Who uses marketing analytics tools?
Marketing analytics tools are most commonly used by marketing managers or supervisors responsible for monitoring and reporting on various marketing channels and performance.
Marketing Analytics Tools
Marketing Analytics Tools Overview
Top Rated Marketing Analytics Products
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.
Marketing Analytics Products
(1-25 of 170) Sorted by Most Reviews
The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.
Adobe Marketo Engage
Customer Verified
Top Rated
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…
Key Features
- List management (851)85%8.5
- Lead nurturing (836)85%8.5
- Email deliverability reporting (1466)82%8.2
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.
Key Features
- Email deliverability reporting (697)87%8.7
- List management (363)85%8.5
- Dashboards (365)83%8.3
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,…
Cision Communications Cloud
Customer Verified
Top Rated
TRUE
CIsion Communications Cloud is used for identifying key media and influencers, connecting with audiences, monitoring traditional and social media, and analyzing outcomes.
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.
Key Features
- Landing pages (125)85%8.5
- List management (127)84%8.4
- Email deliverability reporting (237)84%8.4
Anaplan
Customer Verified
Top Rated
TRUE
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…
Key Features
- Forecasting (200)93%9.3
- Scenario modeling (201)91%9.1
- Management reporting (199)78%7.8
Adobe Analytics
Customer Verified
Top Rated
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
Customer Verified
Top Rated
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…
Key Features
- Drill-down analysis (56)84%8.4
- Location Analytics / Geographic Visualization (54)80%8.0
- Formatting capabilities (61)75%7.5
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…
Key Features
- SERP ranking tracking (39)86%8.6
- Keyword analysis (39)85%8.5
- Page grader (38)82%8.2
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
Customer Verified
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 ABM/ABX Platform
Customer Verified
Top Rated
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.…
Key Features
- Ad deployment (6)91%9.1
- Display advertising (6)86%8.6
- Ad campaign creation (6)85%8.5
Klipfolio
Customer Verified
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.…
Key Features
- Location Analytics / Geographic Visualization (33)92%9.2
- Report sharing and collaboration (33)91%9.1
- Customizable dashboards (33)89%8.9
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.
Terminus ABM Platform
Customer Verified
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.
Key Features
- Email deliverability reporting (46)80%8.0
- List management (22)70%7.0
- Mobile optimization (22)50%5.0
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.
Key Features
- Content collaboration (6)80%8.0
- Content performance analytics (7)75%7.5
- Audience profiling and targeting (7)55%5.5
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…
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…
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.
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Frequently Asked Questions
Why do I need marketing analytics tools?
Marketing analytics tools are crucial to providing comprehensive insights and performance metrics for marketing efforts, especially complex marketing operations.
What products can do marketing analytics?
Marketing analytics capabilities can be found in standalone tools as well as broader marketing automation platforms. Business Intelligence tools can also conduct marketing analytics, but likely with less prebuilt reporting.
What’s the difference between web analytics and marketing analytics?
Web analytics focuses on specific performance metrics for websites specifically, such as traffic or time on page. In contrast, marketing analytics unifies web analytics data with other marketing channels to provide comprehensive insights into marketing strategies and campaigns’ performance.
How much do marketing analytics tools cost?
Marketing analytics pricing can start at $500/year and scale up to $100,000+/year depending on the volume of data being collected and the range of features offered.