B2B Connection

Digital Analytics is a quickly evolving software category. The presence of free or low-cost solutions and important trends like mobile adoption have led to very interesting market dynamics. On TrustRadius, unique page views for Digital Analytics Software products – a measure for how many people are running evaluations – grew 11 percent from Q2 to Q3. While page views are not an absolute representation of category growth, they are a good proxy. While this is a healthy growth rate, it lags other marketing technology categories like AB testing (30 percent), Social Media Management (27 percent), and Marketing Automation (25 percent). The most evaluated Digital Analytics products on TrustRadius during Q3 were Google Analytics by some margin, followed by Adobe Analytics, Mixpanel, Kissmetrics, and Google Analytics Premium.   Some of these products sell to different market segments, which can account for differences in evaluation frequency. Using reviewer mix on TrustRadius as proxy for customer mix, and assuming prospective customers follow a similar distribution to existing customers, it’s possible to make an educated guess as to evaluation frequency by segment. For example, in the enterprise segment, based upon review mix on TrustRadius, 24 percent of Google Analytics customers are companies with more than 500 employees; for Adobe Analytics, the corresponding figure is […]