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Darren Guarnaccia Posted by Darren Guarnaccia March 30, 2020

Crownpeak in Forrester Wave Privacy Management Software Report

Industry analyst reports can be powerful tools for customers to seeking to understand markets, evaluate vendors, and understand the future direction an industry will be heading. Most recently, Forrester, a leading global research and advisory firm, released “The Forrester Wave™: Privacy Management Software, Q1 2020 report,” which details the 15 vendors that matter most in privacy and how they stack up. It’s a great read for anyone interested in privacy, and I would argue, for marketers, too.

My takeaways from the evaluation is that there are a handful of platform vendors trying to solve a broad range of privacy requirements, and then there is a broad array of specialists. While Forrester’s analysts warn of the challenges the leaders might face for being too broad and losing focus, I was pleased to read that they recognized Crownpeak’s focus on bringing together customer experience and privacy. In their words, “Crownpeak puts privacy management at the core of customer experience.”

I believe this statement highlights what has been our focus since the beginning. While other vendors have tried to build large generalist platforms to be all things to all people, our focus has been to bring customer experience and privacy together through the consent and preference management layer of customer engagement.

For companies thinking beyond just privacy compliance, this is the perfect time to start broadening your thinking. As the Forrester report calls out: “The ramifications of privacy management on customer engagement, brand reputation, CX, and, ultimately, revenues affect firms both positively and negatively depending on their commitment to privacy — or lack thereof.”

Read the full report, “The Forrester Wave™: Privacy Management Software, Q1 2020.”