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.

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Global “Belonging Deficit” is Brand Opportunity: IBM iX Study

February 26, 2018

Is it morally reprehensible to treat gun control as a business case study? Probably. But marketers have a long tradition of seeking private gain from public problems. Here’s one now: a study from IBM iX, the company’s “next-generation experience design and digital consultancy”, explaining how brands can take advantage of the “belonging deficit” plaguing modern society. Conveniently, they found “what’s good for people is also good for brands.” Two thumbs up.

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Salesforce Offers Free Data Cloud to Sales and Service Cloud Customers

February 21, 2024

Salesforce is offering a free version of its CDP-esq Data Cloud to Sales and Service Cloud customers, with the apparent goal of increasing use of Marketing Cloud.  The Data Cloud offers Marketing Cloud users a unified view of data in Salesforce clouds and other systems via no-copy access to cloud databases and Mulesoft connectors.  The company also unveiled a small business edition of Marketing Cloud.

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