Digital Analytics Tools
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Semrush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO…
New Relic is a SaaS-based web and mobile application performance management provider for the cloud and the datacenter. They provide code-level diagnostics for dedicated infrastructures, the cloud, or hybrid environments and real time monitoring.
Heap is a web analytics platform captures every user interaction on web iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.
Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category…
Pendo.io is a product engagement platform with features for in-app analytics, surveys and feedback, and guidance.
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Heap is a web analytics platform captures every user interaction on web iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.
Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition seems likely to close…
Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category…
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Semrush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO…
Smartlook is an analytics solution tool for websites, iOS/Android apps, and various app frameworks, that answers the "whys" behind users' actions. It helps users understand precisely how customers interact with website and app — watch recordings, create heatmaps, use automatic tracked…
New Relic is a SaaS-based web and mobile application performance management provider for the cloud and the datacenter. They provide code-level diagnostics for dedicated infrastructures, the cloud, or hybrid environments and real time monitoring.
Piano Analytics, formerly AT Internet, provides digital analytics to help customers measure their audience, optimise their digital performance and create value. From data collection to exploration, activation, and the sharing of actionable insights, the Piano Analytics Suite is designed…
Looker is a BI application with an analytics-oriented application server that sits on top of relational data stores. It includes an end-user interface for exploring data, a reusable development paradigm for data discovery, and an API for supporting data in other systems.
Pendo.io is a product engagement platform with features for in-app analytics, surveys and feedback, and guidance.
Google Analytics 360 (formerly Google Analytics Premium) is an enterprise-level analytics solution that includes a full service suite of features offering a singular view of the consumer across platforms and devices. It also provides full integration with the Google stack, data-driven…
Mixpanel helps companies measure what matters, make decisions fast, and build better products through data. With self-serve product analytics solution, teams can analyze how and why people engage, convert, and retain—in real-time, across devices—to improve their user experience.Mixpanel…
Quantum Metric is designed to help organizations build better digital products faster. Their platform for Continuous Product Design gives business and IT teams a single version of truth which the vendor describes as fast, quantified, and grounded on what customers actually experience.…
Amplitude Analytics is an analytics platform for mobile and web. It is designed to help organizations segment users and analyze funnels, retention and revenue. Amplitude Analytics helps you achieve actionable insights from customer digital journeys and uses behavioral graphs to…
Based on the former Coremetrics, IBM Digital Analytics is a discontinued analytics product. IBM acquired Coremetrics in 2010, and re-branded the platform to the IBM Digital Marketing Optimization Solution. Product support was ultimately provided by Acoustic, but the product is not…
The Siteimprove platform offers tools used to create digital experiences optimized for quality, accessibility, analytics, and SEO. Sitemprove offers content insights and recommendations in a prioritized list to improve the impact of changes. It is available through three solution…
GoSquared provides real-time website analytics to sites of all sizes. The real-time dashboard displays website analytics on an individual visitor basis. The Now App displays concurrent analysis (the visitors who are on your site right now) of your site performance. The Trends App…
Web analytics product designed for SMB.s Statistics collected are based on page loads.
Microsoft Dynamics 365 Customer Insights is a customer journey analytics tool, providing audience insights to unify customer data to generate AI-powered insights in real time, and understand customer behavior using digital and cross-channel analytics.
Grafana is a data visualization tool developed by Grafana Labs in New York. It is available open source, managed (Grafana Cloud), or via an enterprise edition with enhanced features. Grafana has pluggable data source model and comes bundled with support for popular time series databases…
Adthena from the company of the same name in London is a marketing intelligence tool for search marketing focusing on keyword research, analysis, and suggestion for optimizing the budgeting and management of pay per click (PPC) advertising campaigns. Adthena algorithmically searches…
HockeyStack is a SaaS analytics platform that unites marketing, revenue and product data, so that marketing & growth teams understand the drivers of product engagement and high quality leads, and increase revenue faster than ever.
Anodot from the company of the same name in Ra'anana is presented as an advanced AI platform, built from the ground up to monitor, analyze and correlate 100% of company data in real-time. Anodot applies AI to deliver autonomous analytics in real-time, across all data types. The vendor…
GreyMetrics is a tool used to construct marketing reports and dashboards for both departments and agencies, from the company of the same name in Hyderabad.
SharpCloud, from the company in London, enables teams to plan, visualize and communicate strategy across business silos and transforms static data into engaging, dynamic visual stories, to provide insight for leadership teams so that they can make smarter, more informed decisions.…
ReportDash enables users to create highly customizable reports and dashboards from marketing data sources.
Learn More About Digital Analytics Tools
Digital analytics tools collect, measure, and analyze quantitative and qualitative data from digital channels including websites, social media, search, paid digital advertising, email, and mobile applications. This provides a complete view of digital channels, marketing efforts, and customers. The information can be captured both for your business and its competitors. It includes tools for web analytics, eCommerce analytics, marketing analytics, product analytics, mobile analytics, and tech stack/tech infrastructure analytics.
By tracking and measuring the performance of a business’s online channels and campaigns, the insights provided help create better customer experiences, improve service delivery, and boost conversions, sales, and revenue.
Other Types of Analytics Tools
Web developers use web analytics to determine how well the website is performing, and how site usability and user experience can be improved. Web analytics software tracks things like:
- traffic funnels
- traffic sources
- device types
- visitors
- page views
- session length
- entry and exit pages
- conversions
- bounce rates
- locations
- tagged events
Ecommerce analytics tools evaluate how an online store is performing and identifies areas for improvement. It captures demographics, purchasing behaviors, conversion rates, and identifies the best customers and their characteristics. It uses predictive analytics software to improve operational efficiency and improve marketing efforts.
Marketers use marketing analytics tools to understand customer behavior, map the customer journey and evaluate the impact of marketing campaigns on conversion rates and other marketing goals.
Product analytics tools are used by product managers to analyze how customers engage with a digital product or service. Mobile analytics help marketers build an efficient mobile marketing strategy and identify which features of an app are working well, drive conversions, or need improvement.
Tech stack analytics tools analyze tech infrastructure performance, ensure service-level agreements (SLAs) are met, and improve customer service delivery.
Categories of software that are included in digital analytics tools
- eCommerce Analytics Tools
- Marketing Analytics Tools
- Mobile Analytics Tools
- Product Analytics Tools
- IT Infrastructure Monitoring Tools
- Web Analytics Tools
Digital Analytics Tools Features
The type of digital analytics tool will determine which of the following features are supported.
- Real-time data collection across all digital channels
- Channel attribution/funnel analysis
- Acquisition analysis
- Website traffic measurements and analytics
- Website flow analytics
- Customer segmentation
- Audience demographics
- Customer journey analytics
- Conversion analytics
- Tag management and tracking
- Monetization of the conversion value
- Anomaly detection
- Predictive analytics
- Digital ad analytics
- Predictive analytics / AI and machine learning
- User analytics permissions
- Dashboard, data visualization, and custom reporting
- Integrations - web development tools, web content management software, conversion rate optimization tools, automated marketing software, A/B testing tools, online advertising platforms, and CRM systems
Digital Analytics Tools Comparison
Before deciding to invest in a certain type of digital analytics tool, consider the following key points:
- Use case: Digital analytics tools cover a wide range of use cases, and their features often overlap. It is important to start with a broad perspective when defining the scope of your requirements. That will help you determine which type of digital analytics tool will best suit your business needs.
- Integration: What are the analytics tool integration requirements for your current systems and how readily will they integrate? It’s important to invest in an analytics product that will fit in seamlessly with the rest of your tech stack.
- Customization: Do you have a complex operation requiring custom analytics and reporting? Or will an ‘out of the box’ solution suffice? Certain tools allow for a larger degree of customization than others.
Pricing Information
Pricing can vary, depending upon the type of digital analytics tool. Pricing will typically be based on the features provided, the number of users, the number of sessions tracked, or the number of transactions made.
Some vendors offer limited versions of their products for free. For example, Google Analytics has a free tier that is often well-suited for small businesses. Monthly subscription pricing can range from $9 to over $500. Enterprise-level products usually require obtaining a vendor quote. Pricing for enterprise plans can range up to $150,000 a month. Free trials are available for some products.
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Frequently Asked Questions
What do digital analytics tools do?
What are the benefits of using digital analytics tools?
Some key benefits of using a digital analytics platform include:
- More effective marketing
- Better customer experience
- Increased conversions, sales, and revenue
- Cost savings
- Improved decision making
- Enhanced website and app performance
What are the best digital analytics tools products?
These are some of the more popular digital analytics tools: