Marketing Analytics Tools
These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.
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.
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…
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.
SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. The platform, open architecture and customer support, along with flexible contracts,…
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.
Anaplan (NYSE: PLAN) offers a transformative way to see, plan, and run a business. Using its proprietary Hyperblock™ technology, Anaplan lets users contextualize real-time performance, and forecast future outcomes for faster, confident decisions. Because connecting strategy and plans…
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…
AT Internet provides digital analytics. Active for over 20 years, AT Internet's goal is helping customers measure their audience, optimise their digital performance and create value. From data collection to exploration, activation, and the sharing of actionable insights, AT Internet'…
NetBase Quid is a consumer and market intelligence platform, delivering contextual insights to reveal business trends, connect with consumers, and understand the story behind competitors and the market. The platform uses advanced artificial intelligence to process billions of indexed…
Alteryx aims to be the launchpad for automation breakthroughs. Be it for personal growth, achieving transformative digital outcomes, or rapid innovation, the vendor boasts users will see unparalleled results. Alteryx converges analytics, data science and process automation into one…
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…
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…
Meltwater Media Intelligence platform is a set of public relations software tools for media monitoring, social media monitoring, and collecting brand insights. The four areas of functionality are Monitor, Analyze, Distribute, and Engage. (Note that this product combines features…
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,…
Triblio is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Triblio’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.…
Klipfolio is a cloud app for building and sharing business dashboards via the web, TV monitors and mobile devices. SMBs and teams in large companies use Klipfolio to continuously monitor the performance of their business across marketing, sales, support, and at the executive level.…
The Terminus Account-Based Marketing Platform is an end-to-end command center for targeting the right accounts with dynamic data, engaging them with unified multi-channel campaigns, activating sales by separating signal from noise and reporting on the revenue outcomes that matter.…
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 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…
Sprinklr's Modern Marketing & Advertising allows brands to build and protect their reputation, and take action at every point in the marketing lifecycle through AI-powered insights, automated workflows, and omnichannel campaign planning & execution.
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…
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:
With-in Campaign, With-in Company, and Cross-channel campaign comparisons
Optimization & predictive analytics
Customer analytics & segmentation
Revenue funnel analysis
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.
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
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.
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.
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.