The fragmented state of the Content Supply Chain (CSC) significantly hinders efficient content creation and collaboration across diverse MarTech platforms. This fragmentation leads to redundancies, inconsistent messaging, and increased time spent coordinating between disconnected tools and teams. While generative AI enables scalable solutions that can automate and accelerate content production, successfully integrating these innovations into existing, often isolated systems continues to pose considerable challenges. Enterprises are actively realizing the strategic value of unified CSC solutions to achieve seamless content workflows and improve alignment with marketing objectives. As demand for unified systems grows, providers are uniquely positioned to bridge these technology gaps by offering integrated solutions that consolidate tools and streamline content-related processes. Ultimately, providers not only enhance operational efficiency but also improve transparency and visibility into content performance and RoI metrics. This compendium provides accurate, comprehensive, and fact-based snapshots of 25 CSC providers. Each profile offers a detailed overview of the provider’s service focus areas, including adoption by geography, industry, and buyer size, recent developments and investments, key Intellectual Property (IP) / solutions, and case studies.

In this report, we examine CMOs’ strategic choices and inherent insights gained from them based on a survey of 584 marketing leaders across industries. As CMOs navigate growing complexity in the business landscape, this report offers a data-driven perspective on business challenges, generative AI adoption, data strategy, and channel selection. With a focus on in-house versus outsourced capabilities and evolving enterprise preferences, the report highlights key shifts in marketing operations and serves as a vital benchmark for decision-makers. Scope All industries and geographies Contents This report features 18 loyalty solution and service providers’ profiles and includes: CMO thought-starter: primary business problems that the marketing function solves Generative AI: perceived advantages, adoption extent in marketing services, and outsourcing sentiment Data: data-related challenges and strategies to address them Channel selection: proliferating channels across geographies and challenges to channel selection Delivery mix: in-house and outsourced activities across buyer size and capabilities retained in-house Outsourcing priorities: provider mix, consolidation efforts, and key preferences in provider evaluation Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Technological advancements, evolving consumer behaviors, and regulatory changes are set to significantly influence the next phase of marketing. Watch our in-depth webinar on the evolving marketing landscape with Everest Group experts Nisha Krishan, Vice President, Ravi Varun, Senior Analyst, and Vaani Sharma, Senior Analyst. Our panel explored the crucial market shifts that will impact decision-makers, as well as the key strategies to resonate deeply with consumers of the future. Attendees took away insights into driving business growth and staying competitive in this new era of marketing, built on cutting-edge research and expert guidance. What questions did the webinar answer for the participants? How can leadership (CMOs, CTOs, and CIOs) adapt to the shift from Total Addressable Market to Total Addressable Need to deliver more customer-centric strategies? What are the most impactful trends (such as AI, MarTech expansion, and sustainable marketing) shaping the future of marketing, and how can CMOs capitalize on them? What actionable steps can CMOs and CXOs take to optimize their marketing mix, measure success, and stay ahead in a rapidly evolving landscape?

In today’s competitive landscape, enterprises must foster customer loyalty for sustainable growth and long-lasting relationships. Personalized experiences and innovative loyalty programs emerge as a novel strategy to enhance customer satisfaction and drive engagement. Enterprises increasingly seek expertise in loyalty solutions and services that integrate seamlessly across all touchpoints, offering comprehensive end-to-end management. In addition to loyalty program strategy, design, and activation, enterprises are looking for loyalty platforms that can integrate effortlessly across all customer touchpoints – online, in-store, mobile applications, and social media – and offer end-to-end loyalty management capabilities. This compendium provides accurate, comprehensive, and fact-based snapshots of 18 loyalty solution and service providers’ capabilities. Each profile offers a detailed overview of the provider’s service focus areas including adoption by geography, industry, and buyer size, recent developments and investments, key Intellectual Property (IP) / solutions, and case studies. Scope All industries and geographies Contents This report features 18 loyalty solution and service providers’ profiles and includes: Provider overview: adoption by geography, industry, and buyer size Recent developments: in-house investments (expansion, technology development, and talent development) and external investments (mergers and acquisitions and partnerships) Case studies: examples of the scope of work covering loyalty services and solution offerings Proprietary solutions: key IP/solutions in the loyalty domain Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

With rising threats in the digital landscape and heightened user awareness, leading digital platforms have started publishing transparency reports to provide insights into the enforcement of their platform policies and actions taken to ensure user safety. Researchers, human rights experts, journalists, and advertisers, among others, can use these reports as they provide metrics and insights into government requests for content takedowns and categorization and platform enforcement actions. This viewpoint examines the intricacies of transparency reporting and discusses current challenges and emerging concerns. It also highlights the role that service and technology providers play and outlines key considerations to enhance transparency in reporting. Scope Industry: trust and safety Geography: global Contents This report examines the concept of transparency reports, their key features, current and future challenges, the role of providers, and essential considerations to enhance transparency reporting. Memberships Trust and Safety Sourcing and Vendor Management

Building customer retention and loyalty is essential for businesses seeking to cultivate long-term customer relationships and stay relevant in a competitive market. With abundant consumer choices and minimal switching costs, nurturing customer loyalty is vital for sustainable growth. Modern loyalty services now encompass consulting, program design, partner management, partner onboarding, and content and campaign management, creating a comprehensive services ecosystem. As enterprises focus on building customer loyalty, providers are offering gamification, tiered loyalty systems, and tailored program designs to boost member engagement and satisfaction. With the rise of next-generation technologies, including generative AI, these providers are now delivering personalization on a larger scale, enhancing the overall customer experience. In this report, we analyze 14 loyalty service providers’ capabilities and position them on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading loyalty service providers, client reference checks, and an ongoing analysis of the marketing services market Contents In this report, we: Assess 14 loyalty service providers Position the providers on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Loyalty programs have transitioned from basic punch cards to complex, data-driven digital platforms that provide personalized rewards tailored to individual consumer behavior. Today’s loyalty platforms leverage sophisticated loyalty clouds and comprehensive loyalty management solutions, offering a dynamic approach to customer engagement. By integrating these solutions with marketing technology (MarTech), businesses can unlock loyalty programs’ full potential, enabling real-time data processing and omnichannel communication. The synergy between loyalty platforms and MarTech not only enhances the overall customer experience but also provides enterprises with powerful insights into consumer preferences and behaviors. With personalized engagement becoming a key differentiator, modern loyalty solutions have become essential to drive retention and maximize customer lifetime value. In this report, we analyze 12 loyalty solution providers’ capabilities and position them on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading loyalty solution providers, client reference checks, and an ongoing analysis of the marketing services market Contents This PEAK Matrix® report, we examine Assess 12 loyalty solution providers Position the providers on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Marketing Services Sourcing and Vendor Management

Gen AI has revolutionized the marketing landscape, reshaping content creation and customer interactions. It holds immense potential to improve content generation, enhance customer engagement, increase conversion rates, and optimize marketing budget allocation. Enterprises can stay competitive in the ever-evolving digital realm by using gen AI to meet growing demands for personalized consumer experiences. In this report, we explore gen AI use cases across various segments of marketing services, including customer interactions, content creation, campaign management, marketing support, media channels, data analytics, and reporting. Each section offers detailed insights into specific gen AI use cases, their impact, and identifies the providers contributing to movement toward production. By exploring real-world case studies and highlighting pilot to production stages, this report serves as a strategic guide for marketing professionals seeking to leverage gen AI within different pillars of the marketing services value chain. Scope All industries and geographies Service: Marketing Contents In this report, we examine: Marketing services’ overview, value chain, key business issues, and challenges Gen AI’s impact in addressing marketing challenges Market maturity for gen AI adoption High adoption use cases for gen AI in marketing based on the study Membership(s) Service Optimization Technologies (SOT) Marketing and Interactive Experience Artificial Intelligence (AI) Sourcing and Vendor Management

In today’s ever-evolving marketplace, attaining consumer loyalty has become vital for marketers. Loyalty programs have evolved into sophisticated platforms, offering personalized rewards, but their effectiveness varies with industry dynamics and consumer preferences, necessitating tailored strategies. To adapt to changing expectations and technology advances, businesses must integrate forward-thinking strategies into their loyalty programs. In this report, we explore loyalty programs’ significance for Chief Marketing Officers (CMOs), offering insights into the key aspects of modern loyalty programs and industry-specific strategies. Additionally, the report serves as a guide for enterprises and providers to develop customized loyalty programs to thrive in today’s competitive landscape. Scope: All industries and geographies Contents In this report, we examine: Evolving consumer expectations Key aspects of modern loyalty programs Industry-specific loyalty strategies Future-focused themes to build sustained loyalty programs Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The global spend on AI is growing as enterprises across various sectors increasingly leverage its transformative potential. With the emergence of generative AI / large language models, enterprises worldwide are adopting AI at an accelerating pace to unlock new revenue streams, streamline operational costs, enhance user experiences, and establish significant differentiation within their respective industries. However, the foundation of AI development hinges on large training datasets, often tailored to the unique requirements of each business. Data Annotation and Labeling (DAL) services play a vital role in curating these high-quality training datasets essential for AI development. However, maintaining in-house DAL capabilities proves to be costly, time-consuming, and labor-intensive for enterprises. As a result, businesses are turning to external DAL service providers to implement DAL solutions. In their pursuit, enterprises seek partners capable of expediting their time-to-market by executing annotation projects at scale and speed without compromising data quality. They prioritize providers that prioritize building strong relationships, cost-effectiveness, agility, and a steadfast commitment to delivering tangible business impact and RoI at every stage of their transformation journey. Providers with a trained workforce and advanced annotation platform capabilities can efficiently guide these enterprises through the DAL landscape. This compendium provides detailed snapshots of 20 DAL solutions providers featured on Everest Group’s DAL solutions for AI/ML PEAK Matrix® Assessment 2024. Each profile offers a comprehensive overview of the provider’s operational overview, delivery locations, solutions offered, investments, and market success. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with DAL service providers, client reference checks, and an ongoing analysis of the DAL services market Contents In this report, we examine: DAL service providers landscape DAL PEAK Matrix® characteristics Providers’ leadership, presence across geographies and industries, global FTE and revenue estimates, buyer size, and overall practice structures DAL delivery locations and intellectual property overview, along with an analysis of flagship IP and key partnerships across the DAL value chain Provider investments in DAL across talent, infrastructure (centers of excellence / labs), acquisitions, research, academic partnerships, and solutions Recent case studies and projects won, with a detailed description of solutions provided Providers’ key strengths and limitations Enterprise sourcing considerations Membership(s) Artificial Intelligence (AI) Outsourcing Excellence