Best Marketing Analytics Tools39Tools for measuring the effectiveness of marketing campaigns.HubSpot1https://dudodiprj2sv7.cloudfront.net/product-logos/Cq/Wb/7U4V62SK5Z3I.PNGTrendKite2https://dudodiprj2sv7.cloudfront.net/product-logos/d7/Fw/0RW1ZGH1JU3A.JPEGMoz3https://dudodiprj2sv7.cloudfront.net/product-logos/uS/on/T211ZNOJIK9I.PNGAdobe Analytics4https://dudodiprj2sv7.cloudfront.net/product-logos/yp/X4/UO2UCI37TC30.PNGMixpanel5https://dudodiprj2sv7.cloudfront.net/product-logos/0c/lg/TRG2KIAHTSUD.JPEGWebtrends Analytics6https://dudodiprj2sv7.cloudfront.net/product-logos/wH/pt/7E8ZZ9I1DXMU.PNGAlteryx Analytics7https://dudodiprj2sv7.cloudfront.net/vendor-logos/KV/lr/CM5PF2AUGA8T-180x180.PNGTapClicks8https://dudodiprj2sv7.cloudfront.net/product-logos/Gk/dr/KKU28FAG7X23.JPEGNet-Results9https://dudodiprj2sv7.cloudfront.net/vendor-logos/pJ/xj/HM1NWVGN6PM7-180x180.PNGIBM Digital Analytics10https://dudodiprj2sv7.cloudfront.net/vendor-logos/pB/Jj/SEO8QKLQWG7P-180x180.JPEGSmartlook11https://dudodiprj2sv7.cloudfront.net/product-logos/Xv/63/M5B7IGDQ9D85.PNGWoopra12https://dudodiprj2sv7.cloudfront.net/product-logos/IC/fp/QLNXVH9G0N7B.PNGTrackMaven13https://dudodiprj2sv7.cloudfront.net/product-logos/M4/nt/VIWDN81TJGND.PNGAllocadia14https://dudodiprj2sv7.cloudfront.net/product-logos/6y/hS/DEH7T1C0QBIA.PNGCallRail15https://dudodiprj2sv7.cloudfront.net/product-logos/Me/mr/AKFDI5BJHC2T.PNGOracle DMP (Bluekai)16https://dudodiprj2sv7.cloudfront.net/product-logos/aR/UP/GQHK5161QTTD.PNGMakesbridge17https://dudodiprj2sv7.cloudfront.net/product-logos/Cw/fN/DIZ3GFMU1XQD.JPEGDigital Analytix Enterprise18https://dudodiprj2sv7.cloudfront.net/product-logos/JO/XY/70JGE314SVB2.JPEGDatorama19https://dudodiprj2sv7.cloudfront.net/product-logos/1y/sx/22QJK2T0T8XT.PNGAdClarity20https://dudodiprj2sv7.cloudfront.net/product-logos/x1/7c/RL66E8Q3ET64.JPEGBizible21https://dudodiprj2sv7.cloudfront.net/product-logos/RE/V1/JQBNUSURVI31.PNGJW Player22https://dudodiprj2sv7.cloudfront.net/product-logos/dl/MY/MTDWEDTJFB0C.PNGRival IQ23https://dudodiprj2sv7.cloudfront.net/vendor-logos/AQ/AF/80D3JCNO6JOC.pngCaptora24https://dudodiprj2sv7.cloudfront.net/product-logos/QD/1p/VTF3OG9FF7SM.PNGReportGarden25https://dudodiprj2sv7.cloudfront.net/product-logos/zf/Yq/4BV1GKFOF74T.PNG

Marketing Analytics Tools

Best Marketing Analytics Tools

TrustMaps are two-dimensional charts that compare products based on satisfaction ratings and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap, and those above the median line are considered Top Rated.

Marketing Analytics Tools Overview

What are Marketing Analytics Tools?

Marketing Analytics tools help marketers measure and manage marketing performance. The goal is to maximize the effectiveness of marketing activities and justify the investment. In other words, marketing analytics tools help marketing teams both improve their efforts and prove their worth.


Tools can gather data from all channels in the marketing mix, and report on them together. They allow marketers to create reports without relying on data scientists.


Marketing Analytics tools support things like:

  • Campaign tracking

  • Cross-channel attribution

  • Marketing mix modeling

  • Customer segmentation

  • Competitive analysis


They address the three key areas of marketing performance management, which are optimization, attribution, and justification.


Ultimately, dashboards provide a view into how marketing efforts impact the bottom line. This benefits marketers as well as executive leadership.

Marketing Mix Modeling

Any Business Intelligence tool can handle the multivariate regression analyses needed for marketing mix and attribution models. But marketing analytics platforms allow marketers to interpret the data themselves.


Here’s how it works:

  • Cross-channel marketing efforts are analyzed in terms of dollars spent, time spent, and results.

  • Mixed or omni-channel KPIs are created.

  • The tool then measures campaign performance against target goals.

  • The report finally directs marketers’ decisions about how to optimize efforts. Often this is by redistributing time and money to the most successful campaigns.

Marketing Analytics Tools Features & Capabilities

Marketing Analytics tools might include the following features and capabilities:

  • Multi-Channel tracking

  • With-in Campaign, With-in Company, and Cross-channel campaign comparisons

  • Campaign ROI

  • Optimization & predictive analytics

  • Customer analytics & segmentation

  • Competitive analysis

  • Attribution modeling

  • Revenue funnel analysis

  • Forecasting

Types of Marketing Analytics Tools

There are a few different types of vendors that offer marketing analytics capabilities. First, there are point solutions specializing in marketing analytics.


Some web analytics platforms offer viable marketing analytics capabilities. This includes Adobe Analytics and IBM Digital Analytics. Google now offers an attribution tool via its acquisition of Adometry.


Other vendors may handle just one part of marketing analytics.

For example:


Some SEO and marketing automation tools offer decent marketing analytics as part of their broader platforms. Many BI and predictive analytics products are just a module or add-on away from entering the marketing analytics space in the future. Some marketing analytics tools support an account-based marketing approach.


Marketing Analytics Products

Listings (1-25 of 88)

HubSpot

Top Rated
1249 Ratings

HubSpot is an all-in-one inbound marketing engine that includes tools for email marketing, landing page creation, social media marketing, content management, reporting & analytics, search engine optimization (SEO) and more.

TrendKite

118 Ratings

TrendKite is PR analytics software helping PR professionals quantify their true business impact. The vendor aims to go beyond legacy metrics such as readership, mentions and ad equivalency and provide PR professionals a concrete way to attribute their efforts to real business outcomes like brand...

Moz

219 Ratings

Moz, from the same-named company in Seattle, Washington, is one of the most popular SEO platforms for tracking the performance of all inbound marketing efforts comprehensively. It reveals how content is being shared through social channels and how that drives traffic to a website, and features a...

Adobe Analytics

Top Rated
390 Ratings

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 and is...

Mixpanel

Top Rated
83 Ratings

Mixpanel aims to help companies build beloved products with leading analytics software for mobile and web. The vendor says as the only product analytics company featured in Forbes Cloud 100 and Forrester's Digital Intelligence Wave, Mixpanel provides the insights teams need to understand their...

Webtrends Analytics

62 Ratings

WebTrends provides an enterprise web analytics platform and, according to Forrester, has a strong focus on support for mobile and social channels and a very open platform. Webtrends competes directly with Adobe Site Catalyst, IBM Coremetrics. and comScore DigitalAnalytix.

Alteryx Analytics

Top Rated
106 Ratings

Alteryx Analytics is a business intelligence and predictive analytics offering.

TapClicks

41 Ratings

TapClicks is a leading marketing technology company for agencies, media companies, brands, and enterprises. Its integrated Marketing Operations Platform includes workflow and order management, analytics, and automated reporting -- all within a single intuitive user interface available on demand in...

Net-Results

27 Ratings

Net-Results is a marketing automation platform that provides organizations the ability to understand where their prospects are in the sales funnel in real time.

IBM Digital Analytics

46 Ratings

IBM acquired Coremetrics in 2010, and has since re-branded the platform to the IBM Digital Marketing Optimization Solution. This cloud-based solution includes IBM Digital Analytics, the core analytical product, as well as several add-on modules, including Benchmark, Product Recommendations,...

Smartlook

65 Ratings

According to the vendor, Smartlook is a unique product analytics solution that helps over 200,000 businesses of all sizes and industries get a real insider look into how their websites and apps work. Since 2016, Smartlook has enabled you to see exactly what your visitors see through always-on...

Woopra

17 Ratings

Woopra provides real-time customer analytics. It begins by tracking users across digital touch points (website, mobile app, help desk, marketing automation, etc.) and building a comprehensive behavioral profile for each user. These Customer Profiles are Woopra's building blocks, which are used to...

TrackMaven

20 Ratings

According to the vendor, marketers report on their results for two reasons: to prove their value, and to improve their results. Additionally, the vendor says TrackMaven is the only marketing analytics platform that gives marketers the ability to do both across all of their digital...

Allocadia

15 Ratings

Allocadia is a marketing resource management platform with marketing campaign analytics capability, from the company of the same name headquartered in Vancouver.

CallRail

16 Ratings

CallRail offers phone call tracking, recording and analytics.

Oracle DMP (Bluekai)

49 Ratings

Oracle Data Management Platform (part of the Oracle Marketing Cloud, and formerly known as BlueKai) helps marketers target top revenue-generating audiences by unifying marketing data in one location. The platform is designed so that users can tap into the largest set of pre-integrated third-party...

Makesbridge

9 Ratings

Makesbridge is a marketing automation product designed for SMBs.

Digital Analytix Enterprise

16 Ratings

comScore's Digital Analytix Enterprise (DAX) product was acquired by Adobe in 2015 largely for its European customer base, with the goal of migrating former DAX customers to the Adobe Analytics cloud. Thus, DAX is no longer available. Formerly, it helped users optimize content for visibility and...

Datorama

9 Ratings

Datorama in New York offers their eponymous marketing intelligence platform, for aggregating and preparing marketing data for analysis.

AdClarity

9 Ratings

AdClarity is a SaaS solution for competitive marketing intelligence. With AdClarity, you can explore any site, brand, mediator, and even campaign, and get a complete perspective of its online activity.

Bizible

12 Ratings

Bizible is a marketing attribution and analytics platform from the company of the same name in Seattle, Washington.

JW Player

10 Ratings

JW Player is an online video platform that includes the open source video player, as well as video hosting and streaming, advertising, and analytics features.

Rival IQ

4 Ratings

Rival IQ is a digital analytics platform for competitive analysis, the rivalrous side of search engine optimization or SEO. A relatively new company founded in 2013 and headquartered in Seattle, WA, Rival IQ has been rapidly adapted and at present is backed by about $2 million in venture capital...

Captora

3 Ratings

Captora in Mountain View, California, offers their eponymous lead acceleration and inbound marketing tool to optimize organic and paid search.

ReportGarden

2 Ratings

ReportGarden is a reporting and dashboarding product for enterprise ad agencies. According to the vendor, Reportgarden provides a full spectrum of marketing tools that seamlessly integrate with the workflow of an agency. 1000+ agencies use ReportGarden to automate the most time consuming tasks...

Marketing Analytics Articles

Trends in MarTech: Analytics – What Stops Marketers From Being Truly Data-Driven?

What stops marketers from being truly data-driven? How is software developing to change this? Vendor perspectives on trends at MarTech 2016.  
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TrackMaven's Competitive Intelligence for Marketers is Increasing Content Engagement Five-Fold

According to Ian Walsh, CMO, TrackMaven's approach to marketing analytics is helping content marketers drastically increase engagement. Walsh explained how TrackMaven's metrics aim to help content marketers focus in on what's working--both in terms of their own content and their competitors' content.  
Read more...