Marketing Analytics
Optimize your funnel based on revenue
What is marketing analytics for the modern marketer?
Marketing analytics is the practice of combining and analyzing datasets, identifying patterns, and then coming away with actionable insights that improve the ROI of marketing efforts. By combining data from many different sources, modern marketing analytics provides a holistic picture of your business and lets you plan and optimize across the entire funnel based on revenue attribution. Plus, today’s self-service, AI-powered analytics allows any user to analyze and visualize their data, design dashboards and run reports. Even if they’re not analytics experts.
Explore Marketing Analytics
Data-driven strategic planning
See how using Qlik marketing analytics can help you make smarter, data-driven decisions on your go-to-market strategy by connecting your marketing efforts to revenue.
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Gain deeper insights
Conduct deep strategic analysis and gain actionable insights into your market, customers and channels by understanding what’s happening at every phase of your customer’s journey. -
Prioritize markets
Analyze marketing data to see where you’re getting traction and prioritize markets and territories for both marketing and sales efforts. -
Optimize investment & mix decisions
Leverage closed-loop analytics and multi-touch attribution to optimize budget and resource investments in channels. -
Accurately forecast and track KPIs
Track performance to goals for KPIs to inform creating forecasts. Reduce reporting time by automating dashboards to refresh automatically.
Four key elements of modern marketing analytics
As a marketer today, you’re surrounded by large and complex datasets from many different and unconnected sources—ad platforms, CRM, marketing automation, web analytics, IoT/product, even real time sources like 6Sense. So unless you spend hours preparing data in custom excel sheets, you can’t tie this information together to see how your efforts impact revenue and optimize across the full customer lifecycle.
The four elements of marketing analytics, listed below, require self-service technology that helps bring together all your data from many different sources—and often large volumes of data—and lets you easily analyze and find answers to your questions. That way you can focus on getting insights from your data, not preparing it.
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Closed loop
Break down data silos and analyze an integrated data set that lets you measure and optimize across the entire funnel based on true ROI. -
One source of truth
Get a reliable, single source of governed data you can trust and stop wondering which KPI from which tool is correct. -
AI-powered insights
Let AI guide you by automatically surfacing insights and relationships in your data and providing recommendations of angles for you to explore. -
True self-service
Enable any user to access, visualize and analyze their data, design dashboards and run reports. Plus, use conversational analytics to ask any questions in natural language and have answers presented in an easy-to-understand conversational manner.
Explore these top marketing analytics resources
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Hear from you peers
See how top tools stack up in BARC’s The BI Survey of 3,000 real-world BI users. Qlik was ranked as a leader in 48 categories, including customer satisfaction, business value, and analyses. -
Get the buyers guide
How do you determine which marketing analytics platform aligns best with your needs? Our guide helps by giving you 6 critical questions to ask. -
Know the trends
Learn about the top 10 BI and data trends and how advanced analytics can help you navigate today’s fast-paced world.
Campaign planning and optimization
Refine your campaigns with marketing analytics that close the loop between campaign tactics and revenue. Whether you’re a B2B or B2C marketer, understanding the impact of campaign strategies on the full buyer's journey is critical to optimizing investments to drive revenue and other business goals.
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Optimize campaign-level marketing mix
See how each channel of an integrated campaign contributes to success via multi-touch attribution. For example, know the value of traffic from activities like SEO and social that target buyers early in the funnel. -
Improve campaign performance
Increase conversion rates across the board by testing and refining tactics such as ad creative, messaging and pricing based on how they impact sales, not just front-end metrics like impressions or click-through rates. -
Simplify the complex buyer journey
Use behavioral data to identify where prospects and existing customers are in their buyer's journey with you. Then leverage this knowledge to engage and nurture them with the most effective messages and offers. -
Take timely action
Optimize every moment by analyzing real-time data and proactively monitor your business with data-driven alerts. For example, know the minute a conversion rate drops, when leads are getting stuck, or when shopping cart abandonment spikes.
B2B marketers align with sales to find and convert more prospects into leads and sales
Drive more leads, close more deals, improve pipeline velocity and increase contract value by deeply understanding your leads and account lifecycles, even after they pass from marketing to sales. Align with sales via Account-Based Marketing and measure and demonstrate marketing’s contribution to your organization with accurate reporting on campaign attribution, performance and impact.
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Better align with sales
Identify which accounts to prioritize, better target your outreach and then track and optimize engagement per account across all channels. -
Optimize operations
Know where prospects are getting stuck in your funnel and manage lead follow up and hand offs with sales. -
Demonstrate marketing’s impact
Track how marketing impacts pipeline creation and revenue with accurate campaign attribution.
B2C marketers understand and meet your customers’ needs
Drive brand recognition and sales – both online and in store – by deeply understanding consumers’ needs, expectations and behavior in each stage of their lifecycle. Then uncover innovative ways to engage customers and meet their needs every step of the way.
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Increase conversion
Analyze customer behavior to uncover intent at each phase of their relationship with you: from awareness, to consideration, decision, retention and advocacy. Test and refine messaging, offers and user flow to make them more targeted, even personalized. -
Maximize return on ad spend
Focus on the channels, campaigns and ads that are working by bringing together and analyzing all marketing data in one place. An integrated view of web, social, direct mail, print, email and search channels helps you know what’s working, and what’s not. -
Optimize in real-time
Take immediate action to fix problems like low inventory or high cart abandonment, or take action to quickly ramp up successful pricing or messaging tests. Qlik’s active intelligence allows for real-time analysis and interactive visualizations. -
Better cross-sell and upsell
Refine how you target your customer base by using the power of AI and predictive analytics to better understand customer interests and then reach out to those customers most likely to convert on a particular offer.
Qlik Sense is the modern platform for marketing analytics
