Marketing Analytics Tools
Best Marketing Analytics Tools
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- Top Rated Marketing Analytics Tools include: Bizible, CallRail, Alteryx Analytics, HubSpot, Moz, TapClicks, Marketo, JW Player, Oracle DMP, and Net-Results.
- Other Marketing Analytics Tools on the TrustMap include: TrendKite, Mixpanel, Adobe Analytics, Allocadia, TrackMaven, Webtrends Analytics, Digital Analytix Enterprise, and IBM Digital Analytics.
- A complete list of Marketing Analytics Tools is available here.
Marketing Analytics Tools Overview
What are Marketing Analytis Tools?
In modern marketing performance management, advanced analytics are required to make sense of how marketing resources and campaigns contribute to sales and revenue. IT departments and data scientists can accomplish this by using BI tools to create and interpret marketing reports; however, dedicated marketing analytics tools are emerging.
Marketing analytics tools can transform the data into actionable information, allowing marketers to own and understand their own data without necessarily relying on data scientists.
Useful and competitive marketing analytics software allows for the following:
- Within-campaign comparisons (leveraging time series)
- Within-company but across-campaign comparisons (as in cross-channel or cross-platform attribution)
- and/or across-company comparisons (competitive analysis)
It addresses the three key areas of marketing performance management:
Dashboards, which are a key component of marketing performance management software, support these three goals. They provide a view on how marketing efforts impact the bottom line, for the benefit of marketers as well as executive leadership.
Marketing Mix Modeling (Omni-channel Reporting & Forecasting)
Any Business Intelligence tool can handle the multivariate regression analyses needed for marketing mix models and attribution models. But marketing analytics platforms go farther by applying the right procedures on the right variables so that marketers can interpret and share the results themselves. Then, marketers can make data-informed changes to their campaigns without needing a data scientist to guide them.
Steps to create these models are as follows:
- Marketing analytics software looks at cross-channel (sometimes called omni-channel) marketing efforts in terms of money spent, time spent, and results to create mixed, or omni-channel KPIs.
- The tool then connects the data dots, measuring campaign performance against target goals, into an integrated report.
- The report finally directs marketers’ decisions about how to optimize their efforts in the future, by redistributing time and money to the most successful campaigns.
Web Analytics vs. Marketing Analytics
Digital analytics platforms for marketers can be split into tools specializing in web analytics and tools specializing in marketing analytics.
Web analytics focus on the way site visitors and potential customers interact directly with pages and elements of a website, or with other elements in a digital marketing campaign. It is element-focused; its purview is the moment-by-moment customer journey.
The inductive process of web analytics follows interactions like page views, click-through rate, and time spent on page to infer the mindset and likely behavior of a (potential) customer. Marketers can then alter and optimize digital elements that don't perform as they should, paving the way for better engagement or higher conversion rates. Check out our Buyer’s Guide to Digital Analytics for more information on these types of tools.
Marketing analytics zooms out from individual digital elements to consider campaigns more broadly, including the distribution of marketing efforts. This is a campaign-focused approach to ROI discovery; marketing mix modeling and multi-channel attribution help determine which campaigns are generally most effective at various points of time or for different audience segments. For instance, using marketing analytics software, marketers may learn the effectiveness of their blogging and content marketing efforts, vis-a-vis their most recent email marketing campaign, compared to paid or organic search—all within the framework of ROI.
In marketing analytics the campaign is judged for its capacity to generate revenue holistically and relative to other approaches, gathering a grander appraisal of marketing ROI than in web analytics. A judgment can be made using a comparator, or some internal standard, following standard hypothesis testing or econometric approaches.
Changes in the Marketing Analytics Space
The latest trend is towards convergence, so some platforms that provide viable marketing analytics capabilities will also offer web analytics features, notably Adobe Analytics and IBM Digital Analytics. SAS also presents—via modular additions to its core analysis platform—an end-to-end digital marketing analytics solution that includes both types. Google, a web analytics mainstay, is now a stronger marketing analytics presence as well, via its acquisition of cross-channel attribution platform Adometry.
Other vendors may present interesting sources of other useful data relevant to marketing analytics, like competitive analysis products including Rival IQ and TrackMaven, or customer journey and segmentation products such as Pitney Bowes with their Portrait offerings.
For marketers needing a more integrated solution, a few SEO and marketing automation specialists (Moz, Net-Results) offer decent marketing analytics as part of their broader platforms. For buyers evaluating martech ecosystems, it is worth noting that many BI and predictive analytics products are just a module or add-on away from entering the marketing analytics space in the future.
Marketing Analytics Software Features & Capabilities
Optimization & Predictive Analytics
- All digital marketing analytics platforms show users the ROI on their campaigns. But leading digital marketing analytics platforms give the marketer tools for optimization via predictive analytics. At present, SAS and IBM sit on high in this area, as these vendors have also developed strong predictive analytics platforms. Adobe Analytics also contains strong predictive modeling features (based on technology acquired with omni-channel data miners Omniture). Relatedly, AgilOne positions itself exclusively as a predictive modeling and analytics platform; this is a type of predictive marketing analytics that relies on customer data.
Customer Analytics & Segmentation
- Web analytics is the primary marketing gauge of the customer journey; however segmentation, which is related to customer journey, is also a part of the marketing analytics magisterium, as campaigns are built for and around segments. The strongest customer data oriented platforms span the web/marketing analytics divide. Pitney Bowes is the largest vendor in this customer data space. WebTrends is another vendor that provides both web and marketing analytics, which power advanced lead scoring and segmentation capabilities. ComScore offers a number of audience analytics, along with its campaign specific analytics.
- A small number of vendors in this space collect competitor data, such as TrackMaven and Rival IQ. The Moz SEO analytics engine also performs competitor analysis. Currently, these are considered specialty or niche products, because his feature is not yet widespread through the area of marketing analytics. Instead, most vendors focus on the within-company, within-campaign time series and cross-campaign, multi and omni-channel comparisons that are useful for attribution.
- Is attribution modeling a capability of web analytics or marketing analytics? It is an element of both. Attribution modeling is a statistical procedure, based on regression techniques, to find which element within a campaign, or which channel, or which other criteria, was most responsible and essential for successful customer conversion in the past. It is possible to consider attribution modeling platforms as their own separate type of analytics tools, but for the most part they are a part of web analytics, marketing analytics, or BI software. Top vendors in this space are AOL/Verizon (with AOL's acquisition of leader Convertro) and Visual IQ, followed by Google, Abakus, MarketShare, C3 Metrics, and others. The goal of attribution modeling is to justify and amplify successful campaigns (marketing analytics) and functional elements of campaigns (web analytics).
Marketing Analytics Products
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 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, 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 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 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 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 is a business intelligence and predictive analytics offering.
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 is a marketing automation platform that provides organizations the ability to understand where their prospects are in the sales funnel in real time.
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,...
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 is a marketing resource management platform with marketing campaign analytics capability, from the company of the same name headquartered in Vancouver.
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...
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 in New York offers their eponymous marketing intelligence platform, for aggregating and preparing marketing data for analysis.
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 is a marketing attribution and analytics platform from the company of the same name in Seattle, Washington.
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 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 in Mountain View, California, offers their eponymous lead acceleration and inbound marketing tool to optimize organic and paid search.
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...
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...
Convertro is a multi-channel marketing attribution modeling and analytics platform from the company of the same name in Santa Monica, California owned and supported by AOL since May 2014.