5 Minutes

Top 12 Marketing Analytics Tools

Here are some marketing analytics tools that'll help your business make smarter, informed decisions.

What is Marketing Analytics?

Marketing analytics is the process of using marketing-related data to find: patterns, trends and insights that influence business decisions, and mitigate risks. It involves 4 main steps:

  1. Gathering data
  2. Cleaning & manipulating data
  3. Analyzing the data & building prediction models
  4. Visualizing/presenting data

Note: Even though it's one of the most mundane tasks, it's quite common for the first step to take up 60-70% of a marketer's time.

Types of Marketing Analytics Data

There are many of types of marketing analytics data. In terms of digital marketing, the most common ones are:

  • PPC
  • Social media
  • Product data
  • Web data
  • SEO data
  • Email marketing data
  • Customer purchase data
  • Customer behaviour data

With how many different types of data available, it's important to have multiple tools are your disposal.

Why Are Marketing Analytics Tools Important?

Marketing analytics tools allow you to automate and streamline most of these processes. Some mundane tasks such as a weekly performance overview, which requires logging into to every analytics tool/software, exporting the data and presenting it to stakeholders can take 30-40 hours per week.

Having these tools in your arsenal can easily save you 10-30 hours per week of manual work. They are a marketing analyst's best friend. Use them wisely!

Here are some of my favorite tools which I frequently use:

1. Polymer Search (Analyzing & Presenting Data)

Polymer Tool

The most important part of marketing analytics is being able to analyze the data to draw insights. Most marketers don't come from a stats background, so using tools like R or Python is out of the question. However, Polymer allows a complete beginner with no knowledge of stats or programming to become a data analyst.

Polymer transforms your Excel/Google Sheets data into a beautiful interactive spreadsheet and provides you with powerful data analysis tools. These tools include:

1. Interactive pivot tables. These allows you to answer questions about the data in a few clicks. It's much easier to use than Excel and the data is interactive.

2. Data tags - that allow you to easily filter the data, making it easy to remove outliers, and see how the data will look without certain datapoints. Data tags make it ultra easy to perform data exploration which gives a better understanding of the data.

3. Interactive graphs/charts/other visualizations. These help you discover patterns, trends and correlations in the data.

4. "Auto Insights" - a marketer's best friend. Auto-Insights tells you exactly what are the top performing combinations of factors to maximize your ROI. Example: You're running a PPC campaign and you want to find the best target audience. Which genders/countries/devices/age groups/interests should you be targeting?

Here's how you can use Polymer Search to analyze your marketing data.

On top of being a data analysis tool, Polymer can also be used as a data presentation tool.

Everything on Polymer is interactive. This means you can build reports & interactive dashboards within seconds - and anyone can visit these reports by visiting a URL (which can be password protected).

Polymer Search is often used by marketing agencies for building reports, as it makes the data easy-to-read and clients can directly interact with the data.

Analyze data with Polymer Search here

2. ChannelMix (Data Aggregation)

ChannelMix

ChannelMix takes all your marketing data from multiple sources and aggregates them into one place, saving you dozens of hours of data gathering - one of the most mundane tasks of being a marketing analyst.

Their platform integrates with almost any kind of marketing data - with hundreds of data connectors available. This data can then be piped directly into business intelligence tools like Tableau or Power BI.

It's not uncommon for a marketing analyst to have to collect data from hundreds of sources, and having this tool is an absolute lifesaver!

Aggregate your data with ChannelMix here

3. DOMO (Business Intelligence & Data Integration)

DOMO

DOMO is a fantastic tool for delivering insights to clients/executives and integrating your data sources into one place. There are over 1k+ data connectors where you'll be able to integrate pretty much anything you want into DOMO - Google Sheets, Analytics, Zoom, Facebook Ads, Twitter Tweets, you name it!

Gathering data into one place is one of the more time consuming tasks of marketing analytics, and this tool helps you automate all of that!

In terms of visualization, there are over 150 interactive graphs/charts types, making it possible to do almost any sort of visualization you want whether it be geographic heatmaps or simple bar charts.

DOMO also offers data manipulation procedures. Using "magic ETL," a drag and drop ETL interface inside DOMO, you can easily clean, transform and join datasets together without SQL queries. If that isn't enough, you have the option to use SQL functions.

The platform is easy to use, you won't need to do any coding, but the option to use R or SQL is there for data scientists.

Although DOMO is an amazing piece of software, it's really only meant for big enterprises. Their product is quite pricey and not meant for small businesses. For more affordable solutions, I recommend Power BI or Polymer Search.

Get started with DOMO here

4. Optimizely (A/B Testing)

Optimizely tool

If you want to test two web pages and see which one performs better, you’ll need a tool for A/B testing. Optimizely is an immensely powerful tool for this. The beautiful thing about this software is it's easy to learn. You don't need to be an engineer to operate Optimizely. Even a beginner can get into multivariate testing and it allows you to change virtually every element of your webpage with no coding.

Optimizely also integrated with most analytics tools and supports both client-side and server-side testing.

The downside of Optimizely is the cost: it’s only affordable to enterprise clients. For startups and small businesses, a free alternative is Google Optimize.

A/B test with Optimizely here

5. Mixpanel (Product Analytics)

Mixpanel tool

With Optimizely, you can test whether page A or page B is converting better, but with Mixpanel, you can track events on your website such as how many people signed up or how many are logged in, working for both mobile and web.

The main benefits of Mixpanel are:

By setting up events to track, you can answer just about any question with Mixpanel. You get to see which features of your product are popular and which ones aren’t being used. You get to see which part of the funnel users are dropping off. You also get to perform retention analysis: Finding out which users are being retained better and why.

Get started with Mixpanel

6. Hotjar (User-Behaviour Tracking)

Hotjar heatmap

Hotjar provides heatmaps, video recordings and surveys for your website.

Heatmaps allow you to see how far a visitor has scrolled through your page. It highlights where their cursor moves and which parts of the page they are clicking on.

Video recordings record exactly what the user does on your webpage, allowing you to deep dive into the mind of your users.

Meanwhile, surveys allow you to get direct feedback from your audience.

I personally use the first 2 frequently. They are very important to understanding your customers.

With how affordable HotJar is, this is a must-have marketing analytics tool. You'll find it will often provide insights that will surprise you.

Get Hotjar here

7. Ahrefs (SEO Tracking)

Ahrefs

Ahrefs allows you to track metrics and KPIs that are important to SEO.

Ahrefs' main use is to keep track of the backlinks for your websites whilst monitoring your competitors. It's constantly crawling the web and finds new backlinks quite fast. It uses it's own metric called 'Domain Rating' which is a score based on your backlink profile that takes into account both the quality and quantity of backlinks you have. The higher domain rating = more likely your website ranks on Google.

On top of that, it analyzes the Google results and gives you an estimate on how much traffic other websites are getting from SEO. It does this by looking at the Google rankings, taking into account the keyword's search volume and providing an estimate.

Although the estimate is off sometimes, it's usually quite accurate. All the data can easily be extracted into a spreadsheet for analysis.

Optimize your SEO with Ahrefs here

8. BuzzSumo (Content Marketing)

Buzzsumo

BuzzSumo is a powerful tool for content marketing. It's not just used for article creation, but also:

  • Digital PR
  • Influencer marketing
  • Competitor monitoring
  • Video marketing

The tool allows you to track social media shares/likes of articles to help find viral & high performing content, and analyze the type of content written by journalists to maximize your PR efforts.

On top of that, BuzzSumo shows you trending topics which you can use for 'news hacking' tactics and being ahead of the industry. You can also keep track of breaking news in your industry by setting alerts for certain keywords or brands that are related to your business.

Sign up for BuzzSumo here

9. Google Trends (Content Marketing)

Google Trends

Whilst BuzzSumo shows you trending content on social media (Facebook, Twitter, Instagram etc.), Google Trends will tell you which keywords are trending based on Google searches. Often, trending topics on social media don't translate to trending topics on Google searches, so it's crucial to use both.

Google Trends will also tell you where the keywords are trending (i.e. trending in a specific country).

Use Google Trends here

10. Whatagraph (Results Monitoring & Reporting)

Whatagraph

Whatagraph is a tool for monitoring multiple marketing channels & campaigns all in one place and in real time.You just set up the KPIs for each channel, track expenses and see how well they’re performing. 

It integrates with most PPC, SEO data sources such as Google Analytics, Facebook Ads, Youtube, MailChimp, Google Sheets.

The tool can also transform the information into a stylized infographic report.

Get Whatagraph here

11. Google Analytics (Web Analytics)

Google Analytics

Google Analytics shows all visitors to your website as well as demographic information such as age, gender, interests and country.

It tells you important details about the traffic, including traffic source, time on page, bounce rate and visitor flow.

12. Search Console (Search Analytics)

Search Console on the other hand shows you visitors who came across your site via Google search results. It tells you which keywords peopel are searching to find your page and the average position you're ranking for that keyword. your average position for certain keywords.

Conclusion

I can't imagine I'd be able to live without some of these tools. When you try them and realize how amazing they are, you won't want to go back to not using them.

Posted on
March 16, 2022
under Blog
March 16, 2022
Written by
Ash Gupta
Former Tech Lead for Machine Learning at Google AdWords (6 years) and a quant developer on Wall Street. Co-Founder & CEO of Polymer Search.

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