As customer journey, experience and data become the key drivers of modern marketing, analytics tools have become what leads them.
In order to help marketers learn about their options, Gartner is out with a new “Magic Quadrant for Digital Marketing Analytics” for what has been described as the “booming business” of analytics.
As an example, over 40 percent of US and UK marketing leaders feel 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.”