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Digital Analytics is a quickly evolving software category. The presence of free or low-cost solutions and important trends like mobile adoption have led to very interesting market dynamics.
On TrustRadius, unique page views for Digital Analytics Software products – a measure for how many people are running evaluations – grew 11 percent from Q2 to Q3. While page views are not an absolute representation of category growth, they are a good proxy. While this is a healthy growth rate, it lags other marketing technology categories like AB testing (30 percent), Social Media Management (27 percent), and Marketing Automation (25 percent).
Some of these products sell to different market segments, which can account for differences in evaluation frequency. Using reviewer mix on TrustRadius as proxy for customer mix, and assuming prospective customers follow a similar distribution to existing customers, it’s possible to make an educated guess as to evaluation frequency by segment. For example, in the enterprise segment, based upon review mix on TrustRadius, 24 percent of Google Analytics customers are companies with more than 500 employees; for Adobe Analytics, the corresponding figure is 59 percent; Kissmetrics, 18 percent; and Google Analytics Premium, 40 percent.
Multiplying these percentages by the total evaluation frequency allows us to estimate an “enterprise evaluation rate” for Digital Analytics Software products. Using this view, the Digital Analytics Software product most evaluated by enterprises by some margin is Adobe Analytics, followed by Google Analytics, Google Analytics Premium, Webtrends Analytics and IBM Digital Analytics. While this imperfect methodology does not account for rapidly shifting customer mixes it does give a directional indication of today’s picture.