Gartner uses the following market definitions:

Web analytics tools — Specialized analytics tools used to understand and improve the digital CX, attract and retain users, and analyze operations and actions taken across responsive websites and mobile apps.

Product analytics tools — Tools and processes used to understand the behavior of users across products or services to inform decisions about how to improve the product experience and increase product engagement.

Digital experience analytics tools — Tools that provide diagnostic insights into visitor activity and the CX on responsive web and mobile apps, enabled by advanced analytics and machine learning, session replay and heat map technology.

Gartner defines analytics and business intelligence platforms (ABI) as those that enable organizations to model, analyze and visualize data to support informed decision making and value creation. These platforms facilitate the preparation of data and the creation of interactive dashboards, reports and visualizations to uncover patterns, predict trends and optimize operations. By doing so, they empower users to collaborate and effectively communicate the dimensions and measures that drive their organization. The platforms may also optionally include the ability to create, modify or enrich a semantic model, including business rules.

Analytics and business intelligence platforms integrate data from multiple sources, such as databases, spreadsheets, cloud services and external data feeds, to provide a unified view of data, breaking down silos and transforming raw data into meaningful insights. They also allow users to clean, transform and prepare data for analysis, in addition to creating data models that define relationships between different data entities.

Gartner defines product analytics as applications used to collect and analyze behavior data and sentiment to increase user engagement, adoption and satisfaction to improve experiences and drive retention. This solution category is embedded within mobile apps, desktop apps, websites/portals, software and edge devices. Product analytics often enables in-product engagement for onboarding and activation as well as the collection, tracking and analysis of user data to draw insights about the ways in which users engage