Top Digital Analytics and Marketing Automation Solutions for 2024

In today’s data-driven market, making informed decisions is not just an advantage – it’s a necessity. Leveraging cutting-edge data and marketing analytics tools has become essential for businesses aiming to thrive.

By automating your data workflow with the best data analysis and marketing automation tools that simplify your workflows, you can track, measure, and analyze your marketing performance, as well as transform complex data into actionable insights efficiently.

We firmly believe that your choice of tools should be in line with your business goals, as there is no perfect solution that suits everyone. On the one hand, generic free software may not meet your business needs. On the other hand, if you buy an expensive multifunctional tool, you may end up using only half of its capabilities.

You should choose your toolkit based on your current situation, the needs of your business, and your budget.

Let’s explore the top tools placed in two categories, so you’ll be able to find the right tool for your needs from this list.

Note: The tools below are listed in alphabetical order. This post was originally published in February 2023 and was completely updated in July 2024 for accuracy and comprehensiveness on marketing analytics.

Data analysis tools are a must for understanding business data and helping employees make informed decisions. Modern marketing analytics software offers machine learning and artificial intelligence features to equip users to make data-driven decisions based on collected data. By applying these tools, specialists can get a holistic picture of all processes and react fast to market changes.

Modern marketing cannot drive actionable results without using marketing analytics tools. This type of software helps specialists measure marketing performance. With the help of marketing analytics tools, you can:

• Collect and analyze marketing data to track changes and uncover trends
• Create reports and dashboards to obtain insights into customer behavior

Top data analysis and marketing analytics tools are essential for driving business insights and optimizing marketing strategies. Tools like Google Analytics 4 and Tableau provide comprehensive data on user behavior, website performance, and keyword analysis. HubSpot offers robust marketing analytics, helping businesses track campaign success and social media engagement.

Power BI and Looker, as part of a business intelligence platform, deliver powerful data visualization and reporting capabilities. Using these tools can lead to informed decision-making and improved ROI on marketing efforts.

Google Analytics 4 is a web analytics service and a powerful analytics tool that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is used to track website performance and collect visitor insights.

With Google Analytics 4, it’s possible to create advertising reports for free and apply advanced features such as data-driven attribution. However, Google Analytics 4 doesn’t account for data from a CRM or non-Google services unless it’s imported manually.

The free version of Google Analytics is suitable for small and midsize businesses. If you need to analyze large volumes of data, you can upgrade to Google Analytics 4 360.

Note! The previous version of Google Analytics (Universal Analytics) is no longer in use.

• Get an official mobile app, email alerts, an external reporting API, and integrations with multiple Google products.
• Understand how people use websites and apps, so marketers can take action to improve their experience.
• See how to acquire users, their behavior on the website after acquisition, and their conversion patterns.
• Customize data with advanced filters, custom channel groupings, content groupings, and calculated metrics.
• Generate reports on multiple campaign touchpoints that users engage in across sessions along the conversion path.

Note: If you want to learn more about the features of New Analytics, we suggest reading this article: The Ultimate Guide to Google Analytics 4: Setup, Configuration, and Usage

💡 To deepen your understanding of Google Analytics as a powerful marketing analytics tool, delve into our Step-by-Step Guide to Web Analytics Audit Using Google Analytics 4. This guide provides a practical approach to auditing your web analytics for enhanced performance and insights.

OWOX BI is a unified platform that empowers you to collect, prepare, and analyze all your marketing data using the best marketing analytics tools. It automates data delivery from siloed sources to your analytics destination, ensuring data is always accurate and up to date.

OWOX BI allows analysts to automate the routine, derive business value from data, and ensure data quality.

By applying OWOX BI, you can get business-ready data according to your business model with transparent data quality monitoring and an easy-to-use report builder for unlocking insights without SQL or code.

• All-in-One Tool: Comprehensive data management from collection to reporting—all with OWOX BI.
• Quick & Easy Setup: Get your full-funnel marketing analytics running in less than 30 minutes; no coding required.
• Analytics Simplified: User-friendly for marketers of all skill levels, requiring no specialized data knowledge.
• Ready-to-Use Templates: Access detailed dashboards for instant digital KPI monitoring and decision-making.
• Privacy Compliance: Prioritizing user privacy with strict adherence to GDPR regulations.
• Extended Cookie Life: Leverages first-party data collection to enhance tracking and analysis of acquisition campaigns.
• 100% Data Ownership: Full control over your data ensures it never lands in the wrong hands.
• Guaranteed Data Quality: With a 99% data collection guarantee under SLA, you can trust in the accuracy of your reports.

Adobe Analytics provides very detailed web performance measurements for enterprises, offering a comprehensive set of web analytics tools to collect and report on website analytics and customer data.

It has a wide range of feature sets and capabilities, providing deep analysis on aspects of digital marketing and enabling businesses with various dashboards for different audiences to continuously monitor their KPIs.

• Ingest any data from any system, digital, call center, IoT, and more, and use a flexible data schema that isn’t bound by order or the hit-visit-visitor model.
• Get direct SQL access to any data stored on the Adobe Experience Platform, so the user can stitch and prepare for analyses like pathing and attribution in Analysis Workspace.
• Find insights and make decisions in real-time using drag-and-drop visualizations for any number of data dimensions, metrics, segments, and time granularities to analyze the customer journey.
• Shift customer engagement perspectives from device-centric to person-centric by retroactively combining visitor profiles across multiple devices.
• Get advanced reporting — dynamically build and analyze conversion journeys on multiple pages with advanced fallout reports, and apply customizable default settings for greater conversion and traffic reporting.
• Analyze multiple reports on one screen, letting you see side-by-side comparisons without having to toggle between tabs.

Note! “As of January 17, 2024, Adobe has discontinued Reports & Analytics, rendering all related reports and schedules non-functional. The outdated technology behind Reports & Analytics no longer meets Adobe’s standards. Most features are now available in Analysis Workspace.”

AppsFlyer is a tool for mobile advertising attribution and analytics that helps marketers optimize ad spending, specify targeting, and verify when traffic converts into app installs and post-install events.

With its help, departments like marketing and media buying can prove the growth and success of their marketing campaigns.

AppsFlyer also provides a fraud protection feature that helps to remove irrelevant sources from targeting. Users like this service as it’s an easy-to-use solution for simple tasks. However, it can also be a powerful platform for those who want to get deeper insights.

• Connect with the tools the user already uses by importing AppsFlyer data into business intelligence tools or integrating with a marketing automation partner using an API.
• Be ready for anything with multi-layered protection from mobile ad fraud.
• Get a complete and accurate view of the performance of all campaigns on a single dashboard.
• Build campaign-specific dashboards for daily analysis with a simple drag-and-drop interface.

Funnel is a cloud-based ETL platform that helps you keep track of metrics and makes it easy to report on marketing performance. It collects data with limited granularity from platforms across the customer journey, including advertising, analytics, and CRM.

Funnel has direct connections with many popular platforms, allowing for quick presentation and visualization of data. As its visualization tool is basic, however, it’s better to send data to visualization apps or data warehouses. For example, you can export data to Google BigQuery and, from there, to Looker Studio.

The Funnel platform can be a bit confusing to configure at first, but unlike some other services, there’s no need to have constant internal developer support. New users can be trained easily and quickly.

• Gather data from any platform: Google Ads, Bing, Facebook Ads, Google Analytics 4, etc. (500+ marketing solutions)
• Clean, group, and map data using point-and-click tools for data transformation.
• Automatically combine sales data with advertising data to accurately report on KPIs like return on ad spend, revenue, and conversion rate.
• Send data to any visualization tool, analytics platform, or data warehouse with scheduled exports, making it a versatile business intelligence tool.

The Insider Growth Management Platform is a martech service that merges data across channels, applying real-time predictive segmentation powered by artificial intelligence and machine learning capabilities.

This marketing analytics tool helps measure the effectiveness of marketing campaigns, understand consumer behavior, and track and evaluate the performance of different marketing channels and campaigns.

Insider focuses on personalizing the customer experience across the web, mobile web, mobile apps, messaging, email, and advertising channels.

The platform makes marketers’ lives easier, as it’s easy to implement and simple to use. By using Insider, marketers can get a better understanding of their customers as they get unified and detailed profiles of customers, their preferences, their behavior, etc. Based on these insights, marketers can improve their content, communication, and services.

• Integrate a martech stack with ease and stitch together offline and online customer data to create a complete view of the customer experience.
• Out-of-the-box AI models predict purchase, churn, lifetime value, and other key customer engagement metrics.
• Identify, define, and target your audience using over 120+ attributes, including traits, behaviors, and preferences.
• Create intelligent segments that speak to individuals on their level — factor in discount affinity, the likelihood of purchase, lifecycle stage, and more in real-time.
• Create location-specific experiences localized by country, state, city, or custom geo-fences.

Looker is a BI tool that is used to build different reports to rate business performance, as well as to create dashboards and data visualizations. The service is great for beginners with no BI experience.

Looker also offers templates for faster report creation and data visualization. By applying the service, marketing and sales teams can monitor how clients use products, spot risk zones, and find growth opportunities in advance.

• Connect directly to live, raw-level data and use efficient visualizations to drill down from each dashboard for clarity into what’s happening right at the moment.
• Easily share data-rich visualizations anytime, from any device.
• Make dashboards and reports actionable using pre-packaged integrations with top SaaS applications.
• Set alerts for everything from dropping sales and fraudulent orders to ETL failures. Schedule reports to keep up with business performance.
• Embed findings from Looker’s BI software with tools like Salesforce, Confluence, Sharepoint, and PowerPoint.
• Connect Looker to any database that supports SQL queries and automatically generates a basic LookML model.

Microsoft Power BI is a powerful platform that is perfect for displaying data in a useful and interactive way. With hundreds of supported data connectors and integrations with other Microsoft services, Power BI enables you to generate actionable insights and provides you with visual analytics at your fingertips.

From the beginning, it can be difficult to use the service; however, Power BI can become your new Excel once you’ve mastered its features. Selecting the right marketing analytics tools is crucial to leverage Power BI's capabilities.

Power BI helps you to analyze and explore your data by connecting, mashing, modeling, and visualizing it. Power BI also allows you to share content with others and ensures it’s always up-to-date with automated refreshing.

• Access data from hundreds of supported on-premises and cloud-based sources, such as Dynamics 365, Salesforce, Azure SQL DB, Excel, and SharePoint.
• Use features like quick measures, grouping, forecasting, and clustering.
• Give advanced users full control over their model using the powerful DAX formula language.
• New AI capabilities pioneered in Azure and now available in Power BI require no code, enabling all Power BI users to discover hidden, actionable insights and drive more strategic business outcomes.
• Tell data stories using a drag-and-drop canvas and hundreds of modern data visuals from Microsoft and partners, or create your own using the Power BI open-source custom visuals framework.

Qlik Sense is a platform for self-service analytics, from visualization to reporting, and is considered one of the top marketing analytics tools. It has the ability to combine multiple data sources as well as integrate with numerous other data tools, including Tableau and Power BI.

Qlik can be used in various business departments (retail, supply chain management, warehouse, e-commerce. etc.) to derive insights from data. The platform is able to connect to multiple data sources with ease and is great for loading a large dataset and showing it on a single dashboard.

• Get analytics with a full range of augmented capabilities: AI-generated analyses and insights, search and natural language interaction, machine learning, and predictive analytics.
• Deploy a full enterprise SaaS solution or use Qlik Forts, a hybrid service that extends SaaS analytics to wherever data resides.
• Provide data-driven alerts that help users proactively monitor their business and take timely action based on insights.
• Create and explore analytics on any device through a responsive web client or native apps for iOS and Android.
• Build, publish, and share great-looking reports in popular formats like Microsoft Office and PDF.

Supermetrics is an ETL tool that automates data integration from multiple online advertising platforms and supports customizable presentations and visualizations of the aggregated data. The service delivers data from 80+ sales and marketing platforms into the analytics and reporting tools marketers use — whether that's a BI tool, a spreadsheet, a data visualization tool, a data lake, or a data warehouse.

Simply put, Supermetrics enables marketers and analysts to spend more time using data and less time moving data.

• Extract cross-channel marketing data in JSON or CSV formats or with custom output formats for Tableau, Power BI, or Qlik.
• Import cost data from various ad platforms into Google Analytics to see ad spending and results in one place.
• Set up automatic data refreshes and scheduled emails to always have relevant data in reporting tools.
• Set up automatic refreshes and rule-based email alerts to get notified every time campaigns are underspending or overspending.

Tableau is a BI tool that delivers interactive visual dashboards in real-time. It can connect to a wide range of data sources and apply AI and ML to deliver suitable solutions for different tasks across a wide range of industries.

Tableau is well-known as a powerful and flexible framework that produces dashboards and data visualizations. It has excellent integration with the Salesforce CRM, as it's owned by Salesforce.

• Access and combine disparate data without writing code.
• Connect to data on-premises or in the cloud, whether it's big data, an SQL database, a spreadsheet, or cloud apps like Google Analytics and Salesforce.
• Quickly build powerful calculations from existing data, drag and drop reference lines and forecasts, and review statistical summaries.
• Create interactive maps automatically. Built-in postal codes mean lightning-fast mapping for more than 50 countries worldwide.
• Share visualizations and underlying data securely using Tableau Server or Tableau Online.

Marketing automation software helps with workflow optimization by automating marketing tasks such as lead generation, social media posting, and email marketing. With its help, marketers can:

• Create targeted content
• Personalize and customize client communications
• Reduce time, money, and resource costs

ActiveCampaign offers email marketing, marketing automation, and CRM tools to create incredible customer experiences. The platform gives businesses of all sizes access to 500+ prebuilt automation that combine email marketing, marketing automation, and CRM data for powerful segmentation and personalization across social, email, messaging, chat, and text.

Since the platform empowers marketers with lots of automation, the learning curve is steep.

• Track contact engagement with tags, custom fields, analytics, and performance reporting.
• A drag-and-drop automation builder lets you set up automated workflows in minutes.
• Track customers' micro-conversions to pull them to the messages they want to hear.
• Event tracking lets you define events that make the most sense for your business.

Creatio is a platform for process management and CRM functionality. The service provides a range of solutions for businesses of all sizes. It offers a no-code platform (Studio Creatio), CRM applications (Marketing, Sales, and Service), industry workflows designed to streamline everyday marketing and workflow processes for 20 verticals, and marketplace add-ons.

The support options provided by the tool are wide-ranging. Moreover, the Creatio Academy offers a wide range of training content and contains lots of documentation. There's also the community forum, which can be a source for solving technical problems. All this support comes in handy while navigating Creatio's interface.

• Apply customer-related data from all touchpoints to develop a holistic view of customer preferences and needs.
• Use a 360-degree customer view to build targeted communications with clients.
• Apply no-code tools to build segmented audiences based on socio-demographic and behavioral data.
• Create highly personalized messages, use split testing to choose the most effective emails, and launch massive bulk email campaigns in a few clicks.
• Keep track of changing customer needs and match them with an appropriate product or service.
• Extensive integration capabilities (.NET tools, REST, SOAP, OData, open API); sophisticated tools for identity and access control and company org structure management allow for swift integration of Creatio into the ecosystem of any organization.

Eloqua is a marketing solution for launching cross-channel marketing programs and unifying all prospect and customer marketing signals in a single view. The tool is perfectly designed to answer the needs of enterprises.

Eloqua helps companies generate a higher return on digital marketing investments, create customer loyalty through superior campaign performance, and make real-time performance decisions during critical campaign cycles.

The Eloqua platform equips marketing organizations with intelligent campaign management, flexible data management, accurate lead generation, and insightful sales enablement tools to engage buyers when they want to be engaged on their preferred channel. It is integrated with over 100 third-party platforms.

• Respond to unpredictable customer journeys and adapt the experience or move customers to a different campaign to better match their interests.
• Easily create multistep or simple campaigns in minutes using an intuitive drag-and-drop interface that spans multiple channels such as email, display search, web, video, and mobile.
• Use SMS messages to send event reminders, important product updates, and invitations to provide feedback.
• Assemble segments for targeting using unlimited data from CRMs, web visits, internal systems, and third-party platforms.
• Use secure cloud apps for Salesforce and Oracle Sales to easily configure and connect your CRM and Eloqua.

HubSpot Marketing Hub is an all-in-one marketing, sales, and service tool. It has a reputation as leading sales and inbound marketing software, helping businesses in all customer ways to attract new visitors and improve conversions. The platform also provides countless free resources for self-education, which can become a great support for those who want to excel as a marketing expert.

HubSpot Marketing Hub is a perfect solution for companies that want powerful yet easy-to-use software. It's designed mainly for small and medium-sized businesses that aim to automate marketing and are looking to consolidate their sales, marketing, and customer service efforts.

• Manage Facebook, Instagram, LinkedIn, and Google Ads inside HubSpot, and track which ads are turning prospects into customers.
• Host and manage video files inside HubSpot and easily embed them on social media, on web pages, and in blog posts.
• Monitor and prioritize conversations and publish to social networks with the same tool you use to create campaigns.
• Use bots to qualify leads and scale your efforts to focus on the conversations that matter most.

Mailchimp is an email service provider that can be used by both small and big companies that want to reach out to their audience. It has unique abilities to analyze audiences from email and other channels, helping marketers enhance their content according to brand demands and launch improved ad campaigns.

There are many email templates to use (abandoned cart recovery, new subscriber welcome, birthday and anniversary emails, etc.). However, Mailchimp doesn't offer SMS campaigns. If you want to incorporate them, you have to use Mailchimp's integration. Also, the service provides postcard ads and digital ads.

Within the Mailchimp platform, you can also generate social media campaigns and publish posts on Facebook, Instagram, or Twitter. There's also the possibility to track performance (likes, shares, impressions, and so on). For tracking, you can use the desktop or mobile app.

• Deliver relevant messages to customers based on who they are and how they interact with the business.
• Update customers on their purchases or account activity with personalized transactional emails using the API or SMTP.
• Date-based automation: reach out to people on big days, like birthdays or anniversaries.
• Delivery by time zone: ensure contacts receive emails at the right time wherever they are.
• Reward loyal fans with special sales, offers, and promotions.

ManyChat is a popular platform for chat marketing. It offers automated interactive conversations in Instagram Direct Messages, Facebook Messenger, and SMS to grow your brand. ManyChat has a structured and flexible interface, a lot of chatbot elements, and lots of possibilities to grow your chatbot.

The tool can easily connect to most popular e-commerce services like Shopify, PayPal, Stripe, ActiveCampaign, and Google Sheets using direct integrations. ManyChat has lots of articles to provide you with technical help along with free video courses. There's also a large Facebook community (101K+ people) in which you can ask all kinds of questions and learn more about the platform.

Overall, ManyChat is a comprehensive chatbot that can meet most professional marketers' needs. The free version can be sufficient for small businesses.

• Create personalized and interactive conversations in SMS and Facebook Messenger from digital ads, website visitors, QR codes, or even comments on Facebook posts.
• Respond to buyers instantly on their phones, show them the products that fit them best, and get them to buy them on Facebook Messenger or on your website.
• Link ManyChat with your Shopify store and send messages to users who abandon their cart.
• Connect customer conversations on Facebook Messenger and SMS to conversions on your website to quickly test, learn, and optimize.

Marketo is a leading marketing automation platform that optimizes marketing efforts through email marketing, lead management, consumer marketing, customer base marketing, and mobile marketing. Its powerful analytics and reporting tools enable data-driven decisions and improve overall marketing effectiveness.

• Streamlined email campaigns with automation and personalization to engage your audience.
• Efficient lead management by tracking and nurturing leads throughout their lifecycle.
• Targeted consumer marketing for potential and existing customers.
• Enhanced customer retention by developing strategies for loyalty.
• Detailed analytics and reporting to gain actionable insights into campaign performance and ROI.

Omnisend is an easy-to-use platform that helps to drive sales impact with powerful, e-commerce-tailored email and SMS marketing. It offers full integration with e-commerce platforms, pre-built automation workflows, and intuitive, no-code editing, making it easy to get up and running without diving into the gritty details.

Though its main competitor Mailchimp has more features overall (mobile app, free website builder, etc.), Omnisend is much easier and more flexible. Omnisend isn't about strict pre-made templates. It's a great choice for detailed, customized marketing automation.

• Provide customers with a consistent, personalized experience by reaching them on their preferred messaging channels.
• Use pre-built messages, subject lines, and workflow settings to get up and running in minutes.
• Recover more abandoned carts by using a pre-built series with automated email and SMS messages.
• Drive more sales by suggesting recommended products based on customers' previous orders.
• Test to see which channel, incentive, and subject line drives the most conversions.

Automation tools offer numerous advantages for businesses seeking to optimize their operations. Here are key benefits that highlight their value:

• Increased Efficiency: Automation tools streamline repetitive tasks, allowing employees to focus on higher-value activities.
• Cost Savings: Reducing manual labor lowers operational costs and minimizes the risk of human error.
• Consistency and Accuracy: Automated processes ensure consistent and accurate results every time.
• Scalability: Automation enables businesses to scale operations quickly without a proportional increase in resources.
• Improved Productivity: By handling routine tasks, automation boosts overall productivity and output.
• Enhanced Compliance: Automation tools help maintain regulatory compliance by ensuring processes adhere to set standards.
• Better Time Management: Employees can allocate more time to strategic planning and creative problem-solving.
• Data-Driven Insights: Automation tools often include analytics capabilities, providing valuable insights for decision-making.

The top tools mentioned in this article can deliver deep insights into your business data, providing your company with a major competitive advantage.

Choosing the right solution can be complicated, so we've tried to make it a little easier for you by gathering the most popular tools of 2024. Besides facilitating in-depth research and offering technical capabilities, ensure that the tool you select suits your business needs so you can get results as soon as possible.