MEANING:

Marketing analytics is the study of data to evaluate the performance of a marketing

activity. By applying technology and analytical processes to marketing-related
data, businesses can understand what drives consumer actions, refine their
marketing campaigns and optimize their return on investment.

Marketing analytics is the use of data to evaluate the effectiveness and success of
marketing activities. By integrating marketing AI into your business strategy, you
can gather deeper consumer insights, optimize your marketing objectives, and get a
better return on investment.

The Mailchimp Marketing Glossary offers this definition of marketing analytics:

“A math-based discipline that seeks to find patterns in data to increase actionable

knowledge. Analytics employs statistics, predictive modeling, and machine
learning to reveal insights and answer questions. Weather predictions, batting
averages, and life insurance policies are all the result of analytics. In the world
of digital marketing, analytics is critical to understanding and predicting user
behavior and optimizing the user experience (UX) to drive sales.”

Here you have the 2 main purposes of marketing analytics:

1. To gauge how well your marketing efforts are performing, measuring the

2. Effectiveness of your marketing activity.

3. To determine what you can do differently to get better results across your
marketing channels.

Why marketing analytics

1. Quantify your claims
Numbers are persuasive. You could tell your CFO that content brings in
customers, or you could tell them that 72 percent of marketers believe
that content increases customer engagement.
The second one is more likely to get you funding. People are more likely
to care about your claims when you include relevant statistics.
Without specific marketing data points, such as your ROI before and
after a campaign, you can only think in general terms. Either your
income went up while a certain ad was running or it didn't. Either you
got more email list sign-ups after you started pay-per-click (PPC)
advertising or you didn't.
Analytics lets you take the data from that time period and determine how
much a particular campaign actually brought in - its marketing impact. If
you got 100 email opt-ins on the first day you started your PPC
campaign, how many of those came from the ad itself?
If you determine if the marketing initiative itself worked, getting funding
is much easier. And if it didn’t work, you can save money spent on
continuing the initiative.
With marketing analytics, you can clearly demonstrate not just that
something is or isn't working, but also why. And with that "why," you
can convince people to make a change.
2. Turn data into information
Most businesses today have access to customer data and web analytics
tools. The difference is in whether your company makes use of that data.
Too often, according to the Harvard Business Review, it just ends up
sitting in a server without doing anything particularly useful. In the
worst-case scenario, it can be misinterpreted and misused, leading your
marketing team astray.
For your data to become useful information, you need to subject it to
relevant data analysis.
For example: at the beginning of your PPC campaign, your revenues
hover around $10,000 per month. After your first campaign, your
receipts are up to $15,000 per month. Should you invest in that same ad
again?
It depends. Was there an industry-wide uptick in sales that month?
Maybe your products started trending for unrelated reasons. And did you
have any other ads running at the time? How many of your customers
actually came from that PPC ad?
Data analytics gives you the answers to these questions. With those
answers, you can make decisions in your marketing program that are
based on facts instead of hunches.
3. Compare and contrast your marketing data
Analytics lets you go a step further and compare your data sets to each
other. For instance:
How did your your paid search, social media marketing or organic
search income compare to your estimates?
Were there any differences in revenue generated across demographics?
How did the ROI on your PPC campaign compare to the ROI on your
Facebook ad campaign?
How much did your PPC campaign generate in first sale revenue versus
lifetime revenue? Your ad campaigns, content initiatives, and customer
groups are all interrelated. If you understand the intersections, you can
weed out irrelevant information and make the best decisions based on
your business's unique goals.
4. Stay goal-oriented
Every one of your marketing pieces has a goal, whether it's increasing
sales or simply driving more traffic to your company website. The more
you analyze and use the data available to you, the more you know about
your progress towards your goals.
Marketing analytics lets you measure that progress, and it helps you
figure out where the problem might be if progress isn't coming as fast as
you’d like.
Say you ran a Facebook ad campaign and your ROI was a little under
3:1.
Your team tells you to try something else, but you look at the analytics.
You found that your ad had a great click-through rate, but your
homepage bounce rate was high.
The PPC campaign wasn't the problem. But without good analytics, you
never would have known.
USING MARKETING ANALYTICS TO IMPROVE BUSINESS
GROWTH
Data alone is just numbers. You get the benefit when you use that data to
direct your marketing efforts towards what works and away from what
doesn't.
Segment your customer data
If you segment your customer data based on particular qualities or
actions, you can get more specific (and more useful) data. You can
segment based on any customer demographic point that impacts your
results. These include:
  Age group
 Gender
 Education level
 Annual income
 Family status
 Geographic location
You can also segment data based on consumer behaviors, sorting by
customers who:

 Abandon their shopping carts

 Browse your product pages without buying
 Buy from you regularly
 Haven't been back to your website in a while
 This segmentation lets you filter your data by relevance, taking
what you need and leaving what you don't.
Imagine you have a large cohort of customers who abandon their
shopping carts. You want to know whether Facebook or email would be
best to bring them back to their cart, so you run a series of tests.
You find out that email gets a better ROI, but only if you include
language that creates a sense of urgency. That information saves you
from pursuing cart abandoners in places that they’re not looking.

MAKE SURE YOU HAVE HIGH-QUALITY DATA

You can only have great analytics with high-quality data. Data from 5
years ago won’t be relevant to your marketing campaigns this year—and
if the data has holes in it, it might not be relevant to anything at all.
For data to be high-quality, it has to be:

 Current
 Comprehensive, with no gaps
 Error-free
 As precise as the data analysis requires
 Relevant to the analysis
Marketing analytics should always be goal-oriented, so the last point is
the most important. It’s possible to make use of old or incomplete data,
as long as you treat it cautiously—but if the data isn’t relevant to the
needs of your campaign, leave it out.

LOOK TO THE FUTURE

It's no longer enough to know what has happened in the past, or even what's
happening in the moment (although real-time analytics are important). For the
most effective marketing, it’s also important to predict what will happen in the
future.

Luckily, you don't need a crystal ball for this—predictive analytics can help you
look to the future. These tools use specific data and past trends to determine what
results you can expect to see under different conditions. You can use predictive
analytics to answer questions like:

 Would a search engine campaign get better results with more money
invested?
 Would a search marketing campaign on 1 platform work well with another?
Would an email campaign translate to Facebook ads, for instance? Would
your Facebook ad work on Instagram?
 What kind of revenue might you get with your social media marketing
campaign in a new market? You don't have to get too complex with your
 predictive analytics, but dedicating some time to them can help you
determine whether what you’re doing is working or not.

LOOK AT WHAT DOESN'T WORK, NOT JUST AT WHAT DOES

It feels good to focus on your strengths, but don't stop there. You can learn just as
much by paying attention to where your marketing efforts are falling short. If you
experience a sudden drop in sales, can anything from your analytics explain why?

Look at where your content is underperforming, but remember to stay positive and
goal-oriented. Treat your shortfalls as opportunities, and use your analytics tools to
learn how you can close the gap.

And when you make changes, remember to keep collecting and analyzing data so
that you notice when things improve.

THE TAKEAWAYS
Any marketing project is a process. Marketing analytics helps you to determine
where your attention should go during that process and the right marketing mixfor
your business. Remember to follow analytics best practices:

 Specify the questions that need answers

 Gather high-quality data
 Pick out the information that matters to you
 Consider the past, the present, and the future

Sometimes, the answers you receive spark even more questions. When that
happens, you can repeat the analysis process and learn even more about your
marketing efforts.

HISTORY OF MARKETING ANALYTICS

It didn’t take long after the printing press was invented for marketing ads to
appear. But it wasn’t until 1865, when the banker Sir Henry Furnese described
beating his competitors by analyzing his own marketing and promotional
techniques, that the term business intelligence entered the public domain. Fifty
years later, the University of Pennsylvania introduced the world’s first marketing
course. In 1942, when television ads began running, businesses knew there was
value in determining which ads were converting viewers into customers.

The advent of the internet sped up the evolution of marketing analytics. Marketers
began using digital attribution models to examine consumer behavior on a more
granular level. These models measured the value of each consumer touch point to
determine where and when a person engaged most meaningfully with a brand.
Multi-touch attribution soon followed, allowing marketers to analyze a consumer's
path along multiple devices and channels.

Today, marketing analytics is a common practice at most businesses. In fact, more

than 80% of marketers say most of their decisions today are data driven. The
abundance of data combined with the accessibility of powerful analytics tools has
made it possible for marketing teams to evaluate every aspect of their digital
marketing campaigns, giving businesses what is commonly described as a 360-
degree view of the customer.

How marketing analytics works

1.  Identify what you want to measure

Define exactly what you’re hoping to accomplish through your marketing. Start
with the overall goal of your marketing strategy, then start drilling down into
specific campaigns and marketing channels. Metrics can include return on
investment, conversion rate, click rate or brand recognition. You also want to
define benchmarks and milestones along the way that will help you evaluate and
adapt your marketing techniques.

2.  Use a balanced assortment of analytic techniques and tools

To get the most benefit from marketing analytics, you’ll want a balanced
assortment of techniques and tools. Use analytics to:

 Report on the past. By using techniques that look at the past, you can
answer questions such as: What campaign elements generated the most
revenue last quarter? How did social media campaign A perform against
 direct mail campaign B? How many leads did we generate from this webinar
series vs. that podcast season?

 Analyze the present. Determine how your marketing initiatives are

performing right now. How are customers engaging with us? Which
channels do our most profitable customers prefer? Who is talking about us
and where?

 Predict or influence the future. Marketing analytics can deliver data-

driven predictions that help you shape the future. You can answer questions
such as: How can short-term wins be molded into loyalty? How will adding
more sales representatives in underperforming regions affect revenue?
Which cities should we target next? 

3.  Assess your analytic capabilities, and fill in the gaps

Marketing analytics technology is abundant so it can be hard to know which tools

you really need. But don’t start there; start with your overall capability. Assess
your current capabilities to determine where you are along the analytics spectrum.
Then start identifying where the gaps are and develop a strategy for filling them in.

4.  Act on what you learn

Using data is one of the greatest challenges facing marketing professionals

these days. There’s just so. Much. Data! That’s why Step 1 is so important: If you
know that what you’re currently doing isn’t helping you reach your goals, then you
know it’s time to test and iterate.

Applied holistically, marketing analytics allows for more successful marketing

campaigns and a better overall customer experience. Specifically, when acted
upon, marketing analytics can lead to better supply and demand planning, price
optimization, and robust lead nurturing and management – all of which leads to
greater profitability.

Marketing analytics benefits both marketers and consumers. This

analysis allows marketers to achieve higher ROI on marketing
investments by understanding what is successful in driving either
 conversions, brand awareness, or both.  Analytics also ensures that
consumers see a greater number of targeted, personalized ads that
speak to their specific needs and interests, rather than mass
communications that tend to annoy.

Marketing data can be analyzed using a variety of methods and

models depending on the KPIs being measured. For example,
analysis of brand awareness relies upon different data and models
than analysis of conversions. Some popular analytics models and
methods include:

 Media Mix Models (MMM): Attribution models that look at aggregate

data over a long period of time.
 Multi-Touch Attribution (MTA): Attribution models that provide person-
level data from across the buyer’s journey.
 Unified Marketing Measurement (UMM): A form of measurement that
integrates various attribution models including MMM and MTA into
comprehensive engagement metrics.

The Importance of Marketing

Analytics
In the modern marketing landscape, accurate data is more important
than ever. Consumers have become highly selective in choosing the
branded media they engage with and the media they ignore.

If brands want to catch the ideal buyer’s attention, they must rely on
accurate data to create targeted personal ads based on individual
interests, rather than broader demographic associations. This will
allow marketing teams to serve the right ad, at the right time, on the
right channel to move consumers down the sales funnel.
How Organizations Use
Marketing Analytics
Marketing analytics data helps your business make decisions on
everything from ad spend to product updates, branding and more. To
give yourself a true 360 degree view of your campaigns and be sure
you are making the right decisions, it's important to take data from
multiple sources (online and offline). Using this data, your team can
gain insights into the following:

Product Intelligence
Product intelligence involves taking a deep dive into the brand’s
products as well as analyzing how those products stack up within the
market. Typically done by speaking to consumers, polling target
audiences or engaging them with surveys, organizations can better
understand the differentiators and competitive advantages of their
products. From there, teams can better align products to the unique
consumer interests and problems that help drive conversions.

Customer Trends and

Preferences
Analytics can tell a lot about your consumers. What messaging /
creative resonates with them? Which products are they buying and
which have they researched in the past? Which ads are leading to
conversions and which are ignored?
 Product Development Trends
Analytics can also offer insight into the types of product features
consumers want. Marketing teams can pass this information on to
product development for future iterations.  

Customer Support
Analytics also helps uncover areas of the buyer’s journey that could
be simplified or improved. Where are your clients struggling? Are
there ways you can simplify your product or make the check-out
process easier?

Messaging and Media

Data analysis can determine where marketers choose to display
messages for particular consumers. This has become especially
important due to the sheer number of  channels. In addition to
traditional marketing channels such as print, television and broadcast,
marketers must also know which digital channels and social media
networks consumers prefer. Analytics answers these key questions:  

 What media should you be buying?

 Which are driving the most sales?
 What message is resonating with your audience?

Competition
How do your marketing efforts compare with the competition? How
can you close that gap if there is one? Are there opportunities your
competitors are capitalizing on that you may have missed?
 Predict Future Results
If you have a thorough understanding of why a campaign worked,
you’ll be able to apply that knowledge to future campaigns for
increased ROI.

The Challenges of Data

Analysis
The biggest challenge of the analysis process is understanding and
utilizing the immense quantity of data marketers. This means that
marketers must determine how to best organize the data into a
digestible format to derive actionable insights.

Some of the biggest marketing analytics challenges faced today

are:

 Data Quantity: Big data emerged during the digital age, enabling
marketing teams to record every consumer click, impression and view.
However this quantity of data is irrelevant if it cannot be structured and
analyzed for insights that allow for in-campaign optimizations. This
has left marketers grappling with how to best organize data to
evaluate its meaning. In fact, research shows that experienced data
scientists spend the majority of their time wrangling and formatting
data, rather than analyzing it
 Data Quality: Not only is there a problem in terms of the vast
information organizations must sift through, but this data is often
viewed as unreliable. According to Forrester, 21 percent of
respondents’ media budgets were wasted due to poor data quality.
This means one dollar out of every 5 dollars was not being utilized
effectively. Over the course of a year, these dollars can add up,
resulting in $1.2 million dollars and $16.5 million dollars of wasted
budget for mid-size and enterprise level firms. Organizations need a
 process to maintain data quality, so that employees can leverage
accurate information to make the right decisions.
 Lack of Data Scientists: Even if companies have access to the right
data, many don’t have access to the right people. In fact, according to
a survey by The CMO, only 1.9% of companies believe they have the
right people to fully leverage marketing analytics.
 Selecting Attribution Models: Determining the model that provides
the right insights can be tricky. For example, media mix modeling and
multi-touch attribution offer entirely different insights – aggregate
campaign-focused data and person-level consumer data respectively.
The models that marketers choose will dictate the types of insights
they receive. Engagement analysis across so many channels can
create confusion when it’s time to choose the right model.
 Correlating Data: In this same vein, because marketers are collecting
data from so many different sources, they must find a way to
normalize it to make it comparable. It’s especially challenging
comparing online and offline engagements, as they are typically
measured by different attribution models. This is where unified
marketing measurement and marketing analytics platforms
demonstrate true value, organizing data from disparate sources. 

What is Marketing Analytics

Software Used For?
Marketing analytics software combats the above challenges by
collecting, organizing and correlating valuable data quickly, allowing
marketers to make real-time campaign optimizations.

Modern marketing platforms are valuable for the speed at which they
can store and process massive amounts of data. One of the major
drawbacks of having access to so much data is that marketers cannot
possibly parse through it all in time to make real-time optimizations.
That’s where the processing power of advanced analytics platforms
comes into play, enabling marketers to adjust creative or ad
 placement as needed before the campaign ends, enhancing potential
ROI.

Additionally, many platforms including marketing Evolution, leverage

unified marketing measurement, to normalize and aggregate
marketing data from across various channels and campaigns,
simplifying analysis.

Finally, advanced analytics platforms go beyond measuring consumer

engagements to offer insights into brand equity and how certain
audience segments react to creative elements. This helps marketers
better determine brand-building ROI, as well as how to further
personalize branded experiences.

Marketing Analytics Software

- Features & Capabilities
When implementing a marketing analytics solution, consider these key
features and capabilities:

 Real-Time Analytics and Insights

 Brand Measurement Capabilities
 Granular, Person-Level Data
 The Ability to Correlate Online and Offline Attribution Metrics
 Contextualized Customer and Market Insights
 Annual Media Plan Recommendations

Implementing Marketing
Analytics Into Your Program 
1. Make A Plan: Set goals and create benchmarks for yourself so you
can accurately and effectively report your data. 
2. Implement Your Plan: Focus on driving your data to the correct
places in your business where you will get the most benefit out of it.
Having the right team in place is key.
    3. Optimize Your Plan: Once you implement your plan, make
adjustments to your team or data flow based on your results in order
to move leads down the sales funnel quicker.

Skills That Marketing

Analytics Managers Need
As marketing teams seek to conduct quality analysis that lead to more
engaging, profitable campaigns, they must focus on employing
analytics managers who can:

 Conduct Quality Analyses: First and most obvious, an analytics

manager must have experience evaluating large data sets to discern
insights including buying patterns and engagement trends within the
target audience.
 Make Optimization Recommendations: Once data insights are
gained, the ability to come up with recommendations to improve
underperforming campaigns based on trends is crucial. For example,
data may show that one consumer engaged with branded content only
in the evening, informing a strategy shift to serve the ad on the
consumer’s commute home, rather than the morning commute.
 Understand Consumer and MarTech Trends: Analytics managers
should also stay abreast of consumer and MarTech trends.
Understanding consumer demands for a seamless omnichannel
experience and how buyers are engaging with augmented and virtual
reality will certainly play a role in determining next steps for
optimization opportunities.
 Work with Analytics Tools: Next, analytics managers must be
onboarded and comfortable with various automation tools and
analytics platforms, because of the vital role these tools play in
reducing the time from consumer engagement to consumer insight.  
 Collaborate with Stakeholders: Finally, members of the analytics
team must be able to use the data they work with to tell a compelling
story to stakeholders, and demonstrate the ways other departments,
such as sales or product development, can use these findings to drive
engagement and conversions.

How to Start the Marketing

Analytics Process
If you’re looking to enhance analytics capabilities, here are four steps
to take at the outset of your program:

1. Understand What You Want to

Measure
There are many aspects to a marketing campaign you can measure:
conversion rates, leads captured and brand recognition, to name a
few. Understand the problem you are trying to solve or insight you are
trying to glean when beginning to analyze your data.

2. Establish a Benchmark
What does a successful campaign look like? This will determine the
types of data and metrics marketers collect. For example, if the goal is
to increase brand awareness – the success benchmark might be an
increased percentage of brand loyalty demonstrated in a customer
panel, rather than an online click or impression.
3. Assess Your Current
Capabilities
What is your company doing today? What are your weak spots?
Whether assessing offline campaign results or identifying media most
likely to convert, understanding these weak points can help you
strengthen your program.

4. Deploy a Marketing Analytics

Tool
Marketing analytics tools will  increase in importance as consumers
become more selective and datasets grow. An advanced platform,
such as our Marketing Measurement and Optimization Platform uses
unified marketing measurement to help marketers identify the
messages that resonate and the types of media that converts. This
provides a holistic view of which campaigns are successful and which
are underperforming in real time.

Conclusion
Having the right marketing analytics solution in place is key to a
successful marketing program. By understanding where your
audience is engaging and what is truly driving sales, you can make
sure you are putting your money in the right place and improve ROI.

Types of Marketing Analytics

Marketing analytics, broadly speaking, is any kind of data analytics that
aims to assist a company’s marketing efforts. It can include web
analytics, sales analytics, social media analytics, and much more.

But we can break the category down further into three primary types of
marketing analytics:

 Descriptive analytics
 Predictive analytics
 Prescriptive analytics

What separates these three types of analytics is what they can help you
do. In the context of marketing, all three involve collecting and analyzing
data to bolster marketing efforts. But each of the three accomplishes
something very different.

Let’s take a closer look at each one in turn:

Descriptive Analytics
Descriptive analytics uses data to tell you what happened in the past.
This information can help you understand past marketing performance
and provide context for a better understanding of what’s happening
currently.

For example, to understand how a recent blog post is performing, a

marketing analyst could look at its page views and other web analytics
over its first 30 days and compare the data you see to the first-30-days
performance of similar blog posts you’ve published in the past.

You could then look at the sources for these posts to discover
differences that might explain the differing performance. Perhaps your
latest post, for example, has gone viral on social media or is being
bolstered by views from a paid campaign.
Descriptive analytics thus provides a way for you to answer the important
questions: _what happened, and why? _(Diagnostic analytics does too. It
is a sub-category of descriptive analytics, that’s focused on using past
data to diagnose problems, explain discrepancies, etc.)

Although the primary goal of descriptive analytics is not to predict future

events, it can nevertheless be useful for prediction, particularly in
industries with regular cyclical patterns.

For example, descriptive analytics might tell you that your company has
seen a sales lull in Q4 for four of the past five years, which might also
lead you to conclude that a similar lull in the coming Q4 is a distinct
possibility.

While descriptive analytics can have some predictive value, if your

primary goal is predicting the future, you’d be better served by the next
type of digital marketing analytics on our list: predictive analytics.

Predictive Analytics
Predictive analytics is a type of data science that uses past data to make
predictions about future outcomes. This typically involves large volumes
of data and a machine learning algorithm that can use that data to make
increasingly accurate predictions over time.

For example, a machine learning algorithm may find “clusters” in your

marketing audience and be able to predict the most profitable segments
to target based on demographics, interests, and other factors.

While this is a process that can also be done manually, a machine

learning algorithm can work with much higher volumes of marketing
data, and it can iterate much faster. This enables it to find complex (but
valuable) audience segments that a human being would have missed.
While machine learning is not a silver bullet, predictive analytics is
playing an increasingly large role in marketing because it allows
companies to create rich, deeply personalized marketing experiences
where the customer is served content based on predictions about what
they’d like.

Predictive analytics, in other words, aims to answer the question: what’s

going to happen next?

Prescriptive Analytics
Prescriptive analytics focuses on using past marketing data to
recommend the most impactful things you can do. It’s often used in
tandem with marketing automation to ensure that its recommendations
can be carried out instantly.

Like predictive analytics, prescriptive analytics aims to predict the future,

but it’s less focused on the question, ‘What’s going to happen?’, and more
focused on the question,_ ‘How can you impact what happens?’_

For example, let’s say your predictive analytics work suggests that your
site will likely get an influx of new visitors. How can you best take
advantage of that? Prescriptive analytics can help you pick the best
products, deals, and messaging to highlight for maximum profits.

Another example: if your predictive analytics work has highlighted

potentially profitable new segments to target, prescriptive analytics can
help you figure out precisely how and when to reach them to maximize
your chances of converting them.
The Best Marketing Analytics
Tools
What type of marketing analytics is best for you? Typically, the answer is
some version of all of the above! All three can be incredibly important
for assessing your marketing investments and determining marketing
ROI.

For example, consider social media marketing. Descriptive analytics help

you track your performance to date, predictive analytics help you
understand what changes you might need to be ready for, and
prescriptive analytics makes actionable suggestions to improve your
results.

When you’ve concluded that you need all of the above, it can be easy to
jump to hiring a data analyst or data scientist. But that’s often slow,
expensive, and ineffective.

It’s also unnecessary. Today, there are digital marketing analytics

and web analytics tools available for any type of marketing channel and
to support any type of marketing strategy, such as digital marketing,
content marketing, etc.

Let’s take a look at examples of marketing analytics software that

companies use to dig into their customer data and power their
marketing campaigns.

Google Ads
Google Ads is Google’s paid advertising platform, but it’s also a powerful
analytics tool in its own right when synced up with Google Analytics. For
example, with Ads data, marketers can use Analytics to see how users
who clicked particular ads subsequently behaved on the site.

While it’s not a complete customer journey analytics tool, Google Ads

and Analytics can provide a bit more insight into how customers get to
your site, and whether users who clicked different ads behave differently.

This combination is also frequently used to identify audiences for

remarketing. A user who’s clicked one of your ads and visited your site in
the past may be more likely to convert.

Google even provides machine-learning-enabled predictive analytics

features to help you identify the best audiences for your ads.

Marketo
Marketo is another popular marketing tool, and it offers a suite of
analytics solutions aimed at helping you do things like identify the
highest-ROI channels or improve your marketing attribution model.

In tandem with its analytics features, it offers marketing automation

tools so that you could (for example) automatically enroll a new user in
an email campaign based on the audience segment they fall into, or
based on the actions they take on your site.

Salesforce
Salsesforce is a popular sales and marketing CRM. Like Google Ads and
Marketo, it’s not exclusively an analytics tool, but it does offer a suite of
analytics options and it is an important repository of sales and
marketing-related data for many companies.
Salesforce’s built-in analytics tools include many predictive analytics
features aimed at helping you spot and prioritize the most high-value
leads and opportunities.

Woopra
All of the previously-mentioned tools are valuable, and many companies
use all three of them.

But these tools can become silos that prevent deeper analytics work
because it’s not always easy to get them integrated.

Woopra is a bit different. It’s a pure marketing analytics platform, so it

doesn’t offer the advertising features of Google Ads, for example, or the
sales-process features of Salesforce. But it does offer something
incredibly valuable to busy marketers: integration.

Woopra can pull in data from Google Ads, Marketo, Salesforce, and a
wide variety of other popular marketing tools, too. It offers social media
analytics, marketing automation tools, digital marketing analytics, and
much more.

That makes it a one-stop shop where anyone on the team can find any
data they need. Want to understand what’s happening with your
company’s churn rate? The answer could lie in data from Google Ads, or
Marketo, or Salesforce. Only Woopra brings it all together.

Woopra’s intuitive, no-code interface is accessible for everyone. Any

team member can build reports, understand visualizations, dig
into product analytics, and view customer journeys that may pull
together data from a dozen different sources.

Leaders can find all of the data they need to define marketing strategy
collected, collated, and analyzed in one place. That kind of integration
simply isn’t possible with most marketing tools, and you’ll gain insights
that you couldn’t possible get elsewhere.

Ultimately, most companies are going to want to make marketing

decisions based on all three types of analytics.

For example, you use descriptive analytics to understand past campaign

performance, predictive analytics to help choose a marketing strategy,
and prescriptive analytics to get actionable insights on which marketing
initiative to focus on.

That kind of holistic analytics strategy may seem difficult to achieve. But
it’s easier than you might expect once you can integrate all of your
marketing and product data on a platform that can serve as a one-stop-
shop for all marketing metrics and other relevant data points.