20 Best Marketing Analytics Software for 2024

Marketing analytics software consists of tools and processes that allow you to analyze, measure, and maximize marketing performance to make it more effective and ensure you get the desired ROI. Specifically, it helps you determine and understand how your marketing programs are doing. In turbulent times like the COVID-19 pandemic, this type of marketing software can give you the agility you need to cope with changing consumer and business demands.

In this article on the 20 best marketing analytics software, we present some of the leading products in this software niche. The tools for marketing analytics are an amalgam of business intelligence, marketing automation, social media marketing, and mobile marketing solutions, each one with its strength in a specific scenario. However, they all have robust analytics components and functionality to help you gauge your marketing performance. These we will explore below.

The pandemic has upended how consumers behave, and consequently, how companies do business. As we move into the new normal, analytics teams should take note of new marketing analytics strategies for the new COVID-19 reality. At this time of unparalleled business disruptions, marketing mix models based on historical data are not reliable anymore. Instead, marketers should focus on user-level attribution and experiments that use forward-looking, not backward-looking data.

A marketing analytics solution can help you protect and support your employees, inform you of your company’s strategic and financial decisions, and find new ways to engage with customers in these challenging times. There is data to show that marketing analytics can help your company improve its performance in general. The 2020 CMO Survey revealed that companies with a sales revenue of over $10 billion gave a score of 5.4 out of 7 when asked to what degree their use of marketing analytics contributes to their company’s performance. Moreover, companies that derive more than 10% of their sales from the internet gave a score of 5.1 out of 7 when asked the same question.

One marketing channel that isn’t showing signs of going away soon is social media. With a knowledge of basic social media analytics, you can uncover data and trends that can make your next posts a hit with your audience.

Features and Capabilities

Marketing analytics software optimizes and simplifies your marketing campaign management and strategies. It can gather information and look into all your marketing activities across all your audiences and channels. Data on customer preference, patterns, behavior, history, and more are analyzed to give you insights so you can tweak your campaigns, pinpoint effective marketing methods, and make information-driven decisions.

In line with its function, marketing analytics solutions provide these features and capabilities:

1. Predictive analytics & optimization – Marketers use predictive analytics tools to optimize marketing activities and learn the ROI on their campaigns.
2. Customer analytics & segmentation – Customer data, segmentation, and web analytics are harnessed to assess the customer journey and build campaigns around it.
3. Attribution modeling – This is a statistical process anchored on regression techniques to find out which element in a previous campaign or channel successfully resulted in customer conversion in the past. It is a functional component also often included in web analytics and BI software.
4. Data visualization – This BI tool is heavily applied in marketing analytics to provide a visualized way to interpret and present data, making it easy to understand insights and other important information that are revealed by analysis.
5. Competitive analysis – While most marketing analytics solutions are focused on internal marketing activities, some vendors include this to let you know how your competitors are doing vis-à-vis your marketing performance.

Other features that you may find in marketing analytics software include data collection, integrations, collaboration, multi-channel tracking, campaign insights, reports and dashboards, SEO tools, personalization, and brand optimization.

Marketing Analytics vs. Web Analytics

You may ask – what’s the difference between web analytics and marketing analytics? Both are digital analytics platforms that marketers can use. They differ in their specialized function.

Web analytics zooms in on the elements in the customer journey, such as how potential customers or site visitors interact with particular elements in your marketing campaign or website. Interactions can be in the form of page views, time spent on a page, or click-through rate, which give you an idea of customer/visitor behavior.

On the other hand, marketing analytics takes on a wider perspective. It focuses on your marketing campaigns and activities, multichannel attribution, marketing mix modeling, distribution of marketing efforts, and the like, all within the context of discovering ROI and how effective your marketing tactics and strategies are.

Benefits of Marketing Analytics Software

The ability to gain a 360-degree view of customers has long been a challenge to marketers, partly because of the problem of integrating data from different sources. As a matter of fact, only 17% of companies report having achieved a single view of their customers. Having various, disparate data sources make it difficult to implement data-driven marketing.

While CRM is still the go-to tool for marketers to get that encompassing customer view, many are increasingly turning to predictive analytics. In fact, the top three data-driven marketing tactics now are CRM data use, predictive analytics, and audience definition.

Analytics has become such a crucial component of business that 90% of sales and marketing teams see analytics as essential to getting their work done.

Marketing analytics software will give you the tools to optimize and maximize your marketing efforts by leveraging customer data to your advantage. Among its benefits are:

1. Get a complete view of customers across channels. Marketers have to deal and contend with lots of channels nowadays, both in the digital and physical world – on-site and online stores, call centers, kiosks, help desks, mobile, social media, partners, ecommerce, and more. Marketing analytics solutions allow you to access, integrate, and analyze customer data from all these multiple sources. This is especially important as digital marketing trends indicate the growing benefits of omnichannel marketing.
2. Personalize marketing and customer engagements. You get to discover how customers behave differently in defined segments and predict their likelihood to respond to various offers. This lets you tailor fit the content, delivery, and timing of your campaigns to the taste and preferences of customers.
3. Enhance social media strategies. By using marketing analytics, you can identify influencers, get a unique perspective, and fit the pieces to have a complete picture of customer value to sharpen your social media engagement.
4. Real-time customer engagement. It gives you a platform that combines speed with intelligence to give you an edge, whether dealing with customers online, in person, or on the phone. Having all channels on an equal playing field affords you real-time decision-making.
5. Visualize data across the organization. Marketing analytics offers data visualization, allowing everyone in the organization to collaborate, share, and collectively decide on data and insights, which spurs productivity and efficiency.
6. Anticipate customer and market behavior. You’ll be able to get one step ahead of your customers and proactively respond to their needs and preferences. You’ll have at your disposal tools to perform statistical or data mining methods and come up with predictive models based on a set or combination of variables.
7. Recognize data as a strategic asset. The solution lets you balance governance and privacy with data access for analytics to protect the interests of both your organization and your customers.

In this guide on the 20 best marketing analytics software, we’ll go through the tools, capabilities, and features offered by some of the leading products out there, with which you can try to optimize and boost your marketing activities.

20 Best Marketing Analytics Software

1. HubSpot Marketing

HubSpot Marketing is an advanced all-in-one marketing system that brings all of your marketing efforts together to help your team grow traffic and increase conversions. It comes with drag-and-drop functionality that lets you design engaging websites with responsive pages regardless of the device they are viewed on.

Likewise, you can build highly personalized landing pages for your campaigns, distribute both static and dynamic HTML messages, prepare and format content for publishing, and integrate information from other systems. All these can be done without any coding experience.

HubSpot Marketing enables you to prepare and optimize attractive content, and distribute it among the right audiences. It comes with SEO and social suggestions to drive traffic and tools to personalize messages for specific visitors. It also offers contact forms and A/B tests to develop successful lead generation strategies, a ready-to-use marketing funnel, scheduling, contact database, mobile marketing, and much more. Harnessing all your marketing data, it lets you measure your entire marketing funnel from acquisition to close with built-in analytics, reports, and dashboards, enabling you to make smarter, data-driven marketing decisions.

HubSpot Marketing

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Highlights:

• Analytics built into everything you do, right out of the box.
• Track the complete customer lifecycle, from anonymous visitor to closed customer.
• Break down any report by contact or company-level properties in your database or CRM.
• Add event tracking to links, buttons, and purchases to understand visitors’ behavior and trigger automation workflows.
• Analyze your site’s performance with key website metrics.
• Measure the quantity and quality of traffic to your website as a whole or page-by-page.
• Drill down into each source to see individual contacts and companies it’s generating so you can focus marketing campaigns on ones that matter.
• Gain insight into your entire funnel to see which marketing assets are working best and show how marketing impacts the bottom line.

2. monday marketer

monday marketer comes with all the features companies need to streamline marketing and creative initiatives and track campaign performance. By serving as a centralized platform for campaign data, goals, and metrics, this product makes it easier to monitor campaign progress. These features also ensure that teams remain aligned on goals during each campaign’s timeline.

The software makes it easier to visually plan campaigns through built-in boards and dashboards. For instance, you can use a Marketing Plan board to map out marketing strategies and initiatives for the year ahead. You can also add details such as project budgets and metrics to the board to make it more informative to all users involved. If you’d prefer something a little more interactive or visual, you can also switch the board over to a Gantt view, which converts plans into timelines complete with dependencies.

To help teams analyze campaign performance, monday marketer also comes with a Marketing Overview dashboard. This dashboard can be customized with multiple widgets, such as the Numbers widget and Chart widget, to pull and aggregate data from different marketing campaigns. By providing easy access to this data, marketing teams can continuously measure progress and performance and make adjustments as needed.

monday marketer

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Highlights:

• Unified platform for campaign data and goals
• Built-in Marketing Plan board for long-term campaign planning
• Gantt view for interactive timelines
• Content calendar board for content monitoring and scheduling
• Marketing Overview dashboard with customizable widgets

3. MailerLite

This free web-based platform comes with robust tools to help marketers streamline the process of managing effective email marketing campaigns from end to end. MailerLite offers a user-friendly HTML email editor, newsletter builder, and its own photo editing tool. You can easily embed products and other dynamic elements, such as countdown timers, etc., to make your newsletter more engaging and increase your conversion rate.

Tracking the performance of your email marketing campaigns is also easier with MailerLite. It has its own reporting tools that deliver a boatload of information on the results of your email campaign. These details include open and click rates, number of unsubscribers, and bounce rate. MailerLite also actively monitors link activity, which helps determine the links in your email campaign that have the most clicks. Through MailerLite’s result tracking feature, you can also identify the devices used by your subscribers to open your email campaigns. Furthermore, you can narrow down your data to see the locations where your email campaign has received the highest engagement rate.

MailerLite

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Highlights:

• Intuitive click maps that showcase how subscribers have engaged with the email campaign or newsletter
• Link activity tracking to determine which links in your newsletter have performed well
• Accurate device breakdown to determine if your email campaigns are opened on mobile, desktop, or webmail.
• Tracking of open and click rates down to individual subscribers

4. vene dash

This web-based platform is specifically designed to monitor and manage affiliate campaigns. Unlike other marketing analytics on the list, vene dash comes with all the essential tools you need to keep track of your affiliate campaigns’ performance based on the number of website visitors from a specific affiliate link, which clicks converted to sales, as well as how much profit has been earned. The platform’s performance tracking is also highly customizable; all you need to do is choose from the varied selection of KPI metrics it offers.

Another important function of is vene dash is its ability to identify fraudulent activities involved in your affiliate links. With the help of vene overwatch, the platform detects fake clicks and conversions, as well as profits gained from these. Also detected are the tools used to trigger these suspicious activities, such as bots and other applications.

Beyond performance tracking, vene dash also makes billing and invoicing your affiliates easier. Embedded in the platform are digital tools to streamline your affiliate payment processing. You can automate sending and collecting payments by saving your affiliates’ billing information and setting scheduled transactions.

Highlights:

• Easy to navigate interface
• Comprehensive affiliate campaign performance tracking
• Fraud detection capabilities
• Supports cryptocurrency payments
• Integrated billing and invoicing features

5. Constant Contact

Constant Contact is a digital and email marketing platform that helps you craft the perfect message in the blink of an AI. Whether you want to drive more sales, increase engagement, or grow your audience, Constant Contact has the tools and features you need to succeed.

With Constant Contact, you can create stunning emails with AI-powered content and subject line suggestions, track your performance with real-time analytics and reports, and automate your campaigns with advanced segmentation and personalization. You can also connect with your customers on social media, SMS, and more, all from one easy-to-use dashboard. The tool also provides real-time analytics and reporting features, enabling users to analyze survey results and gain actionable insights.

Constant Contact integrates with hundreds of popular apps and services, such as Shopify, WordPress, Facebook, and Google. You can sync your contacts, import your products, and manage your marketing across multiple channels without hassle. Plus, you get access to expert support and resources to help you grow your business.

Highlights:

• It has advanced automation tools, including AI and recommended subject lines.
• The software includes a comprehensive survey tool with various templates, distribution options, and real-time analytics.
• It provides advanced contact management features, including list segmentation and automated email sequences.
• Offers a user-friendly interface and customizable templates for creating professional email campaigns.
• offers detailed analytics and reporting tools to track email campaign performance and optimize marketing strategies

6. Omnisend

Omnisend is a free marketing automation solution designed for ecommerce. This cloud-based solution serves as a unified platform to manage the different marketing channels an ecommerce business uses. Among these channels are social media, SMS, and email. Omnisend also enables marketers and business owners to utilize Facebook Messenger to connect with their target customers.

As a marketing platform, Omnisend provides marketers with robust tools they can use to collect customer data, such as engaging signup forms that can appear as popups or as signup boxes. This platform also utilizes gamification to capture leads, which also makes campaigns more fun and interactive. Furthermore, Omnisend also offers A/B email testing capabilities, email content editing tools, and an email resending feature.

In terms of marketing analytics capabilities, Omnisend delivers customizable reports based on the data gathered from the signup forms. These data identify specific information, including the devices used to sign up, location, and even the language used. Omnisend also offers click maps to help marketers determine which areas a newsletter gets the most engagement based on the number of clicks.

Highlights:

• Omnisend offers its base plan for free and its premium plans at affordable prices, which start at $16 per month
• Supports omnichannel marketing campaigns
• Utilizes gamification for lead capturing
• Helps marketers build and use more engaging signup forms
• Automated and customizable campaign reports

7. Unbounce

Unbounce is an online platform designed to help small businesses create effective landing pages for their marketing campaigns and grow their audience. Leveraging AI technology, Unbounce offers the Smart Builder and its intuitive tools that enable small businesses to design their own landing pages without the need for coding skills. Unbounce also has the Classic Builder, which suits those who prefer to have more customization access to landing page creation. The Classic Builder utilizes the drag-and-drop function to make it easier for users to come up with a landing page that matches their vision.

Another area that Unbounce makes easier is campaign analytics. This cloud-based solution also has its native marketing analytics tools that identify problem areas and offer actionable insights to further improve the perfomance of landing pages. By integrating with Google Analytics, you can generate data-rich reports that dig deeper into their target audience, your website visitors and their behavior. And by generating reports on the website visitor conversion rate, you will be able to track down specific sections on your website that attract subscribers.

Unbounce

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Highlights:

• Delivers up to 50,000 unique visitors and up to 3,000 conversions
• Detailed conversion mapping
• Utilizes integrations and webhooks
• You can add an unlimited number of users
• It has a mobile-friendly design

8. AddSearch

AddSearch is a site search solution designed for any type of website and application. Whether you own or manage a business, nonprofit, academic, or government website, AddSearch can be useful when it comes to helping your audience find the content or information they are looking for.

You can add AddSearch to your website as a dedicated search widget with its own results page. You can also customize how you would like for AddSearch to appear on your web pages. Regardless of how it appears on your website, AddSearch delivers instant search results from multiple domains that can be ranked by importance to make sure that the most relevant information stays on top. Search results can also be customized according to the audience’s preferences.

Furthermore, AddSearch offers native analytics capabilities that can be very helpful in developing content strategies. By assessing the search activities of your website visitors, AddSearch can generate reports that identify the keywords used, which keywords generate the best and worst results, and which keywords have generated the most and the lowest clickthroughs.

AddSearch

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Highlights:

• Equipped with native analytics tools and can seamlessly integrate with Google Analytics
• AddSearch supports multiple languages
• Supports both cloud-based and on-premise deployment
• Allows you to customize search results according to your web visitors’ preference
• Very responsive on mobile devices

9. SE Ranking

SE Ranking is a comprehensive SEO and marketing platform trusted by thousands of experts worldwide. This cloud-based platform comes with a varied selection of tools utilized by professionals when it comes to fully optimizing websites by incorporating effective SEO strategies. As a result, SE Ranking does not only help companies broaden their audience reach, it also helps boost their marketing campaigns and eventually increase their sales.

This cloud-based solution’s effectiveness is anchored on its analytics capabilities. SE Ranking’s website audit feature gives its users all the crucial and granular details they need to know to identify the weak spots in their websites and campaigns, as well as how to improve them. Meanwhile, its monitoring tools not only keep track of the website’s position in the search results but also how it performs in comparison to its competitors. With the help of its SEO/PPC feature, you can also get hold of the keywords used by competitors as well as their organic and paid searches.

And while SE Ranking is a popular choice among SEO experts, it is also ideal for users who do not have SEO background knowledge. SE Ranking has a complete and user-friendly SEO guide for beginners who are willing to learn how SEO works and how they can apply SEO strategies to boost their online presence.

SE Ranking

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Highlights:

• Fully configurable SEO tools and customizable platform to fit the needs of your website and/or business operations
• Provides tools that help you assess your website against relevant SEO parameters
• 100% accurate rank tracking capabilities
• Analysis of competitors’ paid and organic ad and keyword search
• Offers advanced keyword analysis and keyword grouping capabilities, as well as web page ranking.

10. Engage Bay

Engage Bay is an affordable cloud-based solution that serves as a single platform for various business processes, such as marketing, CRM, help desk, and sales. This does not only save business owners from investing in individual business applications, but it also makes managing these different processes easier as they are already integrated in one place.

At its core, Engage Bay’s main purpose is to boost engagement from website visitors through attractive web forms in order to increase leads and convert them into paying customers. This is where Engage Bay’s native marketing tools come in handy. These tools include landing page builders and lead management, as well as contact and deal pipeline management capabilities among others. Aside from web forms, Engage Bay also provides all the necessary tools for effective marketing via email, SMS, social media, and videos.

Moreover, Engage Bay is also equipped with a robust web visitor tracker that detects the online behavior of potential customers. This feature triggers automated actions, such as site messaging, that aim to further engage the customer and eventually convert them into sales.

Highlights:

• Free email marketing, CRM, helpdesk, and other tools and affordable premium plans to access more advanced features.
• User-friendly tools and interface for creating, managing, and monitoring marketing campaigns and results
• All-in-one online solution for small and growing businesses that serves as an ideal alternative to high-end platforms

11. Messente

Messente is a marketing software specifically designed for mobile marketing. This web-based platform leverages the power of data gathered from social media platforms and its users to launch an effective SMS marketing campaign. This can be done in different ways, such as by conducting a survey on social media platforms to gather not only customer information but also their feedback as customers. This strategy does not only give you a good contact list but also a rich amount of data collected from their feedback to assess how you can execute a successful SMS campaign.

Another advantage of using Messente is its capability to let you conduct international SMS campaigns. Messente allows its users to send SMS across 190 countries through its partnership with more than 800 mobile networks across the globe. It also supports two-way messaging, which further boosts customer engagement.

As a marketing platform, Messente comes with its own analytics tools. Users will have access to a dashboard where they can keep track of the SMS campaigns’ performance. The dashboard also offers a comprehensive view of delivery reports, messaging history, as well as campaign history.

Highlights:

• SMS sending capability in 190 countries
• CRM integration via the app’s global SMS API
• Rich SMS campaign features such as messaging templates, message prioritization, scheduling, and phone number verification for security purposes
• Native SMS marketing analytics tools

12. Mobile Text Alerts

Another web-based mobile marketing solution for businesses, Mobile Text Alerts offers two-way messaging capabilities, which enable target customers to reply to an SMS campaign for free and boost its engagement rate. This business application also promises a 99% read rate, which makes it ideal for sending promotional ads, event announcements, and product launch notices.

Getting new customers to subscribe to SMS alerts is also made easier. Mobile Text Alerts enables businesses to use text-in shortcodes and signup pages to get new subscribers. Businesses can also import their existing contact list from a spreadsheet to Mobile Text Alerts. Furthermore, they can also integrate this mobile software solution with their existing contact management systems.

Managing and segmenting subscribers are also simplified. Users can categorize subscribers into subsets to make sending mass texts and SMS drip campaigns easier. And with the subscribers capable of responding to text blasts, Mobile Text Alerts can create customized notifications to ensure that all replies will be read.

When it comes to analytics, Mobile Text Alerts is capable of monitoring the performance of SMS campaigns from both iOS and Android devices. This only means that you no longer have to miss out on any updates and you will be able to take care of issues that arise even when you are on the go. Furthermore, Mobile Text Alerts integrates seamlessly with more than 2,000 business applications, such as Zapier, Salesforce, Hubspot, Slack, and ActiveCampaign, among others.

Mobile Text Alerts

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Highlights:

• Fast delivery of SMS campaigns and other messages in 30 seconds or less
• 99% read rate on your SMS campaigns and other text blasts
• Two-way messaging capability to further boost engagement
• On-the-go monitoring of SMS campaign performance
• Built-in SMS analytics feature to gauge the performance of SMS campaigns, etc.

13. Looker

Looker comes with business intelligence software features that enable easier data discovery.  As a data discovery platform, the software helps companies make better business decisions through real-time access to data. It can meet the requirements of startups, mid-sized businesses and enterprises, providing capabilities to analyze data of all sizes with its 100% in-database and 100% browser-based platform. Additionally, Looker can integrate with any SQL database or data warehouse using an intuitive approach to data exploration.

The software lets you build and share reports on the fly, so other functional groups can benefit from the questions they’re asking and the knowledge they’ve created. You can drill into the data across interactive and accurate charts and tables with ease and without complicated coding. The platform also includes self-service features such as filtering, pivoting, and the creation of visualizations and dashboards. You can gain deeper insight into your customers and their entire journey by combining multiple data sets, cross-channel customer behavior, and customer segmentation by attributes.

Highlights:

• Centralize your data sources.
• Get a single source of truth for all your marketing data.
• Get the entire view of a user’s experience on your website from every click to conversion.
• Define metrics once, and build and share custom dashboards.
• Analyze campaigns to track KPIs like CPC, CTR, and CPA.
• Analyze ROI and understand spend and revenue generated by every campaign and medium.
• Set up custom rules to receive email alerts when any tactic or ad goes wrong.
• Monitor and optimize conversion rates by channel, content, and audiences.
• Acquisition channels to track where new leads and customers are coming from.
• Quickly segment data and analyze how different segments behave over time.

14. Marketo

Marketo is a comprehensive cloud platform that specializes in customer engagement marketing and marketing management. It has tools for marketing automation, account-based marketing, content marketing, email, mobile, social, digital ads, web, and marketing analytics.

Marketo comes with a visual drag-and-drop interface for ease of use and does not require users to possess HTML skills to create professional email templates and landing pages. Email testing is also offered so you can try out different content and dynamically change them to fit specific situations.

Marketo provides native integrations with leading CRM platforms, including Salesforce and Microsoft Dynamics, to help sync marketing teams and sales teams for better collaboration and awareness. Its lead management capability lets you gather strong leads based on pre-determined parameters and criteria, such as demographics, input from sales reports, product scores, and prospect behavior. Reporting and analytics are standard features that enable you to gather reports based on various customizable metrics such as email and landing page, lead, and campaign performance, among others.

Highlights:

• Use machine learning and predictive analytics to automatically put the most relevant content in front of each person across your web, mobile, and email channels.
• Understand your customer journey and measure key performance metrics across each stage.
• Identify channels and campaigns that deliver the most revenue and highest marketing ROI.
• Discover how your marketing campaigns influence sales.
• Measure and optimize ad spend.
• Easily create visual reports and dashboards.
• Take your marketing analytics on the go with Marketo Moments mobile app.

15. Salesforce Einstein

Salesforce Einstein is an AI application for sales data processing. It gathers and processes information to deliver accurate predictions, provides suggestions tailored to unique business needs, and allows for a deeper understanding of customers. The software comes with “myEinstein,” a platform where you can design and publish your own intelligent and predictive applications to further customize the solution for specific business requirements.

Salesforce Einstein is equipped with automation capability to empower your sales agents to become more productive. It analyzes information to provide data that allows agents to arrange their priorities and identify the most beneficial opportunities. Salesforce Einstein acts as your sales team’s personal data scientist that assists in identifying new contacts and staying updated on business news while enhancing productivity by connecting emails and calendars to the platform.

Highlights:

• Predictive marketing that uses sales marketing data to provide accurate predictions, letting you offer smart recommendations to customers.
• Client engagement analysis to fully understand customer behavior.
• Insights discovery for a deeper understanding of sales operations.
• See every interaction that prospects and customers have with your business.
• Reach customers at any stage of the customer lifecycle, including awareness, acquisition, onboarding, engagement, advocacy, and retention.
• Connect across every channel, on any device.
• Engage customers with one integrated platform to unify sales, service, and marketing.

16. Percolate

Percolate is an all-in-one marketing software that lets you plan, create, execute, and manage your marketing activities across all channels, markets, and teams. Its content marketing and asset management features provide a robust platform for content inspiration, distribution, management, analysis, and more. It allows you to publish content to different marketing channels from a single hub, including social, digital and traditional marketing channels. You get to measure marketing from idea generation to execution, allowing you to track team productivity and cross-channel visibility.

Percolate provides rich insights into content performance, highlighting areas that require improvement. It comes in four core modules – planning and campaign management, content marketing and asset management, distribution and social relationship management, and marketing analytics. All these are combined in a single platform to help you manage and make visible every marketing activity, whether it is a global initiative or an individual piece of content.

Highlights:

• Rich insights on content performance, team productivity, and areas of improvement.
• Complete visibility across all marketing activities.
• The content metadata model unlocks the value of marketing attribution and analytics systems by creating consistency across all channels.
• Encode strategic and tactical information into structured metadata and apply it to campaigns, content, and assets.
• Leverage process analytics into workflow execution data to identify bottlenecks in marketing processes and optimize the marketing supply chain.
• Apply operational analytics to get an unparalleled view of the marketing mix across all channels.
• Produce summary reports based on all marketing activities.

17. Nielsen Marketing Cloud

Nielsen Marketing Cloud is designed to empower brands, agencies, and media companies to connect more deeply with customers by combining Nielsen’s world-class data, analytics, media planning, marketing activation, and data management platform capabilities in a single cloud platform. It facilitates a greater understanding of consumers and audiences, more effective one-to-one messaging, and superior ROI analysis and campaign optimization. It gives you capabilities to seamlessly move data between apps to increase learning and fuel a 360-degree view of your customers.

The software offers a central hub that manages and activates first-, second- and third-party consumer data. It provides a powerful analytics solution that powers side-by-side ROI metrics for all digital media channels to inform media spend and optimize marketing tactics. It is able to track consideration and purchase-intent metrics in real-time to enable in-flight campaign optimization, from media allocation to creative versioning.

Highlights:

• Houses one of the world’s largest collections of third-party data for use across digital media.
• Scale data across CPG, retail, purchase, behavioral, television, lifestyle, etc.
• Media planning, consumer insight, and audience segmentation.
• Cross-platform targeting, programmatic buying, and sequential messaging.
• Marketing ROI, real-time intent, and creative and channel effectiveness.

18. Visual IQ

Visual IQ is a marketing intelligence solution intended to help you understand marketing performance in combination with the unique profiles of your customers and prospects. It lets you analyze audience attributes and behaviors, optimize budgets, and improve the overall customer experience. The software delivers actionable, audience-driven marketing intelligence you need to deliver meaningful business results in today’s consumer-led, multi-screen world. You’ll be able to measure all types of marketing and media, analyze the unique profiles of your audience, and take immediate action on insights.

The software can transform your disparate data into audience-driven intelligence with multi-touch attribution to bring transparency to your marketing and advertising efforts. It can collect and duplicate performance, cost, and audience attribute data from your marketing channels and devices in real-time. Once collected, you have the flexibility to define your own rules-based attribution model (First-Touch, Even-Weighting, Position-Based, etc.) or use a more sophisticated, algorithmic model (Enhanced, TrueAttribution) to measure the influence by audiences of every channel and campaign tactic.

Highlights:

• TV Attribution to determine which elements of your TV buys (network, program, daypart, etc.) will drive the greatest digital response.
• Marketing Mix Models (MMM) to understand past trends and predict the future effect of marketing tactics on sales, and optimize budget allocation across channels, brands, and regions.
• Demographic segmentation lets you know who your customers and prospects are, what they like, and how they behave.
• Predictive analytics to test multiple scenarios and forecast performance against different marketing objectives before you execute.
• Optimize paid search campaigns based on multi-touch attribution insights.

19. LinkedIn Website Demographics

LinkedIn Website Demographics lets you discover the professional traits of your website visitors and understand your audience better. It gives you valuable audience insights—like job titles, company names, and industries—using the most accurate professional data by LinkedIn. You’ll be able to create tailored content to your strongest prospects and compare different pages to learn which kinds of content resonate with different audiences. With its reporting and analytics tools, you’ll learn about your website visitors and target those who are most likely to become qualified leads and customers.

The solution is powered by a LinkedIn Insight Tag that you can add to your site. Together with a Campaign Manager tool, you can create an “audience” and apply audience insights to your marketing strategies. You’ll get professional demographic data about your website visitors and which content they engage with the most. Website Demographics will help you measure the impact, so you can keep learning and optimizing ROI of your LinkedIn ads.

Highlights:

• Get real-time data on your campaign performance and demographic insights from the world’s largest professional network.
• Measure and track conversions to understand how your ads are driving business results like generating leads, purchases, and event registrations.
• Analyze performance by comparing engagement metrics like clicks, impressions, and social actions.
• Discover the professional traits and content preferences of your website visitors.

20. Mayple

Unlike other online marketing solutions on this list, Mayple does not provide marketing analytics tools—what it offers are professional services from its pool of marketing experts. This platform is ideal for businesses that are still navigating their way through the ins and outs of effective marketing planning and execution. And for business owners who prefer to hire marketing specialists, Mayple offers the convenience of matching their business needs with marketing professionals. This does not only save a lot of time but also avoids the tedious process of posting job notices on job sites, interviewing applicants, and onboarding the ones who get hired.

Furthermore, Mayple ensures that the skills and experience of a marketing professional match a business’s goals and needs. This is accomplished through a short assessment conducted during the registration process during which a client would answer a series of questions. These questions are easy enough for non-marketing experts to answer and for Mayple to better understand a business’ marketing needs and find the right marketing professional for their marketing needs. The answers to these questions will also be used to develop the right marketing strategies that suit the client’s marketing goals and budget, which are offered for free. Clients will only start paying for a monthly subscription once they start their marketing campaigns.

While Mayple does not offer the same set of features as the other marketing platforms, it provides its clients access to monitoring tools. These tools allow Mayple clients to access relevant data that show the performance of their marketing campaigns. Furthermore, clients will also regularly receive monthly audit reports and reviews in order to have a better understanding of their business’ marketing campaigns and strategies along with the guidance of the marketing expert assigned to them.

Highlights:

• Free marketing strategy
• Real-time guidance from a certified marketing expert
• Hassle-free hiring of the right marketing professional for your business
• Integration with leading digital marketing platforms, such as Facebook Business Manager and Google Ads Manager

Why use marketing analytics software?

The importance of marketing analytics cannot be downplayed. While companies have long been taking advantage of the benefits of marketing software, you need more advanced tools to manage, analyze, and measure your marketing performance to maximize its effectiveness and optimize ROI. Marketing analytics software will help you do that, and you can start with the top product here, HubSpot Marketing, to see the features firsthand.

One study found out that companies that make improvements in measurements and ROI capabilities were more likely to outgrow competitors and have a higher level of effectiveness and efficiency in their marketing. Marketing analytics software will provide that crucial edge to keep you ahead in today’s competitive and data-driven business environment that has undergone a massive transformation due to the COVID-19 pandemic.

By Jessica Stewart

Jessica Stewart is the resident marketing analyst at FinancesOnline and a pioneering member of our research team. She believes that data is at the center of business and marketing technology is its enabler, a point not lost in her articles published in major outlets such as BusinessInsider, USA Today and Entrepreneur. Beyond assessing the standard tools for workflow automation, campaigns, messaging, and real-time alerts, Jessica focuses on the software’s bottom-line ROI— how it helps marketers perfect their data-driven method to collect and process customer data, measure the KPIs, and, ultimately, realize profits.