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With so many different marketing analytics software solutions available, figuring out which is right for you is tough. You know you want to understand the effectiveness of your marketing strategies, identify trends, and make data-driven decisions—but now need to figure out which tool is best. I've got you! In this post, I'll help make your choice easy, sharing my personal experiences using dozens of different marketing analytics tools with companies of all sizes, with my picks of the best marketing analytics software overall.

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How to Choose Marketing Analytics Software

With so many different marketing analytics software solutions available, it can be challenging to make decisions on what marketing analytics software is going to be the best fit for your needs.

As you're shortlisting, trialing, and selecting marketing analytics software, consider the following:

  • What problem are you trying to solve - Start by identifying the marketing analytics feature gap you're trying to fill to clarify the features and functionality the marketing analytics software needs to provide.
  • Who will need to use it - To evaluate cost and requirements, consider who'll be using the software and how many licenses you'll need. You'll need to evaluate if it'll just be the marketing team, or the whole organization that will require access. When that's clear, it's worth considering if you're prioritizing ease of use for all, or speed for your marketing software power users.
  • What other tools it needs to work with - Clarify what tools you're replacing, what tools are staying, and the tools you'll need to integrate with, such as accounting, CRM or HR software. You'll need to decide if the tools will need to integrate together, or alternatively, if you can replace multiple tools with one consolidated marketing analytics software.
  • What outcomes are important - Consider the result that the software needs to deliver to be considered a success. Consider what capability you want to gain, or what you want to improve, and how you will be measuring success. For example, an outcome could be the ability to get greater visibility into performance. You could compare marketing analytics software features until you’re blue in the face but if you aren’t thinking about the outcomes you want to drive, you could be wasting a lot of valuable time.
  • How it would work within your organization - Consider the software selection alongside your workflows and delivery methodology. Evaluate what's working well, and the areas that are causing issues that need to be addressed. Remember every business is different — don’t assume that because a tool is popular that it'll work in your organization.

Best Marketing Analytics Software Reviews

These are my top 10 picks for marketing analytics software with detailed reviews for each. I listed my additional selection at the bottom of the article, so keep reading if you don’t find what you need here.



Best for AI-driven social media insights

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
199 reviews

14-day free trial

From $79/month (annually)

Brand24 is a marketing analytics software that offers real-time insights into brand mentions, audience sentiment, and engagement across the web and social media, helping businesses optimize their marketing strategies.

Why I picked Brand24: Brand24 functions effectively as a marketing analytics software by providing businesses with the ability to track and analyze online mentions and conversations related to their brand, competitors, and industry keywords across various digital platforms. This comprehensive monitoring enables companies to gather actionable insights into customer sentiment, identify trends, and measure the impact of their marketing campaigns. With features like sentiment analysis, influencer scoring, and real-time alerts, Brand24 helps marketers understand how their brand is perceived online, which strategies are resonating with their audience, and where there are opportunities for improvement.

Brand24 Standout Features and Integrations

Features include tools for monitoring online brand presence, including a Mentions Feed that aggregates real-time data from various online sources, and a Discussion Volume Chart to track conversation trends. The platform also provides sentiment analysis to gauge public perception, influencer scores to identify key influencers, and customizable alerts to stay informed about brand mentions.

Integrations include Slack and SEMrush.


  • Strong competitor analysis
  • Affordable pricing makes for businesses of all sizes
  • Real-time alerts let you respond to mentions quickly


  • Only supports a limited number of languages
  • Could use more integrations


Best for automated reporting

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
64 reviews

15-day free trial

From $42/month (paid annually)

DashThis is a marketing analytics software that helps businesses track, measure, and visualize their marketing data. It allows users to create custom dashboards and reports and share them with team members or clients.

Why I Picked DashThis: DashThis offers a comprehensive data tracking feature that allows you to track all your KPIs in one place effortlessly. Once the data sources have been selected, you can choose which metrics you want to include in your report. DashThis offers templates for widespread reports, making it easy to get started. The native integrations feature allows users to set up automated report generation, letting them set up their reports on a schedule and be emailed to them automatically. The reports can be customized to include a variety of visualizations, including charts, graphs, and maps. This makes it easy to communicate complex data sets in an understandable and visually appealing way.

The dashboard cloning feature lets you quickly create identical or slightly modified versions of your existing dashboards. This can be useful when creating new dashboards for different periods or experimenting with different data sets. The software also includes features to help users collaborate on data analysis and real-time data visualizations, which allow users to identify trends and patterns. It includes a drag-and-drop interface for easy report creation and a library of multiple integrations.

DashThis Standout Features & Integrations

Features worth mentioning include its intuitive drag-and-drop dashboard builder allows marketers to effortlessly create customized marketing dashboards without coding. The platform's client white-labeling and collaboration capabilities enable branding and seamless teamwork, making it ideal for agencies. DashThis also stands out with its extensive integration ecosystem, supporting popular marketing platforms, consolidating data, and providing marketers with a comprehensive view of their analytics.

Integrations include 34+ connected tools, like TikTok Ads, Shopify, SEMrush, Mailchimp, CallRail, Keymetric, and Perfect Audience.


  • White-Labeling available
  • Extensive integration options
  • Intuitive user interface


  • Limited customization (without coding)
  • Lean predictive modeling capabilities


Best for mobile marketing analytics

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
41 reviews

Free trial available

Pricing upon request

Adjust is a marketing analytics platform for measuring and maximizing your ad spending. You can use Adjust to understand user journeys and identify your best-performing marketing channels. Its control center gives you a centralized dashboard to change your campaign bids and budget according to critical KPIs.

Why I Picked Adjust: Adjust is highly regarded for its exceptional capabilities in optimizing mobile marketing campaigns. It offers a range of features specifically designed to cater to the unique challenges and opportunities of mobile marketing. One of the standout features of Adjust is its advanced mobile attribution capabilities. It provides accurate and granular attribution data, allowing marketers to track user interactions across multiple touchpoints and accurately measure the impact of their mobile marketing campaigns. With this level of attribution precision, marketers can identify the most effective channels, optimize their ad spend, and make data-driven decisions to maximize campaign performance.

Another strength of Adjust is its comprehensive fraud prevention and detection capabilities. Mobile advertising fraud is a significant concern in the industry, and Adjust's software excels in identifying and mitigating fraudulent activities. It employs sophisticated algorithms and machine learning techniques to analyze data patterns, detect suspicious behavior, and protect campaigns from ad fraud. By ensuring the integrity of campaign data, Adjust helps marketers maintain the accuracy and reliability of their mobile marketing analytics, enabling them to make informed decisions and allocate resources effectively.

Adjust Standout Features & Integrations

Features worth highlighting include its Audience Builder, which allows marketers to create highly targeted and customized audience segments based on various attributes and behaviors. This feature empowers marketing experts to deliver personalized and relevant messages to specific user groups, leading to improved engagement and higher conversion rates. Additionally, Adjust's Cross-Device Graph provides a comprehensive view of user interactions across different devices, enabling marketers to understand the full customer journey and optimize their marketing strategies accordingly. 

Integrations include FraudShield, 360dialog, Aarki, ACE Trader, Ad-Pure, Adjoe,, AdRoll, AppGRowth, Bigabid, Braze, CleverTap, DataCortex, and dozens more with a heavy focus on ad service platforms. 


  • Accurate mobile attribution
  • Fraud prevention suite
  • Tons of ad services integrations


  • Complex reporting requirements may require additional tools
  • Learning curve


Best for tracking customer lifecycles

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
10798 reviews

14-day free trial + free plan available

From $45/month

HubSpot Marketing is a cloud-based CRM with marketing, customer service, content management, and operations features. HubSpot has an integrated calendar and in-app commenting feature to make it easier for your marketing team to collaborate.

Why I Picked HubSpot Marketing: HubSpot marketing analytics software excels in tracking and reporting on the customer journey, providing valuable insights into every stage of the customer's interaction with a brand. One standout feature is its comprehensive tracking capabilities, which allow marketers to monitor and analyze customer behavior across multiple touchpoints. HubSpot's tracking features cover various channels, including website interactions, email engagements, social media interactions, and more. This holistic tracking approach enables marketers to gain a deeper understanding of how customers engage with their brand at different stages of the customer journey.

HubSpot offers robust reporting and visualization tools that facilitate the analysis and reporting of customer journey data. Its reporting features enable marketers to create custom reports and dashboards that focus on key metrics and stages of the customer journey. This level of customization allows for in-depth analysis and the ability to identify trends, patterns, and bottlenecks in the customer journey. With HubSpot's visualization tools, marketers can present the customer journey data in visually compelling ways, making it easier to communicate insights to stakeholders and drive data-informed decision-making.

HubSpot Marketing Standout Features & Integrations

Features worth noting include is the integrated CRM system, which allows for seamless alignment between marketing and sales teams. This feature enables marketers to track and analyze the customer journey from initial contact to conversion, empowering them to create targeted and personalized marketing campaigns that drive customer engagement and retention. Additionally, HubSpot's robust automation capabilities streamline marketing processes, allowing experts to automate repetitive tasks, nurture leads, and deliver personalized content at scale.

Integrations include hundreds of other apps and software, including Google Workspace, Facebook Ads, Google Ads, Outlook, Zoom, Mailchimp, Eventbrite, GoToWebinar, Databox, Aircall, Outfunnel, Dreamdata, CloudTalk, WooCommerce, PandaDoc, Jotform, Unbounce, and more (both free and paid options). You can connect to additional tools using a paid account through Zapier.


  • Industry leader in the marketing software space
  • Some features are available for free
  • Up to 1,000 automation workflows (Enterprise plan)


  • Numerous features can take some time to master
  • Pricing structure for multiple products is a bit complex


Best for ease of use

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
200 reviews

7-day free trial

From $199/month

Whatagraph is a digital marketing reporting tool for monitoring and comparing multiple channels and campaigns. It offers custom branding to change your report’s logo, font, style, and colors to match your company style guide. Whatagraph has built-in widgets you can add or remove from reports to display the type of data you want, how you want to see it.

Why I Picked Whatagraph: Whatagraph marketing analytics software stands out as an exceptional reporting suite due to its emphasis on ease of use. One of its key strengths is its intuitive drag-and-drop report builder, which allows users to effortlessly create visually appealing and customizable reports. The drag-and-drop functionality enables users to easily add and arrange data visualizations, charts, tables, and images, providing a seamless reporting experience without the need for complex coding or design skills.

Whatagraph offers a variety of pre-built report templates that cater to different marketing channels and metrics. These templates serve as a starting point for users, saving time and effort in report creation. Users can simply select the desired template, customize it to their specific needs, and generate insightful reports with just a few clicks. This feature is particularly beneficial for marketing teams or agencies that need to create reports quickly and consistently across multiple clients or campaigns.

Whatagraph Standout Features & Integations

Features worth attention include its automated report scheduling and delivery, allowing users to set up regular report distribution to clients or stakeholders. This feature saves time and ensures that reports are consistently delivered on schedule, keeping everyone informed and engaged. Another standout feature is its multi-channel reporting capabilities, enabling marketers to consolidate data from various marketing channels into a single comprehensive report. This feature provides a holistic view of marketing performance.

Integrations include Google Analytics, Google Ads, LinkedIn Ads, Mailchimp, and Google Search Console.


  • Intuitive report builder
  • Multi-channel reporting
  • Automated report scheduling


  • Complex pricing schema
  • White-label branding costs extra


Best for website analytics

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
1082 reviews

$300 in free credits

Pricing upon request

Looker is marketing intelligence software that is part of the Google Cloud suite of tools. It can connect to cloud or multicloud databases to create a single visualization point for all your business intelligence. Looker helps you optimize marketing campaigns with detailed customer data reports featuring multiple data sets, cross-channel customer behavior, and customer segmentations.

Why I Picked Looker: Google Looker marketing analytics software is highly regarded for its effectiveness in website analytics and its ability to drive marketing strategy. One key strength is its robust data exploration and visualization capabilities. Looker provides marketers with powerful tools to delve into website analytics data, allowing them to uncover valuable insights and identify key trends. The platform's intuitive interface and drag-and-drop functionality make it easy for marketers to explore data and create interactive visualizations that effectively communicate complex information.

Another notable feature of Google Looker is its advanced segmentation and cohort analysis capabilities. Marketers can define and analyze specific segments of website visitors based on various criteria such as demographics, behavior, and acquisition channels. This granular level of analysis enables marketers to understand the unique characteristics and preferences of different customer segments, allowing for highly targeted and personalized marketing strategies. With cohort analysis, marketers can track and compare the behavior of specific groups of users over time, gaining insights into user retention, engagement, and conversion rates.

Looker Standout Features & Integrations

Features worth noting include is its embedded analytics functionality, which allows marketing teams to seamlessly integrate data and insights into their existing workflows and applications. This feature enables marketers to access real-time analytics directly within their preferred platforms, fostering collaboration, and making data-driven decision-making more efficient. Additionally, Looker's data modeling and exploration capabilities empower marketing experts to create custom data models, perform complex calculations, and conduct in-depth analysis without the need for extensive technical expertise.

Integrations include Looker studio, Google Cloud, Google Ads customer match, Amazon Redshift, Google BigQuery, Microsoft SQL Server, Snowflake, Oracle, Salesforce, Marketo, and Zendesk.


  • Excellent data exploration capabilities
  • Customizable data modeling
  • Easy to push data to other platforms


  • Learning curve for advanced features
  • Complex and confusing layout


Best marketing analytics for ecommerce

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
290 reviews

14-day free trial

From $25/user/month

TapClicks is a marketing data and analytics platform with omnichannel reporting to measure your marketing campaigns. It has task automation to save you time by assigning tasks to the right employee as the progress status changes.

Why I Picked TapClicks: TapClicks marketing analytics software offers robust features and capabilities that make it an excellent choice for ecommerce marketing. One key strength is its ability to centralize and consolidate data from multiple sources, providing a comprehensive view of ecommerce performance. With TapClicks, ecommerce marketers can seamlessly integrate data from various platforms such as Google Analytics, Shopify, Amazon, and more, allowing for a holistic analysis of key ecommerce metrics such as sales, revenue, conversion rates, and customer behavior.

TapClicks also boasts advanced reporting and visualization capabilities. The platform offers customizable and visually appealing dashboards and reports that allow ecommerce marketers to monitor and analyze their performance metrics in real-time. The ability to create custom reports and visualize data in meaningful ways enables marketers to identify trends, track campaign performance, and identify areas for improvement. Additionally, TapClicks offers automated reporting features that save time and effort, allowing marketers to focus on strategic initiatives rather than manual reporting tasks.

TapClicks Standout Features & Integrations

Features worth highlighting include its extensive integration capabilities, allowing marketers to connect and consolidate data from a wide range of ecommerce platforms, advertising networks, and data sources. This comprehensive data integration provides a unified view of ecommerce performance, enabling marketers to analyze key metrics with ease. Additionally, TapClicks offers advanced data visualization and reporting functionalities, empowering marketers to create customizable dashboards and reports that visually represent key performance indicators and trends.

Integrations include over 200 apps and software, including Google Analytics and Ads, Facebook, Yelp, Twitter, Snapchat, LinkedIn, Criteo, AppNexus, MediaMath, Adobe Marketing Cloud, Instagram, AdRoll, StackAdapt, Bing Ads, YouTube, CallRail, and Mailchimp.


  • Comprehensive data aggregation
  • Competitive intelligence features
  • Collaboration and client reporting


  • Complex pricing structure
  • Learning curve and complexity


Best pre-built industry and role-specific templates

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
28 reviews

Pricing upon request

Infor Birst is a cloud-based business intelligence and marketing analytics platform. Infor Birst lets you blend centralized and decentralized data into customizable graphs and charts that are easy to understand for all users. Infor Birst lets you connect data from a live source or extract data from other sources to help you with your marketing decisions.

Why I Picked Infor Birst: Infor Birst sets itself apart by offering pre-built industry and role-specific templates, providing valuable benefits for marketing teams. One key advantage is the time-saving aspect. These templates are designed to address the specific needs and challenges of various industries and roles within marketing, such as ecommerce, healthcare, or digital marketing. The templates come with predefined data models, metrics, and visualizations that are tailored to the industry or role, allowing marketers to quickly generate insightful reports and gain immediate visibility into key marketing performance indicators.

The availability of industry and role-specific templates in Infor Birst ensures that marketing teams have access to best practices and relevant metrics specific to their sector. The templates are designed based on industry standards, regulations, and key performance indicators (KPIs) commonly used within each industry. This ensures that marketing teams have a solid foundation to build upon and can align their analytics efforts with industry benchmarks and goals. For example, an e-commerce marketing team can leverage templates specifically designed for online retail, including metrics such as conversion rates, average order value, and customer lifetime value.

Infor Birst Standout Features & Integrations

Features worth noting are its advanced data integration capabilities. Infor Birst allows seamless integration of data from multiple sources, including various marketing platforms, CRMs, and data warehouses. Another distinctive feature of Infor Birst is its embedded analytics capabilities. The software offers embedded analytics functionality that allows marketers to embed interactive and visually appealing dashboards and reports directly into their applications or portals.

Integrations include hundreds of options spanning HR, ERP, financials, and workforce management; for example, Prophecy IoT, Sragon Grid, CADTALK, GTreasury, Vertex O Series, Avalara platforms, and Accure Cloud.


  • Comprehensive data integration
  • Embedded analytics and reporting
  • Scalability and flexibility


  • Learning curve and complexity
  • Lean support and documentation


Best for marketing lead management

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
349 reviews

Free demo

From $895/month

Marketo is a marketing automation software for improving customer experience by leveraging rich behavior data into actionable insights. It can identify high-scoring leads for marketing campaign prioritization. Marketo has a cost and revenue analysis feature to gauge the effectiveness of your marketing campaigns.

Why I Picked Marketo Engage: Marketo Engage marketing analytics software excels in marketing lead management by offering a range of features that optimize lead tracking, nurturing, and conversion. One key strength is its robust lead scoring capabilities, which allow marketers to prioritize and qualify leads based on their engagement and interactions with marketing campaigns. This feature enables marketers to focus their efforts on the most promising leads, increasing the efficiency of their lead management process and driving higher conversion rates. Additionally, Marketo Engage provides advanced lead nurturing capabilities, allowing marketers to create automated workflows and personalized campaigns based on lead behavior and preferences.

Another standout feature of Marketo Engage is its comprehensive lead tracking and analytics capabilities. The software provides detailed insights into lead behavior, allowing marketers to track their journey from initial engagement to conversion. Marketers can analyze key metrics such as website visits, content consumption, email interactions, and more to understand lead engagement and make data-driven decisions. The software also offers advanced reporting and visualization features, enabling marketers to create custom reports and dashboards that provide a real-time view of lead performance and campaign effectiveness.

Marketo Engage Standout Features & Integrations

Features is its robust lead management capabilities, allowing businesses to efficiently capture, nurture, and qualify leads throughout the customer journey. Marketo's lead scoring and nurturing functionalities enable businesses to personalize and automate their communication, delivering the right message to the right audience at the right time. Another distinctive feature is Marketo's advanced analytics and reporting capabilities, providing in-depth insights into campaign performance, customer behavior, and ROI.

Integrations include Salesforce, Microsoft Dynamics, Netsuite, Oracle, SugarCRM, Seamless Connections, WordPress, LinkedIn, Facebook, Citrix GoTo Webinar, Magento, Eventbrite, NetSuite, SOAP API, Google AdWords, FunnelEnvy, Wistia, atEvent, Cvent, Hootsuite, and other tools you probably already use.


  • Comprehensive marketing automations
  • Advanced reporting and analytics
  • Scalability with other Adobe software solutions


  • Steep learning curve
  • Outdated user interface

Netcore Smartech

Best for AI-powered personalization

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
42 reviews

Netcore is an AI-powered marketing platform used by companies like The Body Shop, Musicxray, and Miss Amara. Netcore is an omnichannel engagement platform that connects all customer data to your marketing channels. It has an artificial intelligence tool that uses customer data to improve your brand’s conversion and retention rates.

Why I Picked Netcore: Netcore marketing analytics software stands out as a powerful tool for AI-powered personalization, offering unique features that enhance the personalization capabilities of marketing campaigns. One key strength is its advanced machine learning algorithms, which enable marketers to analyze vast amounts of customer data and extract valuable insights. By leveraging AI, Netcore can identify patterns, preferences, and behaviors of individual customers, allowing for highly targeted and personalized marketing messages and experiences.

Netcore provides a comprehensive suite of personalization tools that enable marketers to deliver dynamic content and tailored experiences across various channels. From personalized email campaigns to website personalization and push notifications, Netcore's platform empowers marketers to create individualized interactions based on real-time customer data. The software's ability to track and analyze customer behavior in real-time allows for instant adjustments and recommendations to optimize personalization efforts.

Netcore Standout Features & Integrations

Features I wanted to shout out include  is its advanced customer segmentation capabilities, allowing marketers to create highly targeted segments based on various criteria such as demographics, behaviors, and preferences. This level of granularity enables marketers to deliver personalized messages and experiences to specific customer groups, resulting in improved engagement and conversion rates. Another notable feature is Netcore's AI-powered recommendation engine, which analyzes customer behavior and preferences to deliver personalized product recommendations.

Integrations are available through Zapier but this requires a separate account and may incur additional costs.


  • Advanced AI-powered personalization
  • Comprehensive customer segmentation
  • Intuitive user interface


  • Learning curve for advanced features
  • Integration complexity

Other Marketing Analytics Software

Here are the rest of my picks for the best marketing analytics software, including a best use case for each. I didn’t have space for a full review but they are still worthy of checking out!

  1. Salesforce Einstein

    Best marketing for sales teams

  2. Semrush

    Best for SEO and keyword marketing

  3. Adriel

    Best for A/B testing

  4. Mixpanel

    Best product analytics for mobile & web

  5. Funnel

    Best for huge numbers of data sources

  6. Zoho Analytics

    Best for SMBs and startups

  7. Optimove

    Best for multichannel marketing journey data

  8. Periscope

    Best for advanced analysis using languages like SQL, Python, and R

  9. Supermetrics

    Best reporting automation tool for PPC

  10. Logi Analytics

    Best low-code, completely customizable dashboard

If you still haven't found what you're looking for here, check out these tools closely related to digital marketing strategy that we've tested and evaluated.

Selection Criteria for Marketing Analytics Software

Selecting the right marketing analytics software involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.

Core Marketing Analytics Software Functionality: 25% of total weighting score
To be considered effective, marketing analytics software must excel in:

  • Data collection and integration from various sources (social media, email, web, etc.)
  • Comprehensive analysis and reporting capabilities
  • Real-time campaign tracking and performance measurement
  • Customer segmentation and behavior analysis
  • ROI and conversion tracking

Additional Standout Features: 25% of total weighting score
Innovative features set top tools apart:

  • AI-driven insights and predictive analytics
  • Advanced segmentation and personalization capabilities
  • Integration with CRM and other marketing tools
  • Customizable dashboards and reports
  • Social media sentiment analysis

Usability: 10% of total weighting score
Key considerations include:

  • Intuitive interface and ease of navigation
  • Customization options to suit various user needs
  • Clear data presentation and accessible analytics

Onboarding: 10% of total weighting score
Effective onboarding is critical for quick value realization:

  • Availability of comprehensive training materials and videos
  • Interactive product tours and dedicated onboarding support
  • Community forums or knowledge bases for user-driven learning

Customer Support: 10% of total weighting score
Exceptional customer service is non-negotiable:

  • Responsive support via multiple channels (email, chat, phone)
  • Access to a knowledge base for self-service troubleshooting
  • Dedicated account management for enterprise clients

Value For Money: 10% of total weighting score
Assessing cost-effectiveness involves:

  • Transparent pricing structures
  • Plans that scale with business growth
  • Free trials or demos to evaluate software capabilities

Customer Reviews: 10% of total weighting score
Genuine user feedback highlights strengths and areas for improvement:

  • Overall satisfaction ratings
  • Feedback on software reliability and performance
  • User testimonials on customer service experience

By carefully considering these criteria, buyers can choose a marketing analytics tool that not only fits their budget but also effectively meets their strategic needs, ensuring they can leverage data to drive decision-making and growth.

When deciding what types of marketing software to pay for, a savvy marketing leader will look around the industry for marketing and technology trends that help guide their decision-making. I took the busywork out of that process for you and want to present five promizing trends in marketing analytics and techology right now. 

Automation and personalization at scale

Customers want personalization. As media literacy improves, people don't respond as well to "one size fits all" marketing messaging. Consumers want to feel that products and services cater to their unique needs and pain points. But how can you optimize content for personalization at scale? Automation tools for things like audience segmentation, ad retargeting, and data-driven product recommendations will become solutions you can't live without in the near future (AKA: now).

Pro Tip: I'd suggest you start with retargetting software to automate the process of winning back potential customers who have bounced or churned for one reason or another.

Influencers and user-generated content

Did you know that consumers are 2.4X more likely to say that user-generated content (UGC) is more authentic than brand-created content? That means you need to be leveraging the power of getting your advocates to create content on your behalf. Here's what that might look like:

  • Incentivize referrals from satisfied customers
  • Solicit reviews after a successful transaction
  • Host contests that encourage your audience to create videos or images
  • Pitch articles to bloggers in your niche
  • Work closely with influencers that align with your brand

GPT-4 and the future of AI for content creation

Marketing gurus are really leaning into AI, especially ChatGPT, to shake things up. They're using it to auto-generate catchy content, like ads and social media posts, which is a huge time-saver. Plus, they're tapping into its ability to analyze heaps of data to understand customer trends and preferences way faster than a human could.

25% of ChatGPT users surveyed by claimed that AI saved them 10+ hours of work per week. That means you can offload mundane tasks onto these sophisticated robots and use that time saved for more creative thinking, deep research, and experimentation.

Go beyond conversion rate optimization (CRO)

The big shift in marketing now is that the pros aren't just obsessing over conversion rate optimization anymore. They're broadening their horizons. Instead of just tracking how many clicks turn into sales, they're diving into stuff like engagement metrics—think time spent on a page, social shares, and comments. This helps them craft messages that really connect, not just convert.

This gives marketing managers a better read on what actually resonates with people. They're also big on customer satisfaction scores and net promoter scores (NPS) to gauge how likely folks are to recommend their brand. It's all about getting a fuller picture of how their content vibes with the audience, not just pushing for the sale.

What is Marketing Analytics Software?

Marketing analytics software is a tool that collects, measures, and analyzes marketing data to provide insights into the effectiveness of marketing campaigns. The purpose is to track various metrics such as customer engagement, conversion rates, and return on investment across different channels. This software helps businesses understand consumer behavior, measure the impact of their marketing strategies, and make informed decisions.

Features of Marketing Analytics Software

Marketing analytics software is equipped with a range of features designed to help organizations understand and optimize their marketing efforts. These key features include:

  • Data Collection and Aggregation: Gathers data from various marketing channels and platforms, such as social media, email campaigns, web traffic, and digital advertisements, to provide a comprehensive view of marketing efforts.
  • Dashboard and Reporting Tools: Offers customizable dashboards and reporting capabilities that visualize key performance indicators (KPIs), allowing users to quickly assess the effectiveness of their marketing strategies and make informed decisions.
  • Customer Segmentation and Analysis: Enables businesses to segment their audience based on various criteria, including demographic, geographic, and behavioral data, to tailor marketing messages and campaigns more effectively.
  • Campaign Performance Tracking: Tracks the performance of marketing campaigns across different channels, measuring metrics such as click-through rates, conversion rates, and ROI, to identify what is working and where improvements are needed.
  • Predictive Analytics and Modeling: Utilizes advanced algorithms and statistical models to forecast future marketing trends, customer behaviors, and campaign outcomes, helping organizations to strategize proactively.
  • Attribution Modeling: Provides insights into how different marketing channels and touchpoints contribute to conversions, helping businesses understand the customer journey and allocate marketing budgets more effectively.
  • Social Media Analytics: Analyzes social media engagement and performance, including likes, shares, comments, and demographic information of the audience, to enhance social media strategy.
  • Sentiment Analysis: Employs natural language processing (NLP) to gauge the sentiment behind customer feedback, reviews, and social media mentions, offering insights into public perception of the brand.
  • Competitor Analysis: Compares marketing performance against competitors, providing insights into market position, strengths, weaknesses, and opportunities for differentiation.
  • Integration Capabilities: Seamlessly integrates with other tools and systems, such as CRM software, email marketing platforms, and content management systems, to centralize data and streamline workflows.

These features collectively enable organizations to gain a deep understanding of their marketing performance, customer preferences, and market dynamics, facilitating more strategic decision-making and targeted marketing efforts.

Benefits of Marketing Analytics Software

Marketing analytics software has become a cornerstone for businesses looking to sharpen their marketing strategies and gain a deeper understanding of their audience and campaign performance. Here are five primary benefits that highlight the importance of marketing analytics software for users and organizations:

  • Informed Decision Making: Empowers users with data-driven insights for strategic planning. Utilizing marketing analytics software allows businesses to base their decisions on solid data, thereby reducing guesswork and enhancing the effectiveness of marketing campaigns.
  • Enhanced Customer Insights: Delivers a deeper understanding of customer preferences and behavior. This software enables organizations to tailor their marketing efforts more precisely to their target audience, resulting in higher engagement and conversion rates.
  • ROI Measurement and Optimization: Provides tools for tracking and improving marketing return on investment. By quantifying the impact of marketing activities, companies can identify high-performing strategies and allocate resources more effectively, maximizing their marketing spend.
  • Competitive Benchmarking: Offers insights into competitors’ marketing strategies and performance. Marketing analytics software allows businesses to gauge their market position and uncover opportunities to outperform competitors by analyzing market trends and competitor data.
  • Streamlined Marketing Efforts: Automates data collection and analysis for more efficient marketing management. With this software, businesses can save time and reduce manual efforts in data handling, allowing them to focus on strategy and creative aspects of marketing that require a human touch.

Marketing analytics software not only simplifies the complexity of data analysis but also unlocks potential growth opportunities for businesses by offering clear insights into market dynamics and consumer behavior. The ability to effectively measure, understand, and act on marketing data is invaluable, providing a solid foundation for strategic decisions and long-term success.

Cost & Pricing for Marketing Analytics Software

Navigating through the myriad of marketing analytics software plans and pricing options can be daunting for software buyers, especially those with little to no experience. Here's a breakdown of common plan options and their pricing to guide you in making an informed decision.

Plan Comparison Table for Marketing Analytics Software

Plan TypeAverage PriceCommon Features Included
Starter$0 - $50 per month- Basic analytics
- Limited data sources integration
- Standard reporting tools
- Community support
Professional$50 - $200 per month- Advanced analytics capabilities
- Multi-source data integration
- Custom reporting and dashboards
- Email and chat support
Business$200 - $800 per month- All features in Professional
- Additional data sources and API access
- Team collaboration features
- Priority customer support
Enterprise$800+ per month- Customizable features and scalability
- Dedicated account manager
- Advanced security features
- 24/7 technical support
Free Option$0- Basic analytics with limited insights
- Access to a few data sources
- Standard reports
- Community forums for support

When choosing a marketing analytics software, consider not only the current needs of your business but also potential future requirements. Opt for a plan that offers the best balance between functionality and cost, and ensure there is room for growth as your marketing efforts expand.

Frequently Asked Questions

If you still have some questions about digital marketing analytics then start with this FAQ.

What types of analytics should I focus on in marketing campaigns?

In marketing campaigns, there are several types of analytics that you should focus on to gain valuable insights and optimize your strategies. Here are some key analytics types to consider:

  1. Conversion Analytics: Understand how effectively your marketing campaigns are driving desired actions, such as form submissions, purchases, or downloads
  2. Engagement Analytics: How your audience interacts with your campaigns, including click-through rates, time spent on page, social media engagement, or email open rates
  3. Customer Acquisition Cost (CAC) Analytics: Understand the cost-effectiveness of your marketing campaigns in acquiring new customers
  4. Customer Lifetime Value (CLV) Analytics: Understanding the long-term value that each customer brings to your business by analyzing customer behavior, purchase history, and retention rates
  5. Attribution Analytics: Identify the impact of each marketing touchpoint in the customer journey so you can allocate credit to different marketing channels
  6. Social Media Analytics: Tracking the performance and impact of your campaigns on social media platforms including metrics like reach, engagement, shares, and sentiment analysis

How can I calculate the ROI of my marketing analytics software investment?

Calculating the ROI (Return on Investment) of your marketing analytics software investment involves comparing the benefits (returns) you gain from the software to the costs of the investment. Here’s a step-by-step guide to help you calculate the ROI:

1. Determine the Total Cost of Investment (TCI):

    • Software Costs: This includes the initial purchase price or subscription fees.
    • Implementation Costs: Costs associated with setting up the software, training, and any initial consultancy fees.
    • Maintenance Costs: Ongoing costs for updates, support, and potential additional training.
    • Integration Costs: If you’ve integrated the software with other systems, include those costs.
    • Operational Costs: Any other costs associated with running the software on a daily basis.

TCI = Software Costs + Implementation Costs + Maintenance Costs + Integration Costs + Operational Costs

2. Estimate the Benefits (Returns) from the Investment:

    • Increased Revenue: Measure any increase in sales or leads that can be attributed to insights from the analytics software.
    • Cost Savings: Calculate savings from more efficient marketing campaigns, reduced ad spend, or any other cost reductions resulting from using the software.
    • Improved Customer Retention: If the software helps in retaining customers, estimate the value of this increased loyalty.
    • Value of Time Saved: If the software automates processes or provides quicker insights, estimate the monetary value of the time saved.

Returns = Increased Revenue + Cost Savings + Improved Customer Retention + Value of Time Saved

3. Calculate the ROI:

ROI = Returns − TCITCI × 100% ROI = TCIReturns − TCI ​× 100%

This formula gives you the ROI as a percentage. A positive ROI indicates that the investment has been profitable, while a negative ROI suggests the opposite.

4. Consider Intangible Benefits:

While the above steps provide a quantitative measure of ROI, also consider qualitative benefits like improved decision-making, better understanding of customer behavior, and enhanced brand reputation. These might not have direct monetary values but can be crucial for long-term success.

5. Regularly Review and Adjust:

ROI isn’t a one-time calculation. Regularly review and adjust your figures to account for changes in costs, benefits, and business conditions.

Remember, while ROI is a valuable metric, it’s just one measure of success. Consider other factors and metrics relevant to your business goals when evaluating the overall effectiveness of your marketing analytics software investment.

Additional Analytics Tool Reviews

You'll probably need several marketing tools to cover the whole gambit of needs. Here are some other software review lists that I recommend checking out:

The Takeaway

These marketing analytics software solutions excel in providing robust data collection and integration, intuitive data visualization and reporting, predictive analytics, and seamless integration with popular marketing tools. With their customizable features, comprehensive insights, and user-friendly interfaces, these top-notch marketing analytics software options empower marketers to make data-driven decisions, optimize campaigns, enhance customer engagement, and gain a competitive edge in today's rapidly evolving marketing landscape.

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By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.