Companies Using Medallia

Medallia is the enterprise experience management platform that most often appears on a shortlist opposite Qualtrics, and the two companies are usually described as near equivalents. Our detection data says something more specific. We verify 17,765 domains running Medallia against 21,686 running Qualtrics, and because both counts come from the same kind of signal on the same crawl, the gap between them is a fact about deployment patterns rather than an artefact of how we measure.

It is worth being precise about which Medallia this page measures. What a crawler can see is the digital feedback layer, the embedded code that renders an intercept invitation, a feedback button, or an in-page survey on a public site. That component traces back to Kampyle, the Israeli web feedback company Medallia acquired in 2016, and its delivery hosts still carry the original name alongside Medallia's own regional clouds. Each deployment loads a numeric property identifier, which is what lets us tie a domain to a specific customer program rather than merely observing that some Medallia code is present.

The first thing to understand about the Medallia number is that it counts domains, not customers, and the distance between those two things is unusually large here. Across the 1,953 verified domains where we can read the Medallia property identifier directly, those domains resolve to just 454 distinct properties. Of them, 189 properties account for 1,702 domains, while only 265 domains belong to a property we see exactly once. The ratio is above four domains per property, and it is not an accident.

Enterprise experience management is bought centrally and deployed everywhere. Hilti runs one Medallia property across 25 country sites. Thermo Fisher Scientific spreads another across its brand estate, including Dionex and FEI. Ritchie Bros covers its regional auction sites, News Corp Australia its mastheads, Air New Zealand its cargo and market sites. The largest single tenant in our clean set is a funeral home group on 418 domains, and the second is an insurance carrier's agent network on 351. Those two alone are one fifth of everything we count.

A small number of Medallia properties account for a large share of the domains we verify. The headline count measures a footprint; the company list measures the customer base.

This is why the customer size table on this page needs reading carefully rather than at face value. Companies of 1 to 50 employees make up 71.79% of enriched deployments, a distribution that would normally describe a self-serve SMB product. Medallia is the opposite of that. What the table is actually showing is the local end of enterprise contracts: individual insurance agencies, funeral homes, dealer sites, and franchise locations, each a separate domain under a program someone else bought. Exclude the two largest franchise networks and the share of deployments at organizations of 1,001 or more employees rises from 13.54% to 18.08%. The small end does not empty out, because the same pattern repeats across many smaller agent networks.

The company list is where the buyer becomes visible. The U.S. Department of Veterans Affairs is the largest organization in our verified set, and the Internal Revenue Service and U.S. Customs and Border Protection appear alongside it, all served from Medallia's government cloud rather than its commercial regions. On the commercial side the pattern is national-scale service operations: AT&T, Target, Ford, Spectrum, Walgreens, Capital One, Thermo Fisher Scientific, Aetna, Elevance Health, CIBC, LATAM Airlines, Marks & Spencer, Manulife, Canadian Tire, and Samsung. Capital One is distinctive enough to run its deployment from a dedicated Medallia hostname of its own.

Because Medallia and Qualtrics are detected through comparable signals, their surrounding stacks can be compared without the usual caveat that one product is simply easier to see than the other. On that basis the two platforms sit in visibly different houses. Medallia deployments carry Adobe Analytics on 30.36% of domains against 20.72% for Qualtrics, and the rest of the Adobe Experience Cloud follows: Adobe Experience Platform Identity Service on 33.66%, Adobe Launch on 30.34%, Adobe Experience Manager on 23.04%. OneTrust reaches 40.88% against 33.04%. Running the other way, marketing automation is consistently thinner on Medallia sites, with HubSpot at 2.70% against 4.92% and Marketo at 2.26% against 4.25%.

Those differences line up into a coherent picture. Qualtrics tends to sit near research and marketing teams, and its footprint carries the accessibility and public sector tooling that comes with universities and government research programs. Medallia tends to sit near operations, inside the Adobe stack that large retailers, carriers, and financial institutions already run, next to the consent management that regulated industries require. ServiceNow appears on 31.02% of Medallia domains, which fits a product whose output is meant to become a ticket rather than a report.

Qualtrics asks a question and produces an analysis. Medallia listens continuously and produces a work item. The stacks around each product show which of those jobs the buyer actually hired it for.

The age profile is the most distinctive distribution on this page. Of the enriched companies where we have a founding year, 29.90% were founded before 1960, and the roll call explains the shape: Aetna in 1853, the Internal Revenue Service in 1862, CIBC in 1867, Marks & Spencer in 1884, AT&T in 1885, Walgreens in 1901, Ford in 1903. Only 5.32% were founded in the 2020s. Experience management sells on the promise of coordinating feedback across a large installed customer base and a long service history, and that promise is worth most to institutions that already have both. A company founded in 2021 does not yet have the fragmented touchpoints the product was built to unify.

The geographic concentration is worth one note of caution. The United States accounts for 73.76% of enriched deployments, well above what we see for comparable enterprise software, and Canada, Australia, and the United Kingdom take most of the remainder. Some of that is genuine, since Medallia's largest programs are US insurance, retail, and federal accounts. Some of it is the domain weighting again: an American agent network of 351 sites moves a country distribution far more than a European enterprise running four.

Two limits belong on this page. The first is that we can only see the web. Medallia's contact center, IVR, in-location, and employee experience products generate large volumes of feedback that never touch a public page, so no crawl of any kind will find them. A company can be a significant Medallia customer and appear nowhere in our count. The second is that our figure is a floor even on the web. Feedback code that loads only on a checkout confirmation, a claims portal behind a login, or a page we did not reach in a given month will not register, and roughly one deployment in four in our own set is invisible from the organization's homepage.

For anyone using this page to build a prospect list, the practical advice follows from the structure. Sort on the company list rather than the domain count, treat any organization appearing on more than a handful of domains as a single account with a mature program, and read the presence of Adobe Experience Cloud and OneTrust alongside Medallia as the signal that you are looking at an enterprise buying committee rather than a departmental purchase. On TechnologyChecker.io the company table is regenerated from the same verification step as the count, so the two never drift apart, and every figure quoted above is recomputed from the same verified set that TechnologyChecker.io publishes in the tables on this page.