Whether you’re doing a blog traffic audit or analyzing the success of your last campaign, there’s no denying that data is an integral part of all marketing tasks and roles.
Bridget Zingale, HubSpot’s global director of analytics, said, “Reporting and attribution have revolutionized marketing in every industry. Marketing data enables companies to make better informed decisions about the needs, challenges and interests of their target audience.”
Fortunately, there are dozens of reporting tools available for marketers to use to gather data from various sources, process it effectively, and provide helpful analysis and insight.
Reporting tools should also make your job as a marketer easier. The ability to efficiently produce attractive, action-oriented, and readable reports is key to making sure the results of your work are clear to your entire team. This is exactly where business intelligence (BI) reporting tools come in. 17 options are discussed below.
Best business intelligence reporting tools
As Zingale notes, “data points such as age, ethnicity, gender, location, education and employment have informed marketing teams and increased the impact of campaigns across the board.”
Solid reporting tools should give you the metrics mentioned above – but great tools should give you even more. And you need these metrics and data if you are among the 75% of marketers reporting ROI from marketing campaigns. Let’s dive into 17 options of the BI reporting tool.
Best Business Intelligence (BI) reporting tools
- HubSpot Marketing Analytics & Dashboard Software
- Microsoft Power BI
- Zoho Analytics
1. HubSpot Marketing Analytics and Dashboard Software
HubSpot’s Marketing Analytics & Dashboard software is easy to use and helps you measure and analyze the performance of your campaigns and marketing efforts with built-in analytics, reports and dashboards. With HubSpot, all of your marketing and CRM data is in one place and at your fingertips – no SQL or coding.
Attribution reporting (both sales and contact) links every customer interaction – and all revenue generated – to that contact’s record. Additionally, you can identify the specific channels that meet or exceed your goals – and which channels need improvement – so that you can effectively focus your attention and budget where it makes sense.
The custom report builder brings all of your data together in one place without the need for spreadsheets. Use this function to access contact, company and business data as well as your landing page, blog and email data. Custom objects let you pull data unique to your business to create new segments and create custom reports, campaigns, and workflows.
Pre-built, customizable, and flexible dashboards can be easily shared with your team via HubSpot, or via email or Slack. If any of the many pre-made templates aren’t of interest, you can always use the no-code editor to create a custom dashboard. The drag-and-drop interface makes it easy to personalize the appearance, metrics and data of your dashboard.
In addition to reporting, HubSpot has a behavioral events feature that tracks custom interactions unique to your business and indicates when a customer is ready to move on to the next leg of the buyer’s journey. The feature can then trigger or schedule your next point of contact and notify you when that event is complete. Lastly, you can use the Account Based Marketing (ABM) feature to bridge the gap between marketing and sales so you can close more high quality target accounts.
The calendar provides productivity analysis. It has a number of features that can be used to analyze how much time your team is spending. By tracking your daily activities on a daily basis, you can identify key areas where your schedule could be improved.
As important as it is to have your marketing research on hand, it is equally important to know how you are using your time to maximize marketing performance. The calendar’s neat and simple reporting tools give you helpful reports on what your agenda is like and how you can improve it.
DashThis is an effective tool for keeping up with marketing analytics at a glance. It’s a dashboard that gives a clear overview of your campaign’s KPI data. You can access quick metrics and reports from your dashboard.
DashThis allows you to choose a template and then automatically populate that template with your data to streamline the reporting process. It also exports data to PDF files so you can share reports with your team.
4. Raven Tools
Raven Tools offers SEO analysis, social media engagement, funnel performance tracking, and competitor comparison. With Raven Tools, you can always keep track of how you are doing in highly competitive areas, regardless of whether it is a comprehensive analysis such as domain authority or small comparisons of website functionality. In addition, the drag-and-drop editor and report generator make it easy to create professional-quality custom marketing reports.
Megalytic makes it easy to combine marketing data from many sources – Megalytic is specially designed to import data from a range of marketing software.
Access to data from Google Analytics, Facebook ads, AdWords and more on Megalytic only takes a few moments. The tool can also process and report data stored in CSV files. If you want to create a comprehensive report that brings together a lot of different data in one place, Megalytic is a great choice.
As important as it is for reporting tools to effectively collect and analyze data, they also need to produce readable reports. Klipfolio is great for ensuring that your reports can be easily read and accessed across different technologies, as well as through the tool’s dashboard, which is updated in real time.
In addition, Klipfolio allows you to access your reports via Slack, email or custom links, and sync your dashboards in real time across multiple devices such as smartphones, web browsers and TV screens. The ability to efficiently access your analytics dashboard at any time and from any device simplifies actions such as on-the-go reporting, team collaboration, and remote work.
7. Mix panel
Mixpanel is a tracking and reporting tool with powerful analytics that provide insights into trends like engagement and count. It tracks how people engage with certain products over time and how different functions affect user behavior with graphics. If you want to track the performance of a particular website or product, it can also be a valuable tool for reporting this type of information.
Although Intercom is primarily a messaging platform, it also provides an in-depth look at a company’s customer base. Integrating with 100+ marketing tools, Intercom enables marketers to track, segment, and identify similarities between their customers. One of the best use cases for Intercom’s BI capabilities is account-based marketing and messaging.
Intercom shows performance data for each stage of your sales and marketing funnel, helping you identify and capitalize on the best opportunities. You can also break down metrics by individual representative, team, time frame, and more.
G2 is the website where software tools can be stacked against each other. G2 provides detailed analysis and charts for each category of marketing software and explains key factors such as strengths and weaknesses, features, prices, customer ratings and more. G2 also often includes screenshots and videos of the tools used.
By integrating with HubSpot, Google Analytics, Facebook, LinkedIn, Instagram and more, Databox combines popular marketing services and social media in one interface. It comes with pre-configured report templates, but users can also design custom reports.
The reporting tool allows you to view campaign KPIs, review progress, calculate investment returns, and receive notifications when metrics are outside of the specified ranges. Databox has a desktop version of course, but it also shows data on mobile devices and via apps like Slack.
MaxG is a platform that uses artificial intelligence (AI) to get results. The software prioritizes recommendations when providing insights to avoid guesswork about content improvement.
Reports are broken down into metrics and the tool keeps track of how many users have interacted with the content on all of your web pages. It also provides insight into various metrics related to your email campaigns, landing pages, and CTAs. In addition to performance recommendations, MaxG provides training resources that users can learn from (e.g., how to create an informative blog post).
12. Microsoft Power BI
Microsoft Power BI integrates business intelligence data directly into reports for you. The tool can scale with your business as you grow and has built-in AI that provides custom data metrics. They also have a display of visualizations that you can choose from to pair with your insights. Finally, use Power BI to query and manipulate your data without affecting other programs you use.
Datapine gives you access to reporting tools that communicate KPIs in a single dashboard. With easy access to precise real-time metrics, you save time and your team stays on the same page. If you don’t have a lot of technical experience, don’t worry – Datapine is easy to navigate and makes data analysis straightforward. The platform also integrates with a number of tools so that you can customize your data from other sources as well.
Further customize the KPIs in your reports using the drag and drop dashboard builder. In addition, Datapine provides access to a global performance filter and predictive analysis (because Datapine is AI-based, it searches data for you and suggests improvements). Datapine also lets you export dashboards via email, URL, or with an embed code.
14. Zoho Analytics
Zoho Analytics is part of the larger Zoho Cloud software suite. This allows you to synchronize data that is distributed across multiple sources. The data is regularly synchronized for you and you can customize your reports to get the information that matters most to you.
If you want to compare data from multiple sources, add lookup columns to include them in your reports. With over 40 chart types such as geographic maps, funnels, tables, and heatmaps, your reports can be anything.
Domo is a cloud-based business intelligence platform that allows you to create a data-centric culture across all of your teams. There are a number of BI data visualizations you can choose from, including interactive maps, graphs, and pie charts. If you are unsure which visualization is best for your data, Domo recommends a visualization for you.
Personalize your data and reports with the drag-and-drop dashboard builder and customizable, pre-built templates that speed up the data visualization process. Set alerts to track changes to your KPIs in real time, annotate your data, and refine your data with filters, calculated fields, and by adding or removing specific data points. With Domo’s HubSpot integration, you get a quick overview of your marketing and sales KPIs in your CRM.
16. Insight Squared
InsightSquared is a revenue operations and intelligence platform available for HubSpot, Salesforce, and Bullhorn CRMs. The tool has seven main functions: business activity, conversational intelligence, guided sales, interactive reporting, forecasting, dashboards and personas. The tool is unique in that it brings together your marketing, sales and customer service data to provide you with real-time cross-team, cross-business and cross-sales information.
Automate forecast submissions across your team and manage all of your marketing, sales and service data and dashboards from a single location. It’s also easy to share these reports and dashboards with team members to make sure everyone from marketing to sales to service is on the same page and has access to the information they need to be successful.
Grow.com is a business intelligence tool that brings together all of your data from multiple sources and compiles them into insights, reports and dashboards. Instead of using multiple tools to store your data, you no longer need third-party data warehouses. It organizes data from disparate sources so your most important data is always easily accessible and you don’t have to spend time searching through various tools and reports to get the information you need.
Create your own metrics and display your data with beautiful and easy to understand visualizations. Grow.com makes it easy to share these reports with your team via email, slack, export, url, email and TV modes. You can also integrate Grow.com with HubSpot to make data-driven decisions in your CRM.
Choose your BI reporting tool
Marketers use data on a daily basis – so it’s important that you have relevant, well-organized data and provide the information you need to help you meet your goals. Business intelligence reporting tools make this process easier and more effective. So determine which features you need most from your BI tool and start analyzing, sharing and applying your data.
Editor’s Note: This post was originally published in July 2020 and has been updated for completeness.