Many Companies Use Multiple Web Marketing Products: Cardinal Path Study

Marketers do have plenty systems of their own. Marketing analytics agency Cardinal Path found about one-third of the top 1,000 internet retailers use multiple products for Web analytics, tag management, optimization and Data Management Platforms. Pretty much everyone uses Google Analytics and about half add something else (usually Adobe). A relatively low 13% use more than one tag manager. In that category, CDP vendor Tealium beats Google among the 50 largest companies and has a number two position in other segments. CDPs Ensighten and Signal also show up in the data.