journal. Retrieved July 2, 2018.
  5. ^ Stellin, Susan (October 21, 2003). "BUSINESS TRAVEL; Taking the Tedium Out of Filing Travel Expenses". New York Times. Retrieved July 2, 2018.
  6. ^ Milne-Tyte, Ashley (September 26, 2011). "Seeking Work? Ready Your Webcam". Wall Street Journal. Retrieved July 3, 2018.
  7. ^ "New Research From Aberdeen Group and Wombat Security Confirms Security Awareness and Training Measurably Reduces Cyber Security Risk". Market Wired. January 13, 2015. Retrieved July 3, 2018.
  8. ^ Van Rens, Ed (January 13, 2012). "InfinityQS Promotes Food Safety in Manufacturing through Sponsorship of Aberdeen Group Report". Infinity QS. Retrieved July 3, 2018.
  9. ^ Granger, Peter (April 19, 2012). "Industrial Ethernet adoption enables "Best-in-Class", says Aberdeen Group". Cisco Blogs. Retrieved July 3, 2018.
  10. ^ Burnson, Patrick (June 28, 2018). "Logility Teams With Aberdeen to Produce New Insights on Supply Chain "Segmentation"". Supply Chain Management Review. Retrieved July 3, 2018.
  11. ^ "Don't Overlook Intent Data for Data Governance". Business 2 Community. Retrieved 2019-03-27.
  12. ^ "Halyard Capital Acquires Aberdeen Group". Mergr. April 14, 2015. Retrieved June 27, 2018.
  13. ^ "Harte-Hanks to Acquire AberdeenGroup, Inc.; Aberdeen's Emphasis on Fact-Based Research and Benchmarking to Enhance Harte-Hanks Tech Sector, Market Intelligence & Lead Generation Services". Business Wire. September 18, 2006. Retrieved June 26, 2018.
  14. ^ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data". Talking New Media. 2016-05-19. Retrieved 2019-02-25.
  15. ^ a b c d e says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow". GZ Consulting. Retrieved 2019-02-25.
  16. ^ Schoening, Elise. "Aberdeen Acquires The Big Willow". www.demandgenreport.com. Retrieved 2019-02-25.
  17. ^ says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow". GZ Consulting. Retrieved 2019-02-28.
  18. ^ Zhao, Jingcong (2017-05-30). "How Predictive is B2B Intent Data?". Socedo Blog. Retrieved 2019-02-28.
  19. ^ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data". Talking New Media. 2016-05-19. Retrieved 2019-03-01.
  20. ^ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data". Talking New Media. 2016-05-19. Retrieved 2019-03-01.
  21. ^ "PE-backed Aberdeen appoints Osofsky as CEO". PE Hub. 2017-11-02. Retrieved 2019-03-01.
  22. ^ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data". Talking New Media. 2016-05-19. Retrieved 2019-03-05.
  23. ^ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data". Talking New Media. 2016-05-19. Retrieved 2019-03-05.
  24. ^ "PE-backed Aberdeen appoints Osofsky as CEO". PE Hub. 2017-11-02. Retrieved 2019-03-05.
  25. ^ "Daily Newsletter | CDP Institute :: 12-10-18 Aberdeen Acquires Intent Data Collector The Big Willow". www.cdpinstitute.org. Retrieved 2019-03-07.
  26. ^ www.bizjournals.com https://www.bizjournals.com/boston/prnewswire/press_releases/Massachusetts/2018/12/06/NE93872. Retrieved 2019-03-07. Missing or empty |title= (help)
  27. ^ a b c d "Daily Research News Online no. 27261 - Aberdeen Buys Intent Data Firm The Big Willow". www.mrweb.com. Retrieved 2019-03-07.
  28. ^ www.bizjournals.com https://www.bizjournals.com/boston/prnewswire/press_releases/Massachusetts/2018/12/06/NE93872. Retrieved 2019-03-07. Missing or empty |title= (help)
  29. ^ Schoening, Elise. "Aberdeen Acquires The Big Willow". www.demandgenreport.com. Retrieved 2019-03-14.
  30. ^ Schoening, Elise. "Aberdeen Acquires The Big Willow". www.demandgenreport.com. Retrieved 2019-03-14.
  31. ^ "DealSignal Adds Bombora Intent". GZ Consulting. 2019-04-15. Retrieved 2019-04-18.
  32. ^ "4 Ways to Deliver Omni-channel Customer Support Effectively". New Media Services. 2018-01-25. Retrieved 2019-03-29.
  33. ^ Net, Hospitality. "The New Era of Personalization: The Hyperconnected Guest Experience | By Jos Schaap". Hospitality Net. Retrieved 2019-03-29.
  34. ^ "11 Effective Practices For Maximizing Your Ecommerce Customer Service". Acquire. 2017-05-22. Retrieved 2019-03-29.
  35. ^ "How Implementing Live Chat Software Can Reduce Your Operational Costs". Customer Happiness Blog. 2019-01-31. Retrieved 2019-03-29.
  36. ^ "Stay Competitive in the New 5G Wireless Era with Rebate Promotions". Blackhawk Network. Retrieved 2019-03-29.
  37. ^ "17 Social Recruiting Statistics and the Impact On Hiring Top Talent". EveryoneSocial. 2019-02-19. Retrieved 2019-03-29.
  38. ^ "How to Empower Your Employees to Succeed". business.com. Retrieved 2019-03-29.

External linksEdit