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Marketing Analytics reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

Best Marketing Analytics Software for Medium-Sized Businesses

    Products classified in the overall Marketing Analytics category are similar in many regards and help companies of all sizes solve their business problems. However, medium-sized business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Medium-Sized Business Marketing Analytics to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Medium-Sized Business Marketing Analytics category.

    In addition to qualifying for inclusion in the Marketing Analytics Software category, to qualify for inclusion in the Medium-Sized Business Marketing Analytics Software category, a product must have at least 10 reviews left by a reviewer from a medium-sized business.

    Top 10 Marketing Analytics Software for Medium-Sized Businesses

    • HubSpot Marketing Hub
    • Looker
    • Semrush
    • Insider
    • OWOX
    • Pathmatics
    • WebEngage
    • Mailchimp All-in-One Marketing Platform
    • Mode
    • MoEngage

    Compare Medium-Sized Business Marketing Analytics Software

    G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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    (6,529)4.4 out of 5
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    Entry Level Price:$0

    The job is tough for modern marketers. Either you’re juggling various point solutions, or you’re stuck with tools that are powerful yet impossible to use. This means scattered customer data, lackluster marketing, and too much time spent fussing with software. But it doesn’t have to be that way. With Marketing Hub, all your marketing tools and data are on one easy-to-use, powerful platform. You’ll save valuable time and get all the context you need to provide a personalized experience that attra

    (930)4.4 out of 5

    Looker is reinventing business intelligence for the modern company. Looker works the way the web does: browser-based, its unique modeling language lets any employee leverage the work of your best data analysts. Operating 100% in-database, Looker capitalizes on the newest, fastest analytic databases—to get real results, in real time.

    (1,141)4.5 out of 5
    Entry Level Price:$0

    Semrush is an online visibility management and content marketing SaaS platform that enables businesses to optimize their online presence across all key channels. Semrush data and insights are trusted by 6,000,000 marketing professionals and over 1000 top media outlets worldwide. With more than 50 tools within the software, data for more than 140 countries, integration with Google and task management platforms, Semrush is now must-have software for digital marketing teams across the world.

    (164)4.7 out of 5
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    Insider’s Multichannel Growth Management Platform (GMP) helps digital marketers drive growth across the funnel, from Acquisition to Activation, Retention, and Revenue. Leveraging real-time predictive segmentation powered by deep Artificial Intelligence and Machine Learning capabilities, Insider Growth Management Platform empowers marketers to deliver personalized journeys across the web, mobile web, mobile apps, messaging, email, and ad channels. Built on a unified data layer, GMP is easy to imp

    (188)4.9 out of 5
    Entry Level Price:Free

    OWOX BI is all-in-one marketing analytics service that merges data from disparate systems, evaluates the performance of advertising campaigns and quickly builds the reports you need. Data collection With the help of OWOX BI you'll be able to create data streams from your advertising services to Google Analytics once and never manually upload data again. OWOX BI will automatically upload costs, impressions, and clicks for all campaigns to Google Analytics and you’ll get reports on all campaigns

    (269)4.2 out of 5
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    Pathmatics turns the world’s marketing data into actionable insights. Pathmatics provides a marketing intelligence platform that helps the world’s top agencies, brands, and publishers answer their digital advertising questions across Facebook, Instagram, Twitter, YouTube, display, mobile, and video.

    (128)4.5 out of 5
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    WebEngage is a customer data platform and marketing automation suite that makes user engagement and retention simplified and highly effective for consumer tech enterprises and SMBs. Thousands of product and marketing practitioners design intuitive user lifecycle journeys on the WebEngage dashboard to convert existing users through data-backed, timely campaigns across multiple channels. The platform offers: Engagement: Mobile Push Notifications Email SMS On-Site Messages Web Push notificati

    (4,395)4.4 out of 5
    Entry Level Price:$0

    Mailchimp’s all-in-one Marketing Platform helps small businesses market smarter so you can grow faster. As the backbone for your customer relationships, they provide AI-powered, user-friendly tools anyone can use to be successful. Mailchimp puts your audience at the center so you can send marketing emails and automated messages, create targeted ad campaigns, build landing pages, send postcards, facilitate reporting and analytics, and sell online. Millions of businesses and individuals - from com

    (193)4.5 out of 5
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    Mode helps companies make better decisions and answer new questions by unlocking the value in data. Mode’s collaborative analytics platform combines SQL, Python/R notebooks, interactive visualizations—both out-of-the-box and custom using HTML, CSS, and D3.js—and shareable live reports. Analysts, data professionals, and stakeholders can collaborate, analyze, and explore.

    (111)4.4 out of 5
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    MoEngage is an intelligent customer engagement platform for the customer-obsessed marketer. We help you delight your customers and retain them for longer. With MoEngage you can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard From Fortune 500 enterprises such as Deutsche Telekom

    (378)4.5 out of 5
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    Entry Level Price:$49 Per Month

    Autopilot is marketing automation software made visual. We help you capture and convert new leads, connect with customers, and create loyal repeat buyers. LAUNCH IN MINUTES Autopilot’s visual canvas for creating customers journeys is inspired by drawing campaigns on a whiteboard. Whether you need to follow up with new contacts, qualify and assign leads to sales, or onboard customers, you can automate your marketing simply by dragging and connecting shapes together in just a few minutes. INTE

    (65)4.5 out of 5

    Optimove is the leading Relationship Marketing Hub, empowering CRM Marketers to create and manage large-scale, customer-led journeys. Optimove autonomously surfaces valuable customer engagement opportunities, orchestrates self-optimizing customer journeys, and accurately measures the incremental impact of all marketing interactions. With Optimove leading brands such as Staples, JD Sports, Dollar Shave Club, GVC, Family Dollar and Penn National maximize customer loyalty, retention, and lifetime v

    (156)4.5 out of 5
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    CleverTap is an extremely powerful, comprehensive, user-friendly solution used by top mobile brands to build valuable, long-term relationships with their users. CleverTap provides two things: access to real-time behavioral analytics, so our customers can better understand who their users are; and a platform with which they can engage users on the right channels, at the right time, and with a message that resonates. With CleverTap, you can - Build an omnichannel customer experience that supports

    (879)4.1 out of 5
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    Entry Level Price:$900 /month

    Act-On, the world’s leading growth marketing automation platform, is built by marketers for marketers. We offer valuable digital solutions that empower marketers to automate their programs, improve efficiencies with fewer resources, and drive customer engagement beyond the lead at every stage of the customer lifecycle. Best of all, Act-On is easy to implement, easy to use, and supported by the absolute best and most reputable Customer Services team in the industry. Take our interactive product

    (315)4.4 out of 5
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    Terminus is a full-funnel account-based marketing platform that serves as your end-to-end command center for targeting the right accounts with dynamic data, engaging them with unified multi-channel campaigns, activating sales by separating signal from noise, and reporting on the revenue outcomes that matter. Unify your first- and third-party data by using the Terminus Data Studio to give you a 360-degree view of all your accounts and contacts. Build actionable target account lists, identify eng

    (123)4.5 out of 5
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    Adverity is an intelligent marketing analytics platform specialized in enabling data-driven marketing teams to make better decisions and improve performance, faster and easier. By transforming siloed data into actionable insight, Adverity reduces the complexity in demonstrating the return on investment of multichannel campaigns. Through automating data integration from hundreds of sources, our vendor-agnostic, end-to-end platform delivers a single view of marketing performance across your busin

    (162)4.4 out of 5

    SALESmanago is the only no-code, AI driven CDXP (all in One Customer Data Platform & Customer Experience Platform) used by 2000+ midmarket and large Enterprises in 50 countries including Starbucks, Vodafone, Lacoste, New Balance, Victoria’s Secret and many other global brands. Financial Times ranks SALESmanago as the fastest growing marketing automation platform in Europe. SALESmanago is harnessing the full power of first- and zero-party data, combining advanced analytics and AI Hyperperson

    (643)4.5 out of 5
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    SharpSpring is a comprehensive revenue growth platform with robust sales and marketing automation features, functionality and performance. SharpSpring is one of the most flexible platforms on the market, offering powerful, behavior-based email marketing, native or 3rd party CRM integration, dynamic forms, landing page and blog builders, social media management, universal CMS compatibility, and integration with hundreds of applications. SharpSpring is usually less than 1/3 the cost of the comp

    (233)4.3 out of 5
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    Emarsys is an omnichannel marketing automation solution, part of the SAP Customer Experience portfolio. Comprising a customer data platform wth fully integrated multichannel campaign management, personalization, segmentation and analytics dashboards, it is supported by dozens of additional features and add-ons. Our fully automated customer lifecycle workflows are crowdsourced from leading brands in your industry that accelerate time to value, deliver superior 1:1 experiences and produce measura

    (138)4.7 out of 5

    Every-touch revenue attribution and advanced AI-driven revenue planning to enable every marketer—from CMO to channel manager—to discover customer journeys, impact digital transformations, and power company growth.

    (80)4.5 out of 5
    Entry Level Price:$499 per month

    Funnel is transforming digital marketing, putting Business-Ready Data at the fingertips of marketers so they always know with certainty what is really driving performance. Funnel’s Data Core, with its contextual data model, takes messy, siloed data from all sources and automatically generates Business-Ready Data that is fully harmonized, up-to-date and always ready to act upon. Funnel doesn’t require any coding or manual maintenance, giving marketers point-and-click control to continuously exp

    (178)4.3 out of 5
    Entry Level Price:Starting at $500/month

    Impact is the global leader in Partnership Automation, helping brands scale every type of partnership, including affiliates, influencers, strategic business partners, mobile apps, publishers, and more. Impact's Partnership Cloud automates every stage of the partnership lifecycle from discovery, recruitment, onboarding, engagement, and optimization of all types of partnerships. Founded in Santa Barbara, CA in 2008, Impact has grown to over 750 employees and twelve offices across the United St

    (88)4.2 out of 5
    Optimized for quick response

    Singular was founded to simplify marketing data by helping clients quickly and confidently answer questions about channel priority, budget allocation, and delivering data to your internal system. By automatically organizing and combining users’ most important datasets, Singular exposes critical insights and empowers businesses to connect marketing inputs to business outcomes to drive growth. Singular works with some of the biggest mobile app publishers in the world, including Lyft, Twitter, Rovi

    (236)4.2 out of 5
    Optimized for quick response

    NinjaCat is a scalable reporting and data storytelling platform built for agencies, media companies, and multi-location brands. We enable you to connect all your marketing data sources into a single platform, build and automate stunning reports and dashboards that have the flexibility to scale with your accounts. All while eliminating the manual data wrangling and management, helping you accelerate your time to insights. Key features include: - Data Pipeline to 100+ marketing channels - Full

    (59)4.5 out of 5

    CAKE provides performance marketing software with solutions for affiliate marketing, lead generation and multichannel marketing that enables advertisers, networks and publishers to manage, measure and optimize marketing performance in real-time. Affiliate Marketing: Manage and measure partner marketing programs, optimize performance for the highest profitability and attract valuable partners. Lead Generation: Maximize lead generation efforts through a holistic view into the management and o

    (200)4.3 out of 5
    Optimized for quick response

    TapClicks, Inc. delivers a complete digital marketing reporting and analytics platform built to answer the needs of digital agencies, media companies, and enterprises. Our flagship product, TapAnalytics, consolidates marketing campaign data and performance metrics into a unified dashboard, complete with automated reporting and analytics. The TapClicks Suite provides a complete view of marketing activities - empowering organizations to make insightful decisions. TapAnalytics marketing analytics

    (87)4.3 out of 5

    Datorama’s marketing intelligence platform transforms the way marketers optimize their marketing performance, business impact, and customer loyalty. With Datorama, customers can: • Automatically connect all their disparate marketing tools and reports in one centralized place • Access and act on the right cross-channel KPIs, dashboards, reports and AI-powered insights • Optimize and report on every investment, performance, and outcome across the customer journey Datorama powers marketing intel

    (292)4.0 out of 5

    Adobe Campaign is a set of solutions that help you personalize and deliver campaigns across all your online and offline channels.

    (18)4.8 out of 5
    Optimized for quick response

    CaliberMind is a marketing analytics solution for B2B Marketers that spans engagement scoring, marketing attribution, and end-to-end buyer journey reporting. CaliberMind integrates with your entire go-to-market tech stack and even fixes your data for you. Too often, companies don’t have the bandwidth or skills to transform their digital marketing data into meaningful insights. Marketers need real-time marketing analytics to supercharge their impact on pipeline and revenue. It’s why we developed

    (26)4.4 out of 5
    Optimized for quick response

    Get total visibility and insight into marketing performance across channels with ChannelMix - the marketing intelligence platform created by Alight Analytics. ChannelMix is the analytics platform brands and agencies trust to demonstrate the value of their marketing efforts. It supports data from every marketing, media and sales platform you use and preps it for analysis in whichever BI tool you choose. With ChannelMix, you’ll achieve complete visibility and control of marketing spend, goals, R

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    Check out the G2 Grid® for the top Marketing Analytics Software products. G2 scores products and sellers based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on our proprietary G2 Grid®, which you can use to compare products, streamline the buying process, and quickly identify the best products based on the experiences of your peers.
    High Performers
    HubSpot Marketing Hub
    Adobe Campaign
    Full Circle Insights
    Terminus ABM Platform
    Moat Analytics
    Mailchimp All-in-One Marketing Platform
    Market Presence

    Learn More About Marketing Analytics Software

    What is Marketing Analytics Software?

    Marketing analytics software helps businesses gather data from multiple sources and channels to identify which marketing initiatives are performing well and which have room for improvement. Leveraging marketing analytics software is imperative when calculating ROI on marketing campaigns, which help optimize digital marketing spend. Finally, with the help of marketing analytics tools, marketers can operate more efficiently by learning how to better allocate their time.

    Marketing metrics and marketing analytics are completely different, and it’s important to note the distinction. Marketers are inundated with metrics, or data points, that they can use to dictate marketing activities and boost customer satisfaction. However, without analytics, marketers won’t be able to take that next step. Marketing analytics puts those metrics into context, turning them into actionable insights and helping drive revenue.

    What Types of Marketing Analytics Software Exist?

    While the overall goal of a marketing analytics platform is to help marketers measure and optimize marketing performance, the methods and tools used to accomplish this goal can vary from product to product. Selecting the optimal software for a business is a matter of finding a product that integrates well with their existing technology stack.

    Standalone solutions

    Standalone marketing analytics tools connect to multiple data sources and marketing channels to measure campaign performance. These products typically integrate with marketing automation software, CRM software, digital advertising software, and digital analytics software. Standalone platforms collect and consolidate marketing campaign data from these disparate sources, enabling marketers to analyze campaign performance across channels and audiences. While standalone products may include tools for optimizing digital ads, they do not provide built-in capabilities for executing omnichannel marketing campaigns.

    All-in-one marketing suites

    All-in-one marketing suites help marketers plan, execute, and measure cross-channel marketing campaigns. In addition to marketing analytics, these end-to-end solutions provide features for implementing marketing campaigns through email, social media, display ads, landing pages, and more. All-in-one marketing suites can include marketing automation software and account-based marketing platforms.

    What are the Common Features of Marketing Analytics Software?

    To bolster accountability and help marketers seize more control over their company's strategic revenue generation goals, marketers need to have the ability to measure the performance of their entire marketing funnel. Below are some marketing analytics software features that help leverage marketing data to drive actionable results.

    Data collection: Before analyzing data and turning it into actionable insights, marketers will need to use marketing analytics solution to collect data on all of their marketing campaigns. This type of software can collect data on the campaigns distributed across a variety of channels. This data is essential to kickstart the process of collecting insights into the customers’ and prospects’ preferences and history.

    Return on investment (ROI): Marketers have numerous metrics to potentially analyze, which can often lead to data paralysis. Marketing analytics software helps marketers make sense of all those metrics and determine the effectiveness and ROI of marketing campaigns. Marketers must not only optimize marketing strategies but also prove and improve ROI to present to executive leaders within their company. The ROI measurement feature within the marketing analytics tools can quantify the outcome of every marketing investment users make.

    Reports and dashboards: It’s imperative to not only analyze data but to also showcase analysis within a report to present the findings. Marketing analytics software help generate visualizations and reports for the entire marketing funnel from acquisition to close. These reports and custom dashboards gather closed-loop reporting on all marketing initiatives. Within some reporting features, users can drill down into specific data points or filter by certain criteria to uncover trends and take action for future campaigns. Marketing analytics software enable marketers to track all of this data in one place to easily analyze and share with the rest of their team and company. Finally, this feature will empower marketers to make accurate forecasting decisions for their future marketing goals and strategies.

    Attribution reports: Attribution reporting helps analyze touchpoints or marketing channels that should receive credit for a conversion. There are various attribution models that marketing analytics software can provide, including last interaction attribution, first click attribution, and multi-touch attribution models that consist of linear attribution, time decay attribution, and position-based attribution. The last interaction attribution model gives credit to the last traffic source that resulted in the conversion of a consumer. First click attribution models are the opposite of that, wherein it gives all the credit to the first channel a consumer visited.

    Multi-touch attribution uses weighted modeling to be able to allocate credit across multiple channels, campaigns, and touchpoints. Linear attribution is a form of multi-touch attribution that distributes credit evenly across every touchpoint in the buyer journey. Time decay attribution gives more credit to the touchpoints closest to the buyer’s conversion and less credit to the prior touchpoint. Finally, position-based attribution gives credit to two key touchpoints: the first touch that gets the visitor in the door and the last touch when a lead converts. These two touches get 40% of the credit and the remaining touchpoints equally split the remaining 20%.

    Multichannel tracking: To be able to paint a complete picture around marketing campaign effectiveness, it’s important to gather and analyze data across a variety of marketing channels. Multichannel tracking helps collect marketing performance data across numerous marketing channels, such as email, social media, SMS, display ads, search engine marketing, and landing pages, to allow marketers to deliver targeted and timely marketing content to their intended audience.

    What are the Benefits of Marketing Analytics Software?

    Businesses of all sizes and across all industries can benefit from marketing analytics software because it empowers them to make better decisions about digital marketing strategies. Executive leadership teams expect a story behind metrics, or reasoning to back up marketing decisions. Marketing analytics tools enable a business to measure their key performance indicators (KPIs) and provide the reasoning to back up marketing choices. This results in a better understanding of what channels to use and why, along with effective resource allocation.

    Actionable insights: Marketing analytics software empowers marketers to make informed, proactive decisions around their marketing strategy. Actionable insights infer strategic and tactical next steps, which will allow users to set marketing goals before they even start collecting any data. That can directly tie back to their business objectives to prove ROI. Actionable insights answer questions such as:

    • What is the marketing channel that should be focused on?
    • What content is resonating well with the target audience?
    • How should a business prioritize their marketing budget next year?

    Real-time insights: An enormous benefit that comes from marketing analytics is the ability to take in-the-moment data on how customers or prospects are interacting with their brand and make decisions in real time. Real-time data has completely changed how marketers interact with their consumers, as they can immediately target a consumer’s preferences based on their current interactions and conversations. Marketing analytics software allows companies to leverage real-time data, enabling them to then adjust marketing strategy and demonstrate expertise in a specific area or topic. Some marketing analytics products incorporate machine learning to gain even deeper insights from data in real time.

    Who Uses Marketing Analytics Software?

    Unsurprisingly, marketers find the greatest benefit from using marketing analytics tools. A company’s entire marketing team must take a holistic view of their marketing analytics, as it will drive decisions that impact the overall marketing strategy within a business. Social media marketers and digital marketers are two main roles that examine marketing analytics, although other specialized marketers would also benefit from marketing analytics software to optimize their campaigns, including field marketers, event marketers, marketing generalists, etc. Marketing analytics software helps any marketer address three essential areas of marketing performance management: optimization, attribution, and justification.

    For small or new businesses that may not have the resources to hire an in-house marketing team, a marketing agency would also be able to use marketing analytics software to align with a company’s goals. Marketing agencies can leverage marketing analytics tools to inform a business on where their marketing dollars would be best used, as well as present an ROI analysis for any campaigns deployed by the agency.

    What are the Alternatives to Marketing Analytics Software?

    Alternatives to marketing analytics software can replace this type of software, either partially or completely:

    Analytics platforms: Analytics platforms, also known as business intelligence (BI) platforms, help businesses assemble, manage, and analyze business data to uncover actionable insights. While analytics platforms can be used to analyze digital marketing data, these products often provide a much more robust set of features for modeling, blending, and discovering large datasets. Analytics platforms are typically used by data analysts or business analysts, while marketing analytics software is designed to be easier for marketing professionals to use.

    Digital analytics software: Digital analytics software, also known as web analytics software, tracks website visitors, measures web traffic, and helps determine how visitors are finding and interacting with websites and landing pages. This type of software also aims to optimize customer experiences and does so by measuring and analyzing metrics like web sessions, unique visitors, user entry, and exit pages. Marketers can use digital analytics software to track clicks and conversion rates on performance marketing campaigns.

    Software Related to Marketing Analytics Software

    Related solutions that can be used together with marketing analytics software include:

    Customer journey analytics: Marketing analytics is an important part of understanding and improving the customer journey. Customer journey analytics software takes this a step further by enabling marketers to visualize customer behavior across channels and optimize future customer interactions. These products combine customer data with marketing insights to create a 360-degree view of customers and the customer journey.

    Social media analytics software: This type of software, like marketing analytics, helps companies gain a better understanding of consumers’ desires and responsiveness but gathers and reports on data solely related to social media accounts. Social media analytics software can help track how people engage with the content users post on social media in terms of likes, comments, and shares.

    SEO software: Search engine optimization (SEO) software offers a variety of tools to help businesses improve their rankings in search engines. Some marketing analytics products may include features of SEO software like rank tracking.

    Content analytics software: Any visitor interactions with their published content, including blogs, articles, on-demand webinars, etc., can be measured and interpreted to help gain visibility to drive future content marketing strategies. Metrics measured by content analytics software include page views and shares, outbound clicks, search rankings, and average time spent on individual posts. Additionally, content analytics software can help users stay on top of the most recent and popular content published by their competitors.

    Attribution software: Marketing attribution reports are available within some marketing analytics software. Similarly, attribution software can be used by companies to help determine how actions, events, or touchpoints throughout the customer lifecycle contribute to the success of marketing efforts. This type of software commonly integrates with software solutions used by sales, marketing, or public relations departments, like CRM, marketing automation, email marketing, email tracking, demand generation, or sales analytics tools.

    Challenges with Marketing Analytics Software

    Implementing a new software solution can come with its own set of challenges, and marketing analytics software is no exception. Before purchasing a product, it’s imperative to be aware of the potential issues that may arise and how to address them.

    Data volume and accuracy: Even with marketing analytics tools, if the metrics users are analyzing aren’t accurate, they won’t gain valuable insights. If businesses use third-party data, they run the risk of gathering inaccurate data since they won’t have a direct relationship with those users. Additionally, with so many channels, activities, and methods of gathering data, the sheer quantity of data can be overwhelming. As digital marketing continues to grow, marketers are producing more data than ever before. Marketing analytics software helps marketers analyze large amounts of data from social media platforms, email marketing, website analytics, and CRM systems, to name a few.

    Privacy concerns: More often than not, anything related to data is going to bring with it privacy concerns. Consumers are warier now about how their personal data is being collected and used. Marketing analytics tools collect data on everyone in their marketing funnel, from first interaction to conversion, and throughout those touchpoints, marketers can gain an abundance of metrics that will provide competitive advantages. It’s important to stay abreast of new data privacy laws and restrictions and how they can impact marketing analytics.

    How to Buy Marketing Analytics Software

    Requirements Gathering (RFI/RFP) for Marketing Analytics Software

    Whether a company is purchasing marketing analytics software for the first time or looking to replace their current system, can assist them with the selection process.

    First, buyers should evaluate the need for marketing analytics software and determine what functionality will be most useful for the business. For example:

    • What are their business’ goals in purchasing a marketing analytics product?
    • What are the marketing channels they want to track now and in the future?
    • Does the product need to integrate with any other software?
    • What analytics features, if any, are already available in their current marketing technology stack?
    • What is their budget?

    Compare Marketing Analytics Software Products

    Create a long list

    Based on the list of requirements, buyers should create a long list of no more than 10 products that appear to meet the business needs. Consulting online review sites is a great way to start the long list. G2’s marketing analytics software category can help buyers find the highest rated or most popular products based on reviews from verified customers.

    Create a short list

    After creating a long list, buyers should narrow down their selections by eliminating the products that won’t meet their business needs. Pricing, integrations, and customer support may be factors that contribute to a product’s suitability.

    Conduct demos

    Once a short list of about three to five products is ready, companies should begin reaching out to vendors to schedule demos. Demos allow buyers to take a closer look at each product’s functionality and ease of use. This may also be the first opportunity to glimpse each vendor’s onboarding style and service levels.

    Selection of Marketing Analytics Software

    Choose a selection team

    When it comes to purchasing a marketing analytics solution, the selection team should primarily consist of executives, managers, and individual contributors in the marketing department. The selection team should also consist of a project manager to coordinate efforts and ensure the process runs smoothly. 


    Before signing a contract, buyers should make sure to negotiate for the best price and ask about any discounts for which their business may qualify. This is also the time to discuss implementation and onboarding services and payment plans.

    Final decision

    In the days and months after signing the contract, buyers should monitor the company’s progress with the new marketing analytics product. Is the product working as intended? Have employees fully adopted the product’s features? Will the product scale with the company’s growth? If the answer to any of these questions is “no,” the buyer should consider raising the concerns with the vendor. If they are unable to resolve these issues, it may be time to look for alternatives.