In today’s fast-paced digital reality, marketing is all about data. From tracking customer behavior to measuring campaign performance, data-driven insights help marketers make smart decisions and get the most they want while working.
McKinsey’s report says that companies that use marketing analytics are 15% more likely to see a positive return on investment (ROI) from their marketing efforts than those that don’t. 15% may seem like a slight difference, but for medium and large enterprises, it’s a precious amount, and even for a startup, 15% revenue also means a lot.
According to another McKinsey study, companies in the top quartile of analytics performance are much better at attracting new customers and retaining existing ones. These statistics demonstrate how marketing analytics tools provide insights into customer behavior and campaign effectiveness and help businesses predict future trends. With the right tools, companies can track every click to understand the audience better and tailor their strategies. And this is just a small example.
Let’s explore how these tools can make marketing efforts smarter, more efficient, and more successful.
Table of Contents
- Why Marketing Analytics is Crucial in 2024
- The Evolution of Marketing Analytics Tools
- The Best Digital Marketing Analytics Tools to Use
- Find the Perfect Marketing Analytics Solution Tailored to Your Business
- Final Thoughts
Why Marketing Analytics is Crucial in 2024
Marketing analytics has never been more essential than now. With the rapid evolution of technology and changing consumer behaviors, businesses need to stay ahead of the curve by using data-driven insights not to be blind while making decisions.
Let’s consider why marketing analytics is a must-have for this season and upcoming years. Though we have yet to discover what AI technologies will bring to us in the future:
- Harnessing Generative AI for Predictive Insights. Generative AI transforms how marketers interact with data by analyzing past trends and predicting future outcomes. Such an approach helps businesses anticipate customer needs and shape strategies proactively, giving them a competitive edge in the market.
- Shift to First-Party Data. As third-party cookies phase out, the focus is shifting toward first-party data, which allows marketers to build more personalized and trustworthy connections with their audience.
- Real-Time Data Analytics. Analyzing data in real-time allows marketers to adjust their strategies on the fly. This dynamic approach helps optimize campaigns continuously, making them more responsive to changing market conditions and customer behaviors.
- Impact on Profitability. According to WinSavvy‘s research, companies that implement data-driven marketing strategies are up to six times more likely to be profitable year-over-year than those that don’t use data effectively.
So, the reality is that 92% of marketing professionals believe data and analytics are vital for business success. This reliance on data helps create more targeted campaigns, understand customer behavior, and achieve better results overall.
The Evolution of Marketing Analytics Tools
Today, marketing means data-driven insights and analytics tools have been at the forefront of this transformation. But let’s take a quick trip down memory lane to see how marketing analytics tools have evolved over the years and why they’re more potent than ever in 2024.
The Early Days: Basic Web Analytics
Back then, marketing analytics was mostly about counting website visits and tracking basic metrics like page views and bounce rates. Tools like Google Analytics were a game-changer, giving marketers their first glimpse into how people interacted with their websites.
Rise of Multi-Channel Analytics
As marketing grew more complex with multiple channels, like email, social media, and paid ads, analytics tools evolved to keep up. Platforms started integrating data from various sources, giving marketers a more comprehensive view of their efforts. According to Statista, 74% of marketers now rely on multi-channel analytics to understand the entire customer journey, making it a staple in modern marketing strategies.
Real-Time Analytics and Personalization
Another significant leap has been the move to real-time analytics, allowing marketers to adjust their strategies immediately. Real-time data means users can see how a campaign is performing right now and tweak it for better results. According to HubSpot, real-time analytics companies are 30% more likely to outperform their competitors in customer engagement and conversion rates.
The Shift to Predictive Analytics and AI
Now, we’re in the era of predictive analytics and AI-driven insights. Modern tools don’t just tell us what happened; they predict what will happen next. Advancements in machine learning and big data have fueled this shift. A study by Deloitte found that 67% of high-performing marketing teams are using predictive analytics to drive decisions, showing just how essential these tools have become.
The Future: Integrated, Automated, and Smart
Looking ahead, the future of marketing analytics means integration and automation. Tools are becoming smarter and more intuitive, integrating seamlessly with CRM systems, ad platforms, and other marketing technologies. Gartner predicts that by 2025, over 80% of marketers will rely on automated analytics processes to streamline their workflows and drive efficiency.
The Best Digital Marketing Analytics Tools to Use
Nowadays, having the right analytics tools is like having a secret weapon. Ranging from classic tools like Google Analytics that help users understand websites’ traffic to more advanced platforms like HubSpot and Adobe Analytics that offer in-depth insights into customer behavior across multiple channels, there’s a tool for every need and budget.
Here’s the list of 12 top digital marketing analytics tools for 2024, plus a bonus tool.
Google Analytics 4
Google Analytics 4 is Google’s latest version of its favorite analytics platform, which provides insights into user behavior across websites and apps. It offers advanced tracking capabilities, machine learning insights, and a more flexible data model than its predecessor. With GA4, businesses can get a more holistic view of the customer journey, seamlessly tracking interactions across multiple devices and platforms. It also introduces enhanced privacy controls. So it’s easier to comply with data regulations while gaining valuable insights. Its deeper integration with Google Ads allows for more precise audience targeting and campaign optimization.
Best for
Website traffic analysis, user behavior insights, and conversion tracking.
Pros
- In-depth insights and cross-platform tracking.
- Event-based data model.
Cons
- A steep learning curve.
- Limited integration with some third-party tools.
Pricing
Free; premium version (Google Analytics 360) starts at $150,000/year.
Integrations
Native integration with Google ecosystem like Google Ads, Google Search Console, BigQuery, and more.
HubSpot Analytics
Part of the HubSpot platform, HubSpot Analytics offers robust tools for tracking website performance, marketing campaigns, and customer interactions. It integrates well with HubSpot’s CRM, providing a unified view of marketing and sales data. This seamless integration enables businesses to track the entire customer lifecycle, from the first touchpoint to the final sale, all in one place. HubSpot Analytics also provides intuitive dashboards and customizable reports, allowing teams to monitor key metrics and make data-driven decisions easily. The platform’s built-in automation tools also help streamline marketing efforts, allowing businesses to focus on growing their customer base.
Best for
Inbound marketing, CRM integration, and lead management.
Pros
- User-friendly interface, great for CRM integration.
- Detailed contact analytics.
Cons
- The tool can be pricey for smaller businesses.
- Advanced features require higher-tier plans.
Pricing
Free basic plan; paid plans start at $15/month.
Integrations
Native integrations provide smooth data flow into Google Analytics, Salesforce, WordPress, and other companies’ data stacks.
SEMrush
SEMrush is a comprehensive SEO and digital marketing tool that helps businesses improve their online visibility through competitor analysis, keyword research, and website audits. It offers backlink analysis, content optimization, and social media tracking, giving businesses a full suite of tools to boost their online presence. With SEMrush, companies can uncover valuable insights into their competitors’ strategies, identify growth opportunities, and fine-tune their marketing campaigns for better performance. The platform’s detailed reporting and customizable dashboards make it easy to track progress and measure the effectiveness of SEO efforts, helping businesses stay ahead in the competitive digital landscape.
Best for
SEO, PPC, and content marketing strategy.
Pros
- Extensive keyword research.
- Competitor analysis and SEO tools.
Cons
- The tool can be overwhelming due to the number of features.
- There are higher costs for premium features.
Pricing
Starts at $139.95/month.
Integrations
Native integration with Google Analytics, Google Search Console, and social media platforms.
Adobe Analytics
Adobe Analytics provides enterprise-level analytics solutions with robust features for real-time data analysis, predictive analytics, and advanced segmentation. It empowers businesses to gain deep insights into customer behavior across all digital channels, from websites to mobile apps. Its scalable architecture suits organizations of all sizes, from large enterprises to growing businesses looking to use advanced analytics.
Best for
Deep data insights and custom reporting.
Pros
- Highly customizable, powerful real-time analytics.
- Predictive capabilities.
Cons
- Expensive.
- Requires a high level of technical expertise to use all the functionality.
Pricing
Custom pricing; contact Adobe for details.
Integrations
- Native integration with Adobe Experience Cloud and CRM platforms.
- Allows integration with other third-party tools.
Mixpanel
Mixpanel works with product and user analytics, helping companies understand engagement and retention. It’s excellent for tracking events and building funnels to optimize user experience. With its robust real-time analytics, Mixpanel allows businesses to dive deep into user interactions, uncovering the behaviors that drive conversions and long-term engagement. The platform also offers advanced segmentation and cohort analysis, enabling companies to tailor their products and marketing efforts to specific user groups. Mixpanel’s customizable dashboards make it easy to visualize key metrics and measure the impact of product changes.
Best for
Product analytics and user engagement tracking.
Pros
- Intuitive interface.
- Powerful event tracking.
- Real-time insights.
Cons
Limited reporting features compared to some competitors.
Pricing
Free tier available; paid plans start at $28/month.
Integrations
Mixpanel primarily uses native integrations for tools like Slack, Salesforce, and Segment. In some cases, particularly with more specialized or less common tools, third-party connectors or APIs might be used to achieve the desired integration.
Maropost
Maropost offers marketing automation and analytics tools for email, SMS, and social media marketing. It’s ideal for businesses looking to streamline their marketing communications. With Maropost, companies can manage all their campaigns from a single platform, ensuring consistent messaging across channels. Maropost also provides in-depth analytics and reporting, giving businesses the insights they need to optimize their strategies and drive higher ROI.
Best for
- Email marketing.
- Marketing automation.
Pros
- Robust automation features.
- Good customer support.
- Easy to use.
Cons
- Limited customization options.
- The solution can be costly.
Pricing
Custom pricing based on users’ needs.
Integrations
Native integrations with Shopify, Salesforce, and various e-commerce platforms.
Tableau
Tableau is a leading data visualization tool that helps users see and understand their data through interactive, shareable dashboards. It’s highly customizable and integrates well with various data sources. With its drag-and-drop interface, even non-technical users can create complex visualizations that reveal deep insights into their data. Tableau’s analytics capabilities, like advanced calculations and trend analyses, allow users to dive deeper into their data and uncover actionable insights. Whether users explore data on their desktops or share it across the organization, Tableau makes it easy to collaborate and make data-driven decisions.
Best for
Data visualization and business intelligence.
Pros
- Powerful visualization capabilities.
- Wide range of data connectors.
Cons
- Steep learning curve.
- The solution can be expensive for full functionality.
Pricing
Starts at $35/month per user.
Integrations
Native integration with Salesforce, Google Analytics, Excel, and many more.
Moz Pro
Moz Pro provides tools for SEO, including keyword research, website audits, and backlink analysis. It helps businesses improve their search engine rankings and online visibility. Moz Pro provides detailed insights into how a user’s website performs in search engines. With features like rank tracking and on-page optimization suggestions, Moz Pro makes it easier for businesses to identify opportunities to enhance their SEO strategy. The intuitive interface and in-depth reports help users understand their SEO data, making it easier to stay ahead of the competition in search engine rankings.
Best for
SEO and inbound marketing.
Pros
- Excellent keyword research tools.
- Comprehensive SEO tracking.
Cons
- Some users find the interface dated.
- Limited features in lower-priced plans.
Pricing
The solution starts at $49/month.
Integrations
Native integration with Google Analytics, Google Search Console, HubSpot, and Google Data Studio.
Ahrefs
Ahrefs is a popular tool for SEO and content marketing, known for its robust backlink analysis and keyword research capabilities. It’s a favorite among marketers for its comprehensive tools that help uncover valuable insights into competitors’ strategies and identify opportunities to improve search engine rankings. Ahrefs’ site explorer allows users to dive deep into any website’s backlink profile, providing detailed information on where links are coming from and the quality of those links. Ahrefs also offers powerful keyword research tools that help users discover high-volume keywords and track their performance over time.
Best for
Backlink analysis, keyword research, and competitor analysis.
Pros
- Excellent data accuracy.
- Extensive backlink database.
- Easy to use.
Cons
The platform can be pricey, especially for smaller businesses.
Pricing
Starts at $129/month.
Integrations
Native integration with Google Analytics, Google Search Console, Google Data Studio, Excel/Google Sheets.
CleverTap
CleverTap is a customer engagement and retention platform that combines analytics, personalization, and automation to help businesses retain and grow their user base. It offers a comprehensive set of tools that allow companies to understand user behavior in real-time and deliver personalized experiences across multiple channels. With CleverTap, businesses can segment their audience based on behavior, preferences, and demographics, enabling highly targeted marketing campaigns. The platform triggers personalized messages immediately through push notifications, in-app messages, or email. CleverTap provides robust analytics to track the effectiveness of these campaigns, helping businesses optimize their strategies for better engagement and retention.
Best for
Mobile app analytics and user retention strategies.
Pros
The solution is powerful in segmentation, real-time insights, and engagement automation.
Cons
- Complex setup.
- It can be expensive for smaller teams.
Pricing
Custom pricing based on usage.
Integrations
Native integration with Google Analytics, Firebase, Segment, Shopify, Amazon Redshift, and more.
Domo
Domo is a business intelligence and data visualization platform that provides real-time data insights and easy-to-create dashboards. It helps businesses make data-driven decisions quickly by bringing all their data together in one place. Domo allows users to create custom dashboards without extensive technical skills, making it accessible to many users. With its real-time data capabilities, Domo ensures that businesses always use the most up-to-date information. Its collaborative features make it easy to share insights across teams, fostering a data-driven culture throughout the organization.
Best for
Data visualization and business intelligence for large datasets.
Pros
- The solution is scalable.
- It integrates with a vast number of data sources.
- User-friendly dashboards.
Cons
- High cost.
- The platform can be overwhelming due to its feature richness.
Pricing
Custom pricing; contact Domo for details.
Integrations
Native integration with Salesforce, Google Analytics, AWS, and many others.
Supermetrics
Supermetrics pulls all users’ marketing data into one place, like Google Sheets, Excel, or a data warehouse, making tracking and analyzing performance across multiple platforms easier. With Supermetrics, users can automate the data collection process, eliminating the need for manual data entry and reducing the risk of errors. The platform’s seamless integration with popular data tools makes it simple to create custom reports and dashboards that provide a clear overview of marketing performance. Supermetrics also provides advanced scheduling features so users can set up automated data refreshes, ensuring they always have the latest insights.
Best for
Aggregating data from multiple marketing platforms for easy reporting.
Pros
- The platform simplifies data aggregation.
- It supports numerous data sources.
Cons
- Limited customization options.
- Pricing can increase with more connectors.
Pricing
Starts at $39/month.
Integrations
Native integration with Google Ads, Google Analytics, Facebook Ads, HubSpot, and many more.
Outreach
Last but not least. Since marketing and sales processes are interdependent and inseparable, let’s also consider Outreach, which is a tool that analyzes sales data. This powerful sales engagement platform helps businesses optimize their sales processes by providing deep insights into customer interactions and sales performance. Outreach’s advanced analytics and reporting features enable sales teams to identify what’s working, what’s not, and where there’s room for improvement. With Outreach, sales teams can align more closely with marketing efforts, ensuring a unified approach to driving growth and success.
Best for
The platform excels in helping sales teams improve their productivity, streamline workflows, and increase engagement with prospects through personalized communication at scale.
Pros
- Outreach automates repetitive tasks like follow-up emails, reminders, and assignments.
- The tool supports email, phone, and social media outreach, allowing for a cohesive and multi-faceted sales strategy.
Cons
- Initial setup and customization can be time-consuming, especially for companies with unique workflows or complex sales processes.
- The price might be a barrier for smaller teams or startups with limited budgets.
Pricing
Pricing plans are flexible and depend on users’ requirements.
Integrations
The tool natively integrates well with CRMs like Salesforce and Microsoft Dynamics and platforms like Linkedin Sales Navigator, Gmail, Outlook, and Slack, ensuring that all the sales data is synchronized and up-to-date.
Find the Perfect Marketing Analytics Solution Tailored to Your Business
First and foremost, the service selection depends on the business size and needs. But there’s always more to consider, so here are the steps to find the perfect match.
- Identify Business Goals. Define what you need from an analytics tool. Are you focused on SEO, email marketing, and social media, or are you combining all three? Knowing such goals will help narrow down the options.
- Consider the Team’s Needs. Answer the question of who will use the tool. If the team isn’t tech-savvy, selecting a user-friendly platform like HubSpot Analytics is better. Tools like Adobe Analytics or Tableau might fit a more advanced team.
- Budget Matters. Marketing analytics tools come in all price ranges, from free options like Google Analytics to high-end solutions like Adobe Analytics. Assess the budget and choose a tool that provides the best value without stretching resources.
- Test and Adapt. Don’t be afraid to try out different tools. Many offer free trials, so users can test them out and see how well they align with their needs.
- Look at Integrations. A great marketing analytics tool should seamlessly integrate with the existing systems. In this step, data integration platforms become your best friends.
For instance, the Skyvia data integration tool can connect 190+ data sources, like CRM, email marketing platforms, e-commerce systems, etc., into the analytics tools. This ensures that all the data flows smoothly into one place, giving you a comprehensive view of your marketing efforts. Except for this, the solution is user-friendly and doesn’t need any line of code to use. According to the G2 Crowd’s last rating, Skyvia is in the top three easiest-to-use ETL tools. The TrustRadius review also shows it as a top-rated data integration tool.
Final Thoughts
Integrating all the company’s marketing data can be challenging, especially while using multiple platforms that offer a range of capabilities tailored to various marketing needs, from basic analytics and reporting to advanced predictive insights and automation.
No matter if you’re just getting started with marketing analytics or looking to upgrade the existing setup, remember that the right tools can make all the difference in turning data into insights and insights into action.
