{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.



With data playing an increasingly vital role in helping organizations boost financial performance and improve the customer experience, it has never been more important for companies to make the right decision when choosing digital analytics technology.

The Digital Analytics Buyer's Guide, which has a global focus, looks at market trends within the sector, with profiles of 16 leading vendors as well as advice for buyers looking for a digital analytics provider.

RFP template included  

This report also contains a Request for Proposal (RFP) template to help you ensure you select the right vendor for your requirements, guiding buyers through the functional and non-functional requirements to consider when shortlisting digital analytics vendors.

What you'll learn from this research

  • Understand how changing consumer behaviour has reshaped the analytics landscape
  • Identify which issues need to be considered when shortlisting potential digital analytics vendors
  • Learn about 16 leading digital analytics vendors, and understand their market positioning

Who is this guide aimed at?

The guide is primarily aimed at organizations looking for a digital analytics vendor or are reviewing the capabilities of their current vendor.

The report is also relevant to anyone interested in understanding the current state of the marketplace. The content of this guide is relevant globally. 

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.

Key trends highlighted in the report

  • New data types come to the fore as analytics sector broadens horizons
  • Businesses seek to capitalise as technology empowers consumers
  • Attitudes towards big data remain mixed, as companies struggle with volume of data 
  • Social analytics climbs up the agenda, despite difficulty measuring ROI

Features of the report

The 69-page report takes a look at recent trends in the industry, accompanied by an industry SWOT analysis.

There is a guide to creating a digital analytics request for proposal, followed by vendor market positioning charts and full profiles of 16 global analytics vendors.

Example vendor market positioning chart

Example chart

Contributoring authors

Lead author

The lead author of this report is Econsultancy Research Analyst Bola AwoniyiBola Awoniyi:

“While analytics has been mostly focused around desktop web activities in previous years, the adoption of mobile devices and social media platforms by consumers has allowed organisations to broaden the use of analytics and build a much richer picture of customer habits, preferences and opinions. 

“Such insights are invaluable for informing strategy, shaping commercial activities and creating personalised customer experiences. Organisations must ensure they select the right digital analytics vendors for their organization and operations, so they can maximise their data accordingly.”

RFP author

The Digital Analytics Request for Proposal template (RFP) has been written by Andrew Hood,Andrew Hood

Andrew is Managing Director of Lynchpin, an integrated analytics consultancy that helps clients exploit digital and customer data. Lynchpin’s clients include AXA, HSBC, Tesco Bank, Experian, Canon, Dyson, Cartoon Network, New Scientist and the Government Digital Service.

Andrew's digital career began in 1999 as part of the founding team behind All-Hotels.com, the first global hotel aggregator website (which was subsequently bought by Lastminute.com). He then developed analytics solutions for the search marketing industry before founding Lynchpin in 2005.

Table of contents

  1. IntroductionDigital Analytics Buyer's Guide
    1. About Econsultancy
  2. Executive Summary
  3. The Market
    1. Market trends
      1. New data types come to the fore as analytics sector broadens horizons
      2. Businesses seek to capitalise as technology empowers consumers
      3. Attitudes towards big data remain mixed, as companies struggle with volume of data 
      4. Social analytics climbs up the agenda, despite difficulty measuring ROI
    2. Return on investment
  4. Strengths, Weaknesses, Opportunities and Threats (SWOT)
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  5. Costs and Pricing Models
    1. Licensing
    2. ASP model / hosted service / SaaS model
    3. Other costs
  6. Creating a Digital Analytics Request for Proposal (RFP)
    1. High Level Considerations
      1. Software as a Service (SaaS) versus Internally Hosted
      2. Digital versus Multichannel Analytics
      3. Data Source versus Data Destination
      4. Reporting versus Analysis
    2. Functional Requirements
    3. Non-Functional Requirements
  7. Market Positioning Charts
    1. Explanation for Chart 1: Type of solution
    2. Market positioning overview: Type of solution
    3. Explanation for Chart 2: Company focus
    4. Market positioning overview: Company focus
  8. Supplier Marketplace and Profiles



  • Pdf SAMPLE: Digital Analytics Buyer's Guide 2014 (486 KB PDF)
  • Pdf Disabled Digital Analytics Buyer's Guide 2014 (2.11 MB PDF)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today