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Best Marketing Analytics Tools That Use AI To Improve ROI

  • Joydeep Bhattacharya

    • Marketers have access to more customer data than ever. It would take days, if not months, to leverage the information to fuel successful marketing campaigns manually. That’s where AI marketing analytics tools can help. 

    AI-powered tools provide the insights that you need to understand your audience, automate your campaigns, and proactively engage with every sales opportunity to generate the maximum profits. 

    If you want to skip the explanations and go directly to the recommended tools, please click here.

    What is Marketing Analytics?

    Marketing analytics refers to the method of measuring and analyzing the performance of your marketing strategy. Marketing analytics help determine the ROI and areas for improvement. 

    Apart from showing you the number of leads and sales generated, marketing analytics gives you insights into customer behavior and preferences. 

    An effective marketing analytics tool collects data from different channels and consolidates into a single dashboard. 

    Here are some key reasons why you need marketing analytics:

    What is AI?

    Artificial intelligence (AI) is a technology capable of performing tasks that typically require human intelligence. The most advanced AIs operate on the self-learning model, meaning, it continually fine-tunes its algorithms to provide the most accurate results possible (e.g., chatbots). 

    The most common implementation of AI in businesses include:

    Why is AI Important for Marketing Analytics?

    By some time this year, 1.7MB of data will be generated every second for everyone on the planet. Processing such a huge amount of data is difficult for humans. 

    Artificial intelligence can significantly reduce the time required to process tons of information. 

    Some of the top reasons why AI is important for marketing analytics are: 

    Best Marketing Tools Leveraging AI to Boost ROI

    AI-powered marketing analytics tools are capable of providing actionable insights within minutes that can help create campaigns that are likely to generate a higher ROI. 

    Let’s take a look at the five best marketing tools that use AI to boost ROI. 

    1- Looker

    Looker is a business intelligence platform that provides a 360-degree view of your customers. From identifying upsell opportunities to creating tailored messages for your prospects, Looker aims to increase your revenue. 

    Here are some key features of Looker:

    The below example shows how Looker solves a real-world problem using AI. 

    Roti, a Mediterranean restaurant chain in America, wanted to leverage data to grow both footprints and profits. They found that Chicago’s food preferences were totally different from those in New York or Washington D.C. Drowned in manual reports, Roti was unable to determine the individual restaurant performance and improve customer experience. 

    By partnering with Looker, Roti was able to combine data across departments and generate actionable insights. Looker highlighted things that result in poor experiences on Thursday and Friday evenings, which is when they had second-tier shifts. The marketing team used real-time feedback to understand the correlation between customer experience, shift scheduling, and sales to increase footfall in Roti’s restaurants. 

    They also used Looker to forecast how much protein and cold sides they should be preparing each day. As a result, Roti was able to save over $1 million in food cost and waste. 

    Key Takeaway: Use Looker to understand how customers behave on your website and get recommendations on improving marketing campaign performance. 

    2- Finteza

    Finteza is one of the most sought-after marketing tools that use AI to help businesses evaluate their campaign performance. Finteza predicts which marketing campaigns are likely to generate better results. It also shows the best-performing channels, so you can eliminate the ones not bringing desired results and focus more on the ones that are generating sales.

    Here are the key AI features of Finteza:

    Here’s an example that shows how Finteza works in real-world scenarios. Let’s say you want to launch Google and Facebook ads in Canada. You can use Finteza to predict what type of campaigns will perform the best. 

    You can create a goal-based funnel in Finteza that tracks the key actions (e.g., site visits, registration, add to cart, and purchase). 

    Finteza will then quickly identify the most cost-effective (green) and cost-ineffective (red) channels, so you can remove the ones that are wasting your budget. The platform’s AI learns and improves itself by comparing the prediction and actual data to provide better forecasts. 

    Key Takeaway: Use Finteza to determine which marketing campaigns are effective and get an in-depth report about your website visitors. 

    3- Emarsys

    Emarsys is a customer engagement platform that uses AI and predictive analytics to enable data-driven planning of future campaigns and revenue predictions. Emarsys helps marketers understand the customer’s preferred channel to deliver tailored messages and maximize engagement.

    Here are some key AI features of Emarsys:

    This example of City Beach using Emarsys AI shows how effective the platform is. 

    City Beach, Australia’s premier youth fashion retailer, used Emarsys to deliver 1:1 omnichannel engagement and prevent customer churn. The platform’s AI helped City Beach predict where people were churning or defecting at a one-on-one level. This enabled them to send tailored campaigns based on a customer’s individual life cycle. As a result, City Beach saw an 18.3% rise in leads converted into first-time buyers and won back 48% of customers from defecting. 

    Key Takeaway: Use Emarsys to deliver one-on-one personalization, predict the likelihood of conversion, and provide the best content to each prospect. 

    4- Adobe Sensei

    Adobe Sensei is an AI tool that integrates with Adobe Experience Cloud to provide a comprehensive view of your customers. Adobe Sensei helps predict customer behavior based on various attributes, differences, and conversion factors. It amplifies your ability to create and deliver personalized experiences by anticipating customers’ needs in real-time. 

    Here are some of the great AI features of Adobe Sensei:

    Let’s take a real-world example of how Adobe Sensei helps improve ROI. 

    Suppose you want to launch an email marketing campaign to entice subscribers to convert. Your primary aim would be to get your emails opened. Adobe Sensei can help you predict the best email subject lines to increase open rates. As you can see in the below image, it shows what words you should include in your subject line and the predicted open rate. You can easily test your subject lines and send the one with the highest predicted open rate.  

    Source

    Key Takeaway: Use Adobe Sensei to find high-value audiences and get suggestions on how to improve marketing campaigns. 

    5- Tellius

    Tellius is an AI marketing analytics tool that helps marketers understand the “why” behind the data, enabling them to create revenue-oriented campaigns. 

    Here are some great AI features of Tellius:

    Consider this case study to better understand how Tellius works in real-world scenarios. 

    A global law firm wanted to create a data-driven culture. With the vast amount of data they had, analysts would spend hours each day manually analyzing data and creating actionable reports. Using Tellius, they were able to find underlying patterns, segments, and outliers in the data within seconds. The platform identified spikes in certain types of cases and sent alerts to the business development team to acquire them. 

    Key Takeaway: Use Tellius to get useful insights by asking questions in natural language to uncover hidden patterns in customer data. 

    Conclusion

    AI in marketing analytics tools help businesses gain actionable insights from customer data and use them to boost ROI. AI can process tons of data faster than humans and separate the ones that matter to your business. The five tools mentioned above are some of the best marketing analytics tools that use AI to improve ROI. Have you been using any of them already? If not, which one are you going to try? Let us know!

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    Joydeep Bhattacharya

    Joydeep Bhattacharya is the author of the SEO Sandwitch Blog where he shares his latest tips and tutorials to learn SEO and Digital Marketing. He is a regular contributor to publications like SEMrush, Search Engine Watch, Smartinsights, ClickZ, and many others.