Marketing analytics tools are designed to offer real-time analysis of search engine, website, social media, and email marketing performance. Marketing analytics software is intended to help point out strengths, weaknesses, opportunities, and threats in traditional online marketing.
Marketing analytics tools, also known as web analytics tools, monitor and record information about visitors to a site. They can alert you to trends and patterns of interest and help you to optimize your website performance and marketing campaigns.
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.
Marketing Analytics Tools and Software for 2022
Improvado
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 makes manual reporting a thing of the past.
According to customer reviews from Softwareworld, G2, Capterra, Trustradius, and many other sources, Improvado is a top-rated ETL provider with the main focus on customer success.
Improvado is also one of the top software based on the clients reviews.
Who should use Improvado?
Improvado was designed to focus specifically on the marketing data dilemma. It connect 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, adset 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 fasted 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.
Pros:
- 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
Cons:
- 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.
Improvado Pricing
Improvado does custom pricing for its platform. If you set up a call with them, they will assess your needs and share pricing details.
Improvado.io Integrations
- 200+ Integrations with ability to build a custom one upon request.
- Custom integrations can be built out for any data source you may need.
Domo
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.
Pros:
- 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
Cons:
- 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.
Domo Pricing
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
Google Analytics
This is a basic and free website analytics tool provided by Google. You can use it to track the traffic on your website, know where your web visitors are coming from, how they came to know your website, the amount of time they spent on your website, etc.
Google Analytics can also be integrated with other tools like Google AdWords and Google Data Studio for a deeper analysis of your marketing data. However, it is complex to define and track new conversions, and it doesn’t provide an option to track individual user sessions and know how users actually use your site.
The basic version of Google Analytics is free and is fit for most companies. It also comes with a premium version that costs about $100K annually with advanced data analytics capabilities and full support from Google.
Conclusion
Information is the bedrock of any successful business. Not only does it help inform daily decisions, but it can also help gather insights into patterns over time, to reveal where changes need to be made in order to improve the performance of a business. Advances in technology have made it possible for businesses large and small to collect greater amounts of information through the use of marketing analytics tools.