B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
20%
20% -- share of companies with analytics capabilities for companies (marketing analytics) (2025)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier B
https://www.darkroomagency.com/observatory/ecommerce-analytics-attribution-measurement-stack ↗
Source Article
Ecommerce Analytics: Attribution Measurement Stack
PAID MEDIA
Ecommerce Analytics: The Attribution and Measurement Stack That Actually Informs Decisions
Written by Darkroom leardership
PAID MEDIA
Written & peer reviewed by 4 Darkroom team members
TL;DR
Most ecommerce brands have more analytics tools than they have clarity. Platform dashboards, attri…
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey marketing analytics research, cited by Darkroom
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
companies (marketing analytics): 20% share of companies with analytics capabilities. Source: McKinsey (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/mckinsey-analytics-capabilities-budget-confidence
HTML Embed
<blockquote cite="https://lighthousedata.io/data/mckinsey-analytics-capabilities-budget-confidence" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- share of companies with analytics capabilities for companies (marketing analytics)<br><small>Source: McKinsey (2025) · <a href="https://lighthousedata.io/data/mckinsey-analytics-capabilities-budget-confidence" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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