Marketing analytics tools for business growth

Marketing analytics tools enable marketers to accurately track, measure, and analyse their marketing performance. They help you spot trends and anomalies in marketing data, and provide valuable insights into your marketing strategies. Mediahawk’s marketing analytics includes call tracking, and bridges the gap between online and offline channels so you can fully measure the impact of your marketing.

Investing in and using marketing analytics tools allows you to see the full picture of your omni-channel campaigns, and connects online and offline journeys.

It’s crucial to understand the complex journey your customers make between channels. Your customers could potentially have a minimum of 20 touch points before they convert – including phone calls. The majority of these touchpoints won’t show on mainstream marketing source reports.

Here are some key reasons businesses need a marketing analytics tool:

• Performance measurement
• Identifying successful campaigns
• Customer insights
• Attribution analysis
• Competitor analysis

Marketing analytics tools helps businesses track, measure, and improve their marketing performance across channels. By pulling data from multiple sources, it gives a clearer picture of what’s working and what’s not.

Here are some of the key benefits:

• Report generation and key performance indicators (KPIs): Marketing analytics tools make it easy to monitor performance by generating reports and key metrics from aggregated marketing data. They also highlight trends and patterns to inform future strategy.
• Accurate, AI-powered insights: Many platforms now use artificial intelligence (AI) and machine learning (ML) to deliver smarter, more reliable insights that are accessible to users across departments, regardless of technical ability.
• Smarter decision-making: With a better understanding of campaign performance and customer behaviour, marketers can make more informed decisions, optimise spend, and improve results.

To get the most accurate and actionable insights from your data, it’s important to choose marketing analytics software with the right features, including:

• The ability to integrate with other marketing technology platforms so you can blend, pivot, and view data in the way that works best for you.
• Customisable dashboards that allow you to focus on the most important metrics quickly, and share them easily across the business.
• AI-powered analytics to surface and interpret accurate insights quickly.
• More advanced capabilities, such as call tracking, multi-channel marketing attribution features, and detailed reports for deeper analysis and forecasting.

Mediahawk integrates quickly and easily with industry leading martech tools, including Google’s suite, Facebook, HubSpot, Salesforce, and more.

Our easy-to-use API pulls over 80 data points to any system you want for complete attribution and analysis.

Plus, you can access real-time data via our webhooks.

A 360-degree customer view is a complete, unified profile of every customer that brings together data from every touchpoint – online and offline. This includes website visits, phone calls, emails, form fills, chats, purchases, ad clicks, and other interactions.

Mediahawk’s marketing analytics tool connects these data points to show a single customer view across omni-channel journeys. That means you can see how someone found you, what campaigns they engaged with, and what actions they took – right through to conversion and beyond.

This level of insight helps marketers:

• Deliver more personalised, relevant campaigns
• Understand what’s really driving leads and sales
• Improve targeting and segmentation
• Align marketing and sales around shared data

Ultimately, it empowers you to make smarter, data-driven decisions that improve results and customer experience.

Mediahawk’s marketing analytics tools collect data from the channels and platforms your customers interact with throughout their journey. Here’s how it typically works:

• Dynamic number insertion (DNI): When someone visits your website, a unique phone number is shown based on their source (e.g. Google Ads, organic search, email). This lets the tool track which channels and campaigns are driving calls.
• Call tracking numbers: These are assigned to specific marketing activities – such as paid ads, landing pages, print campaigns, or even offline channels – to measure performance across every touchpoint.
• CRM and analytics integrations: Marketing analytics tools connect with platforms like Google Analytics, Google Ads, Facebook, and your customer relationship management (CRM) system to pull in engagement data and link it to offline calls and conversions.
• Call data and metadata: Information such as call duration, caller location, time of call, and call outcome (e.g. sales enquiry or support call) is captured automatically.
• Speech Analytics: AI-powered features also analyse the content of calls to identify keywords, context, and outcomes – without manual listening.

All of this data is brought together into one platform, giving you a clear, accurate view of how your marketing is performing across channels.

We take data privacy and security seriously, and our team regularly reviews and updates our policies and practices to stay compliant with evolving regulations. You can find more information here:

• GDPR position statement
• Data protection policy
• Data processing agreement