Gartner Research

Magic Quadrant for Digital Marketing Analytics

Published: 05 October 2016

ID: G00292362

Analyst(s): Adam Sarner , Martin Kihn , Lizzy Foo Kune , Andrew Frank , Christi Eubanks

Summary

CMOs and other marketing leaders are asking their analytics teams to provide unified, cross-channel insights that span a wide range of marketing and advertising activities. Digital marketing analytics providers continue to expand the scope and capabilities of their products.

Table Of Contents

Market Definition/Description

  • Target Audience
  • Definition

Magic Quadrant

  • Vendor Strengths and Cautions
    • Adobe
    • AgilOne
    • AOL
    • Google
    • IBM
    • Neustar
    • OptiMine Software
    • Pitney Bowes
    • SAS
    • Visual IQ
    • Webtrends
  • Vendors Added and Dropped
    • Added
    • Dropped
  • Vendors to Watch
    • Eulerian Technologies
    • SAP
    • Splunk
    • Thunderhead

Inclusion and Exclusion Criteria

  • Revenue and New Customers
  • Marketing Focus
  • Software as a Service
  • Basic Capabilities
  • Advanced Analytic Capabilities

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players

Context

  • Market Convergence
  • The Need for Integration
  • Category Volatility

Market Overview

  • Diversified Software Providers
  • Media Measurement Providers
  • Customer Analytics Providers

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client