According to Econsultancy’s latest survey, Marketers utilize web analytics overwhelmingly, then Excel, social analytics, mobile analytics, A/B or multivariate testing, relational databases (SQL), business intelligence platforms, tag management, attribution solutions, campaign automation, statistical packages, session monitoring, data management platforms (DMP), NoSQL databases, and demand-side platforms (DSP).

Econsultancy’s Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap in the use of digital analytics tools, statistical modeling and Conversion

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