Summary
The report explores the evolving role of digital analytics solutions in enterprises, highlighting their capabilities and challenges — based on interviews with 22 buyers — and identifying critical drivers for evaluating and selecting a vendor. Key conclusions include the widespread use of multiple analytics platforms to address diverse use cases, the growing importance of integrating digital and offline data, and the expanding cross-functional adoption of analytics tools. Product analytics has emerged as a primary use case, reflecting the increasing significance of digital products in business outcomes. Additionally, organizations are cautiously exploring generative AI (genAI) capabilities.
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