Aberdeen Group

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]

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.[20]

From 2016 to 2018 the Group partnered with Bombora, a provider of B2B demographic and intent-based data.[21]

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.[22]

In December 2018, Aberdeen acquired The Big Willow, an intent data provider.[23] The Big Willow gathers its data in part by tracking 3.7 billion device IDs across over 12 billion web pages.[24][15]

The acquisition allowed Aberdeen to enhance its intent data offerings by being able to provide specific company locations and target contact titles.[24][25][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.[26][15][24]

In April 2019, Aberdeen announced 'Aberdeen Intent for Salesforce', a tool that works with Salesforce to improve sales.[27]

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

• Customer Retention[28][29]
• Live Chat Support Cost Reductions[30]
• Rebate Promotion Benefits[31]
• Hiring Millennials through Social Media[32]
• Engaged Employee Program Benefits[33]

Some of the data Aberdeen collects and analyzes is available via different reports.[34] 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.[35] 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.[36] 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.[37]

• Aberdeen Group Inc. Official Website