Today, we awarded the 2019 TrustRadius Top Rated badges for Marketing Analytics Tools. The TrustRadius Top Rated awards are the most trusted in the industry because they are an unbiased reflection of customer sentiment, based solely on user feedback and satisfaction scores. Top Rated awards are the voice of the market and are not influenced by analyst opinion, the vendor’s company size, popularity, or status as a TrustRadius customer.
Here are the winners:
HubSpot is a marketing automation platform that is well suited for use by SMBs and growing businesses. It includes features like A/B testing capabilities, ability to generate customized campaign reports, and tracking of metrics such as email open rates and click through rates.
HubSpot offers a one-stop automation platform for multiple marketing channels – email, social media, and video. Other features include email marketing, the capacity for hundreds of marketing automation flows, ad management, chatbots, attribution reporting, and SEO tools.
Users of HubSpot on TrustRadius primarily work for small (51%) and midsize (25%) businesses. HubSpot reviewers are impressed with HubSpot’s traffic tracking, marketing automation, analytics capabilities, Gmail integration, and its integrated platform, which helps streamline workflow.
“We use HubSpot for our own organization’s marketing and our clients. By using HubSpot we are able to easily create the landing pages, blogs, emails and social posts that we need to. We also use HubSpot as a way to track our visits, views, clicks, submission and conversions. This tool is very user-friendly and if we ever have a question, the support team is always there to help!”
Verified User | Inbound Marketing Strategist | Marketing and Advertising Company
Marketo is a popular marketing automation solution ideal for use by midsize and enterprise level companies. It includes features such as email marketing, lead nurturing, SEO tools, a landing page builder, lead scoring, and campaign analytics and reporting.
Marketo’s marketing analytics capabilities enable businesses to see which campaigns and channels are performing the best and bringing in the most ROI. Marketo can be customized to fit different business models and marketing workflows.
The majority of Marketo reviewers on TrustRadius work in midsize companies (53%). Reviewers on TrustRadius are impressed with Marketo’s wide range of automation capabilities, flexibility, targeting, and multitude of integrations.
“Marketo is used within our marketing operations today for three primary purposes. First, we track the effectiveness of our marketing programs and progress towards overall department goals. Second, we generate a greater volume of new business leads through content marketing, nurturing, and lead scoring processes. Third, we increase engagement with customers through targeted email communication. Marketo provides one central system to maintain marketing data and the operational execution of marketing campaigns.”
Verified User | Chief Marketing Officer | IT Company
TrendKite is an enterprise level PR platform that features extensive analytics capabilities for tracking media mentions and earned media performance. The TrendKite platform was recently acquired by Cision, which plans to further support and develop the TrendKite offering as part of their Communications Cloud.
With TrendKite, users can measure the digital impact of PR activities, gain an understanding of competitors relative positioning, and learn who is responding to messaging with audience demographic analysis.
A large portion (37%) of TrendKite users on TrustRadius are from midsize businesses. Reviewers on TrustRadius speak highly of TrendKite’s easy to understand and professional analytics dashboards, and sharing tools for presenting facts to stakeholders, and news tracking and media mention alerts which covers both digital and traditional media sources.
“Because TrendKite is all about industry trends, we are able to track how we perform in specific, strategic messaging versus our competitors to know whether we are investing in the messages that have the ability to resonate with audiences. We would like to think our messages are being heard, but TrendKite takes away the guesswork and gives us hard numbers to share. Public Relations has too often been viewed as nebulous but there is nothing ‘fuzzy’ about the numbers that TrendKite allows us to share in terms of public consumption of our brand messaging.”
–Dan Howard | Director of Communications | Hospitality Company
Adobe Analytics is a marketing analytics tool that is particularly adept at combining web analytics with other digital marketing capabilities like audience segmentation and data management. Adobe Analytics offers real-time tracking and multi-channel traffic analysis, including web, email, campaigns, web-based kiosks, mobile, and most apps.
Other relevant features that Adobe Analytics incorporates are: marketing attribution, contribution analysis, flow analysis, and ad hoc analysis, which enables users to drag and drop data tables, visualizations, channels, dimensions, metrics, segments, and time granularities.
Most users of Adobe Analytics on TrustRadius hail from either midsize companies (32%) or enterprises (41%). Reviewers of Adobe Analytics on TrustRadius are pleased with the product’s real-time tracking, and the ability to create customized reports.
“Adobe Analytics is a good tool for businesses that is used by our marketing and media departments to analyze traffic sources and information about our client’s websites. Also, it is a great tool to interpret and collect data from the visitors that help us to make critical decisions about the best ways to be used to benefit our customers.”
Verified User | Digital Media Manager | Marketing and Advertising Company
Congratulations to the winners of the Top Rated Marketing Analytics Tools Award!
What is Marketing Analytics Software?
Marketing analytics tools are generally used by marketers to measure the effectiveness of marketing campaigns and individual marketing assets at engaging customers. This can be done by quantitatively comparing the impact of different marketing campaigns against a set of KPIs, against competitor’s campaign efforts, or against industry benchmarks.
Marketing analytics can be applied to multiple marketing disciplines, such as email marketing, SEO, UX/UI (e.g. CTAs), inbound marketing content, advertising campaigns etc. These tools typically track a range of different metrics, including email open rates and click-through rates, number of content downloads, form submissions, multi-channel campaign comparisons, ROI calculation, and keyword rankings. The unit of analysis may be an entire campaign, a web page, or any object a customer may engage with (e.g. live chat, a pop-up offer, etc.).
Marketing analytics tools can also conduct audience analytics by pulling and combining data from first-party and third-party sources to provide ad-hoc or prebuilt analysis. Analysis may be used for attribution modeling, optimization, predictive analytics and forecasting, and revenue funnel analysis.
Many marketing analytics tools may specialize in a certain kind of analysis (e.g. cross-channel or campaign analytics, customer journey analytics, etc.), or answer specific questions (e.g. ‘what’s our relative page rank?). Comprehensive marketing analytics tools may cover a range of analysis type to present a complete picture of the s marketing funnel.
Top Rated Criteria
Products included in the 2019 Top Rated Marketing Analytics Tools list must have been in the top tier of their category TrustMap as of June 3rd, 2019. To qualify for the Marketing Analytics Tools Top Rated Award, products must have at least 10 reviews written within the past year, a TRScore of at least 7.5 out of 10, and must receive at least 1.5% of the traffic in their category. Every reviewer is verified and every review is vetted before publication. Products are plotted on the TrustMap based on end-user data, including users’ likelihood to recommend scores as well as buyer research patterns. To learn more about TrustMaps and Top Rated methodology, check out this page.
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