Magic Quadrant: Digital Marketing Analytics

CMOs and other marketing leaders are asking their analytics teams to provide deeper cross-channel insights that span a wide range of marketing and advertising activities. Digital marketing analytics providers are responding with broader, more flexible and advanced platforms. 

                                                        Source: Gartner (September 2015)

Here is how Gartner defines "Digital Marketing Analytics"

Digital marketing analytics platforms are specialized analytic applications used to understand and improve digital channel user experience, prospect and customer acquisition and behavior, and to optimize marketing and advertising campaigns, with an emphasis on digital channels and techniques. They are stand-alone, end-to-end platforms, performing functions from data collection through analysis and visualization.

They have demonstrated relevance to marketing through their ability to collect and ingest data from common marketing sources, provide tools for standard marketing analytics use cases, and have significant adoption by marketing practitioners.

DIGITAL MARKETING ANALYTICS SERVICE PROVIDERS

1. Adobe
Adobe analytics is a market leader in this magic quadrant. It evolved since its acquisition of web analytics platform - Omniture. Adobe has demonstrated its commitment to marketing analytics continuous development, including mobile and video capabilities and media attribution. 

Strengths:

• Marketing Cloud Integration: integration of Analytics with complementary tools such as Adobe target, Adobe experience manager, Adobe audience manager makes it simple for teams of nonspecialists to coordinate activities that turn insights into actions. 
• Segment Discovery Capabilities: ability to combine deep sophistication with ease of use, immediate actionability and strong reporting capabilities
• Visionary Innovation & Rich Functionality: Its product development strategy is agile and grounded in deep understanding of the future of digital marketing.

2. SAS

SAS is a leader in digital marketing analytics space. It is a well established analytics solution provider, with digital marketing analytics comprising a growing subset of its many business use cases. 

It offers solutions that addresses the full digital marketing analytics life cycle, which includes data collection, ingestion, exploratory analysis and modeling, simulation testing and optimization, decisioning and measurement. 

Strengths: 

• Advanced Analytics: It provides a wide range of marketing-relevant analytics tools in a unified product suite
• Robust and Flexible: It has deep analytical capability, integrated data management and a flexible platform that allows customers to choose which analytics activities are most important for their businesses. 
• Brand Loyalists: Has a strong reputation in the advanced analytics space. 

3. Google

Google is a leader in the digital marketing analytics space. Its analytics platform is designed with enterprise users in mind and gained an impressive following among brand name marekters. 

Strengths: 

• Ecosystem Integration: Google analytics premium integration can automate and optimize a variety of real-time processes, including remarketing and bidding strategies and it offers integrated reporting.
• Extensibility & Scalability: Google offers open APIs, numerous integrations, and pragmmatic access to all reports and configuration parameters. Its underlying cloud infrastructure ensures that it can handle large scale activity streams in real or near real time. 
• Results-oriented ease of use: Google's focus on shopping behaviour and similar closed-loop analytics, supported by a variety of packaged analytic methods, yield clear action oriented insights and transparent results. 

Read  the complete report at Magic Quadrant for Digital Marketing Analytics