Marketing Analytics Tools
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Alteryx aims to be the launchpad for automation breakthroughs. Be it for personal growth, achieving transformative digital outcomes, or rapid innovation, Alteryx converges analytics, data science and process automation to enable users across organizations to make business-altering…
Anaplan is a transformative way to see, plan, and run your business. Using its proprietary Hyperblockâ„¢ technology, Anaplan lets you contextualize real-time performance, and forecast future outcomes for faster, confident decisions. Anaplan enables connected strategy and planning across…
Constant Contact delivers for small businesses with tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM is a marketing and sales platform developed to help businesses build their pipeline, nurture leads and close more deals. The tools are designed…
Foundry ABM is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Foundry’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.…
Supermetrics, from the company of the same name in Helsinki, offers an application which automates integration of data from multiple online advertising platforms (e.g. Facebook, Google Analytics and Adwords, Bing, etc) and supports customizable presentations and visualizations of…
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The NEUTRUM EVO OPTIMIZER connects marketing and sales channels to an intelligent, learning system based on AI, which continuously offers analytics about the effectiveness and efficiency of the marketing efforts and automatically gives recommendations for optimization. With it, relevant…
Syntasa’s solution sits natively in a company's private cloud to bring all marketing cloud data into a big data environment, consolidate the data, produce a unified identity graph, and apply AI models to transform it into intelligent experiences. In the private cloud which can…
For financial institutions and retailers, Diebold Nixdorf offers Vynamic Insights, an analytics platform designed to analyze customer behavior and patterns using domain-specific analytical models.
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Panoramic is an enterprise SaaS company. Its marketing intelligence platform was built by marketers for marketers to address the key pain points experienced as a result of today’s complex ecosystem of disparate data sources and marketing tools.Panoramic streamlines the cross-channel…
Use historical data to understand key business drivers strataQED creates marketing mix models by evaluating historical data to quantify the relationship between business drivers and business results. Its AI-powered algorithm uses machine learning to test millions of potential models…
The vendor states that conDati helps marketers gain a unified view of their campaign performance in real-time, increase conversions by 10-20%, improve operational efficiencies by 30-80%, and that it provides deeper insights and foresights. At the core, it is an AI-powered marketing…
Apteo states their mission is to give every person the tools to become a data scientist. With its Predictive Insights feature, the Apteo platform is designed to help users connect, visualize, analyze, predict, and share data with their teams. Its Predictive Insights feature is a…
"MassTer" is an advanced modeling & predictive platform that provides a one-stop solution for running marketing effectiveness projects. MassTer helps users understand key sales drivers, measure Return on Investment (ROI), and shows the optimal way to spend marketing budgets to…
LeadsRx is a marketing attribution platform used by B2B and B2C businesses as well as by marketing agencies. The vendor's cloud-based software captures all the various touchpoints that commonly guide prospects to becoming customers using its Universal Conversion Tracking Pixelâ„¢ technology.…
Amplero is an AI-powered B2C marketing automation platform. Amplero optimizes the next best action (step in a marketing campaign) based on machine learning and multi-armed bandit experimentation, rather than the traditional rules-based approach taken by other MA solutions.
Siteoscope enables users to see the big picture of their website’s performance. The all-in-one tool is designed to make users better informed on how to improve and optimize their site. Some key features include: Google Analytics Integration, Keyword Monitoring, Social Media Activity,…
Claritix is a marketing analytics solution that combines software and services. Claritix collects data from a company's marketing automation, web analytics, social media, and CRM systems. Claritix cleans up the data and delivers analytic insights about the impact of marketing campaigns…
Beckon is enterprise software that is designed to deliver clean, trusted data and real-time marketing intelligence. According to the vendor, it is the first platform to combine data best practices with marketing best practices. Additionally, the vendor says Beckon provides automated…
Optimine Insight is the company's marketing analytics platform that monitors cross-channel marketing campaign performance with attribution and marketing mix modeling.
Pivian is a cloud-based resource center that enables B2B companies to host white papers, case studies and other resource materials on their own website. The vendor’s value proposition states that this solution allows businesses to generate more and better B2B leads with fewer efforts.…
Origami Logic is a marketing analytics and intelligence platform from the company of the same name headquartered in Menlo Park, California.
Quri in San Francisco, California offers their eponymous retail intelligence platform for tracking the performance of in-store promotions and sales in real-time, and analyzing the performance of past marketing campaigns.
J.D. Power now owns and supports the product formerly known as Korrelate (since April 2014), now branded J.D. Power O2O Analytics. As the name might suggest, it is analytics software that correlates online to offline behavior.
Abakus is a marketing attribution and analytics platform for campaign optimization from the company of the same name in Emeryville, California.
FunnelWise is a revenue and performance analytics tool that connects Sales and Marketing. In addition to revenue attribution, FunnelWise also includes goal tracking and forecasting. Metrics are tracked throughout the funnel and results are visible in real-time. It integrates with…
The Integrate Demand Cloud is a platform with a suite of tools that enable Demand Marketers and Marketing Ops to automate outbound demand generation campaigns. These include an ABM advertising and content syndication platform, as well as a Lead Gen Marketplace, and data quality…
Kvantum headquartered in Plano offers a solution suite for marketers, providing campaign optimization analytics, MMM + Attribution, voice of customer and decision support.
Marketing Evolution in New York brings together analytics and cloud-based software to support message exposure at the person-level, across all media, and in-campaign. Marketing Evolution's ROI Brainâ„¢ software monitors performance while a campaign is live, identifying opportunities…
EyeOn is a marketing attribution and performance management solution from Black Ink Technologies. It provides real-time, executive insights into which marketing and sales efforts are most profitable, and makes recommendations about opportunities for future growth. EyeOn connects…
ReportDash enables users to create highly customizable reports and dashboards from marketing data sources.
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Learn More About Marketing Analytics Tools
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:
- 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:
- Competitive analysis products like Rival IQ and TrackMaven
- Customer journey and segmentation products such as Pitney Bowes with their Portrait offerings
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
When considering marketing analytics tools, consider the following aspects of each product offering.
- 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.