This is a continuation of a post on analytics tools. If you’re just tuning in, check out part 1 here.

Analytics tools profiles

Adobe Analytics

Adobe Analytics is a comprehensive analytics suite that provides multi-channel web and marketing analytics. Often described as robust and highly customizable, Adobe Analytics is typically used by mid-market and enterprise companies with many data sources and large datasets; it’s less appropriate for bootstrapped startups who only need to conduct basic analyses. Recently, Adobe has focused considerable effort on mapping the user journey and understanding different audiences—it allows more sophisticated segment-building than many other providers and uses machine learning to help identify new audience groups. Mid-market and enterprise companies who need more advanced tools to transform their data into actionable insights should definitely consider Adobe Analytics.

Some key features include:

  • The ability to collect and process data from virtually any channel—online and offline, email, video, search, display and more.

  • Advanced analytics that go beyond basic reporting to provide a complete view of the customer journey such as fallout, flow, and pathing analysis.

  • Highly customizable and AI-driven segment definitions.

  • Powerful data science processes that can predict a customer’s likelihood to convert and churn.

  • Algorithmic attribution to help companies understand the impact of each user interaction.

  • Intelligent alerts that are sent when significant trends or anomalous events occur (e.g., KPI data, product performance issues, usage trends, etc.).

  • Highly customizable reporting and dashboards.

Adobe Analytics is great for: 

  • Objectives: Identify new audiences, increase conversion rates, enhance user experiences, drive customer lifetime value through repeat engagement, optimize digital marketing effectiveness, improve site performance

  • Role: Marketers, product managers, developers

  • Customer company size: Mid-market and enterprise (100 – 10,000+ employees)

  • Industries: e-commerce, marketing and advertising, media, travel, financial services, technology

Amplitude

Amplitude provides real-time, cross-platform analytics with an emphasis on helping product managers understand the user journey, identify the best and worst-performing features and improve retention rates. Product teams can create custom events and tailored segmentations based on the actions users have taken. This provides insight into the common paths taken by users, identifies drop-off points and features correlated with increased retention, and helps to predict new user retention rates. By leveraging these user segments, marketers can also create targeted campaigns and A/B test results to identify winning variations. Moreover, Amplitude’s intuitive design, eye-catching visualizations, and customizable dashboards help teams gain insights faster.

Some key features include:

  • Web and mobile analytics that provide a clear picture of product health, including engagement, funnels, cohort retention, revenue, custom formulas and flexible segmentation.

  • The ability to funnel audiences by custom events and actions like checkout completed, item added to cart or payment entered.

  • Intelligent alerts that are sent when significant trends or anomalous events occur (e.g., KPI data, product performance issues, usage trends, etc.).

  • Account-level analytics and CRM-integration for B2B companies to help each team focus on the set of customers that can create the highest ROI through product changes.

Amplitude is great for: 

  • Objectives: Enhance user experiences, drive customer lifetime value through repeat engagement

  • Role: Product managers, marketers

  • Customer company size: Startup and mid-market (1 – 500 employees)

  • Industries: Technology (including B2B SaaS), media, e-commerce, financial services

Flurry

Flurry is a free Yahoo-owned mobile app analytics tool that is currently used by more than 1,000,000 apps. It monitors user events and usage trends to help product teams identify UI flow issues and enhance features to increase user retention. Designed to be easy-to-use and implement, Flurry is ideal for app companies who need fairly basic reporting with a little customization.

Some key features include:

Easy-to-implement, real-time mobile app analytics detailing user and session activity.

  • Funnel and user path analyses to compare conversion rates and other user actions across different dimensions such as age, device type or custom events.

  • Segmentation analyses based on standard attributes such as age, gender, location, acquisition channel and custom events.

  • The ability to track mobile in-app purchase revenue across iOS and Android and understand which products are driving revenue.

  • Real-time crash reporting that offers a clear description of the issue, which devices are impacted and when the issue was seen last.

  • Portfolio analytics that enable companies to manage their app portfolios, including data about overlap and cross-sell conversions.

  • Scheduled or behaviorally-triggered in-app notifications.

Flurry is great for: 

  • Objectives: Enhance user experiences, drive customer lifetime value through repeat engagement and in-app purchases, improve app performance

  • Role: Product managers, mobile marketers, developers

  • Customer company size: Startup and mid-market (1 – 500 employees)

  • Industries: Technology, media, gaming

Google Analytics

Google Analytics is the most widely adopted web and mobile analytics provider. It takes a two-tiered approach, providing basic Google Analytics for free—targeted at small and medium-sized businesses—and Google Analytics 360, a paid offering for large enterprises. One of Google Analytics’ greatest differentiators is its integration with other Google services, such as Google Ads (formerly AdWords) and AdSense, which allows for a more holistic view of the user journey and improved targeting for paid media. For example, by linking Google Analytics and AdWords, companies can fill in gaps in their conversion tracking data and create remarketing lists based on Google Analytics data. With Google Analytics 360 comes higher data volume and more custom metrics, as well as an advanced, machine-learning upgrade to funnel reporting and attribution modeling. Larger companies that need significant customization and powerful reporting options, or those with substantial Google media spends, will want to consider Google Analytics 360.

Some key features include:

  • The ability to import interaction data from any internet-connected third-party system (e.g., CRM, desktop app, etc.) for Google Analytics 360.

  • Segmentation capabilities, funnel reporting and attribution modeling—basic for Google Analytics and sophisticated, AI-driven for Google Analytics 360.

  • Various tag management tools to streamline the configuration of complex tracking.

  • Seamless integrations across Google’s cloud offerings, including its digital advertising suite, machine learning libraries, and data warehousing solutions. (The latter only applies to Google Analytics 360.)

  • Customizable reporting and dashboards, as well as data access via mobile app, API, email notifications and more.

  • A recently released Analytics Intelligence feature for Google Analytics 360, which uses machine learning to return answers to users’ natural language queries (e.g., “Which channel had the highest goal conversion rate?”).

Google Analytics is great for: 

  • Objectives: Increase conversion rates, enhance user experiences, drive customer lifetime value through repeat engagement, optimize digital marketing effectiveness

  • Role: Marketers and product managers

  • Customer company size: Startup and smaller mid-market for basic Google Analytics (1 – 500 employees); larger mid-market and enterprise for Google Analytics 360 (500 – 3,000+ employees)

  • Industries: Marketing and advertising, technology, media, commerce, travel

Heap

Heap enables companies to track first and build their funnels later by automatically capturing every user interaction on web, mobile and cloud services, not just the interactions that it’s pre-configured to track. This means that every department—from marketing to HR—can pull insights from Heap’s platform retroactively, without the intervention of a developer or analyst. This flexibility makes Heap ideal for companies with multiple departments who need user-friendly access to analytics, as well as those who don’t have the developer resources to support very rapid, data-driven decision-making.

Some key features include:

  • Automatic capture of every click, tap, swipe, form submission and more from a website or mobile app without the need to set up event tracking in advance.

  • Point-and-click web and mobile tag creation, allowing marketers to define custom events without coding.

  • Funnel analysis across different user segments, device types or attribution channels to identify friction points and improve conversion rates.

  • Complex segment definitions that combine user activity and user attributes (e.g., vertical, contract value and first touch attribution).

  • One-click integrations with third-party cloud apps (e.g., CRMs, marketing automation tools, payment processors, etc.) to enrich user-level and event data.

Heap is great for: 

  • Objectives: Increase conversion rates, enhance user experiences, drive customer lifetime value through repeat engagement

  • Role: Marketers, product managers, salespeople

  • Customer company size: Startup and mid-market (20 – 1,000 employees)

  • Industries: e-commerce, technology, media, financial services

Kissmetrics

Kissmetrics is a web and mobile engagement platform that connects behavioral analytics with powerful email automation. It delivers simple yet valuable reporting of customer behavior across devices with precision segmentation and targeting options. A key differentiator for Kissmetrics is its inclusion of marketing automation tools such as behaviorally-triggered email campaigns, which can be sent to targeted user groups based on custom events or funnels. Kissmetrics provides excellent out-of-the-box reporting for small and medium data volumes and is a great option for companies who want to focus only on key metrics without being overwhelmed by data.

Some key features include:

  • Cross-platform behavior reports to help marketers identify and monitor custom audience growth segments, including up-sell and cross-sell opportunities.

  • Automated or manually-targeted emails based on completed custom actions, unique events or funnels. A/B testing for email campaigns is also supported.

  • Integration with third-party platforms like Shopify and Woo Commerce to import shopping history, segment customers, and follow them from their first visit to purchase and beyond—with no coding required.

  • Automated customer data reports, so marketers can review key metrics on active and churned populations.

Kissmetrics is great for: 

  • Objectives: Increase conversion rates, drive customer lifetime value through repeat purchases

  • Role: Marketers

  • Customer company size: Startup and midmarket (1 – 1,000 employees)

  • Industries: e-commerce, marketing and advertising, media, travel

Mixpanel

Mixpanel provides web and in-app event analytics to help marketers improve conversion and retention rates. In addition to tracking user activity and funnels, Mixpanel identifies the user behaviors associated with higher engagement and retention and recommends actions to move the needle on these metrics. Additional marketing tools are included, such as the ability to A/B test campaigns and send in-app notifications to users based on specific actions they’ve taken. Mixpanel is relatively easy to implement and easy to use with an intuitive UI and polished reports.

Some key features include:

  • Sophisticated retention analyses that can answer questions like, “How many new mobile users from each of our mobile ad campaigns came back to use our product?”

  • Automatic segmentation to identify high and low-performing user groups, new audience targets, etc.

  • The ability to run A/B tests for specific user segments using an in-browser editor that can easily change the app’s UI—such as by removing features, changing colors, editing text, or uploading an image.

  • Predefined “Insight” questions that allow non-technical marketers to analyze data, discover how user engagement has changed, and pinpoint ways to optimize engagement.

  • Predictive analytics that identify users who are likely to perform an action based on past behavior, enabling more targeted and proactive marketing.

  • Intelligent alerts that are sent when significant trends or anomalous events occur (e.g., KPI data, product performance issues, usage trends, etc.).

Mixpanel is great for: 

  • Objectives: Increase conversion rates, drive customer lifetime value through repeat engagement, optimize marketing campaigns

  • Role: Marketers, product managers, developers

  • Customer company size: Startup and mid-market (1 – 1,000 employees)

  • Industries: Technology, media, financial services

Woopra

Woopra is a real-time analytics platform that monitors how users behave across product, marketing, sales and support touchpoints. It’s designed to help answer questions ranging from, “Do users return after using our core product feature?” to “How does live chat impact conversions?” Woopra delivers both a high-level analysis of how different user groups move through the funnel, as well as detailed information on individual users’ journeys to assist customer success teams. Compared to other platforms, Woopra is intuitive and relatively easy to implement with dozens of one-click integrations.

Some key features include:

  • Cross-platform integration with CRM, mobile, email, marketing automation, social and support tools to provide a detailed picture of user interactions.

  • Customer journey analysis to reveal critical obstacles and opportunities at every point in the customer experience from marketing campaigns to product engagement.

  • The ability to create dynamic segments of users based on any combination of criteria—from opening an email, to signing up for a trial, to using a new product feature.

  • Trend reports to monitor product performance across multiple dimensions (e.g., location, subscription type, version, etc.) and to identify the features that drive long-term revenue.

  • Automated triggers to activate other engagement processes, such as updating the status of engaged leads in Salesforce or firing a Slack trigger to notify customer success when a user is ready to upgrade.

Woopra is great for: 

  • Objectives: Increase conversion rates, enhance user experiences, drive customer lifetime value through repeat engagement, optimize marketing campaigns

  • Role: Marketers, product managers, customer success representatives

  • Customer company size: Startup and mid-market (1-1,000 employees)

  • Industries: e-commerce, technology, media, travel, financial services

Conclusion

Choosing an analytics provider can be a daunting task; there are dozens of options available with a wide range of features and sophistication levels. To start whittling down those options, consider your company’s size, data volume, and budget. Then make a list of your business’s most pressing questions and get input from the different teams who could benefit from enhanced customer analytics. If you already have some analytics in place, what answers aren’t you getting from them?

Instead of implementing each tool individually, you can use Segment to collect customer data with a single API. From there we automatically transform the data and send it out to any tools your team uses. Segment currently integrates with more than 200 tools—check out our full catalog or request a demo to learn more.