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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:

  • 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 (76-100 of 112)

We don't have enough ratings and reviews to provide an overall score.

Dataxu's OneView platform interprets deterministic and probabilistic data about customers to optimize personalized marketing and provide better marketing messaging across touchpoints.

We don't have enough ratings and reviews to provide an overall score.

Dataxu offers ClearSight, a predictive marketing analytics platform dedicated to optimizing ad and marketing campaigns through aligning marketing efforts with the most receptive segments, correcting marketing investments by aligning these with top performing approaches for the brand, and health anal…

We don't have enough ratings and reviews to provide an overall score.

Numerator (formerly InfoScout) offers Numerator Insights, a business and marketing analytics and intelligence platform providing shopper profiles and customer segmentation, omnichannel (e.g. physical store and ecommerce store) sales and receipt analysis, promotion and sale success analysis, lapsed s…

We don't have enough ratings and reviews to provide an overall score.

Civis Analytics in Chicago offers their cloud-based marketing analytics platform, the Civis Platform, supporting advanced customer analytics and attribution for media optimization and related marketing and social science research.

We don't have enough ratings and reviews to provide an overall score.

Roivenue is a data-driven SaaS platform for managing marketing ROI and channel attribution. It is the most precise way to manage your entire marketing investment. Using data-driven attribution models and CLV, it allows marketers to identify underperforming campaigns, address over-invested channels…

We don't have enough ratings and reviews to provide an overall score.

Digital marketing agencies and businesses use Whatagraph to save time and present analytics data in a way their clients and teams can easily understand. According to the vendor, key capabilities include:• Use visual reports to help you track and understand the data behind your website, ecommerce si…

We don't have enough ratings and reviews to provide an overall score.

Versium presents their suite of applications to agencies, brands, and B2B marketing, featuring marketing and customer intelligence via products Versium REACH and Versium Audience Extension which draw from Versium LifeData, the company's large customer data warehouse, and predictive marketing analyti…

We don't have enough ratings and reviews to provide an overall score.

Research Now SSI, headquartered in Plano, offers SmartAR, a configurable marketing analytics platform supporting a variety of industries.

We don't have enough ratings and reviews to provide an overall score.

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.

We don't have enough ratings and reviews to provide an overall score.

iOPEX technologies headquartered in San Jose offers iMedia, a suite of tools for advertisers to analyze return on advertising spend via iMediaLens, quality check ad efforts via iCheckAds, and the iMediaplace publisher platform for managing adspace inventory.

We don't have enough ratings and reviews to provide an overall score.

Mu Sigma headquartered in Northbrook offers muMix, a marketing mix analytics application providing pricing, campaign and other analytics.

We don't have enough ratings and reviews to provide an overall score.

Dynata offers ADimension Campaign Effectiveness for evaluating the effectiveness of digital advertising, a service that can be bolstered with Dynata Audience Verification, and Audience Activation data service.

We don't have enough ratings and reviews to provide an overall score.

They vendor says they will help you decide what to do. Gavagai analyzes your customer feedback data to find out what you should fix and what you should keep doing - in 46 languages. It’s AI-driven analysis for everyone in a web-based application. The vendor says their product is fast, easy to use,…

We don't have enough ratings and reviews to provide an overall score.

The vendor says Latana is the first brand tracking tool to use advanced data science to ensure reliable and accurate brand insights. The tool empowers brands with the reliable, accurate insights they need to succeed. The insights can be used to measure brand performance across target audiences, unde…

We don't have enough ratings and reviews to provide an overall score.

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 be GCP, AWS, Azure o…

We don't have enough ratings and reviews to provide an overall score.

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 data collection …

We don't have enough ratings and reviews to provide an overall score.

Q Research Software, a division of Displayr, offers a predictive analytics application for marketers, designed to be easier to use by automating correct statistical to use, drag-and-drop interface for building models, and the ability to read many types of files (e.g. SPSS data files) and able to out…

We don't have enough ratings and reviews to provide an overall score.

Improvado in San Francisco provides their marketing analytics platform, allowing marketers & agencies to drive ROI by consolidating all their data so they can make informed decisions about their marketing campaigns.

We don't have enough ratings and reviews to provide an overall score.

Adverity is adata intelligence platform from the company of the same name in Vienna, designed to enable data-driven marketers to reduce complexity and deliver value, by translating data into actionable insight.

We don't have enough ratings and reviews to provide an overall score.

Knotch in New York offers their analytics suite as for content marketing ROI. The technology is designed to help CMOs & their teams measure and impact the outcome of their content efforts via real-time, actionable intelligence across all of their content investment. The Knotch content intelligence p…

We don't have enough ratings and reviews to provide an overall score.

Optimized Sales & Marketing is presented by the vendor, ORM Technologies, as an easy-to-use, cloud-based application that provides predictive analytics and optimization for sales and marketing. It integrates with Marketo and your CRM to provide a direct link between marketing leads and sales opp…

We don't have enough ratings and reviews to provide an overall score.

Morphio’s AI routinely scans for digital marketing failures that lead to performance issues and instantly alerts your team. Morphio regularly monitors for internal and external risks that impact business goals such as tracking; Web: 404s, broken forms, Ad disapprovals, credit card failures as well…

We don't have enough ratings and reviews to provide an overall score.

Swydo, now from DialogTech (acquired January 2018) is a reporting, monitoring and workflow sofware application for online marketers, designed to allow users to create professional online marketing reports and dashboards, save time and show impact.

We don't have enough ratings and reviews to provide an overall score.

Blockspring is a suite of marketing integration tools, providing reporting and list building capabilities to marketers, using familiar applications (e.g. LinkedIn, Google or Bing Search, Hunter.io, Clearbit).

We don't have enough ratings and reviews to provide an overall score.

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 to deliver a hig…

TrustRadius Top Rated for 2020

2020 Top Rated Marketing Analytics Tools

There are plenty of options out there, but here's our shortlist of the best 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. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.