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Today’s Analytics, Marketing and Engagement Automation Tools Comparison Chart

by Donna Chung
There are more than 150 analytics services on the market. Is it worth investing in David or go safe with Goliath? Our goal was to answer similar questions and prepare a current overview of today‚Äôs analytical tools and services. Our first presentation of our findings was so well received, we were asked to publish it online.
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Today’s Analytics Tools

The trend of the last decade is clear. The collection and evaluation of data gained a firm position in the digital ecosystem. If you can't measure it, you can't improve it. Right?

An advantage of such a fast growth in the analytics field is an abundance of high quality services from mainstream to super niche focuses: behavioral and customer data, predictive analytics, marketing focused metrics, etc. This high concentration of utilities and competition is great for consumers. At the same time choosing the right tool is getting immensely more difficult. The objective of this comparison is to provide you with a basic orientation of the analytics market.

If you have feedback, comments or keynote speech inquiries, please send them to my personal email. If our findings were helpful to you, please share them with your community.

Research Methodology

During the research our team reviewed more than 150 analytics services and tools. After, we investigated a customer satisfaction – Net Promoter Score – of real users of these products. If we were not able to find an interviewee with personal experience using the application, we examinated online forums.

We had a simple point system for each criteria: starting price, ease of use, direct execution, and marketing focus. The results of the top 10 perfomers can be seen in the comparison table at the bottom of this page. We included the most important features: Behavioral Analytics, Advanced Segmentation, Attribution Models, Triggered Campaigns, A/B Testing, Personalized Experience, Full Customer Profile, Easy Integration, and Starting Price Honorable mentions of other analytical services include Heap, Clicktale, Silverpop, Crazy Egg, and Clicky.

Comparison Criteria

We understand there are many diverse business verticals with different demands. For this reason we have included multiple rating criterion:

Starting price is not representative of actual costs as the pricing of many services is based on usage and data size. However we included this criteria, because many marketers and product people prefer to test new services in freemium mode. Mouse over prices with asterisks to see more details about the free demo conditions.

For the Ease of Use benchmark, we were looking mainly at the ease of implementation, personalization & customization for company needs, and particularly, management reporting – we know that's where we all are earning our keep. UX & Design of interface also contributed to this criteria.

Direct Execution is a fairly new category, which combines analytics with predictive models and reactive marketing automation. This scale is for companies which preffer an end-to-end solution.

Marketing Focus is for organizations that are looking for an analytical tool to optimize and manage their marketing campaigns.

Compared Analytics Services — Leaders & High Performers

Google Analytics Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in 2005 after acquiring Urchin. Google Analytics has two pricing tiers: Free and Premium. Google Analytics Premium provides higher data limits, more custom variables, a Service Level Agreement, and a dedicated support team.

Adobe Marketing Cloud Adobe Marketing Cloud is a comprehensive and integrated marketing solution. With its complete set of solutions, including Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer, and Adobe Campaign, as well as real-time dashboards and a collaborative interface, you are able to combine data, insights and digital content.

Mixpanel Mixpanel is a business analytics service. It tracks user interactions with web and mobile applications and offers tools for targeted communication with them. Its toolset contains in-app A/B tests and user survey forms. Collected data is used to build custom reports and measure user engagement and retention. Mixpanel works with web applications, but also supports mobile apps.

Marketo Marketo makes marketing automation software. Their products are provided on a subscription basis in five solution bundles. Marketo Email Marketing, Marketo Lead Management, Consumer Marketing, Customer Base Marketing, and Mobile Marketing. Marketo is known for their marketing automation.

Localytics Localytics is a business intelligence tool that provides a combined analytics and marketing platform for mobile and web apps. Localytics' core mission is to help companies create personalized app experiences that drive higher engagement, loyalty, and lifetime value. Localytics has SDKs available for iOS, Android, Web, Roku, Microsoft® Windows, OS X, PhoneGap, Xamarin, Titanium, and Unity.

Woopra Woopra is a real-time customer analytics service that helps organizations track, analyze, and take action on customer data. Woopra delivers rich library of visitor statistics through their desktop application and mobile application. Their service was built as a framework for expansion complete with an open API and plugin capabilities.

Piwik Piwik is a free and open source web analytics application written by a team of international developers that runs on a PHP/MySQL webserver. It tracks online visits to one or more websites and displays reports on these visits for analysis. Piwik provides all the data you would expect from a complete web analytics package.

Emarsys Emarsys is an all-in-one marketing cloud for predictive marketing, personalization, analytics, and marketing automation. Emarsys analyzes and segments customer records to deliver insights that empower marketers, and campaigns that engage individuals. Their goal is to strengthen the experience and the relationship between clients and their customers.

Exponea Exponea is a cloud customer analytics platform for business decision makers, marketers and analysts. It is best used for getting insights on how to make various parts of the business better including acquisition, monetisation or retention and take actions based on these findings. Exponea is known for its Direct Execution approach, combining analytics with engagement automation.

Kissmetrics Kissmetrics is a person-based analytics product that helps you identify, understand, and improve the metrics that drive your online business. Kissmetrics makes it simple to get the information to make better product and marketing decisions. Kissmetrics provides visualization tools on how users interact with their site, web apps, and mobile products. Kissmetrics is known for its simple and quick reporting.

What’s Your Comparison Criteria?

Analytics Service Behavioral Analytics Advanced Segmentation Attribution Models Triggered Campaigns A/B Testing Personalized Experience Full Customer Profile Easy to Integrate Starting Price
Google Analytics $0*
Woopra $0*
Piwik $0*
Mixpanel $0*
Localytics $0*
Kissmetrics $120
Exponea $200
Marketo $500
Emarsys $1,000
Adobe Marketing Cloud $50,000*
Analytics Service Behavioral Analytics Advanced Segmentation Attribution Models Triggered Campaigns A/B Testing Personalized Experience Full Customer Profile Easy to Integrate Starting Price

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