Top 5 data analysis tools in B2B marketing

With loads of different data analysis tools available – from campaigns, to customer data, to social media – Kavita Singh breaks down the top business intelligence tools in B2B marketing.

For best ‘freemium’ features, use Indicative

Indicative is a powerful behavioural analysis and customer analytics tool, which allows users to see a full picture of customer data for marketers, product managers and business and data analysts. You’ll be able to optimise customer conversion, retention and engagement all at the same time, as the tool connects to all of your customer data sources and synthesises it into a single view of behaviour. From there, it’ll point to some actionable insights you’ll need to grow your customer base even more.

Another major perk from Indicative is that its free plan isn’t just another ‘30 day free trial’ or limited access analysis tool. Its free plan offers up to one billion user actions per month and complete access to its behavioural analytics platform. You’ll also get six-month data history, three user seats, and the core analytics tools.

In addition to its features, users have raved about its customer service as being extremely helpful and quick to give feedback. Another person who has used the tool includes chief experience officer, Steve Grycuk.

He says: “Indicative is an important part of the customer data transformation at Dow Jones. The intuitive platform empowered us to use data in ways that weren’t previously possible. Through Indicative, we can better understand our customers and create personalised experiences, allowing us to optimise acquisition, engagement and retention.”

For best customisable features, use Tableau

Data is critical, but how we use data depends on your role within the company.

For marketers looking to make their dashboards more customisable, Tableau gives users the ability to tailor data across their organisation. Its role-based licensing also helps establish how different people are using the data in the organisation. Tableau has established three different roles: the creator, the explorer and the viewer. Depending on your needs, skills and responsibilities will reflect how you are specifically using data, and that plays to Tableau’s strengths.

Once you contact someone in sales, they can help you figure out which product might suit your company’s needs. Once you start utilising the tool, you can work with any size and type of data, whether it’s on premises, in cloud applications or flat files. Having one set of data and being able to paint a picture of that data side by side in two different ways on one single dashboard is a major plus. With hybrid connectivity, it supports live analysis and brings data through memory encrypted extracts.

For best campaign tracking, use NetBase Quid

Coined as "a social media analyst's best friend" by one user, NetBase Quid delivers contextual insights to reveal business trends with customers so that you can understand your latest competitors and the market. That means figuring out what is working and not working for potential customers, while providing social media insights at the same time.

You can analyse topics by people, where they live, and who they are. If your company is big on determining demographics, you’ll be able to see how people are reacting to news and campaigns in real time.

Netbase Quid is best suited for campaign tracking as you’ll be able to analyse insights over time. You’ll be able to track brand mentions, campaign performance and sentiment analysis. If sentiment gets too low, you can set up an alert so that you can identify the problem in real time and determine how to fix it.

For beginners, use Mixpanel

Users have pointed to Mixpanel for its ease of accessibility as it can seamlessly integrate with your app, website or community hub. You also can use email campaigns and set up user funnels using a simple user flow to get top-line metrics.

Mixpanel’s free plan includes unlimited data history and seats, core reports, data dictionaries, US or EU data residency, and monitoring.

Teams will be able to easily analyse how and why people engage, convert, and retain real-time, across devices to improve their user experience. You’ll be able to create segmentation and target audiences easily as you can start tailoring your insights and data to your growth within the company.

For best data visualisations, use PowerBI

For B2B companies who want to expand beyond Excel with superior reporting power and analytical analysis, PowerBI might be the tool you’re looking for. Excel users will love the similar format and capabilities to gain a clearer view of its data. With over 16 different chart types to choose from, you’ll be able to showcase data in a variety of visual formats.

In addition, marketers will be able to visualise data from across the company, giving them greater insight into their operations and performance, and allowing them to make more informed decisions based on real data.

Power BI connects to a range of data sources, from basic Excel spreadsheets to databases, and both cloud-based and on-premise apps. With its monthly plan, marketers can utilise its collaboration, publishing and ad-hoc analysis, its self-service and modern BI in the cloud all managed by Microsoft.

The platform integrates with other popular business management tools, such as SharePoint, Office 365, Dynamics 365, Hadoop, Google Analytics, SAP, Salesforce and MailChimp.

Propolis: Data Strategy Intelligence and Insight

Want to know more about data strategy in B2B marketing? Check out Propolis to find out research, first and third party data, analytics, AI and marketing insights.

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