Report: State of Digital Marketing Analytics in the Top 500 Online Retailers


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Findings showcase the implementation of analytics platforms by retail category & revenue and use of tag management across top ecommerce

CHICAGO – December 9, 2014
— Cardinal Path, an independent digital data and analytics firm, today released a report on the use of digital marketing analytics and tag management
solutions within the top 500 online retailers.

“The complexity of the marketing technology landscape has exploded and marketers have to think about everything from data management platforms and ad
networks to retargeting and conversion tools,” says John Hossack, co-founder and President of Cardinal Path.
“Analytics platforms are evolving to help marketers manage this complexity and activate their data.”

The State of Digital Marketing Analytics in the Top 500 Online Retailers provides an overview of the dominant analytics platforms across the
world’s leading ecommerce organizations. “It’s no surprise that Adobe Analytics and Google Analytics continue to dominate this space, but there are some
interesting revelations around market share by retail category and by revenue.”

The report also details the use of tag management solutions, with some surprising findings. “Tag management solutions are widely considered an industry
best practice, and in a group of high-volume retailers, we would expect to see a much higher number of tag managers deployed,” says Hossack.

Read the full report.

Cardinal Path will lead an informal discussion on the report’s findings and take live questions on December 16th at 1 p.m. ET. The panel will feature the
report’s co-author, Nick Iyengar, Associate Director of Digital Intelligence at Cardinal Path, and co-founders and senior partners David Eckman and Alex
Langshur. Sign up to participate in the discussion.


Cardinal Path

is a premier digital data analytics firm that works with the world’s most prominent organizations to create, implement and action advanced analytics. Named

Most Influential Agency/Vendor of the Year

by the Digital Analytics Association in 2015, Cardinal Path is known for its industry leadership and for tools such as the

Online Analytics Maturity Model

a framework for assessing enterprise-wide analytics maturity. Comprising dedicated teams of award-winning analysts, statisticians, academics, developers,
and many of the top minds in the digital marketing space, Cardinal Path helps its clients to unlock the value of their data, sharing all that we know and
empowering people to make confident business decisions.

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