Whether you're conducting a blog traffic audit or analyzing the success of your most recent social media campaign, it's undeniable that data is an integral part of any marketing role.
Fortunately, there are dozens of analytics tools for marketers with the ability to collect data from different sources, crunch it effectively, and deliver helpful campaign analysis.
Some tools, however, are better at delivering valuable reporting results than others.
Ultimately, reporting tools should do more than just calculate -- they should also make the marketer’s job easier, and more productive. Creating attractive and readable reports is key to ensuring that the results of your work are clear for your entire team.
Here, let's dive into some of the best data reporting tools, as well as some effective business intelligence (BI) platforms, to enable you to properly analyze your work.
Best Data Reporting Tools
Here are some tools with reporting features invaluable to today’s marketers.
HubSpot’s free marketing analytics software is useful for keeping all of your needs, including reporting, in one place. HubSpot lets you combine all of your marketing efforts into one report, or mix-and-match your different assets to create different reports for different clients and needs.
HubSpot’s marketing analytics dashboard is just as customizable, allowing you to add and remove different reports with ease. Best of all, you can get both a general overview and specific insights into your work’s performance, since you can easily move between different marketing reports within HubSpot.
Calendar offers analytics of a slightly different sort -- productivity. Calendar has a number of features designed to analyze how your team’s time is spent. By tracking your moment-to-moment activities on a daily basis, you can identify key areas in which your schedule could be improved.
As important as it is to have your marketing analytics at your fingertips, knowing how you use your time is just as important for maximizing output. Calendar’s clear and simple reporting tools give you helpful reports on what your agenda looks like and what you can do to make it better.
DashThis is an effective tool for keeping up with your marketing analytics at a glance. As its name suggests, DashThis is best used as a dashboard and provides clear and readable data on your marketing performance.
DashThis lets you to select a template and then automatically fills that template with your data, greatly streamlining the reporting process. It also exports data into PDF files, which can be easily shared between team members.
Raven Tools offers many of the tools expected from reporting software -- SEO analysis, social media engagement, funnel performance tracking -- as well as competitor comparison.
Whether it’s big-picture analyses like domain authority or small-scale comparisons of site functionality, Raven Tools lets you stay on top of how you’re faring in competitive spaces. Additionally, its drag-and-drop editor and report generator makes creating custom, professional-grade marketing reports easier.
Megalytic eases the process of combining marketing data from lots of different sources. Plenty of tools on this list allow for the integration of different types of data, but Megalytic is especially designed to import data from a range of marketing software.
It takes only a couple of moments to access data from Google Analytics, Facebook Ads, Adwords, and more on Megalytic, and it can even process and report data stored in CSV files. If you’re looking to produce a comprehensive report that pulls together loads of disparate data into one place, Megalytic is a smart choice.
As important as it is for reporting tools to effectively take in and analyze data, they need to be able to produce readable reports, as well. Klipfolio is great for making sure your reports can be read and accessed with ease across technologies.
Additionally, Kilpfolio allows you to share access to your reports through Slack, email, or custom links, and it also enables you to sync your dashboards in real time across multiple devices such as smartphones, web browsers, and even TV screens. Being able to easily pull up your analytics dashboard at any moment on any number of devices is crucial for being able to report on-the-go or from various locations.
Mixpanel is a tracking and reporting software tool that was actually created primarily for product managers, not marketers. As a result, its interface isn’t quite as streamlined or marketing-driven as some of the other entries on this list, but it makes up for this with deep, powerful analytics tools that give you insight into how your work is faring.
Mixpanel is particularly attuned to identifying trends in engagement and count. It tracks how people engage with certain products over time and how different features influence user behavior.
If you’re especially interested in keeping track of how a certain site or product is performing, it can be a valuable tool for reporting on that kind of information. Mixpanel allows you to produce readable reports of uniquely high-level data analysis.
Best Business Intelligence Platforms
Ultimately, reporting is only half the battle. Marketers also need business intelligence tools for a top-down view of their operations.
Although BI is a broad category, these three tools are essential for marketers.
Although Intercom is a messaging platform first and foremost, it also delivers a deep view of a company’s customer base. Through integrations with over 100 marketing tools, Intercom lets marketers track, segment, and identify similarities between their customers.
One of the best use cases for Intercom’s BI features is account-based marketing. Intercom displays performance figures for each stage of your sales and marketing funnel, helping you see where the best opportunities lie and how to tap into them. You can also break down metrics by individual representatives, teams, timeframes, and more.
G2 is the go-to website for stacking up software tools against one another. G2 gives detailed charts for every category of marketing software, explaining the strengths and weaknesses of each available product.
Need an enterprise resource planning tool? G2 covers those. What about an e-commerce platform? G2 can help you pick the best option in that category, too. Certain services, including staffing and translation services, are also reviewed by G2.
Through integrations with HubSpot CRM, Google Analytics, Facebook, LinkedIn, Instagram, and more, Databox compiles popular marketing services and social media into one interface. Although Databox comes with pre-configured report templates, users can also design custom reports.Think of Databox like a dashboard for your dashboards.
The reporting tool lets you view campaign KPIs, check progress, calculate investment returns, and receive notifications when metrics fall outside of specified ranges. Databox has a desktop version, of course, but it also displays data on mobile and via applications like Slack.
Statisticians and analysts may be more comfortable with reporting and BI than marketers, but these tools make it easy. Pick the right ones, and get data-driven campaign insights with ease.
Originally published Oct 31, 2019 7:00:00 AM, updated February 21 2020