Have you ever wondered what the best digital marketing analytics tools are? Digital marketing is exciting, but it can be difficult to know which tools are right for your business. There are many platforms to choose from, but fortunately, there are also many great companies producing these platforms. Of course, not all smart tools are created equal, and very often you’ll find that one tool has the edge over another in terms of functionality or price.
Thinking about getting some new marketing analytics software? Wondering what the best marketing analytics software is on the market? Well, you’ve come to the right place! Keep reading if you want to learn more about the best marketing analytics tools around.
MixPanel
The goal of MixPanel is to track the events on your website, mobile app, or product. This way, you can know what users are doing on your mobile app or website.
Once you add an event to MixPanel, you will see the trends, count, the users who used them and in what order. It also offers funnels and A/B testing for different versions of your mobile app. MixPanel expects you to add the events that you need to track and focus on.
You can do this using a visual selector or by adding code annotations. After the selection, the events that you want to track will be shown on your dashboard and the metrics of choice will be presented. It offers a free Starter plan and two other plans that require you to pay a monthly subscription fee.
Domo
Domo is an analytics platform that specializes in business intelligence and data visualization.
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.
Adverity
Adverity is an intelligent marketing analytics platform specialized in enabling data-driven marketing teams to make better decisions and improve performance, faster and easier. They reduce the complexity in demonstrating the return on investment of multichannel campaigns.
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.
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.
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.
Matomo
Matomo is a completely free and open-source alternative to Google Analytics.
Matomo tracks your website visits and lets you create customized reports that segment data by traffic source, geo-location, browsers, and operating systems.
And, most importantly, it helps you discover how your website’s visitors engage with it.
Matomo has a lot of features, such as:
- goals for tracking the performance of your marketing campaign,
- page overlay analytics,
- keeping notes on specific variables,
- and data analysis.
A paid version of the product is also available, which is a self-hosted website analytics suite designed specifically for governments and companies that want complete privacy compliance and data ownership.
Pricing
- On-premise: Download for free
- Cloud: starts at 29 EUR
Conclusion:
Marketing analytics software is an important part of having a successful marketing campaign, as well as increasing conversions and growing customer base. As such, it’s important to use software that gives you valuable information which can be helpful in making those decisions.