Finding software can be overwhelming. We help businesses choose the right marketing analytics software to streamline campaign workflows and gain customer insight.

Showing 1-20 of 249 products

SharpSpring

SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read more

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Recent recommendations: 29 recommendations

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Deployments: Cloud
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Act-On

Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and... Read more

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Recent recommendations: 25 recommendations

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Net-­Results

Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read more

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Recent recommendations: 18 recommendations

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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... Read more

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Recent recommendations: 12 recommendations

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emfluence Marketing Platform

emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read more

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Recent recommendations: 12 recommendations

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KIZEN

Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more

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Recent recommendations: 12 recommendations

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Delivra

Delivra is a cloud-based marketing platform designed for companies looking to manage automated email marketing campaigns. It’s suited for small to midsize organizations in a variety of industries, such as education, healthcare, real... Read more

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Recent recommendations: 10 recommendations

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Surefire Local

Surefire Local is a marketing platform built for small to midsize businesses in a variety of industries. Key features include reputation management, email marketing, lead management, search engine optimization, and live chat.  Surefire... Read more

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Recent recommendations: 8 recommendations

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Cinch Marketing

Cinch is a web-based marketing enablement solution that automates customer outreach, advertising, and data collection by bringing online marketing tools to offline businesses. Core functionalities include customer data analytics and... Read more

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Recent recommendations: 4 recommendations

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MoEngage

MoEngage helps businesses grow their customer lifetime value (LTV) by engaging them in a timely, relevant, and personalized way. It caters to various industries, including e-commerce and retail, telco, banking and finance, travel and... Read more

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Recent recommendations: 2 recommendations

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Improvado

Improvado is a marketing data aggregation tool to automate reporting. It is used by small and midsize businesses and can be hosted either in the cloud or on-premise. The solution allows users to connect multiple data sources to a single... Read more

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Recent recommendations: 2 recommendations

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Deployments: Cloud
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Mintent

Mintent’s Content Marketing Platform (CMP) enables marketing teams to manage all campaigns, content assets, team members and deadlines all in one place. Built for content marketers, the simple, yet sophisticated platform is also... Read more

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Recent recommendations: 2 recommendations

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Cosmos Integrated Marketing Portal

Integrated Marketing Portal (IMP) by Cosmos Communications is a marketing solution serving large companies in industries including accounting, agriculture, education, energy, insurance, manufacturing, non-profit, retail, telecommunications... Read more

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Recent recommendations: 2 recommendations

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iPost

iPost is a cloud-based marketing solution that helps small to large enterprises in retail, restaurant, gaming and other businesses launch email campaigns, facilitating sales processes. It comes with an administrative dashboard, which... Read more

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Recent recommendations: 2 recommendations

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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 businesses,... Read more

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Recent recommendations: 1 recommendations

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Akero

Designed and developed exclusively for student-specialist marketers and recruiters, Akero helps you improve marketing performance and increase student enrollments. It’s an easy-to-use, subscription-based platform that sits as an... Read more

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Recent recommendations: 1 recommendations

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ChannelMix

ChannelMix is an end-to-end marketing analytics platform that powers a suite of reporting solutions that have been designed by Alight Analytics to give marketers complete control and visibility over marketing spend, pacing, goals,... Read more

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Recent recommendations: 1 recommendations

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Red Spot Interactive

Red Spot Interactive is a web-based marketing solution which assists medical and health care centers with patient acquisition and retention. Its key features include ROI-based channel optimization, automated reminders, lead tracking... Read more

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Recent recommendations: 1 recommendations

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Klaviyo

Klaviyo is a cloud-based email marketing solution for e-commerce businesses. Key features include integration with multiple platforms, audience segmentation and performance reporting. Klaviyo allows users to send out targeted email... Read more

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Hatchbuck

Hatchbuck is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. Hatchbuck is a good fit for a wide range... Read more

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Buyers guide


Last Updated: February 15, 2020

Today, 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 Type of Buyer Are You?
Key Considerations

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.

Lead management 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.
Marketing automation 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.
Social media management 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.