Companies today are constantly trying to better gauge, identify, and respond to a consumer base that lives, breathes, shops, and spends a huge portion of its life online.
That means marketing analytics companies are in high demand. They’re able to paint a detailed picture of consumers’ click habits, page visits, search trends, purchase activity, and a heck of a lot more based on the ever-growing volume of data they work to collect.
Here are the top five marketing analytics companies you should be looking to (and considering using) when it comes to learning everything there is to know about today’s consumer. Do that, and you’ll boost sales, leads, and your reputation exponentially:
1. Jumpshot: While this analytics startup might be considered the new kid on the block (it’s been around for just two years), Jumpshot shouldn’t be underestimated. It not only boasts the largest consumer panelwith a whopping 100 million consumers, but that panel is also the most comprehensive in its industry. The level of detail and depth — including insight into HTTPS traffic — is unparalleled.
“It’s not just our massive user panel that sets Jumpshot apart. It’s what we do with it,” said Deren Baker, Jumpshot’s CEO. And what Jumpshot does is incredible: It analyzes the clickstream data from each of those 100 million consumers — with 40% of that data coming from mobile devices — to provide insights and identify behavioral trends. While the company doesn’t yet analyze app data, the clicks it can see from mobile and web already provide a staggering amount of behavioral data.
2. Alexa: Alexa, one of the better-known marketing analytics companies, is responsible for powering the voicebehind Amazon Echo. Developed in the cloud, Alexa is always evolving. And here’s something particularly cool about Alexa: As more consumers use “her,” she’ll continue to enhance her vocabulary skills, as well as her attention to individual preferences and speech patterns.
Alexa’s traffic estimates are developed after examining users’ traffic data in its global data panel over a period of three months. Unfortunately, its traffic ranks aren’t provided for subpages or subdomains.
3. Hitwise: Although Hitwise focuses solely on English-speaking countries, the analytics company is well-respected in its industry. Like others in its niche, Hitwise measures user behavior across all platforms, providing data and search trends. This marketing analytics company can improve anything from search to mobile to email to social media campaigns through insights from the largest sample of online behavior across all devices.
Hitwise, a division of Connexity, also enables users to locate the most visited sites, compare their web traffic to competitors’, and gauge online market size.
4. comScore: Founded in 1999, comScore is a cross-platform measurement company that measures audience, consumer, and brand behavior. Early this year, the company merged with Rentrak Corporation (also a leader in marketing analytics) to develop new ways of understanding consumers’ multiscreen behaviors.
Though it’s considered a de facto source of internet measurement, comScore has admittedly seen better days. Recently, NASDAQ discoveredthe company had failed to meet compliance concerning delayed financial reports. Hopefully, once this gets resolved, the analytics company will be back on track in no time.
5. SimilarWeb: Claiming to “reveal the complete picture” by providing insights anyone can use, SimilarWeb is last but not least on our list of top marketing analytics companies. This company boasts a healthy panel size, broad geographic coverage, and strong mobile/app coverage.
While it’s a strong data analytics platform, SimilarWeb pulls data from multiple sources — this means it takes a long time to publish, or normalize, said data. Still, SimilarWeb is successful at building a ranking, every single month, of the largest American media companies and publishers.
It’s time to beat the competition — utilize one of these analytics companies, and watch your company (and your bank accounts) grow.
