Marketing Articles

Understanding Marketing Analytics: Best Tools for the Job

by Diana Berryman
Published on 22 July 2014

marketing analytics

I have a confession! For all my social media bravado, when it comes down to numbers and analytics I am as terrified as the next girl (or boy)! I know that if I sit down and concentrate for long enough, I can learn about and adapt to anything. The problem is I kind of glaze over and get easily distracted if I look at them for too long…..oooo shiny! This very reason makes me want to kiss the people who have finally made that side of marketing easier and more interesting with solid marketing software for me to analyze the fruits of my creative labor!

In this fast-paced, ever-changing world of technology, where do we begin? Not only do we have to keep up-to-date with all the latest trends in marketing, but now, more than ever, we need to measure our marketing efforts. The following software provides user-friendly measuring tools and marketing analytics that we ALL understand.

Pardot: B2B Marketing Automation suite by Salesforce, Providing both Sales and Marketing Tools

Amongst many other features, Pardot provides the ability to synchronize your CRM with Google analytics. They focus on providing marketing and sales teams with insights for measuring their success. A strong email marketing tool and excellent marketing reports put them ahead of the crowd. Here are some more great features from them:

  • Lead scoring and grading
  • Campaign ROI reporting
  • Prospect tracking and analysis
  • Sales lifecycle reporting
  • Advanced email marketing reports
  • Closed-loop reporting

Pardot is perfect for all sizes of business including freelancers, small businesses, non-profits, mid-sized business and larger enterprises, but with a focus on the B2B world. Pardot's pricing structure included standard, pro and ultimate packages paid by monthly subscription.

Pardot B2B marketing tool screenshot

Oktopost: Socially-Driven B2B Content Marketing

Penned as the only social media marketing software created solely for B2B marketing, Oktopost are experts in the field. They allow you to see exactly what leads are generated from specific posts so you are able to act on those accordingly. With a special, unique feature of LinkedIn group posting and scheduling, they are a new generation of marketing automation. Some more features include:

  • Campaign analytics
  • ROI measurement of Social Media activity
  • LinkedIn group insights
  • CRM integrations
  • Unified social inbox
  • Social monitoring

Oktopost works well for all business sizes, scaling along with your team. They have several pricing packages including freemium, starter, marketer, business and enterprise plans.

oktopost social media analytics screenshot

Adclarity: Media Intelligence and Competitive Analysis Software for Digital Media

Adclarity are leaders when it comes to competitive intelligence software. They expertly measure your marketing campaigns, discovering what is working for you, what is working for your competitors and measuring cost-effectiveness. Built around data analysis, Adclarity allows you to build media campaigns and measure your ROI. Check out these other awesome features:

  • Reports on mediators, agencies and ad networks
  • Data collection from 300,000 publishers
  • Real-time competitor analysis
  • Competitive ads and creative's reporting
  • Competitive landing page reporting

Adclarity works well for all sized businesses from freelancers and small businesses to mid-sized businesses and large enterprises. Their pricing structure includes a free trial, then several packages with monthly subscription.

AdClarity Media Analysis Competitive Analysis Screenshot

Locowise: Social Media Analytics Tools for Increased Engagement and Fans

Offering social media analytics , Locowise provides insights across all social media networks for agencies and brands. Their comprehensive platform offers tools for measuring and analyzing, post optimization and reporting. Measure what your competition is doing so you can copy or better their campaigns. They also have these fab features:

  • Campaign analytics
  • Real-time post analytics
  • Post optimization
  • Competitive benchmarking
  • Fan and follower analysis

Locowise works well for all business models including freelancers, small businesses, public administrations, non-profits, mid-sized businesses and large enterprises. Locowise pricing is based on the number of social profiles you wish to manage. From $60 for one profile up to $400 for 20 profiles, they have pricing plans that suit all organizations.

Locowise social media analytics logo

ion interactive: The Marketing Apps Company

As a marketing apps platform , ion interactive helps you to generate leads and revenue. A digital marketing all-round experience designed to be engaging and interactive. Use it to improve the quality of your conversations and therefore increase your engagement. There are hundreds of brands already subscribed to ion interactive, to improve their results and ROI. More features include:

  • Creation of marketing apps
  • Logic engine for targeting and personalization
  • Mobile device optimization
  • SEO features
  • Real-time reporting and analytics

Ion interactive is designed for all business models including: freelancers, small businesses, non-profits, mid-sized businesses and large enterprises. ion interactive pricing is based on your specific volume of traffic. Priced by the number of unique visitors sent through the platform each month.

Ion Interactive Marketing App Screenshot

HubSpot: Inbound Marketing Software

HubSpot's suite of tools offers Internet marketing solutions for business. They are designed to be used by the lay-person, no techie experience required! A perfect platform for marketers, it is web-based so doesn't require a team of IT professionals to manage it. Take advantage of the research and purchase habits of your customers and act accordingly. Here are some great features:

  • Blogging tools
  • SEO tools
  • Social media tools
  • Multi-channel analytics
  • Behavior driven communications
  • Lead nurturing

HubSpot is a great choice for all types of business marketing such as public administrations, non-profits, small businesses, mid-sized businesses and large enterprises. The software is offered in three pricing versions that meet the needs of customers ranging from small, entrepreneurial companies to organizations of several hundred employees with dedicated marketing teams.

HubSpot inbound marketing screenshot mobile

Let the experts collate the data that is making you (and I) dizzy. You might even surprise yourself and start to enjoy the figures. It is exciting to watch your engagement grow, to see your hard work paying off. Seeing your marketing efforts bear fruit and seeing your leads and sales grow, makes it all worth it. The highs of marketing success are exciting to measure and watch, but it's so important to also measure the failures, so as not to keep making the same mistakes. Find out what works for you and roll with the punches.

I hope that helps you to make up your mind about the best analytics tools for the job? If not, don't forget to take advantage of the free trials and demos of each app. Check out our thorough list of marketing automation apps here.


Apps mentioned in this article