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.JPEGAdobe Analytics3https://dudodiprj2sv7.cloudfront.net/product-logos/yp/X4/UO2UCI37TC30.PNGMoz4https://dudodiprj2sv7.cloudfront.net/product-logos/uS/on/T211ZNOJIK9I.PNGMixpanel5https://dudodiprj2sv7.cloudfront.net/product-logos/0c/lg/TRG2KIAHTSUD.JPEGAlteryx Analytics6https://dudodiprj2sv7.cloudfront.net/vendor-logos/KV/lr/CM5PF2AUGA8T-180x180.PNGWebtrends Analytics7https://dudodiprj2sv7.cloudfront.net/product-logos/wH/pt/7E8ZZ9I1DXMU.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/yf/sf/DNSXTG99HOK3-180x180.JPEGWoopra11https://dudodiprj2sv7.cloudfront.net/product-logos/IC/fp/QLNXVH9G0N7B.PNGTrackMaven12https://dudodiprj2sv7.cloudfront.net/product-logos/M4/nt/VIWDN81TJGND.PNGAllocadia13https://dudodiprj2sv7.cloudfront.net/product-logos/6y/hS/DEH7T1C0QBIA.PNGCallRail14https://dudodiprj2sv7.cloudfront.net/product-logos/Me/mr/AKFDI5BJHC2T.PNGOracle DMP (Bluekai)15https://dudodiprj2sv7.cloudfront.net/product-logos/aR/UP/GQHK5161QTTD.PNGBizible16https://dudodiprj2sv7.cloudfront.net/product-logos/RE/V1/JQBNUSURVI31.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.JPEGDashThis21https://dudodiprj2sv7.cloudfront.net/product-logos/Vh/mi/W803BM6E6LTX.JPEGRival IQ22https://dudodiprj2sv7.cloudfront.net/vendor-logos/AQ/AF/80D3JCNO6JOC.pngJW Player23https://dudodiprj2sv7.cloudfront.net/product-logos/dl/MY/MTDWEDTJFB0C.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

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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 92)

HubSpot

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Top Rated
1313 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

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162 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 ...

Adobe Analytics

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Top Rated
417 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 particu...

Moz

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240 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 ...

Mixpanel

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Top Rated
88 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 cu...

63 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.

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 ...

48 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, Lifec...

Top Rated
18 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...

23 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 channels.TrackM...

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...

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.

6 Ratings

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 pr...

5 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 ...

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 ...