NelsonHall’s Marketing BPS profile on Cognizant is a comprehensive assessment of Cognizant’s marketing BPS offerings for organizations and capabilities, designed for:
Sourcing managers monitoring the capabilities of existing suppliers of marketing BPS services to serve organizations, and identifying vendor suitability for marketing BPS RFPs
Vendor marketing, sales, and business managers looking to benchmark themselves against their peers
Financial analysts and investors specializing in the support services sector.
Key Findings & Highlights
Cognizant traditionally provided campaign management services including list management, opt in/opt out, and analytics alongside wider CRM implementation work.
In 2009, Cognizant acquired MarketRX, a health sciences Salesforce effectiveness analysis firm. Cognizant leveraged these services to enter into other verticals requiring sales force effectiveness services and territory alignment. In the same year Cognizant also acquired UBS, a content management and microsite development agency.
Cognizant has expanded its marketing analytics offerings into risk assessment, pricing sensitivity, product mix, and advertisement effectiveness. These are generally project based, while sales force effectiveness contracts are usually longer term engagements.
From 2013 Cognizant has made two acquisitions to strengthen its marketing BPS capability:
The first was Q-Bridge: an advertising and marketing consultancy that Cognizant acquired in 2013
The second was Cadient: this acquisition strengthened Cognizant’s ability to provide digital marketing services to the U.S. healthcare industry.
Scope of the Report
The report provides a comprehensive and objective analysis of Cognizant’s marketing BPS capabilities, and market and financial strength, including:
Identification of the company’s strategy, emphasis, and new developments
Analysis of the company’s strengths, weaknesses, and outlook
Analysis of the profile of the company’s customer base including the company’s targeting strategy and examples of current contracts
Key client case studies
Analysis of the company’s offerings and key service components
Analysis of the company’s delivery organization including the location of delivery locations.