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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:
Marketing mix modeling
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:
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 Products
Listings (1-25 of 91)
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 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, 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 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...
Alteryx Analytics is a business intelligence and predictive analytics offering.
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 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 ...
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, Lifec...
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...
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...
Allocadia is a marketing resource management platform with marketing campaign analytics capability, from the company of the same name headquartered in Vancouver.
Bizible is a marketing attribution and analytics platform from the company of the same name in Seattle, Washington.
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...
Makesbridge is a marketing automation product designed for SMBs.
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.
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...
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 ...
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.
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...