Marketing Analytics Tools

TrustRadius Top Rated for 2023

Top Rated Products

(1-5 of 7)

1
Supermetrics

Supermetrics, from the company of the same name in Helsinki, offers an application which automates integration of data from multiple online advertising platforms (e.g. Facebook, Google Analytics and Adwords, Bing, etc) and supports customizable presentations and visualizations of…

2
Alteryx

Alteryx aims to be the launchpad for automation breakthroughs. Be it for personal growth, achieving transformative digital outcomes, or rapid innovation, Alteryx converges analytics, data science and process automation to enable users across organizations to make business-altering…

3
Anaplan

Anaplan is a transformative way to see, plan, and run your business. Using its proprietary Hyperblock™ technology, Anaplan lets you contextualize real-time performance, and forecast future outcomes for faster, confident decisions. Anaplan enables connected strategy and planning across…

4
Foundry ABM

Foundry ABM is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Foundry’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.…

5
Adobe Marketo Engage

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales…

All Products

(1-25 of 337)

1
Adobe Marketo Engage

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales…

2
HubSpot Marketing Hub

HubSpot's Marketing Hub 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.

3
Constant Contact Lead Gen & CRM

Constant Contact delivers for small businesses with tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM is a marketing and sales platform developed to help businesses build their pipeline, nurture leads and close more deals. The tools are designed…

Explore recently added products

4
Salesforce Marketing Cloud

Salesforce Marketing Cloud Account Engagement (formerly Pardot) is a marketing automation platform. Its key features include lead management, lead generation, social selling, and email marketing.

5
Anaplan

Anaplan is a transformative way to see, plan, and run your business. Using its proprietary Hyperblock™ technology, Anaplan lets you contextualize real-time performance, and forecast future outcomes for faster, confident decisions. Anaplan enables connected strategy and planning across…

6
Cision Communications Cloud

CIsion Communications Cloud is used for identifying key media and influencers, connecting with audiences, monitoring traditional and social media, and analyzing outcomes.

7
Oracle Marketing

Oracle CX Marketing (formerly Oracle Marketing Cloud) is a solution designed to enable marketers to plan and execute automated marketing campaigns via email, display search, video advertising, and mobile while delivering a personalized customer experience for their prospects.

8
Act-On Software

Act-On is an adaptive marketing platform designed to drive personal and purposeful multi-channel marketing. Its foci are inbound and outbound marketing, for enabling a tighter alignment with sales and turning data into actionable insights.

9
Adobe Analytics

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…

10
Piano Analytics

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…

11
Alteryx

Alteryx aims to be the launchpad for automation breakthroughs. Be it for personal growth, achieving transformative digital outcomes, or rapid innovation, Alteryx converges analytics, data science and process automation to enable users across organizations to make business-altering…

12
Parse.ly

Parse.ly is a content optimization platform for online publishers. It provides in-depth analytics and helps maximize the performance of the digital content. It features a dashboard geared for editorial and business staff and an API that can be used by a product team to create…

13
Moz Pro

MozPro , from Moz in Seattle, Washington, is an 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 broad toolset for search…

14
Chartbeat

Chartbeat provides real-time web analytics, but is specifically designed for magazine and newspaper publishers making the switch from print to digital. The product tracks where traffic is coming from and helps maximize traffic and engagement.

15
Foundry ABM

Foundry ABM is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Foundry’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.…

16
AppsFlyer

AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences,…

17
Terminus ABM Platform

Supporting B2B strategies, the Terminus platform offers tactical playbooks that help teams meet accounts throughout their entire lifecycle. It is a platform rooted in first-party data that surrounds buyers with engaging digital experiences from account acquisition to expansion and…

18
Webtrends Analytics

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.

19
TapClicks

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…

20
Net-Results

Net-Results is a marketing automation solution that features segment-driven approaches to lead management and marketing automation. Some key features include support for A/B email testing, drag & drop landing pages, CRM integrations, and automated marketing workflows.

21
IBM Digital Analytics

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…

22
Woopra

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…

23
Sprinklr Marketing

Sprinklr Marketing is a unified marketing and advertising platform that brings together planning, publishing and reporting for campaigns across 30+ channels, with workflow automation, integrated collaboration, unified reporting and AI-powered campaign optimization. Supports end-to-…

24
Agency Analytics

Reporting software designed specifically for marketing agencies, boasting over 5,000 agencies as users of AgencyAnalytics for reports and live marketing dashboards. It can report on SEO, PPC, call tracking, social media, email marketing, and more with 60+ integrations. The solution…

25
TrackMaven

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…

Marketing Analytics Tools TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Learn More About Marketing Analytics Tools

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.

Marketing analytics 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, as well as perform competitive analysis and track campaign success.

Businesses use marketing analytics tools and the dashboards they provide to address the three key areas of marketing performance management: optimization, attribution, and justification.

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 Tools Comparison

When considering marketing analytics tools, consider the following aspects of each product offering.

  1. Type of Tool: Some marketing analytics tools offer a complete suite of marketing analytics tools. Despite this, there are other products that cover only a specific facet of marketing analytics. Competitive analysis products, for example, focus on performing competitive analysis but may not offer customer journey or segmentation features. Be sure to select a tool that includes the features your business needs.
  2. Automation Features: Many marketing analytics tools include automation features for performing analytics with less human labor. If your business is looking for a tool to reduce labor as much as possible, consider what automation features are offered by each marketing analytics tool.
  3. Insights: All marketing analytics tools perform basic marketing analytics, but many also include insights on content optimization. For businesses looking for applications that will not only help them discover issues but also provide means of fixing them, consider what insights are offered by each marketing analytics tool.

Marketing Analytics Tools Best Of Awards

The following Marketing Analytics Tools offer award-winning customer relationships, feature sets, and value for price. Learn more about our Summer Best Of Awards methodology here.

Best Of Summer 2022 Awards Winners for the Marketing Analytics category. For Best Relationship, first place is Supermetrics. For Best Feature Set, first place is Supermetrics. For Best Value for Price, first place is Supermetrics.

Related Categories

Frequently Asked Questions

Who uses marketing analytics tools?

Marketing analytics tools are most commonly used by marketing managers or supervisors responsible for monitoring and reporting on various marketing channels and performance.

Why do I need marketing analytics tools?

Marketing analytics tools are crucial to providing comprehensive insights and performance metrics for marketing efforts, especially complex marketing operations.

What products can do marketing analytics?

Marketing analytics capabilities can be found in standalone tools as well as broader marketing automation platforms. Business Intelligence tools can also conduct marketing analytics, but likely with less prebuilt reporting.

What’s the difference between web analytics and marketing analytics?

Web analytics focuses on specific performance metrics for websites specifically, such as traffic or time on page. In contrast, marketing analytics unifies web analytics data with other marketing channels to provide comprehensive insights into marketing strategies and campaigns’ performance.

How much do marketing analytics tools cost?

Marketing analytics pricing can start at $500/year and scale up to $100,000+/year depending on the volume of data being collected and the range of features offered.