Marketing Analytics Software

This group of software helps determine which marketing channels and campaigns deliver the most value and highest marketing ROI, ensuring resources are allocated correctly and the best channels are identified. Marketing analytics software tends to include features such as visual reporting, prediction and forecasting of customer behavior, identification of social trends, real-time campaign insights and optimization solutions for ill-performing activities.  Read the full software guide...

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What is Marketing Analytics Software?

Marketing analytics software helps marketers measure the effectiveness of their marketing campaigns and understand and improve marketing performance. It is intended to provide marketing and sales teams with insights that can help them maximize all marketing-related activities and ensure the achievement of their return on investment or ROI.

Marketing analytics software uses metrics such as return on investment (ROI), click-through rates, conversion rates, bounce rates and search engine referrals. The software usually consolidates data collected from multiple marketing channels in one place, making it easy to analyze and compare the results of your different campaigns.

Using these types of software, you can identify the marketing channel or campaign delivering the highest ROI or maximum revenues and allocate your marketing resources accordingly. Unlike web analytics or social media analytics tools that focus on one particular channel, marketing analytics software analyzes all your marketing campaigns across multiple channels, giving you greater visibility of your businesses marketing activities

Marketing analytics tools not only report on past marketing campaigns but also have the ability to perform real-time and predictive analysis. Other important features include the ability to track the entire customer lifecycle, create detailed reports on each marketing channel you use, design visual reports using drag-and-drop functionality and to identify trends.

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Marketing Analytics
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Marketing Analytics
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Marketing Analytics
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Marketing Analytics

Types Of Marketing Analytics Software

Most marketing analytic software solutions give the user the ability to track, monitor and analyze data and information gathered from their marketing campaigns and assess factors such as ROI, engagement metrics, data collection, multichannel tracking, attribution reports and reports and dashboards.

The majority of marketing analytics software is deployed via a cloud-based web application. These cloud-based tools are usually compatible with and integrated into other platforms focused on customer relationship management and sales. Some also integrate with Google Analytics and other popular web applications.

These types of software are available for businesses of all sizes and industry sectors and provide features that can assist each industry differently. Those in the Business-to-business or B2B marketing, eCommerce and retail and professional services sectors can all use marketing analytics to analyze their data effectively and improve their marketing processes.

The software usually comes as a Web analytics platform, through which you can analyze, use and leverage the data to develop marketing strategies or SEO and marketing automation, which helps businesses develop SEO strategies, manage social media channels and leverage social media marketing.

All software solutions offer many features that marketing and sales teams can use to improve their marketing processes, including:

Return on Investment assessment

It is essential for businesses to have a marketing analytics tool that allows them to highly optimize their marketing campaigns. This provides them the opportunity to analyze collected metrics and use these to determine how effective their marketing campaigns and strategies are. The ROI measurement and assessment feature can help with this.

Data collection

Data collection is another important feature of marketing analytics software. When users collect data from their marketing campaigns, valuable insights such as customers’ history and preferences can be easily gathered. This data is valuable to marketing teams as it can help improve customer satisfaction when used effectively.

Multichannel tracking

Some marketing analytics software solutions come with multichannel tracking features. This allows them to gather data from different marketing channels, which means users can easily generate performance-related information and design marketing campaigns specifically targeted and created for identified customers and audiences.

Reporting and dashboard

A reports and dashboard feature is also an important factor for marketing analytics tools. This is the type that allows users to create detailed reports, particularly those that are essential to their marketing campaigns.

How To Choose Marketing Analytics Software

Choosing the right marketing analytics software for your business is vital, as you need to assess what type of software you require, what features can be used effectively and which areas of your marketing strategy can be improved using the software.

Here are some factors to consider when choosing the right marketing analytics software for your business:

Effective data management

The software you use will gather large amounts of complex data based on your parameters. Being able to understand this data is essential to fully utilizing the platform. It should allow you to easily filter, search and compile the data you need quickly and without difficulty while being able to present it clearly for the user.

User-friendly interface

When working collaboratively with other teams, it’s essential that the interface is easy-to-use and has intuitive features. This makes it easy to train staff on the platform and allows all users to use it effectively.


The platform you choose should be scalable, account for future growth and be able to accommodate everything you need it for. It should be scalable enough so you can easily and conveniently add applications and users when needed without the need to upgrade or switch solutions when your growth out scales your platform.

Task templates

Marketing analytics software should provide you with templates that you can use for some of your most important and common tasks. This will help simplify the processes as well as save your business time, money and resources.

Use free trials wherever possible

If you want to make sure you’re choosing the right investment for your business or organization, look for best-in-breed marketing analytics software that offers a free test or trial period. With this, you can try to use it and assess whether it’s suitable for your business.

Affordable with the features you need

The majority of marketing analytics software available come with subscription packages. The number of users and the size of business are also essential factors in the pricing. There are platforms that are intended for small and medium businesses that do not have a lot of budget for spending and larger solutions for large businesses. Consider only using the features you need and whether your choice is within budget.

Benefits Of Marketing Analytics Software

Using marketing analytics software can provide your businesses' marketing and sales teams with a number of benefits. A lot more companies are now using analytics and data to help improve their marketing strategies and further understand their target audience.

Here are the benefits of using marketing analytics software:

Greater visibility of multiple marketing channels

When using marketing analytics software, all of the information and data about the multiple channels you market too are available on one platform, making visibility and assessment a much simpler process. This means your sales and marketing teams can work seamlessly together and use the data effectively.

Understand market and customer behavior

When using marketing analytics software, it is possible for you and your team to be one step ahead of your customers. The insights taken from the data you gather will help you and your team understand market and customer behavior, so you can develop new marketing strategies to help target a new audience.

Improved customer engagement

Using the data to help understand customer behavior and market trends means you can effectively market your products to consumers and focus on what they may really want and need from the market. This can help improve customer engagement and satisfaction metrics and improve the service your business is providing.

Marketing analytics software is a good platform for establishing real-time customer engagement. With your data and the insights gathered from customer engagement, you can further improve your service to your target audience.

Better social media strategies

The analytics feature of this software will provide you with details about customers and their social media engagement. You can use this data to choose influencers and customers you and your brand would like to work with and develop fresh marketing strategies for these channels.

Data visualization

Data visualization is one of the best features of marketing analytics software, as with visualized data, everything becomes easier, more interesting and simplified for employees. In addition, you and your team can work across all channels, so sharing and collaboration is easier and more convenient.

The value of data

This software will make you and your team realize just how valuable and powerful data can be, especially when it comes to strategizing marketing campaigns for your target audience. It may help you discover new audiences and improve sales and brand reputation.

Using marketing analytics software can help your business gather valuable data and information on your customers and target audience and use intuitive features to analyze, understand and improve marketing strategies and performance.

Common Features of Marketing Analytics

API Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.
Audience Targeting Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.
Brand Management Tracking and promotion features for one or more brands of products.
Conversion Tracking Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.
Data Export Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.
Data Import Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.
External Integrations Integrations with other software products or platforms to improve efficiency and compatibility across systems.
Keyword Tracking Track keywords for Search Engine Optimization (SEO), Search Engine Marketing (SEM) or item tagging purposes.
Lead Management Manage business leads to improve sales outreach processes or stay on top of prospect inquiries.
Lead Scoring Manually or automatically assign quality scores to business leads to target / segment sales outreach efforts.
Link Tracking Track link performance to your own or to competitor websites.
Marketing Automation Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.
Multi-User Supports more than just one user account and generally allows for collaboration with colleagues.
Net Promoter Score The Net Promoter Score (NPS) is a tool that can be used to gauge the loyalty of a firm's customer relationships.
Notifications Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.
Social-Media Integration Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.

Latest User Reviews of Marketing Analytics Products

Krishna Kumari
18 Sep 2020
"A Great Tool to Track Twitter Hashtag Camp..."

Trackmyhashtag helps to fetch historical data at an affordable price as compared to others. It provides lots of useful insights in a...

khushi kumari
21 Sep 2020
"Best Twitter Tool at Affordable Pricing."

Trackmyhashtag made easier for me to track the activities and happening of a trending hashtag or keyword on Twitter in real time as ...

Shivkumar Sharma
25 Sep 2020
"Amazing Tool to Download Historical Data R..."

I found Trackmyhashtag helpful for me to download Twitter Datasets of any date range with ease for research purposes. This tool is m...

Aditi Gupta
22 Oct 2020
"great for tracking campaigns "

Trackmyhashtag helps me in getting historical data and tracking hashtags. It does exactly what it claims, a really great tool.

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