Martech and Customer Data Platforms
Coverage market (cdps and reverse-etl publish the destinations and sources they reach). The Kin Score Market layer reads each provider in its market: who it integrates with, how deep those integrations go, and where the market publishes its own structure. Methodology.
Where this market publishes its structure
- Segment destination + cloud-app source catalog (twilio.com/docs/segment, DestinationDossier per page) machine-readable
- RudderStack rudder-integrations-config (open-source db-config.json per destination/source) machine-readable, no partner site in the config; domain from ui-config links, most entries unlinked
- mParticle integrations directory (docs.mparticle.com/integrations, types per integration) machine-readable
- Hightouch destination + source catalog (vendorUrl, status, supported sync types and modes) machine-readable
- Census destinations (now Fivetran Activations, fivetran.com/docs/activations) machine-readable
- Segment public catalog data (segmentio/segment-docs src/_data/catalog) not machine-readable: repo removed (404)
- Braze, Iterable, Klaviyo, HubSpot partner marketplaces not machine-readable: not read in this sweep (platform app stores; candidates for the next pass)
- Tealium, Treasure Data, Lytics, ActionIQ, Amperity connector catalogs not machine-readable: not read in this sweep
Own = declares at least one integration itself; covered = visible only because an aggregator, standards body, regulator or partner contract names it; distribution-only = listed only on cloud marketplaces it sells through, a channel reported beside, never counted as its own declared integrations; undeclared = nothing we can read, so no number; declares_compatibility = providers with a `compatible` shape vote, report only (kin, 2026-10-13): never counted as own, never in depth or position.
Taxonomy how this market maps onto apis.io
Derived 2026-10-23 from the 31 providers in this market we could resolve in the catalog. The percentage is the share of those providers carrying each one; it describes the market, not the tag or industry. Tag groups have no page of their own yet, so they are listed unlinked.
| Tags | Marketing Automation 65%, Customer Data Platform 42%, Email 39%, SMS 39%, Analytics 32%, Email Marketing 32%, CDP 32%, Customer Engagement 29%, E-Commerce 26%, Marketing 26%, Personalization 26%, Push Notifications 23% |
|---|---|
| Tag groups | Marketing Automation 74%, Messaging 52%, Marketing 45%, Customer Data Platform 42%, Analytics 32%, Personalization 32%, E-Commerce 29%, MCP 26% |
| Industries | Marketing & Advertising 90%, Data & Analytics 42%, Telecommunications & Connectivity 39%, Communications Platform as a Service (CPaaS) 39%, E-Commerce Platform 26% |
| Capabilities | Customer Relationship Management 71%, Marketing Management 55%, Cybersecurity Management 26%, Compliance Management 23%, Pricing Management 23% |
share of resolved cohort carrying it; tags >=0.20 & >=3 members (max 12, junk dropped), tag_groups >=0.20 (cooccurrence, non-cross-cutting; max 8), industries >=0.20 (max 6), areas >=0.10 (max 6; areas are keyword-matched and sparse), capabilities L1 >=0.20 (max 8); derive-market-taxonomy.py
Leaders by position (provisional)
Provisional: grouped by position, depth compared within a position only. Distribution (cloud marketplaces) and iPaaS bridges are counted beside position, never inside it. Unknown-builder listings are left out of position shares and counted here.
gravity 3 · other companies invest to build on it
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| HubSpot | 59.9 | 438 | 342 / 96 | 0 | 6 | 37 | partner-built 78%, provider-built 8%, ipaas-bridge 8%, contract 2%, covered 1%, builds-on-platform 1%, distribution 1% |
| Twilio Segment | 53.9 | 205 | 86 / 119 | 0 | 0 | 25 | partner-built 42%, ipaas-bridge 12%, coverage 42%, builds-on-platform 3% |
| Salesforce Marketing Cloud | 52.8 | 33 | 21 / 12 | 0 | 2 | 8 | partner-built 64%, ipaas-bridge 24%, covered 6%, distribution 6% |
builds-on 14 · publishes apps on other platforms' stores
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Mailchimp | 55.4 | 61 | 0 / 61 | 0 | 3 | 37 | ipaas-bridge 64%, contract 7%, covered 7%, builds-on-platform 17%, distribution 5% |
| Bloomreach | 54.3 | 13 | 0 / 13 | 0 | 3 | 0 | standard 8%, covered 15%, builds-on-platform 54%, distribution 23% |
| Amplitude | 53.9 | 24 | 0 / 24 | 0 | 3 | 5 | ipaas-bridge 21%, standard 8%, covered 21%, builds-on-platform 38%, distribution 12% |
| ActiveCampaign | 53.8 | 47 | 0 / 47 | 0 | 1 | 35 | ipaas-bridge 74%, contract 2%, standard 2%, covered 6%, builds-on-platform 13%, distribution 2% |
| Klaviyo | 53.6 | 63 | 0 / 63 | 0 | 5 | 35 | ipaas-bridge 61%, covered 7%, builds-on-platform 23%, distribution 9% |
| Mixpanel | 53.3 | 50 | 0 / 50 | 0 | 1 | 35 | ipaas-bridge 70%, standard 4%, covered 10%, builds-on-platform 14%, distribution 2% |
| Tealium | 50.3 | 7 | 0 / 7 | 0 | 1 | 0 | contract 14%, standard 14%, builds-on-platform 43%, distribution 14%, atp-outside 14% |
| OneSignal | 48.3 | 47 | 0 / 47 | 0 | 5 | 34 | ipaas-bridge 72%, covered 6%, builds-on-platform 11%, distribution 11% |
| SAP Emarsys | 45.5 | 30 | 0 / 30 | 0 | 5 | 18 | ipaas-bridge 60%, covered 10%, builds-on-platform 13%, distribution 17% |
| Attentive | 44.3 | 10 | 0 / 10 | 0 | 2 | 1 | ipaas-bridge 10%, standard 10%, covered 10%, builds-on-platform 50%, distribution 20% |
| Blueshift | 42.4 | 7 | 0 / 7 | 0 | 3 | 0 | covered 14%, builds-on-platform 43%, distribution 43% |
| Treasure Data | 34.5 | 4 | 0 / 4 | 0 | 3 | 0 | builds-on-platform 25%, distribution 75% |
| Omnisend | 31.8 | 10 | 0 / 10 | 0 | 1 | 4 | ipaas-bridge 40%, builds-on-platform 50%, distribution 10% |
| Simon Data | 17.2 thin | 1 | 0 / 1 | 0 | 0 | 0 | builds-on-platform 100% |
coverage 4 · reaches banks, carriers, systems or channels (an aggregator)
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Hightouch | 53.5 | 204 | 0 / 204 | 0 | 1 | 0 | coverage 97%, builds-on-platform 2% |
| Census | 52.0 | 65 | 0 / 65 | 0 | 0 | 0 | standard 3%, coverage 92%, builds-on-platform 5% |
| RudderStack | 51.4 | 39 | 0 / 39 | 0 | 8 | 0 | coverage 62%, covered 3%, builds-on-platform 15%, distribution 21% |
| mParticle | 51.3 | 112 | 0 / 112 | 0 | 10 | 0 | coverage 88%, covered 1%, builds-on-platform 2%, distribution 9% |
covered 4 · reached mainly through aggregators
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Heap | 52.4 | 3 | 0 / 3 | 0 | 0 | 0 | covered 67%, builds-on-platform 33% |
| SendGrid | 49.3 | 51 | 0 / 51 | 0 | 5 | 37 | ipaas-bridge 74%, contract 4%, standard 2%, covered 8%, builds-on-platform 2%, distribution 10% |
| Iterable | 49.2 | 46 | 0 / 46 | 0 | 4 | 35 | ipaas-bridge 74%, standard 2%, covered 9%, builds-on-platform 6%, distribution 9% |
| CleverTap | 32.0 | 36 | 0 / 36 | 0 | 6 | 28 | ipaas-bridge 76%, covered 5%, builds-on-platform 3%, distribution 16% |
standard 1 · listed by a voluntary standard's own directory
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Lytics | 39.6 | 3 | 0 / 3 | 0 | 2 | 0 | standard 33%, distribution 67% |
mixed 4 · no single mode dominates
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Brevo | 55.8 | 67 | 0 / 67 | 0 | 5 | 6 | provider-built 17%, own-page 31%, ipaas-bridge 9%, agent-tooling 24%, standard 1%, covered 3%, builds-on-platform 7%, distribution 7% |
| MoEngage | 53.7 | 39 | 0 / 39 | 0 | 5 | 24 | ipaas-bridge 62%, standard 5%, covered 10%, builds-on-platform 10%, distribution 13% |
| Braze | 51.7 | 18 | 0 / 18 | 0 | 7 | 3 | ipaas-bridge 16%, standard 11%, covered 21%, builds-on-platform 16%, distribution 37% |
| Customer.io | 43.8 | 24 | 0 / 24 | 0 | 4 | 5 | own-page 36%, ipaas-bridge 20%, covered 12%, builds-on-platform 16%, distribution 16% |
list 1 · a long list on its own page, mostly unevidenced
| Provider | Depth | Integrations | In / out | Unknown builder | Distribution | iPaaS bridge | Mix |
|---|---|---|---|---|---|---|---|
| Optimizely | 52.8 | 358 | 0 / 358 | 0 | 6 | 2 | own-page 93%, ipaas-bridge 1%, standard 1%, covered 1%, builds-on-platform 4%, distribution 2% |
Top workflows by market votes
Workflows (Arazzo) and their phrasing are generated by API Evangelist, ranked by market votes (integration edges in the graph, weighted by channel).
In-market workflows only: a step on the market provider's side maps to this market's business capabilities (BC-400, BC-420), and the partner is not a generic export/notify app. Other workflows are counted as bridges (including any whose steps do not resolve to a capability yet). Methodology. In-market: 10; bridges: 39 (36 not yet mapped to a capability).
| Workflow | Between | Votes | Weighted | Arazzo |
|---|---|---|---|---|
| Pipedrive |
Brevo ↔ Pipedrive | 2 | 0.4 | workflow generated by API Evangelist |
| WooCommerce |
Brevo ↔ WooCommerce | 2 | 0.4 | workflow generated by API Evangelist |
| Klaviyo |
Brevo ↔ Klaviyo | 1 | 0.0 | workflow generated by API Evangelist |
| Salesforce |
Brevo ↔ Salesforce | 1 | 0.0 | workflow generated by API Evangelist |
| Salesforce (own) |
Brevo ↔ Salesforce | 1 | 0.0 | workflow generated by API Evangelist |
| Salesforce AppExchange Security Review |
Brevo ↔ Salesforce | 1 | 0.0 | workflow generated by API Evangelist |
| BlueConic |
Optimizely ↔ BlueConic | 1 | 0.0 | workflow generated by API Evangelist |
| Eventbrite lead capture into Marketing Cloud via a Workato recipe (customer-built) |
Salesforce Marketing Cloud ↔ Eventbrite | 1 | 0.0 | workflow generated by API Evangelist |
| Intercom lead capture into Marketing Cloud via a Workato recipe (customer-built) |
Salesforce Marketing Cloud ↔ Intercom | 1 | 0.0 | workflow generated by API Evangelist |
| Salesforce lead capture into Marketing Cloud via a Workato recipe (customer-built) |
Salesforce Marketing Cloud ↔ Salesforce | 1 | 0.0 | workflow generated by API Evangelist |
Generated 2026-10-24 from API Evangelist's own files; nothing on this page is a model's judgement. Provisional and unweighted; not part of the Kin Score composite or agent readiness. Read the Market layer methodology. Disagree with an edge? Every edge cites its evidence and can be corrected through the normal correction path.