Aberdeen
TypePrivate
IndustryMarket Intelligence, Content Marketing Services, Research
Founded1988
HeadquartersWaltham, Massachusetts, United States
Websiteaberdeen.com

Aberdeen is an international marketing intelligence company. Aberdeen's headquarters is based in Waltham, Massachusetts, United States, with an additional US office location in Wilton, CT, as well as three European offices in Versailles (France), Madrid (Spain), and Chertsey (United Kingdom).[1]

Company history

Aberdeen was originally founded in 1988 to use enterprise data to help businesses make business decisions by using data governance.[2] Aberdeen has since been acquired by two different companies: Harte Hanks in September 2006 and later Halyard Capital in April 2015.[3][4] 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.[5][6][7]    

From 2016 to 2018 the Group partnered with Bombora, a provider of B2B demographic and intent-based data.[8]

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.[9]

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.[10]

In December 2018, Aberdeen acquired The Big Willow, an intent data provider.[11] The Big Willow gathers its data in part by tracking 3.7 billion device IDs across over 12 billion web pages.[12][6]

The acquisition allowed Aberdeen to enhance its intent data offerings by being able to provide specific company locations and target contact titles.[12][13][6] 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.[13][6][12]

On November 24,2020, Spiceworks Ziff-Davis acquired Aberdeen Group.[14]

Products and methods

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.[15] 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.[16] On blind tests run by clients, Aberdeen’s models achieved 91% accuracy in predicting purchase intent.[6]

Business classifications in sector study reports range from "best performers" to "laggards".[17]

In April 2019, Aberdeen announced 'Aberdeen Intent for Salesforce', a tool that works with Salesforce to improve sales.[18]

Research studies

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

  • Customer Retention[19][20]
  • Live Chat Support Cost Reductions[21]
  • Rebate Promotion Benefits[22]
  • Hiring Millennials through Social Media[23]
  • Engaged Employee Program Benefits[24]

Some of the data Aberdeen collects and analyzes is available via different reports.[25] One of Aberdeen’s reports, The Impact of Video Marketing, showed that marketers that used video content to engage potential customers grew their companies’ revenue 49% faster year-over-year than companies without video content.[26] A further report, Understanding the Expanding Benefits of Marketing with Video, reported that video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness.[27] Another study focused on successful onboarding practices, and revealed that employees who attend a structured orientation program are more productive and engaged at work.  The data was shared alongside information that the average U.S. employer spends $4,000 hiring someone new.[28]

References

  1. ↑ "About Us". Aberdeen. Retrieved February 22, 2021.
  2. ↑ "Don't Overlook Intent Data for Data Governance". Business 2 Community. Retrieved 2019-03-27.
  3. ↑ "Halyard Capital Acquires Aberdeen Group". Mergr. April 14, 2015. Retrieved June 27, 2018.
  4. ↑ "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.
  5. ↑ "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.
  6. 1 2 3 4 5 says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow". GZ Consulting. Retrieved 2019-02-25.
  7. ↑ Schoening, Elise (11 December 2018). "Aberdeen Acquires The Big Willow". www.demandgenreport.com. Retrieved 2019-02-25.
  8. ↑ "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.
  9. ↑ "PE-backed Aberdeen appoints Osofsky as CEO". PE Hub. 2017-11-02. Retrieved 2019-03-01.
  10. ↑ "PE-backed Aberdeen appoints Osofsky as CEO". PE Hub. 2017-11-02. Retrieved 2019-03-05.
  11. ↑ "Daily Newsletter | CDP Institute :: 12-10-18 Aberdeen Acquires Intent Data Collector The Big Willow". www.cdpinstitute.org. Retrieved 2019-03-07.
  12. 1 2 3 "Daily Research News Online no. 27261 - Aberdeen Buys Intent Data Firm The Big Willow". www.mrweb.com. Retrieved 2019-03-07.
  13. 1 2 Schoening, Elise (11 December 2018). "Aberdeen Acquires The Big Willow". www.demandgenreport.com. Retrieved 2019-03-14.
  14. ↑ "Spiceworks Ziff-Davis Acquires Aberdeen Group".
  15. ↑ says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow". GZ Consulting. Retrieved 2019-02-28.
  16. ↑ Zhao, Jingcong (2017-05-30). "How Predictive is B2B Intent Data?". Socedo Blog. Retrieved 2019-02-28.
  17. ↑ Gaffney, S., So, You’re a Laggard. What Should You Do Next?, published 13 April 2022, accessed 25 May 2022
  18. ↑ "DealSignal Adds Bombora Intent". GZ Consulting. 2019-04-15. Retrieved 2019-04-18.
  19. ↑ "4 Ways to Deliver Omni-channel Customer Support Effectively". New Media Services. 2018-01-25. Retrieved 2019-03-29.
  20. ↑ Net, Hospitality. "The New Era of Personalization: The Hyperconnected Guest Experience | By Jos Schaap". Hospitality Net. Retrieved 2019-03-29.
  21. ↑ "How Implementing Live Chat Software Can Reduce Your Operational Costs". Customer Happiness Blog. 2019-01-31. Retrieved 2019-03-29.
  22. ↑ "Stay Competitive in the New 5G Wireless Era with Rebate Promotions". Blackhawk Network. Retrieved 2019-03-29.
  23. ↑ "17 Social Recruiting Statistics and the Impact On Hiring Top Talent". EveryoneSocial. 2019-02-19. Retrieved 2019-03-29.
  24. ↑ "How to Empower Your Employees to Succeed". business.com. Retrieved 2019-03-29.
  25. ↑ Balkhi, Syed (2019-03-26). "B2B Businesses Hang Out on LinkedIn, Not Instagram. Are You There, Too?". Entrepreneur. Retrieved 2019-05-09.
  26. ↑ Balkhi, Syed (2019-03-26). "B2B Businesses Hang Out on LinkedIn, Not Instagram. Are You There, Too?". Entrepreneur. Retrieved 2019-05-17.
  27. ↑ "Video Marketing Statistics: What You Must Know for 2019". OptinMonster. 2017-05-15. Retrieved 2019-05-23.
  28. ↑ "Best Practices for Successful Employee Onboarding". Business 2 Community. Retrieved 2019-05-31.
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