TEANECK, N.J., Feb. 22, 2017 /PRNewswire/ -- Cognizant
(NASDAQ: CTSH) today announced it has been named to the "Winner's
Circle" in the new HfS Research Blueprint Report: Digital Marketing
Operations 2016. HfS Research is a leading independent global
analyst firm for the business and IT services industry.
The HfS Blueprint focuses solely on digital marketing
operations, and provides a comparative analysis of innovation and
execution capabilities among 14 major service providers. Those
named to the Winner's Circle are defined by HfS as showing
competitive differentiation in "realizing the as-a-service economy
of business outcome-oriented, on-demand talent and technology
services."
According to the Blueprint Report, Cognizant's use of
proprietary technology to create an efficient "factory" for service
delivery, commitment to a vision for the future, and a "focus on
unique talent" are particular strengths contributing to its
Winner's Circle placement.
- Talent strategy: The report notes Cognizant is
"harvesting talent with university partnerships and affiliations,
as well as a focus on specialized skills ... and data
scientists." Cognizant investments and acquisitions "demonstrate a
focus on unique talent, drawing in a human/behavioral science
talent capability."
- Technology for service delivery: Leveraging a
proprietary suite of technologies, Cognizant seeks to commoditize
and reproduce digital assets in a factory-like model to bring
together content development and production, a campaign management
hub, and an analytics hub for post-campaign insights and reporting.
The HfS report notes client references were impressed with how
Cognizant uses this model to speed service delivery.
- Commitment to a vision for the future: The acquisitions
of Cadient and Idea Couture, along with a significant investment in
ReD Associates, demonstrate Cognizant's "forward-thinking approach
to digital marketing," according to the report. The HfS report
noted that Cognizant clients feel the company has a strong level of
commitment to a vision and long-term goals.
"Digital marketing clients want alternatives to the traditional
agency model," said Melissa O'Brien,
Research Director at HfS. "Leading providers like Cognizant are
grabbing the opportunity to create a digital marketing operations
vision and win market share by approaching the model differently,
integrating digital expertise as part of their core."
O'Brien added, "Consider Cognizant's strategic approach. In
acquiring Idea Couture and ownership interest in ReD Associates,
two specialty boutique firms focusing on human science/behavioral capabilities, Cognizant
demonstrates a focus on cultivating unique, differentiated talent.
And, their integrated platform of proprietary digital marketing
tools across the service value chain creates a 'factory' for agency
services. This is not what we see with traditional agencies who buy
up digital agencies and run them as separate entities without as
much thought to leveraging the assets of each piece across the
organization."
"All of us are demanding more from the brands we engage with
every day. Marketing leaders know that getting the right content to
the right person at the right time can create moments of magic for
consumers," said Gajen Kandiah,
President, Cognizant Digital Business. "By linking social science
insights with analytics and technology, we can help our clients
create long-lasting personal relationships with their customers. We
are pleased that HfS has recognized our expertise and approach to
helping CMOs and their teams connect data, new technologies, and
new business models to drive business growth."
Read a summary of the HfS Research Blueprint Report: Digital
Marketing Operations here.
About HfS Research
HfS Research is The Services
Research Company™—the leading analyst authority and global
community for business operations and IT services. The firm helps
enterprises validate their global operating models with world-class
research and peer networking. HfS Research coined the term The
As-a-Service Economy to illustrate the challenges and opportunities
facing enterprises needing to re-architect their operations to
thrive in an age of digital disruption, while grappling with an
increasingly complex global business environment. HfS created the
Eight Ideals of Being As-a-Service as a guiding framework to help
service buyers and providers address these challenges and seize the
initiative.
About Cognizant Digital Business
Cognizant Digital
Business helps clients apply new technologies to work processes and
consumer experiences to drive sustainable growth in the digital
economy. By integrating human sciences, strategy, analytics,
design, intelligent products, interactive content, and industry
expertise, Cognizant Digital Business helps clients imagine, build,
and run new products, services, and business models.
About Cognizant
Cognizant (NASDAQ-100: CTSH) is one
of the world's leading professional services companies,
transforming clients' business, operating and technology models for
the digital era. Our unique industry-based, consultative approach
helps clients envision, build and run more innovative and efficient
businesses. Headquartered in the U.S., Cognizant is ranked 230 on
the Fortune 500 and is consistently listed among the most admired
companies in the world. Learn how Cognizant helps clients lead with
digital at www.cognizant.com or follow us @Cognizant.
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SOURCE Cognizant