Wharton School
executiveeducation.wharton.upenn.edu › home › programs for individuals › all programs › marketing analytics: data tools and techniques
Marketing Analytics: Data Tools and Techniques | Wharton
October 17, 2025 - Whether you are looking to optimize pricing, enhance customer satisfaction, or measure the effectiveness of your advertising campaigns, this course will provide you with the skills and knowledge to succeed in the dynamic field of marketing analytics. Module 1: Introduction to Data Collection, Market Research, and Analysis · Understand the fundamentals of data collection and the importance of market research · Learn about different types of data and how to analyze them to gain meaningful insights ... Learn to apply regression techniques to understand the relationship between variables and make informed decisions
G2
learn.g2.com › best-marketing-analytics-tools
I Tried The Best Marketing Analytics Tools: Here’s My Review
October 30, 2025 - MoEngage: Best for AI-driven multi-channel campaign orchestration Uses intelligent segmentation and optimization to deliver personalized experiences across push, email, SMS, and in-app channels. *These best marketing analytics tools are top-rated in their category, according to G2 Grid Reports.
For those in marketing analytics: What tools do you use for your job/career?
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September 21, 2021What analytical tools are a must for Digital Marketing?
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May 5, 2024What is Marketing Analytics? | Reddit for Business
Making informed decisions about your marketing strategies requires comprehensive data and insights. Marketing analytics provides businesses the tools and techniques to gather, analyze, and interpret marketing data. More on business.reddit.com
For those in marketing analytics: what tools do you use for your job/career?
My previous role was marketing analytics. The tools I used the most were: Excel You can do a lot of cleaning, aggregating, calculations, visualizations in Excel. Especially if your data isn’t huge (under a million rows). PowerBI (or Tableau would be good) Once I started syncing/uploading data into PowerBI and creating self-service dashboards … my team was so happy. Instead of updating 70-slide PowerPoints every week, I just appended updated data in PowerBI and they could view it in the dashboard I already built. We could view data across all channels in one spot. A/B testing Specifically we used Adobe Target, but knowing the statistics of hypothesis testing is good. Also how to come up with a good hypothesis statement and pick the right key metrics is important. Web, social media, email, search analytics platforms We used Adobe Analytics for web, Sprinkr for social media, SalesForce for email, and Google for search. This is going to vary by company though. But knowing how to find the data you need and either build a dashboard within the platform or export the data to analyze elsewhere (Excel, PowerBI) is necessary. other … My job didn’t require SQL, but knowing SQL is important for a lot of jobs since that’s the only way to get your data. Additionally, my boss and I started using Python and R to work more efficiently. You can write code to automate stuff that you do manually in Excel or elsewhere, especially stuff you have to do over and over. So while it’s not always necessary to know Python or R to get a job, it can allow you to be a lot of effective. More on reddit.com
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June 30, 2021Are free marketing analytics tools effective?
Free tools like Google Analytics, HubSpot’s free CRM, and Ubersuggest can deliver useful insights. Paid platforms typically add deeper analysis, automation, and stronger integrations—often essential for scaling marketing.
learn.g2.com
learn.g2.com › best-marketing-analytics-tools
I Tried The Best Marketing Analytics Tools: Here’s My Review
Why do I need a marketing analytics tool?
Without analytics, you’re guessing. These tools reveal what’s working, what’s not, and how to optimize your efforts. They provide data on ROI, customer engagement, and performance trends so you can refine strategy and maximize budget.
learn.g2.com
learn.g2.com › best-marketing-analytics-tools
I Tried The Best Marketing Analytics Tools: Here’s My Review
What are the top analytics tools for marketing strategy?
Semrush and HubSpot Marketing Hub are top choices. Semrush supplies competitor benchmarking and SEO performance data, while HubSpot links campaign analytics to customer journeys for strategic planning.
learn.g2.com
learn.g2.com › best-marketing-analytics-tools
I Tried The Best Marketing Analytics Tools: Here’s My Review
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Hightouch
hightouch.com › blog › marketing-analytics
What is Marketing Analytics? (Metrics, Tools, & Use Cases) | Hightouch
May 21, 2024 - Hightouch Campaign Intelligence is a self-service analytics tool designed to analyze your marketing channels using all your customer data in the data warehouse. This tool provides a single location for measuring campaign performance, creating custom funnels, and running A/B tests across channels.
Funnelytics
funnelytics.io › home › blog › marketing analytics guide + examples & useful tools (2024)
Marketing Analytics Guide + Examples & Useful Tools (2024)
April 11, 2025 - They can use Hootsuite and Sprout Social to track engagement on their scent launch posts and refine their strategy to increase likes, shares, and comments for increased sales and brand loyalty. With 80% of customers preferring email communication from sales reps, email marketing remains one of the most effective tools. However, it only works if you’re tracking the right metrics. Email marketing analytics software takes the guesswork out of your marketing campaigns by revealing exactly what works and what doesn’t.
Marketer Milk
marketermilk.com › blog › ai-marketing-tools
26 best AI marketing tools I'm using to get ahead in 2025 | Marketer Milk
August 18, 2025 - To make the most of this technique, which can be fully automated, you need an AI-powered email marketing tool such as Reply.io. Build cold email drip campaigns across multiple channels and Reply will automate the rest, applying AI-powered response scoring to help identify leads which hold potential. There are a host of CRM integrations and predictive analytics tools to track the progress of your campaigns.
edX
edx.org › learn › digital-marketing › the-university-of-maryland-college-park-digital-marketing-analytics-tools-and-techniques
UMD: Digital Marketing Analytics: Tools and Techniques. | edX
Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into SEO and Paid search strategies, web analytics, online testing, machine learning and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively.
Published September 15, 2020
FunnelExec
ironfocus.com › blog › the-8-best-marketing-analytics-techniques
Marketing Analytics: The 8 Best Techniques - ironFocus
August 22, 2022 - Sitting down face-to-face with your customers gives you information straight from the horse’s mouth: what problems they face, how they choose a solution, and what features they’d like to see. Skilled interviewers can even tease out subconscious thoughts that your customers weren’t aware of. Pricing analytics is a marketing analytics technique that measures the effectiveness of your pricing strategy and seeks to calculate the optimal prices for your products and services.
Amplitude
amplitude.com › blog › marketing-analytics-tools
Marketing Analytics Tools: What They Are and Why They Are Important | Amplitude
March 17, 2025 - There are different types of marketing ... tools are software solutions used by businesses to track their marketing activities, understand their audience better, and analyze the results of their marketing efforts....
The CMO
thecmo.com › home › tools › 20 best marketing analytics tools reviewed for 2025
20 Best Marketing Analytics Tools Reviewed For 2025
October 23, 2025 - Here's my pick of the 10 best software from the 20 tools reviewed. 1. DashThis — Best for automated marketing reports · 2. Social Status — Best for social media analytics · 3. HubSpot Marketing — Best for comprehensive CRM integration · 4. Google Analytics — Best for website traffic analysis ... Our one-on-one guidance will help you find the perfect fit. ... Navigating the world of marketing can be a challenge, especially when you're trying to measure success and make data-driven decisions.
Supermetrics
supermetrics.com › blog › marketing-analytics
Marketing Analytics: The Only Guide You Need
But the investment pays off through improved reliability, scalability, and the ability to perform more advanced analytics techniques like marketing mix modeling (which we’ll get to soon). For teams who want to reap the benefits of having a marketing data warehouse but don’t yet have the technical resources to get started, you can try Supermetrics Storage . In large organizations, a hybrid approach works well—the data warehouse handles extensive reporting, while spreadsheets and visualization tools handle quick, ad-hoc analyses, like pulling the performance of a specific blog article using Google Analytics 4 or Hubspot's marketing analytics features .
Piwik PRO
piwik.pro › home › blog › digital marketing analytics: the beginner’s guide to data-driven marketing success
Digital marketing analytics: The ultimate guide for beginners
July 30, 2025 - Learn the basics of digital marketing analytics ➢ useful metrics & reports ✔ setting analytics goals ✔ current trends ✔ & more ...
Reddit
reddit.com › r/marketing › for those in marketing analytics: what tools do you use for your job/career?
r/marketing on Reddit: For those in marketing analytics: What tools do you use for your job/career?
September 21, 2021 -
Background: I graduated from an Advertising and Marketing program earlier this year, and turned an internship into a job working in digital marketing for an ad agency in my city.
The most enjoyable parts of my job were the more technical and analytical aspects. I would make decisions based on trends in both our clients’ markets and past performance. I decided I wanted my next move to transition into marketing analytics.
However, my only experience with analytics is business analytics, as I am currently completing a post grad in Business Analytics. With that, the focus is on databases, data cleaning/modelling, and business intelligence. That stuff doesn’t interest me.
While I know and understand the tools needed in business intelligence (Access, Excel, Tableau, Cognos, SQL/R, etc), I’d like to have a better understanding of the typical tools & software used in a marketing analytics role.
Thank you!
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You say things like databases, data cleaning/modelling, and business intelligence don't interest you. What part of marketing analytics does? You're probably going to find yourself using quite a few of these things in any sort of marketing analytics role unless you start going down an analytics engineering type path. As far as marketing specific tools that aren't in the BI toolkit you already mentioned: Web Analytics: Google Analytics, Adobe Analytics, Pardot Web Testing Platforms: Optimizely, Other platform specific testing tools Platform Specific Reporting Tools:
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Agency leader here. Our MarTech stack looks like this (some omitted if not relevant to reporting): CRM (HubSpot or SalesForce depending on the client) Web Analytics: HubSpot (CMS page reporting, CTAs, Form metrics, workflow completion rates, etc...) Google Analytics HotJar / LuckyOrange SEMRush Reporting: DataBox
Salesforce
salesforce.com › marketing › analytics › tools
5 Best Marketing Analytics Tools for 2025 | Salesforce US
G2 uses a five-star system focused on usability, customer satisfaction, and market presence, while Capterra (which also uses a five-star system) incorporates user ratings across categories like ease of use, ... Each of the tools listed here has a minimum rating of four stars, ensuring they are top contenders for marketers looking for analytics solutions.
ContentSquare
contentsquare.com › guides › data-analytics › methods
Data Analysis for Marketers: Methods, Techniques, and Types
Chat with Sense offers a shortcut to creating a regression analytics data visualization. Prompt the AI using a chat-style command to plot the two variables you think might be correlated against each other. It’ll do it for you, and even explain where it drew the data from. For example, you could prompt the tool with the query: “Create a chart that shows the relationship between average cart size and customer purchase frequency.
Adverity
adverity.com › blog › 4-top-marketing-analytics-tools
4 of The Top Marketing Analytics Tools
October 3, 2024 - This flexibility allows businesses to unlock the power of machine learning and AI to unlock deeper insights from their data, making it a valuable platform for organizations looking to innovate and adapt to the changing technological landscape. Additionally, Snowflake's platform is particularly powerful for businesses looking to build bespoke analytics applications. Snowflake enables any organization to create applications that leverage their business data, helping them unlock unique insights that standard analytics solutions might not provide. ... When you’re looking for the right marketing analytics tool, it's essential to ensure it aligns with your specific business needs.
DashThis
dashthis.com › blog › 8-marketing-analytics-platforms-to-simplify-your-data-analysis-processes
Top 10 marketing analytics platforms for marketers | DashThis
These tools cut short the laborious process of manually logging in, exporting, and uploading data in static spreadsheets. Teams can view and extract the data across multiple customer journey dimensions and periods in real-time to aid analysis. From marketing analytics data, you should be able to answer three questions:
Domo
domo.com › learn › article › marketing-analytics-tools
11 Top Marketing Analytics Tools in 2025
August 29, 2025 - No items found. ... A marketing analytics tool is software that captures, stores, and analyzes data related to marketing activities. Analytics software helps make better decisions by showing you insights you couldn’t find otherwise.
Integrate.io
integrate.io › blog › best-marketing-analytics-tools-for-2025
Best 8 Marketing Analytics Tools for 2025 | Integrate.io | Integrate.io
October 27, 2025 - Integrate.io, Fivetran, and Airbyte are among the best tools for integrating marketing data across platforms like Google Ads, Facebook, HubSpot, and LinkedIn. Integrate.io provides over 200 prebuilt connectors and a no-code interface to centralize ...
Berkeley
em-executive.berkeley.edu › marketing-analytics
Marketing Analytics and AI: Strategies and Tools
Explore powerful predictive modeling techniques, including machine learning and AI algorithms, and learn to incorporate AI, genAI, and data into your marketing strategy to optimize marketing mix decisions and integrate data in real time. Live Session 3: Integrating AI Tools into Marketing Workflows