How to use this hub
Each category below links down to our own vendor practice site where one exists - that is where the deep implementation content, pricing breakdowns, and migration guides live. Where we do not run a dedicated practice, the capsule stays a neutral, general description rather than a ranked review.
Analytics & attribution
Platforms that measure what happened on your site, in your app, and across campaigns.
Adobe Analytics
Enterprise web/app analytics, deeply integrated with Adobe Experience Platform.
Our Adobe practice →Amplitude
Product analytics built around event-based behavioral data.
Our Amplitude practice →Google Analytics 4
The free/near-universal baseline for web and app measurement.
Our GA4 practice →Customer data platforms (CDPs) & tag management
Tealium
Enterprise tag management grown into a full CDP (iQ, AudienceStream, EventStream).
Our Tealium practice →Google Tag Manager
The default free tag manager for most mid-market and smaller stacks.
Our GTM practice →CDP vs CRM
Not the same thing: a CRM is the system of record for the customer/lead relationship, owned by sales and marketing; a CDP unifies behavioral and identity data across every source feeding the stack, owned by martech/engineering. A CDP vs CRM comparison page is on our content roadmap - contact us if you need this decision walked through before then.
Consent & privacy management
Categories without a dedicated Webclat practice
Marketing automation
Braze, HubSpot, Marketo, and similar platforms trigger and sequence lifecycle campaigns. We support automation implementation and consulting as a service without owning a dedicated vendor practice for any single automation platform.
- Evaluate by who owns campaign logic day to day
- Check integration depth with your CRM and CDP before feature comparisons
- Confirm consent enforcement is native, not bolted on
CRM
Salesforce and HubSpot are the two most common systems of record for the customer/lead relationship in a martech stack.
- The CRM is usually the identity anchor for the rest of the stack
- Changing CRM later is materially harder than changing any other layer
- Evaluate integration ecosystem, not just the core CRM features
Personalization
Tools that adapt on-site or in-app experience per visitor or segment, typically fed by the CDP/analytics layer.
- Only as good as the identity data feeding it
- Worth adding after collection and unification are solid, not before
Martech companies, martech solutions, martech platforms - same question, different phrasing
"Martech tools," "martech companies," "martech solutions," and "martech platforms" are all search phrasings for the same underlying question: what software fills this category. This page answers all four phrasings the same way - by category and job to be done.