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HubSpot Marketing Hub
HubSpot Marketing Hub
HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more about HubSpot Marketing Hub
ActiveDEMAND
ActiveDEMAND
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi...Read more about ActiveDEMAND
Marketo Engage
Marketo Engage
Adobe Marketo Engage is as a centralized marketing hub for orchestration and execution of cross channel campaigns to acquire, engage, nurture, expand and retain customers, throughout complex buying journeys. Marketo Engage facilit...Read more about Marketo Engage
Mailchimp
Mailchimp
Mailchimp is a web-based marketing automation service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to...Read more about Mailchimp
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Google Analytics 360
Google Analytics 360
Google Analytics 360 is an enterprise-level analytics platform with in-depth performance indicators, such as ROI analysis reports. The app's primary function is to provide insights into customer behavior interactions with websites...Read more about Google Analytics 360
monday.com
monday.com
monday.com is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about monday.com
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Wrike
Wrike
Wrike is a cloud-based project management platform for teams of 20+ that is suitable for both large enterprises and SMBs. It supports remote work for various teams. This solution comes with Gantt charts, calendars, workload view f...Read more about Wrike
Tableau
Tableau
Tableau is an integrated business intelligence (BI) and analytics solution that helps to analyze key business data and generate meaningful insights. The solution helps businesses to collect data from multiple source points such as...Read more about Tableau
Semrush
Semrush
Semrush is a leading online visibility management software-as-a-service platform. With over 55 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research...Read more about Semrush
Google Cloud
Google Cloud
Featuring G-Suite and GCP, Google Cloud is a platform that provides a reliable and easy-to-use set of solutions that can be used to tackle the toughest challenges in any type of industry. It provides secure storage options, integr...Read more about Google Cloud
Lead Gen & CRM (formerly SharpSpring)
Lead Gen & CRM (formerly SharpSpring)
At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)
Omnisend
Omnisend
Trusted by 100k+ ecommerce businesses, Omnisend’s all-in-one email marketing & SMS tool automates your marketing across the entire customer journey—reaching the right audience, with the right message at the right time. Capture and...Read more about Omnisend
ContentStudio
ContentStudio
ContentStudio is an integrated cloud-based social media management and content marketing solution that caters to small to midsize businesses and solo entrepreneurs. Key features include automated publishing, content management, mu...Read more about ContentStudio
Salesforce Marketing Cloud Account Engagement
Salesforce Marketing Cloud Account Engagement
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-...Read more about Salesforce Marketing Cloud Account Engagement
Freshsales
Freshsales
Freshsales is a salesforce automation solution that enables businesses of all sizes to streamline lead management, client interaction, marketing insights, customer relationship management and other operations. The platform enables...Read more about Freshsales
Sprout Social
Sprout Social
Sprout Social is a cloud-based social media management solution that caters to businesses of all sizes and helps them to manage their audience interactions and marketing routines. Key features include automated publishing, convers...Read more about Sprout Social
Hotjar
Hotjar
Hotjar is an all-in-one digital experience insights platform. It’s all the tools and data you need to truly understand your users’ behavior and create engaging experiences that drive results. Get to know your users at every step o...Read more about Hotjar
Campaign Monitor
Campaign Monitor
Campaign Monitor is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verticals. T...Read more about Campaign Monitor
Anyword
Anyword
Anyword is an artificial intelligence software designed to help marketers create personalized messages for the target audience across channels and formats. The platform enables managers to generate and evaluate copy for social med...Read more about Anyword
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Buyers Guide
Last Updated: March 16, 2023Today, organizations of all sizes and across all industries are using marketing analytics tools. These systems inform decision-making and can help provide a better return on investment (ROI) on companies’ marketing and sales efforts.
This guide will help you understand the landscape of marketing analytics software and the features these platforms tend to offer, so you can make a better decision.
Here’s what we’ll cover:
What Is Marketing Analytics Software?
Common Marketing Analytics Applications
What Is Marketing Analytics Software?
Marketing analytics platforms contain of a variety of applications used by sales professionals, advertisers and marketers. These tools streamline processes through email management, social media management and marketing automation. They also provide greater insights about customers to convert more sales leads.
Most marketing analytics tools are cloud-based systems that integrate with major customer relationship management (CRM) platforms. They can also integrate with other Web analytics services, such as Google Analytics.
Common Marketing Analytics Applications
Below is a list of some common marketing analytics applications. Note that these may be offered individually, as best-of-breed products, or in an all-inclusive suite, depending on the vendor.
Assists with collecting information on leads, such as demographics, business size, industry segment and predicted purchasing behavior. This helps sales professionals plan properly during the sales process so they have a higher chance of converting the lead. | |
Automates a variety of tasks, from data collection and reporting to email marketing, social media marketing and beyond; integrates the processes of these applications so users don’t have to repeat tasks. Allows users to plan campaigns across all channels seamlessly. | |
Email management | Assists with email campaigns, allowing users to blast emails to thousands of leads or customers. Provides insights into click-through and open rates and allows for A/B testing. |
Search engine reporting | Tracks key performance indicators for search engine marketing efforts, such as keyword rankings. Typically produces reports, charts and graphs to represent this data. |
Manages social media accounts across a variety of channels to ensure consistency among campaigns. | |
Data management | Stores data and offers pre-built tools for data analysis, so users don’t need to build their own complicated spreadsheets. These pre-built tools can include formulas, calculators, graphs and reports to help marketers better understand how their activities are performing. |
Advertising management | Tracks effectiveness (e.g., click-through rates, bounce rates) of online ads placed on websites or in search engine results pages. |
What Type of Buyer Are You?
In general, marketing analytics platforms are not industry-specific. A wide range of businesses can benefit from using these tools.
That said, different types of organizations will have different needs based on what sort of marketing they do. For example:
Retail and e-commerce. Online retailers need highly specialized applications that provide insight into their customers’ purchasing habits. For example, an online retailer will want to know what causes “shopping cart abandonment,” or what their customers are likely to buy next based on previous purchases.
Retailers should look for marketing analytics tools with strong e-commerce integrations, preferably with the software and applications they are already using.
B2B. Business-to-business (B2B) marketing relies on relationship-building. The time to complete a single sale can take months or even years. B2B marketers and sales professionals can benefit from software that helps nurture these relationships without overloading sales leads. For example, lead management software can automatically remind marketers to follow up every month or so.
Professional services. Digital marketing is now essential for professionals in fields such as accounting, law and consulting. These businesses tend to spend less on advertising and marketing. They'll want to ensure they’re maximizing the ROI for their digital marketing strategy, and automate as much of the process as possible to reduce overhead costs.
With marketing analytics solutions, professional-service businesses can see which campaigns have the greatest impact. They can also draw stronger correlations between marketing strategies and the leads they generate.
Key Considerations
Marketing analytics solutions are not necessarily more difficult to use than other types of business software. However, its recent emergence means even veteran marketers might be unfamiliar with how it works, and will need some training to use it effectively. Once users make it over the initial learning curve, it should be smooth sailing.
When shopping for new analytical tools to strengthen your marketing initiatives, consider:
User-friendliness. How easy will it be for existing and new employees to learn the system? Read reviews of different platforms to get an idea of how difficult it will be to train employees. You can also demo potential platforms to get a sense of which one will be easiest to use.
Scalability. Do you expect to expand your marketing efforts across more channels as your business grows? If so, you’ll want a feature-rich platform—one that offers most of the applications listed above—so the software can grow with you. With cloud-based systems, adding new users or additional applications is typically an easy process.
Pricing. How much do you want to spend? Most analytics platforms are subscription-based and are usually priced according to business size (e.g., as a function of the number of users on the platform). The good news for small businesses is that these platforms scale with you, and can be very affordable for small numbers of users.