Marketing Analytics Adoption Among the Global Top 100
Marketing Analytics Adoption Among the Global Top 100

This report delves into the adoption of Marketing Analytics platforms by the Global Top 100 companies, both privately-held and publicly-traded, as ranked by size, including employee count and revenue metrics, such as those found in the Fortune 1000 and Global 2000 listings. We explore how these leading enterprises are leveraging Marketing Analytics to pursue strategic goals and drive lasting benefits across various business functions.

The adoption of Marketing Analytics within these top companies reveals significant investments in CRM technology, highlighting a broad and diverse approach. These organizations frequently partner with multiple vendors, integrating complementary CRM solutions to achieve their business objectives. This multi-vendor approach allows them to tailor CRM deployments that drive competitive advantages, operational efficiencies, and overall sustainability.

Our latest findings detail the software purchases related to Marketing Analytics platforms among these top 100 enterprises, their technology investments span a range of CRM tools and solutions, underscoring the complexity of CRM adoption at this level.

Marketing Analytics Vendors Among the Global Top 100

Adobe Systems currently holds a 24% market share in the Marketing Analytics space, making it the leading provider among the Global Top 100, followed by Webtrends, Oracle, Crazy Egg, and Optimizely.

VendorMarketing Analytics AppsMarket Share
Adobe SystemsAdobe Analytics Cloud, Adobe Target Standard44%
WebtrendsWebtrends Analytics12%
OracleOracle Maxymiser, Oracle Moat11%
Crazy EggCrazy Egg8%
OptimizelyOptimizely Intelligence Cloud7%
QuantcastQuantcast Measure5%
AppsFlyerAppsFlyer Marketing Analytics4%
WingifyWingify VWO2%
MouseflowMouseflow2%
TeadsTeads Platform2%
AdjustAdjust1%
SpotifySpotify Ad Analytics1%
Roxr SoftwareRoxr Clicky Web Analytics1%
Grand Total100%

The insights derived from our research will empower marketers, product managers, and IT professionals to better understand the adoption trends shaping the future of Marketing Analytics. These trends can potentially lead to significant shifts within the competitive landscape, impacting strategies and market positioning for years to come.

By monitoring these top enterprises and their technology choices, we equip our clients with the knowledge needed to anticipate changes and stay ahead in the rapidly transforming world of enterprise software and CRM innovation.

Custom data cuts related to the Marketing Analytics Market are available:

  • Top Marketing Analytics Vendors, Market Size and Market Forecast 2023-2027
  • Marketing Analytics Market By Vertical Market (21 Industry)
  • Marketing Analytics Market By Country (USA + 45 countries)
  • Marketing Analytics Market By Region (Americas, EMEA, APAC)
  • Marketing Analytics Market By Customer Size (revenue, employee count, asset)
  • Marketing Analytics Market By Channel (Direct vs Indirect)
  • Marketing Analytics Market By Vendor or Product
    Buyer Intent: Companies Reading this Research Report
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    LogoCompanyIndustryEmployeesRevenueCountryEvaluated

Global Top 100 adopting Marketing Analytics Platforms

The influence of these top 100 organizations on the broader CRM market is profound, despite their representation of only a small segment of the digital transformations we track annually. These companies often serve as early adopters and trendsetters, shaping the future of CRM and driving innovations that impact the industry at large.

Our Buyer Insight Technographics Database provides a closer look at these major organizations, capturing the size and intricacy of their CRM stacks, along with the frequency of their technology investments. This unique database reveals patterns in CRM adoption and highlights emerging trends, which are crucial for understanding the evolving landscape of Marketing Analytics.

Our research team continuously tracks the adoption of various Marketing Analytics platforms, drawing on both publicly available information, such as press releases and case studies, and proprietary data sources. Each quarter, we update our records to reflect new CRM implementations, providing clients with current and relevant insights into market shifts.

Here are the Global Top 100 companies and their adoption of Marketing Analytics platforms

CustomerIndustryEmpl.RevenueCountryVendorProductWhen
United States Department of DefenseGovernment2870235$721.5BUnited StatesOracleOracle Moat2019
WalmartRetail2100000$648.1BUnited StatesAdobe SystemsAdobe Analytics Cloud2018
AmazonRetail1525000$57.5BUnited StatesAdobe SystemsAdobe Target Standard2015
National Health Service (NHS)Healthcare1297455$200.0BUnited KingdomWebtrendsWebtrends Analytics2002
TNT ExpressDistribution850000$84.0BNetherlandsOptimizelyOptimizely Intelligence Cloud2016
Allied UniversalProfessional Services800000$22.0BUnited StatesCrazy EggCrazy Egg2016
Taikang Insurance GroupInsurance800000$26.0BChinaWebtrendsWebtrends Analytics2009
AccentureProfessional Services750000$64.1BIrelandQuantcastQuantcast Measure2021
AccentureProfessional Services750000$64.1BIrelandAdobe SystemsAdobe Target Standard2017
AccentureProfessional Services750000$64.1BIrelandAdobe SystemsAdobe Analytics Cloud2021
The Coca-Cola CompanyConsumer Packaged Goods700000$45.8BUnited StatesAdobe SystemsAdobe Target Standard2020
The Coca-Cola CompanyConsumer Packaged Goods700000$45.8BUnited StatesOracleOracle Moat2016
United States Postal ServiceTransportation640000$78.4BUnited StatesWebtrendsWebtrends Analytics2008
Tata Consultancy ServicesProfessional Services616000$29.0BIndiaAdobe SystemsAdobe Analytics Cloud2019
DHL GroupTransportation594879$87.5BGermanyAdobe SystemsAdobe Analytics Cloud2016
SubscribeTransportation500000$91.0BUnited StatesWebtrendsWebtrends Analytics2012
SubscribeTransportation500000$91.0BUnited StatesAdobe SystemsAdobe Target Standard2017
SubscribeBanking and Financial Services473691$95.6BChinaWebtrendsWebtrends Analytics2020
SubscribeRetail465000$15.7BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail465000$15.7BUnited StatesAdobe SystemsAdobe Target Standard2020
SubscribeCommunications450698$131.9BHong KongOracleOracle Moat2021
SubscribeProfessional Services440000$7.1BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeProfessional Services440000$7.1BUnited StatesAdobe SystemsAdobe Target Standard2021
SubscribeRetail440000$109.1BUnited StatesOracleOracle Moat2018
SubscribeRetail440000$109.1BUnited StatesCrazy EggCrazy Egg2019
SubscribeHealthcare440000$324.1BUnited StatesAdobe SystemsAdobe Target Standard2021
SubscribeHealthcare440000$324.1BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeManufacturing429417$102.8BGermanyWebtrendsWebtrends Analytics2011
SubscribeProfessional Services415000$69.7BUnited KingdomOptimizelyOptimizely Intelligence Cloud2015
SubscribeProfessional Services415000$69.7BUnited KingdomAdobe SystemsAdobe Target Standard2015
SubscribeRetail414000$96.0BNetherlandsOracleOracle Moat2021
SubscribeRetail414000$150.0BUnited StatesAdobe SystemsAdobe Analytics Cloud2022
SubscribeRetail410000$75.0BGermanyAdjustAdjust2018
SubscribeLeisure and Hospitality410000$10.4BUnited StatesAdobe SystemsAdobe Target Standard2017
SubscribeLeisure and Hospitality410000$10.4BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeProfessional Services395442$49.4BUnited KingdomAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail390000$99.1BGermanyAdobe SystemsAdobe Analytics Cloud2019
SubscribeRetail381000$36.0BUnited StatesOptimizelyOptimizely Intelligence Cloud2011
SubscribeManufacturing380737$245.5BJapanOracleOracle Moat2019
SubscribeInsurance376900$127.2BChinaWebtrendsWebtrends Analytics2016
SubscribeRetail376000$134.2BGermanyAdjustAdjust2018
SubscribeGovernment371000$301.0BUnited StatesWebtrendsWebtrends Analytics2011
SubscribeProfessional Services364000$50.3BUnited KingdomWebtrendsWebtrends Analytics2021
SubscribeProfessional Services364000$50.3BUnited KingdomCrazy EggCrazy Egg2021
SubscribeProfessional Services364000$50.3BUnited KingdomQuantcastQuantcast Measure2021
SubscribeProfessional Services364000$50.3BUnited KingdomAdobe SystemsAdobe Target Standard2021
SubscribeProfessional Services364000$50.3BUnited KingdomAdobe SystemsAdobe Analytics Cloud2021
SubscribeRetail354744$77.6BUnited KingdomOptimizelyOptimizely Intelligence Cloud2018
SubscribeRetail350000$19.6BUnited StatesOptimizelyOptimizely Intelligence Cloud2020
SubscribeRetail350000$19.6BUnited StatesAppsFlyerAppsFlyer Marketing Analytics2021
SubscribeInsurance350000$324.2BUnited StatesAdobe SystemsAdobe Target Standard2019
SubscribeInsurance350000$324.2BUnited StatesAdobe SystemsAdobe Analytics Cloud2019
SubscribeProfessional Services347700$19.4BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeRetail330000$63.9BUnited KingdomOptimizelyOptimizely Intelligence Cloud2018
SubscribeRetail330000$63.9BUnited KingdomCrazy EggCrazy Egg2012
SubscribeCommunications330000$45.0BBrazilTeadsTeads Platform2020
SubscribeTransportation322800$50.0BGermanyOptimizelyOptimizely Intelligence Cloud2015
SubscribeProfessional Services322525$76.0BJapanWebtrendsWebtrends Analytics2010
SubscribeManufacturing321000$84.3BGermanyAdobe SystemsAdobe Analytics Cloud2019
SubscribeProfessional Services317240$18.6BIndiaAdobe SystemsAdobe Target Standard2019
SubscribeProfessional Services317240$18.6BIndiaAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail316000$242.3BUnited StatesAdobe SystemsAdobe Target Standard2017
SubscribeRetail300000$134.0BGermanyAdobe SystemsAdobe Analytics Cloud2015
SubscribeCommunications300000$57.9BHong KongOracleOracle Moat2021
SubscribeRetail300000$86.4BUnited StatesAdobe SystemsAdobe Analytics Cloud2019
SubscribeHealthcare294000$60.2BUnited StatesMouseflowMouseflow2020
SubscribeBanking and Financial Services293723$124.5BUnited StatesAdobe SystemsAdobe Target Standard2020
SubscribeRetail290000$72.0BUnited StatesAppsFlyerAppsFlyer Marketing Analytics2020
SubscribeRetail290000$72.0BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail290000$72.0BUnited StatesAdobe SystemsAdobe Target Standard2020
SubscribeProfessional Services282200$61.9BUnited StatesOracleOracle Maxymiser2019
SubscribeProfessional Services282200$61.9BUnited StatesQuantcastQuantcast Measure2019
SubscribeGovernment281917$107.1BUnited StatesWebtrendsWebtrends Analytics2013
SubscribeCommunications274172$54.4BHong KongOracleOracle Moat2021
SubscribeConsumer Packaged Goods270000$93.4BSwitzerlandOracleOracle Moat2016
SubscribeManufacturing270000$22.5BSouth KoreaMouseflowMouseflow2016
SubscribeManufacturing270000$22.5BSouth KoreaWebtrendsWebtrends Analytics2017
SubscribeManufacturing270000$22.5BSouth KoreaAdobe SystemsAdobe Analytics Cloud2017
SubscribeManufacturing270000$22.5BSouth KoreaAdobe SystemsAdobe Target Standard2015
SubscribeProfessional Services268655$63.2BJapanWebtrendsWebtrends Analytics2011
SubscribeAutomotive258275$210.9BNetherlandsTeadsTeads Platform2024
SubscribeGovernment254795$2.0BSaudi ArabiaRoxr SoftwareRoxr Clicky Web Analytics2011
SubscribeManufacturing250000$33.5BUnited StatesWingifyWingify VWO2020
SubscribeProfessional Services250000$36.9BFranceOracleOracle Moat2019
SubscribeProfessional Services250000$36.9BFranceCrazy EggCrazy Egg2019
SubscribeRetail250000$20.0BUnited StatesAdobe SystemsAdobe Target Standard2020
SubscribeRetail250000$20.0BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail250000$20.0BUnited StatesAppsFlyerAppsFlyer Marketing Analytics2020
SubscribeProfessional Services249095$11.0BIndiaAdobe SystemsAdobe Target Standard2018
SubscribeProfessional Services249095$11.0BIndiaAdobe SystemsAdobe Analytics Cloud2020
SubscribeCommunications244658$50.0BHong KongOracleOracle Moat2021
SubscribeGovernment240000$45.0BSpainWebtrendsWebtrends Analytics2009
SubscribeRetail240000$57.5BUnited StatesOptimizelyOptimizely Intelligence Cloud2021
SubscribeManufacturing240000$66.5BUnited StatesCrazy EggCrazy Egg2020
SubscribeConsumer Packaged Goods236000$38.2BUnited StatesOracleOracle Moat2021
SubscribeBanking and Financial Services235591$73.8BUnited StatesOracleOracle Maxymiser2019
SubscribeHealthcare234000$226.6BUnited StatesAdobe SystemsAdobe Target Standard2019
SubscribeHealthcare234000$226.6BUnited StatesCrazy EggCrazy Egg2014
SubscribeHealthcare234000$226.6BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeManufacturing229183$60.8BJapanAdobe SystemsAdobe Target Standard2014
SubscribeBanking and Financial Services229000$78.5BUnited StatesAdobe SystemsAdobe Target Standard2014
SubscribeAutomotive225587$117.0BItalyAdobe SystemsAdobe Target Standard2016
SubscribeBanking and Financial Services222544$82.6BUnited StatesWebtrendsWebtrends Analytics2020
SubscribeBanking and Financial Services222544$82.6BUnited StatesOracleOracle Maxymiser2017
SubscribeBanking and Financial Services221000$66.1BUnited KingdomWebtrendsWebtrends Analytics2005
SubscribeProfessional Services220000$13.4BIndiaCrazy EggCrazy Egg2017
SubscribeProfessional Services220000$13.4BIndiaOptimizelyOptimizely Intelligence Cloud2014
SubscribeProfessional Services220000$13.4BIndiaQuantcastQuantcast Measure2018
SubscribeHealthcare219000$357.8BUnited StatesWebtrendsWebtrends Analytics2014
SubscribeRetail219000$51.9BNetherlandsCrazy EggCrazy Egg2016
SubscribeRetail219000$51.9BNetherlandsOptimizelyOptimizely Intelligence Cloud2020
SubscribeBanking and Financial Services212000$98.6BUnited StatesAdobe SystemsAdobe Target Standard2019
SubscribeBanking and Financial Services211141$63.1BSpainOracleOracle Maxymiser2013
SubscribeBanking and Financial Services211141$63.1BSpainOptimizelyOptimizely Intelligence Cloud2017
SubscribeBanking and Financial Services211141$63.1BSpainQuantcastQuantcast Measure2017
SubscribeRetail207552$36.7BIndiaAppsFlyerAppsFlyer Marketing Analytics2022
SubscribeAutomotive207200$87.4BFranceTeadsTeads Platform2018
SubscribeRetail206000$139.1BUnited StatesQuantcastQuantcast Measure2013
SubscribeRetail206000$139.1BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeCommunications204236$122.9BGermanyAdobe SystemsAdobe Target Standard2020
SubscribeCommunications204236$122.9BGermanyAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail201000$46.9BAustraliaQuantcastQuantcast Measure2015
SubscribeRetail201000$46.9BAustraliaAdobe SystemsAdobe Target Standard2019
SubscribeTransportation200000$53.3BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeManufacturing200000$17.1BSingaporeWingifyWingify VWO2018
SubscribeAerospace and Defense200000$26.3BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeAerospace and Defense200000$26.3BUnited StatesAdobe SystemsAdobe Target Standard2020
SubscribeProfessional Services200000$3.0BAustraliaSpotifySpotify Ad Analytics2022
SubscribeRetail197773$39.7BAustraliaAdobe SystemsAdobe Analytics Cloud2021
SubscribeRetail197773$39.7BAustraliaAdobe SystemsAdobe Target Standard2019
SubscribeRetail197773$39.7BAustraliaQuantcastQuantcast Measure2015
SubscribeRetail190000$39.9BCanadaCrazy EggCrazy Egg2018
SubscribeRetail190000$39.9BCanadaAdobe SystemsAdobe Target Standard2019
SubscribeRetail190000$39.9BCanadaAdobe SystemsAdobe Analytics Cloud2020
SubscribeBanking and Financial Services187765$19.3BIndiaWebtrendsWebtrends Analytics2008
SubscribeBanking and Financial Services187765$19.3BIndiaWingifyWingify VWO2015
SubscribeLeisure and Hospitality187384$10.5BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeManufacturing187000$75.0BIndiaAppsFlyerAppsFlyer Marketing Analytics2017
SubscribeProfessional Services186000$121.6BUnited StatesCrazy EggCrazy Egg2014
SubscribeProfessional Services186000$121.6BUnited StatesAdobe SystemsAdobe Target Standard2021
SubscribeProfessional Services186000$121.6BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeRetail185800$38.7BUnited StatesOracleOracle Moat2018
SubscribeRetail185800$38.7BUnited StatesAdobe SystemsAdobe Analytics Cloud2020
SubscribeRetail185800$38.7BUnited StatesAdobe SystemsAdobe Target Standard2018
SubscribeManufacturing185000$68.9BUnited StatesCrazy EggCrazy Egg2020
SubscribeInsurance184364$85.8BChinaAdobe SystemsAdobe Analytics Cloud2021
SubscribeBanking and Financial Services183000$64.7BFranceWebtrendsWebtrends Analytics2015
SubscribeBanking and Financial Services183000$64.7BFranceAppsFlyerAppsFlyer Marketing Analytics2021
SubscribeBanking and Financial Services183000$64.7BFranceAdobe SystemsAdobe Analytics Cloud2020
SubscribeLeisure and Hospitality178000$10.2BUnited StatesAdobe SystemsAdobe Analytics Cloud2024
SubscribeAutomotive177000$176.2BUnited StatesMouseflowMouseflow2016
SubscribeAutomotive177000$176.2BUnited StatesAdobe SystemsAdobe Target Standard2017
SubscribeAutomotive177000$176.2BUnited StatesAdobe SystemsAdobe Analytics Cloud2021
SubscribeMedia173250$88.9BUnited StatesAdobe SystemsAdobe Analytics Cloud2020

Source: APPS RUN THE WORLD, October 2024

Research Methodology

Each year our global team of researchers conduct an annual survey of thousands of enterprise software vendors by contacting them directly on their latest quarterly and annual revenues by country, functional area, and vertical market. We supplement their written responses with our own primary research to determine quarterly and yearly growth rates, In addition to customer wins to ascertain whether these are net new purchases or expansions of existing implementations.

Another dimension of our proactive research process is through continuous improvement of our customer database, which stores more than ten million software purchases and records on the enterprise software landscape of over 2 million organizations around the world.

The database provides customer insight and contextual information on what types of enterprise software systems and other relevant technologies are they running and their propensity to invest further with their current or new suppliers as part of their overall IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.

The result is a combination of supply-side data and demand-generation customer insight that allows our clients to better position themselves in anticipation of the next wave that will reshape the enterprise software marketplace for years to come.