Historically, leaders responsible for data-driven customer insights have relied on a variety of disparate analytics tools to get the full picture. But that is changing, and while we’ve been talking about this convergence for about a year, now other customers, vendors, and analysts alike are talking about what the future may hold for the analytics market.
In a recent report by global research and advisory firm Gartner®, they note that “Web, Product and Digital Experience Analytics are no longer discrete, with many features overlapping and converging, blurring the lines between markets.”1 In fact, they even go so far as to say that “by 2027, product and digital experience analytics will have converged into a broader digital analytics category covering these previously discrete markets.”1
The Gartner® 2022 Market Guide for Web, Product and Digital Experience Analytics provides a detailed overview of these markets and a list of representative vendors within each. Read the complimentary report to answer questions like:
- Who are the main users of Web, Product and Digital Experience Analytics, and what business challenges are they solving?
- Do we have the right analytics technologies in place, or are we overpaying for siloed and redundant capabilities?
- Should we look into using one platform for web and product analytics?
- How can we more effectively use analytics to better understand our customers, grow revenue, and increase retention?
- Am I considering the right vendor for my business needs?
The business impact of analytics
According to Gartner®, “the ability to create seamless digital customer experiences and drive digital revenue has become an imperative for business success,”1. We couldn’t agree more, and have seen firsthand the impact that building great digital products and experiences has had on our customers. You can read more about their stories here.
Recent data backs this up. In the 2021 Gartner View from the Board of Directors Survey, Gartner® found that:
- 69% of boards of directors (BoDs) have significantly accelerated their digital business initiatives, and
- Analytics was the top game-changer technology expected to emerge stronger from the COVID-19 crisis.1
While Amplitude will always be hyper-focused on being the leader in product analytics, we wholeheartedly believe in the convergence of digital analytics and are building our platform to help customers better understand the entire digital experience.
An interesting proof-point that validates this shift is the drastic increase in marketing users from within our own customer base. In the last 12 months, marketers have grown to make up around 15% of Amplitude’s user base, and we’ve seen product and marketing teams break down the silos between their departments to put the customer first and deliver better experiences. We’ve announced a variety of new campaign reporting features including new campaign data integrations, acquisition channels, and attribution modeling to further deliver upon what our customers need.
While our perspective on digital analytics is clear, we understand there are a lot of vendors out there and you may still have some confusion. The Gartner Market Guide is a great source of information on the most common users, features, use cases, and business outcomes that are driven by Web, Product and Digital Experience Analytics products.
Download a complimentary copy of the report here.
1. Gartner, Market Guide for Web, Product and Digital Experience Analytics, Melissa Davis, David Norrie, Aapo Markkanen, Adrian Lee, April 26, 2022
2. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
3. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.