Aberdeen Strategy and Research
| Company type | Private |
|---|---|
| Industry | Marketing intelligence, market research |
| Founded | 1988 |
| Headquarters | Waltham , United States |
Area served | Global |
Key people | Marc Osofsky (CEO), Gary Skidmore (Chairman), Charlie Tarzian (President and Chief Innovation Officer), Keith Blackwell (COO) |
| Products | Intent data solutions, marketing intelligence reports, Aberdeen Intent for Salesforce |
| Parent | Spiceworks Ziff-Davis |
| Website | www |
Aberdeen is a global marketing intelligence firm based in Waltham, Massachusetts, United States, with additional locations in Wilton, Connecticut, as well as European offices situated in Versailles, Madrid, and Chertsey.
Company history
Established in 1988 with the goal of utilizing enterprise data to support business decision-making through data governance, Aberdeen has experienced two major ownership changes: acquisition by Harte Hanks in 2006, followed by purchase by Halyard Capital in 2015. The company originally concentrated on technology sector data and predictive analytics aimed at B2B marketing and sales teams. By 2018, its focus had shifted toward delivering specialized intent data solutions for marketing and sales professionals.
From 2016 to 2018, Aberdeen collaborated with Bombora, a provider specializing in B2B demographic and intent data. In October 2017, leadership changes included the appointment of Marc Osofsky as CEO and Gary Skidmore as chairman.
In December 2018, Aberdeen expanded its intent data capabilities through acquiring The Big Willow, a firm that tracks 3.7 billion device IDs across over 12 billion web pages. This acquisition allowed Aberdeen to refine targeting by company location and contact role. Subsequent to the acquisition, Charlie Tarzian, The Big Willow’s CEO, assumed the roles of President and Chief Innovation Officer at Aberdeen, while Keith Blackwell became its COO.
On November 24, 2020, Aberdeen Group was acquired by Spiceworks Ziff-Davis.
Products and methods
Aberdeen’s methodology combines online engagement metrics (such as topics, keywords, PageURL, and opt-in status) with targeting information including company details, geographic location, and contact data. This is supplemented by first-party visitor insights and historical win/loss analysis. The company maintains extensive databases of opt-in users actively researching specific technologies within designated time periods. Independent blind tests conducted for clients demonstrate that Aberdeen’s predictive models deliver 91% accuracy in identifying purchase intent.
Their sector reports classify businesses from "best performers" to "laggards," enabling organizations to benchmark their standing against competitors.
In April 2019, Aberdeen introduced 'Aberdeen Intent for Salesforce,' a solution designed to boost sales productivity by embedding intent data directly into Salesforce workflows.
Research studies
Aberdeen has published numerous widely referenced surveys addressing subjects such as:
- Strategies for customer retention
- Cost efficiency achieved through live chat support
- Effectiveness of rebate promotions
- Recruiting millennials via social media platforms
- Benefits derived from engaged employee initiatives
The data gathered from these studies is accessible through various reports. For instance, The Impact of Video Marketing report highlighted that companies utilizing video content experienced revenue growth at a rate 49% higher year-over-year compared to those that did not. Another analysis found that video marketers generate 66% more qualified leads annually while also enjoying a 54% increase in brand recognition. Additional research on onboarding practices revealed that structured orientation programs enhance employee productivity and engagement—key findings given the average U.S. employer invests approximately $4,000 per new hire.
External links
- Aberdeen Group Inc. Official Website