New Gartner report spotlights analytics tools that map customer data across channels
The Leaders are Google, Adobe and SAS, with IBM and SAP in the second quadrant.
As customer journeys, customer experience and customer data become the key drivers of modern marketing, analytics tools have become the compasses.
To help marketers learn about their options, Gartner is out with a new “Magic Quadrant for Digital Marketing Analytics” for what it describes as the “booming business” of analytics.
It notes, for instance, that more than 40 percent of US and UK marketing leaders say analytical tools are among their top five investments. (A complimentary copy of this report is available from several of the named vendors, including Adobe.)
Analytics tools are described as standalone “applications used to understand and improve digital channel user experience, and prospect and customer acquisition and behavior, and to optimize marketing campaigns, with an emphasis on digital channels and techniques.”