Gartner Research

Gartner Magic Quadrant for Digital Marketing Analytics


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.

Published: 05 October 2016

ID: G00292362

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

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


  • 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

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