Marketing analytics help to measure what you are doing so you can see what methods are working for you. Marketing analytics will also help you to push more traffic to your online sites or blogs, allowing them to generate more leads.
Marketing analytics refers to tools that allow professionals in the field of marketing to measure how well they are doing. The marketer can also change their strategies depending on how well they are doing. The analytics tools will also give the company an opportunity to evaluate how well its different promotions are running.
What are marketing analytics tools?
Marketing analytics tools are software platforms that help marketers understand the health of their marketing campaigns. They may track a variety of key metrics including website traffic, page views, click-through rates, or many others in order to inform a marketer of which efforts are working, which aren’t, and why.
Some of these tools may offer focused analysis of individual marketing channels such as email, social media, display, or search advertising, while others may analyze all your marketing data holistically – like DemandJump. The need for different types of marketing analytics tools varies by company and marketing strategy.
In decades past, the success (or failure!) of marketing efforts was much more challenging to determine and rarely happened in real-time. Not so with digital marketing, where you can often gain detailed insight into the outcome of your tactics within a few hours . . . if you have the correct tools available to perform the analysis, that is. Digital marketing analytics tools can be complex and overwhelming, so much so that marketers tend to select a few simple metrics to track and may not see signals within the noise of dozens of different trends. Facebook alone has dozens of dials that you can fine-tune for each type of advertising or post, not to mention all of the additional options available for programmatic advertising buys, webpage optimization, and other social platforms. Digital marketing analytics tools are meant to help you make better decisions based on ferreting out which metrics are truly moving the needle for sales or awareness to ensure that your campaign meets your ultimate goals.
Understanding Data-Driven Marketing
The need for digital marketing analytics is growing, with business leadership continually requesting metrics that help quantify the value of your marketing spend. Complex data management platforms (DMPs) are employed to help marketers tunnel through the mounds of data and make the information truly actionable. With data-driven marketing, marketers are continually looking for the right questions that will help refine their strategies and looking to digital marketing analytics tools to provide the answers. From on-site personalization to targeting and analytics, data plays a massive role in how modern marketers approach their work. With such an emphasis on data and analytics within the marketing realm, it’s no surprise that there is a proliferation of tools available that may or may not help marketers make sense of the wealth of data that is now at their fingertips.
Types of Marketing Analytics
Marketers are often looking for four key types of analytics: website, social media, lead generation, and ROI. Each of these aspects of your customers and prospects come together to form a cohesive picture of your organization’s interaction with various audiences, forming the basis of a data-driven marketing strategy. Marketing analytics can help you gain insight into cross-channel attribution, campaign tracking, and customer segmentation as well as allow you to review your competitors and see whether you are gaining traction against their brands. While they are often mentioned together, it’s important for marketers to note that web analytics and marketing analytics form two different pictures of your audiences.
Web marketing analytics are used to help you understand the relatively limited interactions that your audience is having with your website content. Web analytics in digital marketing are used to determine whether your online message is captivating your audience and causing them to take action, or if they’re simply clicking away and headed off your site to visit a competitor. Core web analytics include:
- Page load time
- Pageviews per visit
- Time on site
- Geographic location of visitors
- New versus returning visitors
In general, website analytics measure the effectiveness of a single channel of communication: your website. There is not enough information here to inform broader business decisions around the effectiveness of your marketing as a whole.
Digital Marketing Analytics
With digital marketing analytics, you are looking at a more holistic picture of your business that is much more user-centric and includes data from multiple locations:
- Email engagement
- Social media interactions
- Online sales and leads
- Offline sales
- Website Traffic
- Website Events
- Digital advertising
It’s difficult to overstate the importance of analytics in digital marketing, particularly when you consider the power of comparing various marketing platforms and the ability to shift your marketing spend to where it drives the greatest results.
Competitor Analysis Tools
Oftentimes, a marketer’s own data alone doesn’t tell the whole story. Many digital marketers today turn to competitor analysis tools to find out what’s happening beyond their four walls. With competitive intelligence tools, marketers can analyze the different sources of website traffic of their competitors – what search terms, social networks, channels, and websites bring qualified visitors to them – in order to understand what they should be doing next.
Digital Marketing Analytics Tools
With all of the data and analytics that are available, pulling them together into a cohesive picture that allows you to make decisions becomes a greater challenge. This is where cross-channel analytics tools become extremely valuable, allowing marketers to visualize and understand the thousands of data points and pull them together into usable data analysis for your marketing strategy. Adjusting your marketing mix by using data analytics tools for digital marketing helps marketers feel more in control, with campaign analytics tools that help enhance their data analysis and marketing strategy.
Making insights actionable is one of the best outcomes of using a marketing analytics solution, which is why organizations of all sizes are turning to DemandJump to gain an edge on their competition. DemandJump removes the guesswork from digital marketing by revealing more of the customer journey and competitive landscape than ever before. For the first time ever, marketers and business leaders alike can see what consumers are doing, what competitors are doing, and what you should be doing next – all in one platform.
What is Improvado?
Improvado is a marketing analytics tool made for advertising and analytics leaders. The platform allows marketers to gather all of their data into a single destination without logging into each individual platform. Automated reporting and dashboards in real-time make manual reporting a thing of the past.
Improvado is also one of the top software based on the client’s reviews.
Who should use Improvado?
Improvado was designed to focus specifically on the marketing data dilemma. It connects to virtually any platform marketers will ever use– including ad tech platforms like Facebook Ads and Google Ads, but also data about website analytics, SEO, marketing automation, email, and CRM.
Plus, integrations run deep, meaning you can view data on the campaign level, asset level, keyword level, and even view ad creative across every channel, all in one dashboard. This makes it quick & easily spot performance outliers and optimize campaigns & channels faster than ever before.
No developers are needed to assist you in implementation or to make changes, as the platform is simple & intuitive.
Perhaps the most significant benefit of Improvado is that customer service representatives are highly attentive and included in every one of the platform’s packages. These customer service reps can assist you with integrations and building out custom dashboards to make sure your data is visualized exactly how you want it. They help you make your dream dashboard.
You can choose to view your data within the Improvado dashboard, send it to a data warehouse, extract the data and download it, or visualize it using any BI tool you wish, such as Looker or Tableau.
- Customer service representatives included with full support
- Ability to map data across various platforms and create custom metrics
- Granular and deep marketing integrations lets you view data at keyword and ad level
- Integrates with all ad tech platforms (like Facebook and Google Ads) in addition to data from website analytics, organic social, SEO, email, marketing automation and CRM
- Plug and play
- No need for developers
- Reduces manual reporting time by up to 90%
- Great for in-house marketers managing campaigns on multiple platforms or ad agencies managing campaigns for several clients.
- Get all your data in real-time, in one place
- Entirely customizable with any custom integration available
- More granular features can be a tad complicated, however, customer support is great about walking users through any issues.
- There may be a bit of back and forth initially with support in order to get your dashboards set up and your reports visualized exactly how you want.
Get a consultation on the software from professional marketing analysts
Improvado does custom pricing for its platform. If you set up a call with them, they will assess your needs and share pricing details.
- 200+ Integrations with ability to build a custom one upon request.
- Custom integrations can be built out for any data source you may need.
What is Domo?
Domo is an analytics platform that specializes in business intelligence and data visualization.
Who should use Domo?
The Domo platform is best for C-level executives working at enterprise companies who are looking for a non-marketing-specific BI tool to be used company-wide, one that can create executive-level dashboards. Domo is not focused specifically on data from marketing efforts. It is used for more general business data. This means that when it comes to company-wide business intelligence and executive dashboards, the software’s capacity is fairly vast, however, it probably isn’t the best choice for the aggregation and visualization for marketing data. Since the marketing integrations are more limited, connectors don’t run quite as deep, leading to the platform being too costly for only the marketing department to use.
- Offers over 500 connectors across Marketing and Sales, Operations, IT, HR, and Finance
- Real-time data in a single dashboard
- IT doesn’t need to be involved with implementation
- Not specifically focused on marketing, resulting in limited marketing integrations
- You can only view data in the Domo dashboard. There is no way to export it, save it, or look at it on another BI tool.
- Entirely based in the cloud, which can cause difficulties if the majority of your data is on-site.
- There hasn’t been any significant refreshed of the tool in several years, or really any product innovation.
- The platform is rather secretive when it comes to pricing, and be cost prohibitive for many companies.
Pricing for Domo is based on a yearly subscription, and the cost varies depending on the number of people that need access to the tool. A 30-day free trial is offered.
Domo Marketing Integrations
- Domo boasts 52+ integrations
- View a complete list of marketing integrations here.
What is Datorama?
Datorama is a platform specializing in business intelligence and analytics with a aim to help marketers unify all of their data across multiple platforms into a single destination, offering a look at the complete picture.
Who should use Datorama?
Datorama is good for highly technical marketing teams or those with engineering resources. In order to use the tool effectively, you will need to be familiar with SQL. This analytics platform for marketing does specifically focus on the marketing dilemma, claiming to feature every possible integration (including ones that don’t actually offer API connections…).
The biggest challenge that I can tell with the Datorama platform is that the tool is complex and very technical. Teams will often need to utilize an implementation engineer familiar the coding used by company just to get the software properly set up or to make any needed changes. Once the software is set up correctly, the platform is fairly powerful. The tool may be too costly of some businesses, especially since you would need to pay for a premium level if you want to have access to a customer service representative.
- Claims to offer 400 marketing integrations (even though you can’t find a list of them anywhere on their website)
- Features powerful visualization capabilities
- The tool isn’t very intuitive, causing a steep learning curve.
- You can only look at the data in the platform’s dashboard. You can’t export it, save the data as a file, or view your data on a different BI tool.
- Can be challenging to set up campaigns or make any changes without the help of an implementation engineer.
- The company charges customers based on the number of lines of data. This can be extremely cost prohibitive for marketers running several campaigns.
- Customer service reps are offered at an up-charge.
- The tool has confusing naming conventions, with some metrics being named differently from they appear in source.
Pricing for Datorama is based upon lines of data. If users are running numerous campaigns, this can get fairly expensive.
- Claims to feature 400 marketing integrations, however there isn’t a list anywhere on the company’s website.
What is Funnel.io?
Funnel.io is a marketing analytics platform that strives to integrate with all of the advertising and marketing platforms marketers use.
Who should use Funnel.io?
The platform allows you to map and group data, similar to Improvado, and data can be sent directly to a data warehouse, a dashboard solution, Google Data Studio, and Google Sheets. Funnel.io, however, doesn’t have a direct integration with Tableau.
The main benefit of a marketing analytics platform is that is quite simple and fairly self-serve. Since the cost is tied to ad spend, as your business ad spend grows, the platform may become more costly.
- Features more than 400 integrations with a focus on adtech
- You can export your data
- Large amount flexibility in visualization widgets
- There is no Tableau direct integration. Users need to upload their to a warehouse first.
Pricing is based on ad spending. While the platform boasts unlimited users and data sources, there is an additional fee each month for every additional destination you want to connect your data to.
● Funnel.io claims to offer 400 data sources.
● You can see the entire list of integrations on their website.https://www.youtube.com/embed/fv7USqeMrwY
What is Supermetrics?
Supermetrics is a platform to help marketers with simple data extraction. The tool pulls PPC, SEO, analytics, and social data into a single destination for reporting and analysis.
Who should use Supermetrics?
The Supermetrics tool basically just pulls your data from a rather limited platform list into Google Data Studio or Google Sheets. The platform is good for scrappy startups who mostly use Google Analytics, Adwords, and Facebook, and simply need help with getting their data into Google Sheets. If you need visualization or more complex dashboards or need to use any other channels, Supermetrics may not be the most helpful tool.
- Good for extracting granular data from Google Analytics, Google Ads, and Facebook.
- No visualization is offered.
- No transformation. There is no ability to map data from across multiple platforms using the tool.
- Initial setup can be rather difficult.
- Issues with data accuracy
- Extremely limited integrations with BI tools. Data can only be sent to Google Data Studio or Google Sheets.
- Google Sheets consists of a limited number of rows, so you may cap out of exporting too many rows of data.
- You will need to run your own queries.
- Claims to offer over 40 integrations, but they are very basic without really any access to more granular data.
Supermetrics is by far one of the cheapest digital marketing analytics tools, starting at only $19/month, however, the product offering is quite rudimentary. Different plans are available depending on where you want to send your data, and costs can add up quickly if you
Why Do you Need Marketing Analytics Tools?
Digital marketers should have a way of managing and measuring the performance of their marketing campaigns. This is exactly what marketing analytics tools help them to achieve. Marketing analytics tools help marketers to improve their efforts and prove their worth. Their goal is to make marketing activities more effective and justify the investment.
Marketing analytics tools are capable of gathering data from all channels in your marketing mix and reporting on them together. They make it easy for marketers to generate reports without relying on data scientists, track campaign success and perform competitive analysis. Marketing analytics tools will capture and track the following data regarding your marketing campaigns:
- Website visitor data
- Customer touchpoint / event data
- Paid campaign performance data
- Customer purchase data
- Email marketing data
The internet is full of marketing analytics tools and services, however, not all of them are created equally. It’s important to note that not all analytics tools and services that sit under the broad marketing analytics umbrella are necessary for every business.