Gartner Research

Gartner Magic Quadrant for Digital Marketing Analytics


Marketing leaders are asking their analytics teams to provide better insights into customers, prospects and journeys, and a more accurate assessment of the impact of marketing tactics. Use this research to find a digital marketing analytics tool to support your needs.

Published: 04 October 2017

ID: G00318002

Analyst(s): Martin Kihn Christi Eubanks Lizzy Foo Kune

Table Of Contents

Market Definition/Description

  • Target Audience
  • Definition

Magic Quadrant

  • Vendor Strengths and Cautions
    • Adobe
    • AgilOne
    • AT Internet
    • ClickFox
    • FICO
    • Google
    • IBM
    • Optimove
    • Pitney Bowes
    • SAP
    • SAS
    • Thunderhead
  • Vendors Added and Dropped
    • Added
    • Dropped
  • Vendors to Watch
    • Eulerian Technologies
    • Facebook
    • Splunk
    • Tinyclues

Inclusion and Exclusion Criteria

  • Revenue and New Customers
  • Marketing Focus
  • Multichannel Marketing Support
  • 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 Evolution
  • Category Volatility

Market Overview

  • Booming Business
  • Changing Dynamics
  • Diversified Software Providers
  • Customer Analytics Providers

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision
Already a Gartner client?

Become a Client

This research is reserved for paying clients. Speak with a Gartner specialist to learn how you can access this research as a client, plus insights, advice and tools to help you achieve your goals.

Contact Information

All fields are required.

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Gartner Marketing Symposium/Xpo™

Connect with the leading CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.

©2021 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.