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The State of Digital Marketing Analytics

Posted on 1.10.2017

If you want to be the best digital enterprise, you need to act like it - and that means using the software and solutions used by those leading the virtual pack.

A new report out from Cardinal Path reveals some interesting usage data on digital marketing analytics, tag management systems, testing, optimization and personalization tools by top online retailers in the United States.

Cardinal Path's "State of Digital Marketing Analytics in the Top 1000 Online Retailers" shows that while marketing analytics adoption is at an all-time high, many enterprises are still falling short of activating their data through testing and personalization.

Some of the more interesting findings in the study include:

+ Adobe Analytics has the largest market share within the top 50 online retailers, while Google Analytics adoption quickly outpaces Adobe Analytics outside the top 50. Coremetrics and Webtrends have a rather small market share compared to Google and Adobe.

+ Tag management systems (TMS) are nearly omnipresent within the Top 250 retailers, adoption begins to fall off with retailers ranked #501-1000, where total adoption of any TMS is just 42 percent. TMS mentioned in the report include Google Tag Manager, Tealium, Adobe, Ensighten and Qubit.

+ Adoption of testing, optimization and personalization tools is strong within the top 250 retailers, but usage appears to fall outside of that group as just 18 percent of retailers between 500 and 100 use these offerings. Solutions mentioned in the report include Optimizely, Adobe, Monetate, Maxymizer and Certona.

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