Taxonomy v1.6

81 capabilities in 16 areas: one vocabulary for classifying product changes across the tracked platforms.

Classification rules and version history

A feature has one primary capability and may have secondary capabilities. Classification describes what the change does, rather than the vendor's category or product name.

Counts here include primary classifications only. Capability timelines and the Release Matrix also include secondary classifications. Adding capability counts does not produce a distinct-feature total. Record counts include entries under review; the Release Matrix and side-by-side views exclude those entries.

These are classification boundaries, not a checklist of everything a platform offers. An empty timeline or matrix cell does not establish that a platform lacks the capability. See Methodology for dates, states, significance and review rules.

The current public dataset declares taxonomy v1.6. Historical views use the classifications in this dataset; they do not reconstruct the taxonomy that applied when a change was first recorded.

The version history below lists what each version added, renamed or widened, and the reclassifications that were recorded. The cards show the current definitions.

Search and area filters

Data9 capabilities · 248 features

Data collection & tag managementCapturing events and attributes from web, app and server sources: tag managers, event collection APIs, data layers.Since v1.036 primary features Data ingestionBringing data in from files, streams, databases and SaaS sources into the platform.Since v1.085 primary features Warehouse-native / zero-copyUsing data in the customer's warehouse or lakehouse without copying it into the platform.Since v1.07 primary features Reverse ETL & data syncsSyncing modeled warehouse data out to operational tools on a schedule or trigger.Since v1.03 primary features Pipelines & transformationBuilding, scheduling and transforming data flows inside the platform.Since v1.020 primary features Query & processingQuerying and computing over platform data sets.Since v1.011 primary features Data model & schemasDefining schemas, objects, relationships and catalogs.Since v1.062 primary features Data quality & contractsValidating incoming data against expectations and surfacing data errors.Since v1.023 primary features Clean rooms & data collaborationPrivacy-safe matching and sharing of audiences or data with other companies (partners, publishers, retailers): clean rooms, partner audience match, collaboration workspaces.Since v1.31 primary feature

Identity3 capabilities · 16 features

Identity resolutionLinking identifiers to a person, including anonymous-to-known stitching.Since v1.015 primary features Identity graphManaging and inspecting the graph of identifiers.Since v1.01 primary feature Cross-deviceRecognizing the same person across devices and channels.Since v1.00 primary features

Profile3 capabilities · 22 features

Unified profileThe consolidated customer record and its management.Since v1.09 primary features Computed attributesDerived profile attributes calculated by the platform.Since v1.07 primary features Real-time profile accessLow-latency lookup of profile data by other systems.Since v1.06 primary features

Segmentation3 capabilities · 60 features

Real-time & rule-based segmentsBuilding audiences from rules, events and attributes, evaluated in batch or streaming.Since v1.052 primary features Predictive audiencesAudiences built from model scores.Since v1.00 primary features SQL & advanced segmentsAudiences defined with SQL or relational logic across entities.Since v1.08 primary features

Activation3 capabilities · 251 features

Destinations & connectorsSending audiences and data to external platforms.Since v1.0186 primary features Paid media audiencesActivating audiences and conversions in advertising platforms.Since v1.061 primary features Server-side activationEvent forwarding and activation from server to server.Since v1.04 primary features

Orchestration4 capabilities · 133 features

JourneysMulti-step, stateful customer journeys on a canvas.Since v1.068 primary features CampaignsSingle-send, scheduled or orchestrated batch campaigns outside journeys.Since v1.040 primary features Real-time triggersStarting or advancing communications from real-time events.Since v1.018 primary features Cross-channel coordinationCoordinating several channels in one flow or decision.Since v1.07 primary features

Decisioning3 capabilities · 63 features

Next best actionChoosing the next action per person from rules or models.Since v1.09 primary features Offer decisioningSelecting offers or content items from a catalog with eligibility and ranking.Since v1.031 primary features Arbitration, frequency & send-time rulesLimits and rules on how often and when messages go out.Since v1.023 primary features

Channels14 capabilities · 298 features

Content5 capabilities · 221 features

Editors & templatesMessage and page design tools and templates.Since v1.081 primary features Dynamic content & personalization languageConditional and data-driven content, templating languages.Since v1.049 primary features Content generationAI-generated copy, images or full assets.Since v1.044 primary features Assets & creative libraryStoring, reusing and approving media and creative assets.Since v1.029 primary features Localization & translationDelivering the same message or content in several languages and locales: translation (manual or AI), language variants, locale targeting, glossaries, right-to-left support.Since v1.418 primary features

Experimentation3 capabilities · 24 features

A/B & multivariate testingControlled tests of variants.Since v1.010 primary features HoldoutsGlobal or journey-level control groups.Since v1.01 primary feature Automated optimizationAlgorithms that shift traffic or choose variants/times automatically.Since v1.013 primary features

Analytics4 capabilities · 119 features

Reporting & dashboardsPerformance reporting and dashboards.Since v1.0103 primary features AttributionAssigning conversions to messages or channels.Since v1.09 primary features IncrementalityMeasuring causal lift.Since v1.02 primary features AI answer engine visibilityMeasuring how a brand appears in AI answer engines (ChatGPT, Gemini, Perplexity): visibility scores, prompts, competitor presence and citation gaps, and acting on content to close them (AEO/GEO).Since v1.65 primary features

AI6 capabilities · 322 features

Predictive modelsScores and forecasts produced by models.Since v1.08 primary features Generative assistantsIn-product copilots that answer, explain or draft on request.Since v1.0100 primary features Autonomous agentsAgents that execute multi-step marketing work with limited human steps.Since v1.063 primary features Agent building & orchestrationTools to create, configure and coordinate custom agents.Since v1.052 primary features Agent context & knowledgeGoverned context that agents read: knowledge sources, semantic layers, context APIs.Since v1.044 primary features Agent interoperabilityExposing the platform to external agents and protocols.Since v1.055 primary features

Loyalty & offers2 capabilities · 15 features

Loyalty programsPoints, tiers, challenges and member management.Since v1.09 primary features Vouchers & couponsGenerating and distributing codes and incentives.Since v1.06 primary features

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

Lead lifecycle & routingLead statuses and lifecycle stages (MQL, SQL), lead assignment and routing to owners or queues, lead deduplication.Since v1.53 primary features Lead scoring & gradingRule- or model-based scores on people and accounts for engagement and fit, and their thresholds. Pure model features also take ai.predictive-models.Since v1.55 primary features Accounts, ABM & buying groupsAccount-level marketing: target account lists, account scoring, buying groups and committee roles, account-based programs.Since v1.512 primary features CRM syncBidirectional synchronization of leads, contacts, accounts, opportunities and campaigns with a CRM, including sync rules, errors and alerts.Since v1.511 primary features Sales alerts & enablementSurfacing marketing engagement to sellers: interesting-moment alerts, seller email tools, activity in the CRM, handoff tasks.Since v1.53 primary features Events & webinarsRunning event and webinar programs: registration, hosted or interactive webinars, attendance sync with webinar platforms, event program tracking.Since v1.58 primary features

Governance6 capabilities · 122 features

Consent & preferencesCapturing and enforcing consent and communication preferences.Since v1.037 primary features Privacy & data residencyData subject requests, regional hosting and privacy controls.Since v1.010 primary features Data retention & lifecycleRetention periods, archiving, expiry and deletion of data.Since v1.027 primary features Security & certificationsEncryption, network security and compliance attestations.Since v1.032 primary features Approval workflowsReview and approval gates before journeys, campaigns, content or configuration go live, including approval policies, multi-step approvers and audit trails.Since v1.115 primary features Data usage labels & policiesLabels on datasets, fields and audiences that restrict how data may be used, and policy checks that enforce them before activation or export.Since v1.21 primary feature

Platform7 capabilities · 412 features

APIs & extensibilityPublic APIs, developer tooling and extension points.Since v1.067 primary features SDKsClient SDK releases and SDK capabilities.Since v1.059 primary features Integrations & marketplacePre-built integrations and partner apps.Since v1.071 primary features Administration & access controlUsers, roles, teams, provisioning and settings.Since v1.094 primary features Sandboxes & environmentsSeparate environments and promotion of configuration between them.Since v1.018 primary features Monitoring & alertingOperational health, alerts and limits for running programs.Since v1.092 primary features Migration & onboarding toolingTools that move a customer's existing assets (content, journeys, audiences, decisioning entities) from another platform or a legacy module into the product, and guided onboarding workspaces for that move.Since v1.111 primary features

Version history

All views of the record use the classifications of the current version, including changes recorded before a capability existed. Individual reclassifications are listed only where they were recorded.

v1.62 Oct 2026 · 81 capabilities in 16 areas
Added: Organic social publishing, AI answer engine visibility
Reclassified features (7)
- Reddit posting and analytics · primary: Integrations & marketplace → Organic social publishing
- TikTok organic publishing and engagement · primary: Integrations & marketplace → Organic social publishing
- AI answer engine visibility tracking (AEO) · primary: Reporting & dashboards → AI answer engine visibility
- In-workflow content actions from AEO recommendations · primary: Content generation → AI answer engine visibility
- API name validation for custom activity attributes · primary: Data quality & contracts → APIs & extensibility
- Brand Score Checker for Email Designer · primary: Predictive models → Editors & templates
- Manage Brands for Email Designer · primary: Content generation → Assets & creative library
Merged records: hubspot-marketing-hub.tiktok-organic-publishing into TikTok organic publishing and engagement
Organic social posting, replies and organic metrics belong to Organic social publishing; paid social audiences stay under Ad audiences.
Brand visibility in AI answer engines (AEO/GEO) belongs to AI answer engine visibility.
The owner review of the first MAP B2B extraction also reclassified three Adobe Marketo Engage features (API name restrictions, Brand Score Checker, Manage Brands); their previous classes were recovered on 2026-10-09 from the data repository history.
v1.52 Oct 2026 · 79 capabilities in 16 areas
Added: Lead & account management (B2B) (area), Lead lifecycle & routing, Lead scoring & grading, Accounts, ABM & buying groups, CRM sync, Sales alerts & enablement, Events & webinars
New platform category MAP B2B (Adobe Marketo Engage, Salesforce Marketing Cloud Account Engagement, HubSpot Marketing Hub) and new area Lead & account management (B2B).
54 existing capabilities were marked as also typical for MAP B2B platforms (informative only).
Chat and events/webinars are in scope for every platform, whatever module ships them.
v1.429 Sep 2026 · 73 capabilities in 15 areas
Added: Localization & translation
Reclassified features (18)
- Language settings duplication and locale condition copy · primary: Editors & templates → Localization & translation
- Locale translation for banners · primary: Web & app personalization → Localization & translation
- Locale translation for Content Blocks · primary: Dynamic content & personalization language → Localization & translation
- Multi-language translations across channels · primary: Dynamic content & personalization language → Localization & translation
- Smart Translations for mobile push · primary: Editors & templates → Localization & translation
- Bulk locale management for translations · primary: Editors & templates → Localization & translation
- Sender name translation and translation review · primary: Editors & templates → Localization & translation
- Bulk glossary import for Smart Translations · primary: Editors & templates → Localization & translation
- CSV import/export for Smart Translations · primary: Editors & templates → Localization & translation
- Language pairs, RTL and translation export/import · primary: Editors & templates → Localization & translation
- Regional language variants and brand-term exclusion in Smart Translations · primary: Editors & templates → Localization & translation
- salesforce-marketing-cloud.email-language-variants · primary: Editors & templates → Localization & translation · no longer in the record
- Multi-language support for webhooks · secondary: new class Localization & translation
- Multilingual Customer Agent responses · secondary: new class Localization & translation
- Detected locale visibility in account settings · secondary: new class Localization & translation
- Localized static product blocks for Shopify Markets · secondary: new class Localization & translation
- Locale-aware product catalogs via Shopify Markets · secondary: new class Localization & translation
- AEM Experience Fragments sync for email templates · secondary: new class Localization & translation
Proposals rejected: Edge / on-device AI inference (Single feature from one vendor; classified under Predictive models until other vendors ship it.)
Localization became the primary class of 12 features (Klaviyo, Braze, Adobe Journey Optimizer, Salesforce) and a secondary class of 6 more. The list was recovered on 2026-10-09 from the data repository history.
v1.329 Sep 2026 · 72 capabilities in 15 areas
Added: Clean rooms & data collaboration
Reclassified features (1)
- Segment Match discontinuation · primary: Real-time & rule-based segments → Clean rooms & data collaboration
v1.229 Sep 2026 · 71 capabilities in 15 areas
Added: Data usage labels & policies
Reclassified features (14)
- Inline data governance label application · primary: Privacy & data residency → Data usage labels & policies
- AI Studio Windows desktop app · primary: new class Agent building & orchestration
- Ad Studio commenting and feedback · primary: Approval workflows → Assets & creative library
- Event field selector autocomplete · primary: Data quality & contracts → Data collection & tag management
- Events CLI typed SDK wrappers · primary: Data quality & contracts → APIs & extensibility
- Google Ads via Data Manager API · primary: Destinations & connectors → Paid media audiences
- Google Data Manager for Ads and DV360 · primary: Destinations & connectors → Paid media audiences
- HTTP destination Liquid payload preview · primary: Destinations & connectors → Dynamic content & personalization language
- A/B split tile experiments in journeys · primary: Reporting & dashboards → A/B & multivariate testing
- Journey context variables · primary: Reverse ETL & data syncs → Journeys
- Coupon assignment in journeys · primary: Destinations & connectors → Vouchers & coupons
- Product catalog campaigns in Lifecycle Studio · primary: Agent context & knowledge → Dynamic content & personalization language
- Multiple event configs in one realtime sync · primary: Reverse ETL & data syncs → Server-side activation
- Liquid template testing in sync configuration · primary: Data quality & contracts → Dynamic content & personalization language
Proposals rejected: Client application distribution (Desktop and mobile client releases are classified by what the product does.)
Typical platform types per capability became informative only: any platform can use any capability, chosen by what the feature does.
Hightouch was re-extracted under v1.2 because 12 features had been forced into CDP-only capabilities. The 12 primary-class changes listed here are those among the 58 features that kept their id through the re-extraction (recovered on 2026-10-09 from the data repository history); the other Hightouch features were re-extracted under new ids, so their earlier classes are not linked.
v1.128 Sep 2026 · 70 capabilities in 15 areas
Added: Approval workflows, Migration & onboarding tooling
Reclassified features (5)
- Approval workflow for scenarios · primary: Administration & access control → Approval workflows
- Prevent self-approval in Approval Policy · primary: Administration & access control → Approval workflows
- Guided onboarding migration workspace · primary: Administration & access control → Migration & onboarding tooling
- Content block migration action items in onboarding · primary: Administration & access control → Migration & onboarding tooling
- Self-service Decisioning migration tooling APIs · secondary: new class Migration & onboarding tooling
Proposals rejected: Unified navigation / calendar (UI and navigation surfaces are classified by what they do.); Homepage / command center (UI and navigation surfaces are classified by what they do.)
v1.025 Sep 2026 · 68 capabilities in 15 areas
First frozen version. 18 capabilities and 1 area added to the draft.
Renamed: channels.whatsapp-ott → Messaging apps; experimentation.optimisation → Automated optimization
Definition widened: Real-time & rule-based segments, Arbitration, frequency & send-time rules
First frozen version. Partnerships, rebrands and packaging changes are Signals, never features.
v0 (14 areas, 50 capabilities) was the feasibility-spike draft; its data is not part of the public record.

Reclassifications are listed feature by feature for every version from v1.1 on, recovered from the data repository history where the changelog did not name the features. Not tracked: Hightouch features that were re-extracted under new ids in v1.2, and the v0 to v1.0 migration of the feasibility-spike data.

Taxonomy v1.6

No matching capabilities