Marketing analytics software is as varied as the companies that use it. Learn about this software and compare the common features of top vendors in this list of the best marketing analytics software.
Table of contents
- What is marketing analytics software?
- Top marketing analytics software comparison
- The best marketing analytics software options
- Common features of marketing analytics software
- Who uses marketing analytics software?
- Choosing the right marketing analytics software
Leading marketing analytics software to consider
1 Hubspot
HubSpot Marketing Hub is a premium option that combines the power of the free HubSpot CRM with the marketing automation, email marketing, ads, blogging, and analytics tools in the Marketing software. The power of HubSpot Marketing Hub comes from its interconnectedness. The tools help you build your content marketing, email marketing, and social media marketing campaigns and brings all of the relevant data into powerful dashboards and reports to help you understand your marketing impact.
2 Mailchimp
MailChimp is well-known for its email marketing product, but recent expansions into marketing automation, online forms, lead generation tools, and social media ads mean that MailChimp connects you to data across your marketing campaigns. Use the MailChimp marketing analytics tools to understand how email campaigns, automated campaigns, landing pages, and social media ads perform and contribute to your ROI.
3 TapClicks
Whereas some of the other tools on this list adde analytics tools to existing marketing automation features, TapClicks was built as a marketing analytics and reporting tool from the beginning. While TapClicks can’t help you run your email campaigns, it can import data from over 200 marketing and business applications, and it even has partnerships with major business intelligence software vendors like Google Data Studio or Tableau so you can combine your marketing data with other departments.
4 Looker
Looker is a business intelligence platform with marketing analytics features. Choose from a wide variety of data visualizations and powerful data analytics features to combine, connect, and drill into your data. Because it’s a true BI software, Looker draws data from your company’s SQL language database. This makes Looker both more powerful for data scientists and more difficult to use for non-technical marketers.
5 SharpSpring
SharpSpring is a full marketing automation platform with deep marketing analytics capabilities driven by campaign tagging and tracking. The tools integrate with your website, email, digital ads, and social media sites, and help you understand how your marketing efforts contribute to your lead pipeline and ROI. Pricing is based on the number of contacts in your CRM and the sales and marketing features you prefer.
6 Pathmatics
Pathmatics is a marketing analytics tool for digital advertisers that gives advertisers a true multichannel view of their digital ads from social media, video, ad networks, and more. The software provides deep insight into the sites and creative that sell the most, and the powerful reporting tools will help you present your findings to stakeholders.
7 AgencyAnalytics
AgencyAnalytics is a marketing analytics platform built to provide reporting for marketing agencies. The tools connect with over 60 applications, let you build automated reports to keep stakeholders informed, and offer white labelled reporting to protect your branding. Use the SEO tools for deeper insights into how your agency’s efforts contribute to marketing success, and connect data from email, social, online reviews and call tracking to gain a full picture of campaign performance.
8 Grow
Grow enables businesses to become data-driven and accelerate their growth through the use of simple dashboards. The data dashboards supported by Grow are a simple way to unite and blend scattered data from hundreds of sources that include spreadsheets, databases, and SaaS applications. Grow integrates with tools like Salesforce, QuickBooks Online, HubSpot, Shopify, and many more. Grow’s data consultants help users implement the data dashboard and solve any unique circumstances that may arise.
9 Cyfe
The Cyfe online dashboard is aimed at enterprises of all sizes. Its intuitive user interface puts desired data all in one place with fully customizable dashboards. Cyfe has the ability to incorporate data from over 500 third-party services, including commonly used Google services, Twitter, Facebook, and more — not to mention custom data from proprietary servers, databases, and other sources. Cyfe users can share dashboard data with managers, clients, employees, or other collaborators.
10 Marketo
To help companies generate more revenue with less manual effort, Marketo provides multi-channel campaign management, inbound and search marketing solutions, lead management software, customer analysis, landing page tools, behavior tracking, CRM integration, and engagement marketing. Marketo’s automated marketing software is also designed to work seamlessly with the company’s other applications including email marketing, social marketing, marketing management, analytics, and sales insight.
What is marketing analytics software?
Marketing analytics software is a program where marketers combine marketing data from across several marketing channels to gain greater insight into the performance of their marketing channels, understand their overall return on investment (ROI), and analyze campaigns for tactical improvements.
Because digital marketing happens across multiple channels, marketing analytics software platforms bring together data and provide data visualizations and reporting that is central to understanding marketing performance. While some marketing analytics tools report solely on the campaign metrics provided by a marketing automation, email marketing, or social media marketing software, their usefulness grows when they can combine campaign metrics from several channels. The most powerful of the marketing analytics software options act more like business intelligence software in that they give marketers the ability to connect, combine, and analyze data and audience growth from multiple channels.
Top marketing analytics software comparison
|
Multichannel tracking
|
ROI calculations
|
Pipeline analytics
|
Number of data connections
|
Business size
|
|
 |
yes
|
yes
|
yes
|
750
|
small to enterprise
|
 |
no
|
yes
|
no
|
250
|
small to medium
|
 |
yes
|
yes
|
yes
|
200
|
small to enterprise
|
 |
yes
|
yes
|
yes
|
SQL database
|
medium to enterprise
|
 |
yes
|
yes
|
yes
|
150
|
small to enterprise
|
 Pathmatics
|
no
|
yes
|
no
|
15
|
small to enterprise
|
 AgencyAnalytics
|
yes
|
no
|
yes
|
60
|
agency
|
The best marketing analytics software options
This list contains software that is considered a standalone marketing analytics tool as well as full-service marketing automation platforms with marketing analytics features. We’ve included options that are suitable for many different types and sizes of company.
HubSpot Marketing Hub
HubSpot Marketing Hub is a premium option that combines the power of the free HubSpot CRM with the marketing automation, email marketing, ads, blogging, and analytics tools in the Marketing software. The power of HubSpot Marketing Hub comes from its interconnectedness. The tools help you build your content marketing, email marketing, and social media marketing campaigns and brings all of the relevant data into powerful dashboards and reports to help you understand your marketing impact.
MailChimp
MailChimp is well-known for its email marketing product, but recent expansions into marketing automation, online forms, lead generation tools, and social media ads mean that MailChimp connects you to data across your marketing campaigns. Use the MailChimp marketing analytics tools to understand how email campaigns, automated campaigns, landing pages, and social media ads perform and contribute to your ROI.
TapClicks
Whereas some of the other tools on this list added marketing analytics tools to existing marketing automation features, TapClicks was built as a marketing analytics and reporting tool from the beginning. While TapClicks can’t help you run your email campaigns, it can import data from over 200 marketing and business applications, and it even has partnerships with major business intelligence software vendors like Google Data Studio or Tableau so you can combine your marketing data with other departments.
Looker
Looker is a business intelligence platform with marketing analytics features. Choose from a wide variety of data visualizations and powerful data analytics features to combine, connect, and drill into your data. Because it’s a true BI software, Looker draws data from your company’s SQL language database. This makes Looker both more powerful for data scientists and more difficult to use for non-technical marketers.
SharpSpring
SharpSpring is a full marketing automation platform with deep marketing analytics capabilities driven by campaign tagging and tracking. The tools integrate with your website, email, digital ads, and social media sites, and help you understand how your marketing efforts contribute to your lead pipeline and ROI. Pricing is based on the number of contacts in your CRM and the sales and marketing features you prefer.
Pathmatics
Pathmatics is a marketing analytics tool for digital advertisers that gives advertisers a true multichannel view of their digital ads from social media, video, ad networks, and more. The software provides deep insight into the sites and creative that sell the most, and the powerful reporting tools will help you present your findings to stakeholders.
AgencyAnalytics
AgencyAnalytics is a marketing analytics platform built to provide reporting for marketing agencies. The tools connect with over 60 applications, let you build automated reports to keep stakeholders informed, and offer white labelled reporting to protect your branding. Use the SEO tools for deeper insights into how your agency’s efforts contribute to marketing success, and connect data from email, social, online reviews and call tracking to gain a full picture of campaign performance.
Common features of marketing analytics software
You can purchase marketing analytics software as a standalone tool or as an extension of a marketing automation software. Either way you choose to get your analytics, make sure that it has the features you need.
Multichannel tracking
Multichannel tracking features will combine audience data from several different campaigns on different marketing channels. For instance, you may combine data from your Google Ads, email marketing, and on-site lead forms to understand your audience interactions. Multichannel tracking tools let you combine and compare data from several different sources in a single dashboard, which deepens your audience insights.
A note on marketing channels: some tools like Pathmatics can connect to paid media data from social media ads, display ads, and video ads, but may not be able to connect to the mentions data in your social media or audience data for your videos. Do your research as to the types of metrics your marketing analytics tool can ingest and display in your reports.
ROI calculations
Return on investment calculations give marketers an understanding of how well each of their marketing channels perform. The calculation of spend per conversion is fairly simple for a single marketing campaign or channel, but becomes exponentially more complex as new channels with new budgets and incremental pipeline stages are introduced into the ROI equation. Marketing analytics software with ROI calculator tools will give marketers insight into the
Pipeline analytics
Pipeline analytics tools show the number of potential customers in every stage of your marketing funnel. These tools are also known as conversion analytics, because they provide insight into how many conversions come from different parts of your marketing funnel. Pipeline analytics tools work similarly to lead scoring in marketing automation software and require that your team defines the stages in your pipeline or funnel and the digital assets or actions that indicate that stage on the path to conversion.
Data connections
Marketing analytics tools require that you connect your marketing channel information to those sources. Some tools, like MailChimp, that also provide email marketing or content management systems have direct access to those campaign metrics and provide data connections for other popular marketing software.
Marketing analytics software like Looker or TapClicks work more like BI software. These tools will either require you to pool your data in a centralized database or make direct API or native connections to third-party software.
Neither approach is objectively better. Instead, you should consider how your current systems work with your desired marketing analytics program.
Dashboards and reports
What is marketing analytics without reporting tools? One of the most popular features of any marketing analytics software is the ability to build dashboards to track daily changes in marketing ROI and reports to report on long-term trends. These features come in varying degrees of complexity, customization, and usability, from business intelligence-style report builders where you choose each data point and chart type to pre-made templates.
Who uses marketing analytics software?
Marketing analytics software is used by companies and marketing teams of all sizes, from solopreneurs to multinational enterprises. The main difference between the tools that serve small businesses and those that serve enterprises is the scope of the tools and limits of the reporting.
Small businesses will find that they may need fewer connections to ad networks and fewer reports generated every month. These companies may only report on a couple of marketing campaigns each month, depending on the complexity of their marketing. Full-service marketing automation platforms with customizable reports may serve these companies best.
Marketing agencies, multinational enterprises, and mid-size companies will all benefit from more robust marketing analytics tools that connect with a wider variety of marketing software and that act more like a business intelligence tool. These companies are more likely to have a range of marketing software to manage websites, SEO, digital advertising, lead generation, and email marketing, and will need to be able to connect to each of these tools.
Choosing the right marketing analytics software
Marketing analytics software comes in many forms, so choosing the tool that’s right for your company can be confusing. TechnologyAdvice can help you cut through the noise and find the software with the right features at the right price. Use the product selection tool on our marketing software page to enter your requirements, and one of our unbiased Technology Advisors will send you a curated list of the marketing analytics software that meets your needs. It’s fast and free.
Get our best stuff.
