In collaboration with SimilarWeb, we spent two and a half months working with data scientists to analyse and identify trends in the MarTech landscape as created by Scott Brinker. As is evident from the graph, the growth in the number of MarTech websites alone has been steep and steady. As of 2020 there were 8K MarTech websites, quadrupling the number from only 5 years before.
Much of our research focused on the changes within the categories that make up the MarTech landscape. There were a total of 6 parent categories, covering 49 subcategories. Full details of the categorisation methodology can be found at Scott Brinker’s chiefmartech landscape.