Aberdeen Strategy and Research

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Aberdeen

Type| Private
Industry| Market Intelligence, Content Marketing Services, Research
Founded| 1988
Headquarters| Waltham, Massachusetts, United States
Website| aberdeen.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][non-primary source needed]

## Contents

* 1 Company history
* 2 Products and methods
* 3 Research studies
* 4 References
* 5 External links

## 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]

From 2016 to 2018 the Group partnered with Bombora, a provider of B2B demographic and intent-based data.[10]

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.[11]

In December 2018, Aberdeen acquired The Big Willow, an intent data provider.[12] The Big Willow gathers its data in part by tracking 3.7 billion device IDs across over 12 billion web pages.[13][6]

The acquisition allowed Aberdeen to enhance its intent data offerings by being able to provide specific company locations and target contact titles.[13][14][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.[14][6][13]

On November 24,2020, Spiceworks Ziff-Davis acquired Aberdeen Group.[15]

## 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.[16] 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.[17] 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".[18]

In April 2019, Aberdeen announced 'Aberdeen Intent for Salesforce', a tool that works with Salesforce to improve sales.[19]

## Research studies

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

* Customer Retention[20][21]
* Live Chat Support Cost Reductions[22]
* Rebate Promotion Benefits[23]
* Hiring Millennials through Social Media[24]
* Engaged Employee Program Benefits[25]

Some of the data Aberdeen collects and analyzes is available via different reports.[26] 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.[27] 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.[28] 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.[29]

## References

1. ↑ "About Us". https://ww.aberdeen.com/about/.
2. ↑ "Don't Overlook Intent Data for Data Governance". https://www.business2community.com/big-data/dont-overlook-intent-data-for-data-governance-02166027.
3. ↑ "Halyard Capital Acquires Aberdeen Group". Mergr. April 14, 2015. https://mergr.com/halyard-capital-acquires-aberdeen-group. 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. https://www.businesswire.com/news/home/20060918006063/en/Harte-Hanks-Acquire-AberdeenGroup-Aberdeens-Emphasis-Fact-Based-Research. Retrieved June 26, 2018.
5. ↑ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data" (in en-US). 2016-05-19. http://www.talkingnewmedia.com/2016/05/19/aberdeen-group-enters-into-partnership-with-bombora-provider-of-b2b-demographic-and-intent-based-data/.
6. ↑ 6.0 6.1 6.2 6.3 6.4 says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow" (in en). https://gzconsulting.org/2018/12/17/aberdeen-acquires-the-big-willow/.
7. ↑ Schoening, Elise. "Aberdeen Acquires The Big Willow" (in en-gb). https://www.demandgenreport.com/features/news-briefs/aberdeen-acquires-the-big-willow.
8. ↑ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data" (in en-US). 2016-05-19. http://www.talkingnewmedia.com/2016/05/19/aberdeen-group-enters-into-partnership-with-bombora-provider-of-b2b-demographic-and-intent-based-data/.
9. ↑ "PE-backed Aberdeen appoints Osofsky as CEO". 2017-11-02. https://www.pehub.com/2017/11/pe-backed-aberdeen-appoints-osofsky-as-ceo/.
10. ↑ "Aberdeen Group enters into partnership with Bombora, provider of B2B demographic and intent-based data" (in en-US). 2016-05-19. http://www.talkingnewmedia.com/2016/05/19/aberdeen-group-enters-into-partnership-with-bombora-provider-of-b2b-demographic-and-intent-based-data/.
11. ↑ "PE-backed Aberdeen appoints Osofsky as CEO". 2017-11-02. https://www.pehub.com/2017/11/pe-backed-aberdeen-appoints-osofsky-as-ceo/.
12. ↑ "Daily Newsletter | CDP Institute :: 12-10-18 Aberdeen Acquires Intent Data Collector The Big Willow". https://www.cdpinstitute.org/Newsletter/Blog694/Newsletter/12-10-18-Aberdeen-Acquires-Intent-Data-Collector-The-Big-Willow.
13. ↑ 13.0 13.1 13.2 "Daily Research News Online no. 27261 - Aberdeen Buys Intent Data Firm The Big Willow". http://www.mrweb.com/drno/news27261.htm.
14. ↑ 14.0 14.1 Schoening, Elise. "Aberdeen Acquires The Big Willow" (in en-gb). https://www.demandgenreport.com/features/news-briefs/aberdeen-acquires-the-big-willow.
15. ↑ "Spiceworks Ziff-Davis Acquires Aberdeen Group". https://mergr.com/spiceworks-ziff-davis-acquires-aberdeen-group.
16. ↑ says, Kevin Kerner (2018-12-17). "Aberdeen Acquires The Big Willow" (in en). https://gzconsulting.org/2018/12/17/aberdeen-acquires-the-big-willow/.
17. ↑ Zhao, Jingcong (2017-05-30). "How Predictive is B2B Intent Data?". https://blog.socedo.com/how-predictive-is-intent-data/.
18. ↑ Gaffney, S., So, You’re a Laggard. What Should You Do Next?, published 13 April 2022, accessed 25 May 2022
19. ↑ "DealSignal Adds Bombora Intent" (in en-US). 2019-04-15. https://gzconsulting.org/2019/04/15/dealsignal-adds-bombora-intent/.
20. ↑ "4 Ways to Deliver Omni-channel Customer Support Effectively". 2018-01-25. https://newmediaservices.com.au/omni-channel-customer-support-services/.
21. ↑ Net, Hospitality. "The New Era of Personalization: The Hyperconnected Guest Experience | By Jos Schaap" (in en-us). https://www.hospitalitynet.org/opinion/4091815.html.
22. ↑ "How Implementing Live Chat Software Can Reduce Your Operational Costs" (in en-US). 2019-01-31. https://www.nicereply.com/blog/live-chat-software/.
23. ↑ "Stay Competitive in the New 5G Wireless Era with Rebate Promotions" (in en). https://www.hawkincentives.com/insights/stay-competitive-new-5g-wireless-era-rebate-promotions.
24. ↑ "17 Social Recruiting Statistics and the Impact On Hiring Top Talent" (in en-US). 2019-02-19. https://everyonesocial.com/blog/social-recruiting-statistics/.
25. ↑ "How to Empower Your Employees to Succeed". https://www.business.com/articles/ways-to-empower-employees/.
26. ↑ Balkhi, Syed (2019-03-26). "B2B Businesses Hang Out on LinkedIn, Not Instagram. Are You There, Too?" (in en). https://www.entrepreneur.com/article/330371.
27. ↑ Balkhi, Syed (2019-03-26). "B2B Businesses Hang Out on LinkedIn, Not Instagram. Are You There, Too?" (in en). https://www.entrepreneur.com/article/330371.
28. ↑ "Video Marketing Statistics: What You Must Know for 2019" (in en-US). 2017-05-15. https://optinmonster.com/video-marketing-statistics-what-you-must-know/.
29. ↑ "Best Practices for Successful Employee Onboarding". https://www.business2community.com/human-resources/best-practices-for-successful-employee-onboarding-02193275.

## External links

* Aberdeen Group Inc. Official Website

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