Gartner Research

Critical Capabilities for Digital Marketing Analytics

Published: 08 January 2018

ID: G00332391

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


Marketing leaders rely on analytics teams to deliver better measurement, insights and optimization. Use this research to evaluate your organization's current analytics tools and identify new solutions aligned to your goals.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adobe
    • AgilOne
    • AT Internet
    • ClickFox
    • FICO
    • Google
    • IBM
    • Optimove
    • Pitney Bowes
    • SAP
    • SAS
    • Thunderhead
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Data Collection and Access
    • Multichannel Measurement
    • Visualization and Exploration
    • Filtering and Manipulation
    • Batch and Real-Time Processing
    • Management and Deployment
    • Usability and Interface
    • Segmentation
    • Optimization and Recommendations
    • Propensity and Predictive Models
    • Anomaly and Contribution Analysis
    • Journey Analytics
    • Integration
  • Use Cases
    • Collect and Measure
    • Explore Data
    • Understand Customers
    • Model and Predict
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Functions
  • Revenue and New Customers
  • Marketing Focus
  • Multichannel Marketing Support
  • Software as a Service
  • Critical Capabilities Rating

Gartner Recommended Reading

©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.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.