Marketers currently use a breadth of tools to help compile and report marketing analytics.
The most commonly used category is Customer Relationship Management (CRM), which is not that surprising given the proliferation of its current adoption, as well as the need to report on pipeline, customer acquisition, retention/repeat, and up-selling KPIs.
Spreadsheets continue to be leveraged; if fully leveraged, it can provide ANOVA, linear, and other general regression models. Mature statistical tools, such as SPSS, are not as widely adopted but are very powerful for calculating many variables. They require moderate experience to operate and analyze.
Business intelligence and dashboards are akin to general data visualization tools, though if more advanced KPIs are required, marketers still need to develop and test the models. Tactical campaign tools, such as marketing automation, are more likely used to track media channels, albeit only a few can be within the entire media mix.
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