MarTech Conference: Google dominates the marketing stacks of 150 “unicorn” startups

When it comes to marketing stacks and startup companies, it’s Google’s world, and other technology providers are just living in it.

Google technologies took the top five spots in an analysis presented Monday at our MarTech Conference of about 150 “unicorns” — startups that are valued at more than $1 billion.

Isaac Wyatt, Director of Marketing Strategy and Operations at New Relic, used the Datanyze platform to analyze the technologies in use by the startups on Crunchbase’s recent “unicorn” leaderboard.

He found that this group of companies uses an average of about 10 different marketing technologies, and almost all of them are using at least one Google platform — quite often, a version of Google Analytics. The first slide below shows the overall martech providers (by domain) that the startups are using, and the second slide shows the specific technologies.

Another interesting note from Wyatt’s talk was that some martech solutions are often used in tandem. Among the startups Wyatt looked at, he found that Brightcove and Compete had a 71-percent co-occurrence, as did IBM Websphere and Endeca, as well as Extole and Gauges.

You can see the full set of slides from this presentation on the MarTech Conference Slideshare account.

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About The Author

Matt McGee

Matt McGee joined Third Door Media as a writer/reporter/editor in September 2008. He served as Editor-In-Chief from January 2013 until his departure in July 2017. He can be found on Twitter at @MattMcGee.