Capabilities

The capability taxonomy used to classify every feature. Counts here include primary classifications only; capability timelines also include secondary classifications and show each dated state as a change.

Record counts include entries under review. The Release Matrix and side-by-side views exclude those entries.

Read the taxonomy definitions and classification rules →

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All 81 Data 9Identity 3Profile 3Segmentation 3Activation 3Orchestration 4Decisioning 3Channels 14Content 5Experimentation 3Analytics 4AI 6Loyalty & offers 2Lead & account management (B2B) 6Governance 6Platform 7

Data9 capabilities · 248 features

Data collection & tag management36 primary featuresData ingestion85 primary featuresWarehouse-native / zero-copy7 primary featuresReverse ETL & data syncs3 primary featuresPipelines & transformation20 primary featuresQuery & processing11 primary featuresData model & schemas62 primary featuresData quality & contracts23 primary featuresClean rooms & data collaboration1 primary feature

Identity3 capabilities · 16 features

Identity resolution15 primary featuresIdentity graph1 primary featureCross-device0 primary features

Profile3 capabilities · 22 features

Unified profile9 primary featuresComputed attributes7 primary featuresReal-time profile access6 primary features

Segmentation3 capabilities · 60 features

Real-time & rule-based segments52 primary featuresPredictive audiences0 primary featuresSQL & advanced segments8 primary features

Activation3 capabilities · 251 features

Destinations & connectors186 primary featuresPaid media audiences61 primary featuresServer-side activation4 primary features

Orchestration4 capabilities · 133 features

Journeys68 primary featuresCampaigns40 primary featuresReal-time triggers18 primary featuresCross-channel coordination7 primary features

Decisioning3 capabilities · 63 features

Next best action9 primary featuresOffer decisioning31 primary featuresArbitration, frequency & send-time rules23 primary features

Channels14 capabilities · 298 features

Email34 primary featuresSMS, MMS & RCS33 primary featuresMessaging apps47 primary featuresMobile push21 primary featuresWeb push2 primary featuresIn-app messages5 primary featuresInbox & content cards2 primary featuresWeb & app personalization21 primary featuresLanding pages & forms36 primary featuresConversational & voice49 primary featuresDirect mail4 primary featuresCustom & webhook channels6 primary featuresDeliverability & sender infrastructure29 primary featuresOrganic social publishing9 primary features

Content5 capabilities · 221 features

Editors & templates81 primary featuresDynamic content & personalization language49 primary featuresContent generation44 primary featuresAssets & creative library29 primary featuresLocalization & translation18 primary features

Experimentation3 capabilities · 24 features

A/B & multivariate testing10 primary featuresHoldouts1 primary featureAutomated optimization13 primary features

Analytics4 capabilities · 119 features

Reporting & dashboards103 primary featuresAttribution9 primary featuresIncrementality2 primary featuresAI answer engine visibility5 primary features

AI6 capabilities · 322 features

Predictive models8 primary featuresGenerative assistants100 primary featuresAutonomous agents63 primary featuresAgent building & orchestration52 primary featuresAgent context & knowledge44 primary featuresAgent interoperability55 primary features

Loyalty & offers2 capabilities · 15 features

Loyalty programs9 primary featuresVouchers & coupons6 primary features

Lead & account management (B2B)6 capabilities · 42 features

Lead lifecycle & routing3 primary featuresLead scoring & grading5 primary featuresAccounts, ABM & buying groups12 primary featuresCRM sync11 primary featuresSales alerts & enablement3 primary featuresEvents & webinars8 primary features

Governance6 capabilities · 122 features

Consent & preferences37 primary featuresPrivacy & data residency10 primary featuresData retention & lifecycle27 primary featuresSecurity & certifications32 primary featuresApproval workflows15 primary featuresData usage labels & policies1 primary feature

Platform7 capabilities · 412 features

APIs & extensibility67 primary featuresSDKs59 primary featuresIntegrations & marketplace71 primary featuresAdministration & access control94 primary featuresSandboxes & environments18 primary featuresMonitoring & alerting92 primary featuresMigration & onboarding tooling11 primary features