Big data is an immense part of digital marketing, so how exactly are digital marketers sorting the data and keeping up with all its uses? What are the best tools for sorting digital marketing data?
A recent survey by Econsultancy and Lynchpin covered over 1,000 marketing professionals to determine what kind of analytics tools they use to sift through the never-ending data:
- Web analytics – 96%
- Excel – 90%
- Social analytics – 65%
- Mobile analytics – 52%
- A/B or multivariate testing – 51%
- Relational (SLQ) database – 49%
- Business intelligence – 49%
- Tag management – 43%
- Attribution – 33%
- Campaign automation – 33%
- Statistical package – 31%
- Session monitoring – 30%
- Data management platform (DMP) – 13%
- NoSQL database – 12%
- Demand-side platform (DSP) – 10%
In the same report, the survey determined those who pay for analytics programs for their data versus those who use free programs:
- Tag management – free (55%); paid (40%)
- Mobile analytics – free (54%); paid (27%)
- Web analytics – free (54%); paid (23%)
- Attribution – free (46%); paid (41%)
- Session monitoring – free (44%); paid (41%)
- Social analytics – free (42%); paid (41%)
- Excel – free (35%); paid (59%)
- Statistical package – free (30%); paid (53%)
- NoSQL database – free (29%); paid (52%)
- A/B or multivariate testing – free (27%); paid (62%)
- Data management platform (DMP) – free (26%); paid (57%)
- Business intelligence – free (23%); paid (62%)
- Relational (SLQ) database – free (20%); paid (70%)
- Demand-side platform (DSP) – free (17%); paid (70%)
- Campaign automation – free (14%); paid (75%)
Source:
- “Which analytics tools do marketers use? And are they paid-for or free?” 2014. Econsultancy.com
- “Measurement and Analytics Report.” 2014. Lynchpin.com