New Gartner report spotlights analytics tools that map customer data across channels

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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.”

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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