Marketing Analytics Tools

Best Marketing Analytics Tools include:

Alteryx Platform, HubSpot, Moz, Parse.ly, Marketo, and Adobe Analytics.

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.

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

(1-25 of 113) Sorted by Most Reviews

Marketo
1,792 ratings
776 reviews
Top Rated
Marketo 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 cycles.
HubSpot
1,577 ratings
627 reviews
Top Rated
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.
Cision Communications Cloud
394 ratings
244 reviews
Top Rated
TRUE
CIsion Communications Cloud is used for identifying key media and influencers, connecting with audiences, monitoring traditional and social media, and analyzing outcomes.
Adobe Analytics
503 ratings
75 reviews
Top Rated
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 particular…
Moz
287 ratings
66 reviews
Top Rated
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 bro…
Alteryx Platform
149 ratings
44 reviews
Top Rated
The Alteryx Platform is a business intelligence and predictive analytics solution. The vendor's value proposition is that their solution provides analysts with the unique ability to easily prep, blend, and analyze all of their data using a repeatable workflow, then deploy and share analytics at scal…
Parse.ly
52 ratings
32 reviews
Top Rated
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 personalized or contex…
Webtrends Analytics
67 ratings
30 reviews
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.
TapClicks
45 ratings
26 reviews
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
29 ratings
25 reviews
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.
IBM Digital Analytics
50 ratings
22 reviews
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, Lifecycl…
Woopra
20 ratings
15 reviews
Top Rated
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 ge…
TrackMaven
23 ratings
14 reviews
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 channels.TrackMave…
Bizible
28 ratings
13 reviews
Bizible is a marketing attribution and analytics platform from the company of the same name in Seattle, Washington.
Allocadia
17 ratings
11 reviews
Allocadia is a marketing resource management platform with marketing campaign analytics capability, from the company of the same name headquartered in Vancouver.
Oracle BlueKai
50 ratings
8 reviews
Oracle Data BlueKai, part of the Oracle Marketing Cloud, 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 marketing data with more than 1 billion custo…
Makesbridge
9 ratings
7 reviews
Makesbridge is a marketing automation product designed for SMBs, featuring core marketing capabilities. It is an on-demand product that is delivered without long-term contracts via a monthly subscription.
DashThis
9 ratings
6 reviews
DashThis is a digital marketing reporting tool with no complicated "extra" stuff.DashThis integrates with over 30+ data sources, and also has a nifty CSV File Manager that helps users add any other data they might want to include in dashboards.According to the vendor, customer support is a top prior…
comScore Digital Analytix (discontinued)
17 ratings
5 reviews
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 en…
Datorama
15 ratings
5 reviews
Datorama, a Salesforce Company offers AI-powered marketing intelligence designed to help the user make smarter decisions by connecting and acting on marketing data and KPIs.
AdClarity
9 ratings
4 reviews
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.
Leadfeeder
13 ratings
4 reviews
Leadfeeder is a B2B sales tool that shows organizations which companies are visiting their website. It integrates into the user’s CRM and shows information on leads’ visit data straight in Salesforce, Pipedrive or any other supported CRM. By installing Leadfeeder's tracking script, your website will…
Singular
5 ratings
3 reviews
Singular, headquartered in San Francisco, offers their mobile marketing and analytics platform of the same name. The company Singular merged with Apsalar in 2017, and combined technologies to offer a single platform under the Singular brand.
Full Circle Insights
3 ratings
2 reviews
Full Circle Insights (formerly Full Circle CRM) is built on the Salesforce platform and is primarily a marketing performance management tool. It is used to calculate the ROI from marketing programs and includes robust analytics dashboards. As such it integrates with the major marketing automation sy…
ReportGarden
2 ratings
2 reviews
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 lik…