Gartner Research

Gartner Magic Quadrant for Digital Marketing Analytics

Summary

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

Context

  • 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
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