Gartner Research

Critical Capabilities for Digital Marketing Analytics

Published: 08 January 2018

ID: G00332391

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

Summary

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

Analysis

  • 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

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