U.S. Online Retailers Challenged To Drive Performance Through Data

A Commpro News UpdateToday, Cardinal Path, an award-winning digital marketing analytics consultancy, released a report that focused on the implementation and use of digital marketing analytics, tag management systems, and testing, optimization and personalization tools within the top 1000 online retailers in the United States."Analytics maturity - in terms of technology - has clearly grown in the past year. Analytics platforms are now universal, and adoption of tag management systems has grown by at least 13%," says Nick Iyengar, Director, Digital Intelligence, Cardinal Path, and author of the report. "While the top 1000 online retailers have made strides in adopting technology for analytics, there's plenty of room for improvement in activating data to improve the customer experience. We found that just 37% of the top 1000 online retailers have testing, optimization, or personalization tools."The lines that had long been blurred between marketing and technology grew even more pronounced in 2016. There were thousands of venders added, as marketers struggled to become more data driven in this complex martech world.This year’s State of Digital Marketing Analytics report shows that while most online retailers are adopting marketing analytics, many organizations are still falling short of activating their data through testing and personalization. In addition, many organizations have yet to bring formalized structure and processes to their analytics environments through the use of tag management systems (TMS).The State of Digital Marketing Analytics in the Top 1000 Online Retailers delivers a clear view of how the dominant analytics platforms, tag management and optimization platforms stack up across the leading ecommerce organizations.