State of Digital Marketing Analytics Report

Martech adoption in the top 1,000 online U.S. retailers.

The report covers:

  • Trends in the adoption of marketing technology over the past year
  • How your martech stack compares to leading organizations
  • Categorized market share of leading vendors

About the Report

About the Report

CDPs are up, DMPs are down. The world’s two dominant analytics platforms, Adobe Analytics and Google Analytics, are increasingly being used in tandem. Personalization & testing tools are experiencing rapid growth. With nearly 7,000 unique vendors, the marketing technology space is as vast as it is complex.

Gain insights into which tools and vendors are most widely adopted, and discover more about the martech strategy of these leading organizations.

about the author
Nick Iyengar

Nick Iyengar

Nick is Group Director of Digital Intelligence at Cardinal Path, where he is responsible for helping clients improve their business performance by building their analytics capabilities. He manages engagements with key global clients, providing thought leadership and driving the end-to-end development of clients’ analytics practices.

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Paid media spend by Government websites increased a whopping 139% YoY in 2020.

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