Consolidation and Complexity in Analytics Products

In the past, businesses used multiple analytics products for different purposes. Now, the trend is towards consolidation and having one platform that can handle all core analytics functionalities. This is because stitching together various tools can make it difficult to understand the overall customer experience. The core analytics functionality includes marketing analytics, product analytics, experimentation, session replay, and customer data platform (CDP). These five functionalities are converging, and in the future, there may only be a few vendors to choose from.