CardinalPath State of Digital Marketing Analytics 2019 PDF

20 STATE OF DIGITAL
MARKETING ANALYTICS
19 IN THE TOP 1000

INTERNET RETAILERS
C AR DI NALP ATH.CO M
2019 STATE OF DIGITAL MARKETING ANALYTICS IN THE TOP 1000 INTERNET RETAILERS 2
TABLE OF CONTENTS
03 HIGHLIGHTS
04 INTRODUCTION
06 PART I DIGITAL MARKETING ANALYTICS
11 PART II TAG MANAGEMENT SYSTEMS (TMS)
16 PART III TESTING, OPTIMIZATION & PERSONALIZATION
22 PART IV DATA MANAGEMENT PLATFORMS (DMP)
25 AUTHORS
26 ABOUT CARDINAL PATH
27 METHODOLOGY & RESOURCES
28 ABOUT OBSERVEPOINT
29 SUMMARY
TABLE OF CONTENTS
HIGHLIGHTS
• The marketing technology (Martech) landscape, while more extensive and complex than ever,
is undergoing some consolidation.
• While marketing analytics have been universally adopted, the largest online retailers continue to use
more than one analytics platform.

• 3 0% of the Top 250 organizations have both Adobe Analytics & Google Analytics installed.
• 7 3% of organizations with Adobe Analytics installed also have Google Analytics installed.
• Adobe Analytics has the highest adoption rate in the Top 50 (56%) while Google Analytics has the
largest share of 51-500 (84%) and 501-1000 (89%).
• Tag Management Systems adoption grew by 20%.

• Google Tag Manager made gains across the board, including the Top 50, ousting Adobe DTM from
the #2 ranking.
• Tealium has a narrow lead in the Top 50.
• Google Optimize emerged as a leader in testing, optimization & personalization tools (23%), while
Adobe Target (13.5%) maintains leadership in the Top 50, and Optimizely experienced a year-over-year
decline of 31.7%.
• Data Management Platforms in the Top 250 experienced considerable losses in adoption from last
year, with declines of up to 63%.

• The Customer Data Platform market may be to blame, with its 76% growth over the past year.
HIGHLIGHTS
INTRODUCTION
The complexity of the marketing technology (martech) landscape continued to evolve in 2018, with the
industry now featuring nearly 7,000 unique vendors – an increase of 27% above 2017, and up from less
than 1,000 companies in 2014. It’s perhaps no surprise that more and more players are getting into an
already-crowded industry, considering that martech is accounting for an increasingly significant share of
marketing budgets in recent years. Indeed, the Gartner CMO Spend Survey found that martech represented
29% of total marketing budgets in 2018, “making martech the single largest area of investment when it
comes to marketing resources and programs.”
While martech, in general, continued to consume a larger piece of the marketing pie in 2018, marketing
analytics spending, in particular, is forecasted to grow more than 200% in the next three years, according
to The CMO Survey. This rapid growth in analytics investments seems to be correlated with companies
becoming more data-driven, as reliance on marketing analytics to make decisions has increased from
30% to 42% over the past five years. Indeed, as Ecommerce vendors of all sizes strive to perfect the
customer experience, analytics (32%), and audience and data management (31%) were cited within the
top-three priorities by survey respondents in Econsultancy’s 2018 Digital Trends Report.
With companies increasing their investments in marketing data and analytics, data governance and
consumer privacy were hot topics in 2018. The General Data Protection Regulation (GDPR), which came
into effect last May, the release of Apple’s Intelligent Tracking Prevention (ITP), along with the impending
California Consumer Privacy Act (CCPA), are shaking up the digital marketing industry and forcing brands
to be more transparent and evolve their approach to collecting and using consumer data.
The past year witnessed the continued pursuit by online retailers of the ‘single view of the customer’
through various marketing analytics strategies, such as personalization and contextualization, omni
channel approaches designed to enhance customer intimacy, and integration of first, second, and third
party data. The two dominant players in digital marketing analytics, Google Analytics (GA) and Adobe
Analytics (AA), responded by expanding and upgrading their solutions to help companies continue to
develop their analytics and marketing capabilities.
INTRODUCTION
As part of the unification of Google’s analytics and media products, the Google Analytics 360 Suite joined
forces with DoubleClick Digital Marketing to form the Google Marketing Platform (GMP). Google announced
a robust integration of Salesforce’s Sales Cloud and Marketing Cloud with Google Analytics 360 to allow
for far more actionable insights and more audience activation options; and introduced a beta version of
Advanced Analysis, enabling organizations to more deeply understand how segmented audiences interact
with their sites. In addition, Google Optimize continued to make a splash in the Testing and Optimization
arena, adding new personalization features.
In a year of much consolidation, Adobe made some notable acquisitions including Marketo, a cloud
platform for Business-to-Business marketing engagement, and Magento, a digital commerce platform.
Adobe also continued to strengthen the Adobe Experience Cloud with the full release of Adobe Launch, its
new tag management system, which will gradually phase out Adobe Dynamic Tag Manager (DTM) by the
end of 2020. The company also rolled out Attribution IQ in Adobe Analytics Cloud, mitigating the
reliance on last-touch attribution to understand consumer behavior.
This fourth annual installment of the State of Digital Marketing Analytics in the Top 1000 Internet Retailers
explores trends in the adoption of key analytics technologies, providing insight into the maturation of
retailers’ data-driven marketing capabilities, and visibility into how major analytics vendors are faring in this
key vertical.
This report examines:

• use of core web analytics technologies;
• prevalence of tag management systems (TMS);
• adoption trends in testing, optimization, and personalization tools; and
• evolution of data management platforms (DMPs) and customer data platforms (CDPs).
Using data points compiled from the Internet Retailer U.S. Top 1000 database (IR1000), including retailers’ sales
data, findings are segmented into the following groupings of retailers:
• Top 50
• 51-250
• 251-500
• 501-750
• 751-1000
INTRODUCTION
I DIGITAL MARKETING
ANALYTICS
PART I DIGITAL MARKETING ANALYTICS

PART I
DIGITAL MARKETING ANALYTICS
Digital marketing analytics has been universally adopted for several years now, and 2018 was no different.
In fact, in certain segments of the industry, adoption is actually above 100%. Although overall adoption of
marketing analytics platforms decreased this past year, compared to 2017, adoption remains universal
across all retailer categories in the IR1000. For example, retailers in the Top 50 and 51-250 ranking show
112% and 126% adoption, respectively, indicating that the largest organizations are opting to implement
more than one analytics platform.
Indeed, many companies are electing to implement GA in tandem with AA. For example, amongst the
Top 250 retailers, 30% have both tools installed. While it might seem at first glance that running GA and
AA in parallel creates some technological redundancy, each platform has unique strengths, and many
larger organizations want to be able to take advantage of both platforms’ strengths. Interestingly, of
the 212 organizations across the IR1000 that have AA installed, 73% also have GA installed. In contrast,
of the 849 organizations across the IR1000 running GA, only 18% have AA installed. This suggests that
organizations running Adobe see the benefit of running GA in parallel, but that organizations running GA
are less likely to see the benefits – or be able to pay for the benefits – of running Adobe in parallel.
Web Analytics Installation by Platform 2016-2018
Year GA + Adobe Only Adobe % Only GA % Adobe With GA % GA With Adobe %
2016 1,081 18% 83.3% 82.4% 16.7%
2017 1,020 27% 81.9% 72.5% 18.1%
2018 1,061 27% 81.7% 73.1% 18.3%

Leading Web Analytics Platforms in Top 50 Internet Retailers
In the ongoing battle between GA and AA for market share, Adobe continues to hold a slender lead
over Google within the Top 50 segment of the industry. As ever, Adobe is popular with large enterprises
with sophisticated analytics requirements and the desire to natively integrate analytics with a variety
of other solutions, like tag management, content management, data/audience management, and testing
and personalization.
Share of Top 50
80%
60%
40%
20%
0%
2015 2016 2017 2018
Google Analytics Adobe Analytics IBM Analytics
1. G oogle Analytics 360 and Google Analytics Standard (paid vs. free) were indistinguishable through our analysis; references to Google Analytics in this report
could mean either Google Analytics 360 or Google Analytics Standard.
However, when we broaden our scope to look at the Top 500, we find that GA quickly jumps into the
leading position in terms of share. Across the Top 500, GA claims 81% of the market vs. Adobe’s 31%.
Digital marketing analytics continues to be effectively a duopoly, with few organizations using a tool other
than GA or AA. Within the Top 500, IBM Analytics was the “third option,” with a 2.7% share – albeit a share
that has decreased steadily since 2015. This duopoly scenario seems unlikely to change in the near future,
given the barriers to entry for new analytics platforms who might try to break Google and Adobe’s dominant
position in the market.

As we’ve seen consistently in previous years, GA continues to be the leading choice for small and medium
sized companies. Indeed, outside the Top 50 retailers, Adobe’s domination quickly drops off, decreasing
at about the same rate that GA grows. The technical expertise and financial investment required to
successfully implement AA may be prohibitive for smaller organizations, and these organizations may
simply not need some of the more robust capabilities that Adobe can offer.
Web Analytics Platforms in Top 1000 Internet Retailers

Share of Top 1000
100%
75%
50%
25%
0%
2016 2017 2018
Google Analytics Adobe Analytics
Web Analytics Platforms: Top 50 vs Top 1000 Internet Retailers
100%
75%
50%
25%
0%
Top 50 Top 1000
Google Analytics Adobe Analytics

Factors Affecting Choice of Analytics Platform
Although AA and GA deliver many similar capabilities, each offers its own unique selling proposition
which may influence a company’s choice of analytics platforms. Amongst the Top 50, where analytics
requirements are likely to be the most complex, we continue to see Adobe setting the pace, although
Google isn’t far behind. Adobe’s persistent lead in this segment is likely due to some combination of its
ability to customize data capture for clients, its all-in-one approach to martech capabilities (via the Adobe
Experience Cloud), and its ability to integrate with capabilities such as content management (Adobe
Experience Manager) and a DMP (Adobe Audience Manager).
While Google hasn’t closed the gap within the enterprise segment of the market, GA’s “plug-and-play”
approach appeals strongly to organizations in the smaller 750 retailers, where requirements are likely to
be less complex. Plus, GA’s native integration with Google Ads – undeniably one of the largest ad-serving
platforms for paid advertising with roughly 60% of total spending – and the rest of the GMP are enticing
draws for small and medium sized businesses seeking to strengthen their data-driven marketing
capabilities. Of note, Amazon gained major ground with US digital ad revenues more than doubling in 2018,
according to eMarketer, moving it up the ranks past Oath and Microsoft to take the No. 3 position.
Other factors also influence the selection of analytics platforms, such as the choice of the TMS,
optimization/testing tool, and DMP. Although some organizations may opt for a more “fragmented” martech
stack, implementing a use-case-driven or best-of-breed approach, many companies are attempting to
create a cohesive martech environment in order to unlock the benefits of integration. Indeed, the trend
among organizations to consolidate their martech stack under a single brand continued in 2018.
Within the Top 50 retailers, Adobe had the biggest presence in three of the four martech categories
(Analytics, DMP, and Optimization) we examined this past year. Meanwhile, once you look outside the Top
50, Google tends to dominate across Analytics, TMS, and Optimization.
Marketing Technology Ranked Across Top 1000 Internet Retailers
Tag Management
Rank Analytics Data Management Platform Testing & Optimization
System
Adobe Analytics
Top 50 Tealium (22%) Adobe Audience Manager (36%) Adobe Target (26%)
(56%)
Google Analytics
51 - 500 GTM (52%) Oracle BlueKai (22%) Google Optimize (15%)
(84%)
Google Analytics
501 - 1000 GTM (59%) Oracle BlueKai (15%) Google Optimize (16%)
(89%)

II TAG MANAGEMENT
SYSTEMS (TMS)
PART II TAG MANAGEMENT SYSTEMS (TMS)

PART II
TAG MANAGEMENT SYSTEMS ( TMS )
Unlike digital marketing analytics platforms, tag management systems (TMS) have not achieved universal
adoption across the IR1000. However, adoption generally increased YoY from 2017 in the lower 500
retailers, with a sizeable 20% gain in the 250 smallest organizations. Considering GA’s long-standing
popularity with the smaller organizations of the IR1000 in 2018, and the availability of a robust, free TMS
in the form of Google Tag Manager (GTM), it’s no surprise that GTM is the runaway leader in the TMS
market amongst smaller and mid-sized businesses. Indeed, GTM achieved 59% adoption in the smaller
500 retailers, in parallel with 89% GA adoption in the same segment.
Overall Tag Management Systems Adoption: 2017 vs 2018
Rank Bucket 2017 2018 Difference
Top 50 108% 72% -36%
51 - 250 97% 91% -6%
251 - 500 84% 84% 0%
501 - 750 67% 74% 7%
751 - 1000 51% 72% 20%
Top 1000 75% 79% 4%

Tag Management
Tag ManagementSystems
SystemsAdoption
Adoptionby
byPlatform
Platform
125%
100%
75%
50%
25%
0%
Top 50 51 - 250 251 - 500 501 - 750 751 - 1000 Top 1000
Rank Bucket 2017 2018
For the first year since we started reporting on digital marketing trends, TMS adoption has decreased in the
Top 250, falling 36% in the Top 50 from 2017. The decline in adoption in the top tier is perhaps due to the
fact that six of the Top 50 companies were different in 2018 and, of these new entries, none are using the
TMS platforms included in the ObservePoint scan.
Looking at the vendor landscape, GTM gained ground across the entire IR1000, even increasing adoption
in the Top 50 (+6%) to oust Adobe from the number two ranking. With GTM nipping at its heels, Tealium
continues to be the most popular choice amongst the Top 50 retailers with 22% adoption, although down
2% YoY from 2017.
2018
Rank Bucket GTM Tealium Adobe DTM Ensighten Qubit Opentag
Top 50 18% 22% 14% 14% 0%
51 - 250 44% 21% 18% 4% 1%
251 - 500 59% 12% 6% 2% 2%
501 - 750 57% 7% 6% 0% 0%
751 - 1000 60% 5% 3% 1% 2%

TMSManagement
Tag Adoption Year-over-Year,
Systems inby Retailer
the Segment
Top 1000 Internet
60%
40%
20%
0%
Top 50 51 - 250 251 - 500 501 - 750 751 - 1000
Rank Bucket GTM Tealium Adobe DTM Ensighten Qubit Opentag
The increased prevalence of GTM, in parallel with the dominance of Google Analytics across the IR1000,
prompts the question: does an organization’s choice of TMS drive the choices they make for the rest of
their tech stack, in particular, their analytics tool? Of the retailers using GTM as their primary TMS, 61%
are using Google Analytics; of the organizations using Adobe’s Dynamic Tag Management (DTM), 94% are
using Adobe Analytics. As such, it does appear that the key to winning penetration in the analytics market
is to “get in on the ground floor” by convincing an organization to either adopt a TMS, or switch out of its
incumbent TMS.
The trend of tech stack consolidation continues, as marketers aim to take advantage of the synergies
created by an integrated stack. Interestingly, of the companies using Google Analytics, 2.8% have both
GTM and DTM installed, while 11.3% of Adobe Analytics users have installed both GTM and DTM.

Google Tag Manager vs. Adobe Dynamic Tag Management
60%
40%
20%
0%
GTM DTM Both
Platforms Count Percentage Of Total
Adobe Analytics 212 -
Adobe Analytics + DTM 90 42.5%
Adobe Analytics + GTM 54 25.5%
Adobe Analytics + DTM & GTM 24 11.3%
Google Analytics 849 -
Google Analytics + DTM 73 8.6%
Google Analytics + GTM 520 61.2%
Google Analytics + DTM & GTM 24 2.8%
GTM Total 535 -
DTM Total 96 -
Finally, it’s worth noting that Tealium continues to show strongly within the Top 50 and the Top 250.
While there are obvious benefits to a TMS that’s natively integrated with analytics and testing platforms,
some organizations are also seeing the benefits of an “independent” TMS. For example, by building out
enterprise-wide analytics logic in Tealium, an organization is relatively free to swap out analytics and
testing tools, e.g. Google Analytics for Adobe Analytics, or vice versa. While most organizations likely
aren’t actively considering switching from one analytics platform to another (these changes tend to
happen infrequently – once every several years, at most), the reduction of vendor lock-in is a real benefit
that some organizations value highly.

III TESTING, OPTIMIZATION

& PERSONALIZATION
PART III TESTING, OPTIMIZATION & PERSONALIZATION

PART III
TESTING, OPTIMIZATION
& PERSONALIZATION
The big news in this year’s testing and optimization arena is the growing impact of Google Optimize. Fully
available as of March 2017, Google Optimize has achieved significant market penetration in a short time,
emerging as the most commonly installed optimization tool, achieving 23% penetration, ahead of Adobe
Target’s 13.5%. When looking into the aggregate adoption numbers of testing and optimization tools, the
release of Google Optimize seems to have led to an increase in overall adoption – 15.6% year-over-year.
However, Optimizes success appears to be coming at the expense of other players. Indeed, the general
trend in adoption of the top optimization platforms (excluding Optimize) is decreasing year-over-year,
suggesting that Google is putting a proverbial straw in the milkshake of Optimizely, Monetate, and others.
Why has Google Optimize risen to the fore while other brands eked out minor gains, or even declined, in
2018? First, and perhaps most obviously, Google offers a free version of Optimize, and it’s hard to compete
with free. In addition, as the trend toward consolidation of tech stacks continues, Google Optimize’s main
advantage is its native integration with GA and Google Ads. Plus, Google boosted functionality this past
year by adding new personalization features.

Testing, Optimization & Personalization Platform Adoption 2017 & 2018
15%
Adobe Target
Optimizely
10% Visual Website Optimizer
Monetate
Certona
Google Optimize
5%
0%
2017 2018
Adobe Visual Website Google

Year Optimizely Monetate Certona
Target Optimizer Optimize
2017 8.2% 12% 5.4% 7.6% 6.9% 0%
2018 8.6% 8.2% 4.7% 6.7% 7.5% 14.6%
Mostly immune to the Google Optimize effect, Adobe Target has remained consistent, continuing to be
the most popular choice amongst the Top 50 retailers. However, as with AA, its presence quickly declines
outside the Top 250 organizations. Target appeals to the enterprise market due to its sophisticated
capabilities, including rigorous personalization and AI-powered automation and scale.
In a dramatic changing of the guard, Optimizely dropped from its leading position among retailers in the
smallest 750 retailers, experiencing a year-over-year decline of 31.7% from 2017. As shown below, only
Target and Certona managed to increase adoption in the wake of Optimize. Conversely, adoption of
Optimizely, Monetate, and Visual Website Optimizer (which only appears outside of the Top 250) all fell.

Testing, Optimization & Personalization Platforms 2017 vs. 2018
% Difference 2017 vs 2018
Visual
Google Adobe
Ranking Optimizely Website Monetate Certona Total
Optimize Target
Optimizer
Top 50 0.00% - - -13.33% -50.00% -33.33% -23.33%
51 - 250 16.67% - -33.33% 5.41% -32.00% -11.11% 23.91%
251 - 500 -65.85% - 0.00% -30.00% -16.67% 4.55% 32.10%
501 - 750 -50.00% - -11.76% 85.71% -7.14% 114.29% 122.22%
751 - 1000 0.00% - -21.05% 133.33% 100.00% 75.00% 133.33%
Grand Total -31.67% - -12.96% 4.88% -11.84% 8.70% 49.82%

Testing, Optimization & Personalization Platforms 2017 vs. 2018
Visual
Rank Google Adobe
Optimizely Website Monetate Certona
Bucket Optimize Target
Optimizer
Top 50 1 0 0 -2 -3 -3
50 - 250 35 -10 12 -23 -5 -4
251 - 500 32 -13 -13 19 -7 2
501 - 750 44 -15 -2 6 -1 8
751 - 1000 34 0 -4 4 7 3
Grand Total 146 -38 -7 4 -9 6
50 Top 50 51 - 250 251 - 500 501 - 750 751 - 1000
40
30
20
10
-10
-20
-30
Google Optimize Optimizely Visual Website Optimizer Adobe Target Monetate Certona

As we look to the future of the optimization market, it’s clear that Google Optimize has the potential to
continue shaking up the market. Having achieved a strong penetration within Google’s traditional stronghold
of smaller- and medium-sized businesses, will Optimize make inroads at the enterprise level? Historically,
Google has had inconsistent offerings when it comes to testing and personalization. (Remember Website
Optimizer? And “Content Experiments?”) As a result, Adobe hasn’t had much competition in the enterprise
market. However, as Optimize continues to develop, will organizations see the gap between Google and
Adobe capabilities closing? And will that cause them to reconsider their analytics stacks, as a result?

IV DATA MANAGEMENT
PLATFORMS (DMP)
PART IV DATA MANAGEMENT PLATFORMS (DMP)

PART IV
DATA MANAGEMENT
PLATFORMS ( DMP )
Despite the strong showing of data management platforms (DMP) in 2017, adoption substantially – and
surprisingly – decreased across the board this past year. Amongst the Top 250 retailers, DMP platforms
included in the IR1000 data – Salesforce DMP (formerly Krux), Oracle DMP (formerly BlueKai), Adobe
Audience Manager (AAM), Neustar, eXelate (Nielsen DMP) and Lotame – experienced losses in adoption
rates, even up to a 63% decline. In the smaller 500 retailers, AAM remained strong, experiencing the highest
year-over-year growth.
The decline in DMP adoption in 2018 may be related to the growing interest in customer data platforms
(CDP). Interestingly, the Google search history trends for DMP vs. CDP over the past year shows a leveling
off of DMP queries, coming more into alignment with interest in CDPs, towards the latter half of 2018.
Data Management Platform Adoption 2017 vs. 2018
Adobe
DMP Salesforce Oracle DMP eXelate
Audience Neustar Lotame
Adoption (Krux) (BlueKai) (Nielsen DMP)
Manager
Top 50 -30.00% -15.00% -21.74% -18.18% 50.00% -62.50%
51 - 250 -28.89% -17.54% 6.67% -28.57% -13.04% -31.82%
251 - 500 -30.23% -5.45% -31.25% -12.12% -48.39% -25.00%
501 - 750 23.81% -9.09% 211.11% -16.67% 18.18% -38.46%
751 - 1000 -15.79% -10.53% 242.86% -5.56% 7.14% -30.77%

What is a CDP and how does it differ from a DMP? According to the vendor-neutral Customer Data Platform
Institute, CDPs are a “marketer-managed system that creates a persistent, unified customer database that
is accessible to other systems.” Definitions are loose across the industry, but CDPs primarily consolidate
first-party data, based on real consumer identities, to create unified customer profiles that can be used by
other systems to manage customer interactions. DMPs generally collect anonymous second- and third-party
audience data (e.g., cookies, device IDs, and IP addresses) to enrich an organization’s first-party data and help
optimize digital advertising initiatives.
The CDP market is gaining momentum, growing 76% between June 2017 and June 2018. This rise might
underlie the significant drop we see in overall DMP adoption in 2018, as companies turn their attention to
CDPs. While this year’s analysis did not include CDP vendor data, platforms including Arm Treasure Data,
Evergage, Listrak, Lytics, ReachForce Smartsuite, Segment, and Tealium AudienceStream are major players
in the evolving CDP vendor landscape.
The lines between the CDPs and DMPs can be blurry, with some vendors straddling multiple camps. Indeed,
a CDP Institute report found that many firms now entering the CDP market are mature organizations
repositioning themselves as CDPs; nearly half (45%) of “new” firms were founded more than a decade ago.
For instance, Tealium, primarily known for its TMS platform, also offers a CDP (Tealium AudienceStream).
It’s important to note that DMPs are expensive and complicated and organizations may be wary of their return
on investment in this particular piece of technology.

AUTHORS
JAMIE BEVAN
STAFF CONSULTANT, ANALYSIS & INSIGHTS
LINKEDIN.COM/JAMIE-BEVAN
Jamie is an analytics consultant who has helped some of the world’s

leading brands build insights and strategically implement analytics to define
and achieve KPIs. A research and technical expert, Jamie is highly skilled
in Google Analytics, Google Tag Manager, Attribution and Data Studio.
Born and raised in the UK, Jamie has a Bachelor of Applied Science (BASc),
with a focus in Computer Science, from the University of Bath.
NICK IYENGAR
GROUP DIRECTOR, DIGITAL INTELLIGENCE
LINKEDIN.COM/IN/NICKIYENGAR
Nick is Group Director of Digital Intelligence at Cardinal Path, where he is

responsible for helping clients improve their business performance by
building their analytics capabilities. He manages engagements with key
global clients, providing thought leadership and driving the end-to-end
development of clients’ analytics practices, from the development of
measurement frameworks to rigorous analysis and attribution work. When
not working with clients, Nick authors original research, articles and blog
posts, and speaks at conferences around the world.
AUTHORS
ABOUT CARDINAL PATH
Cardinal Path is an award-winning data and marketing analytics firm that helps marketers to win in
the digital economy. The world’s leading brands look to Cardinal Path to navigate the complex marketing
technology landscape, stand up a Martech stack that will drive their business forward, and create & activate
a data strategy to achieve their goals.
www.cardinalpath.com
ABOUT CARDINAL PATH

METHODOLOGY & RESOURCES
Retailers were identified using the 2018 Internet Retailer Top 1000 Guide. To scan sites and discover
which tools were being used, we partnered with ObservePoint, whose team automated the analysis using
their market-leading scanning tool.
Some retailers may be collecting data server side, or via other methods not detectable by these tools.
METHODOLOGY & RESOURCES

ABOUT OBSERVEPOINT
Analytics and marketing tags are the means where by companies gather data to create meaningful
experiences on websites and apps. When those tags fail, so does the experience.
ObservePoint helps companies automatically test and monitor tags across websites and apps, making
enterprises more efficient and confident in their data-driven decisions. With powerful tag auditing and
tag monitoring technology, ObservePoint quickens implementation testing, ensures data accuracy, and
keeps you in the know of any errors with your tags.
www.observepoint.com
ABOUT OBSERVEPOINT
SUMMARY
Over the past 4 years, top online retailers have demonstrated a marked increase in digital maturity. Adopting
a new technology in any one of these categories brings unique challenges to every organization as resources,
skills, mindsets, other technologies, and KPIs reconcile to accommodate the new capabilities, governance
implications and cultural shifts introduced by these tools. With a proper deployment, the people, process and
technology combine to enable greater marketing effectiveness in alignment with business goals.
The advances in personalization & testing technology highlights the aim to create meaningful, tailored
online experiences and messaging that translate into both relevance and business value. And with the
significant decline of complex DMPs, this market has exhibited a “fail fast” mentality as first-party data
emerges as an increasingly valuable asset, and CDPs rise up through the ranks.
If complexity is slightly less a hallmark of the 2018 martech stack, with Adobe’s and Google’s expanding
integrated platforms dominating in most categories, 2019 may shape up to be a year of continued
streamlining with an eye towards balancing data privacy considerations with leveraging first-party data
to provide a more personalized, scalable, people-based approach to marketing.
With the current challenges facing third-party attribution vendors, organizations continue to rely on
in-house, traditional methods ranging from simple rules-based to advanced modeling conducted by data
science teams. In lieu of a comprehensive technology solution for attribution, we expect a continued rise in
both in-house sophistication and platform level solutions.
Selecting, deploying, and driving towards a return on investment from today’s marketing technology is
no easy task. The State of Digital Marketing Analytics in the Top 1000 Online Retailers, 2019 showcases the
tremendous efforts and progress made by both vendors and marketers over the past few years to
leverage, optimize, and derive business value from digital data.
SUMMARY
THANK YOU
C AR DI NALP ATH.CO M

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20 STATE OF DIGITAL

19 IN THE TOP 1000

06 PART I DIGITAL MARKETING ANALYTICS

11 PART II TAG MANAGEMENT SYSTEMS (TMS)

16 PART III TESTING, OPTIMIZATION & PERSONALIZATION

22 PART IV DATA MANAGEMENT PLATFORMS (DMP)

26 ABOUT CARDINAL PATH

27 METHODOLOGY & RESOURCES

• Tag Management Systems adoption grew by 20%.

This report examines:

PART I DIGITAL MARKETING ANALYTICS

Web Analytics Installation by Platform 2016-2018

Year GA + Adobe Only Adobe % Only GA % Adobe With GA % GA With Adobe %

2016 1,081 18% 83.3% 82.4% 16.7%

2017 1,020 27% 81.9% 72.5% 18.1%

2018 1,061 27% 81.7% 73.1% 18.3%

PART I DIGITAL MARKETING ANALYTICS

Leading Web Analytics Platforms in Top 50 Internet Retailers

Google Analytics Adobe Analytics IBM Analytics

PART I DIGITAL MARKETING ANALYTICS

Web Analytics Platforms in Top 1000 Internet Retailers

Google Analytics Adobe Analytics

Web Analytics Platforms: Top 50 vs Top 1000 Internet Retailers

Google Analytics Adobe Analytics

PART I DIGITAL MARKETING ANALYTICS

Factors Affecting Choice of Analytics Platform

Marketing Technology Ranked Across Top 1000 Internet Retailers

PART I DIGITAL MARKETING ANALYTICS

PART II TAG MANAGEMENT SYSTEMS (TMS)

Overall Tag Management Systems Adoption: 2017 vs 2018

Rank Bucket 2017 2018 Difference

Top 50 108% 72% -36%

51 - 250 97% 91% -6%

251 - 500 84% 84% 0%

501 - 750 67% 74% 7%

751 - 1000 51% 72% 20%

Top 1000 75% 79% 4%

PART II TAG MANAGEMENT SYSTEMS (TMS)

Rank Bucket 2017 2018

Rank Bucket GTM Tealium Adobe DTM Ensighten Qubit Opentag

Top 50 18% 22% 14% 14% 0%

51 - 250 44% 21% 18% 4% 1%

251 - 500 59% 12% 6% 2% 2%

501 - 750 57% 7% 6% 0% 0%

751 - 1000 60% 5% 3% 1% 2%

PART II TAG MANAGEMENT SYSTEMS (TMS)

Rank Bucket GTM Tealium Adobe DTM Ensighten Qubit Opentag

PART II TAG MANAGEMENT SYSTEMS (TMS)

Google Tag Manager vs. Adobe Dynamic Tag Management

Platforms Count Percentage Of Total

Adobe Analytics 212 -

Adobe Analytics + DTM 90 42.5%

Adobe Analytics + GTM 54 25.5%

Adobe Analytics + DTM & GTM 24 11.3%

Google Analytics 849 -

Google Analytics + DTM 73 8.6%

Google Analytics + GTM 520 61.2%

Google Analytics + DTM & GTM 24 2.8%

GTM Total 535 -

PART II TAG MANAGEMENT SYSTEMS (TMS)

III TESTING, OPTIMIZATION

PART III TESTING, OPTIMIZATION & PERSONALIZATION

PART III TESTING, OPTIMIZATION & PERSONALIZATION