Business today is highly competitive, so it’s essential to understand every aspect of your market. Who are your main rivals, and what are they up to? You need to be fully informed to gain one step ahead and become a leader in your sector.
In fact, proper data analytics (including marketing intelligence data) can help leaders make decisions 5X faster than when left to their own devices.
The good news is that there are now many SaaS software tools to help you uncover this information. In this article, I’ll review the top marketing intelligence software to help you find the tool that’s right for you. I’ll show you what’s great about each tool and summarize the key features they offer.
Here’s the list of the best business intelligence tool options that I’ll cover in this article.
What do I look for when I select the best sales intelligence software? Here’s a summary of my evaluation criteria:
User Interface (UI): I look for a user interface that busy executives can get to grips with easily.
Usability: I’m seeking a marketing analytics tool that helps managers get the granular detail they need with just a few clicks.
Integrations: I expect market intelligence software suites to integrate natively with popular business software platforms.
Value for $: I look for software that allows even small businesses to get the marketing data they need at an affordable per-user cost.
Marketing Intelligence Software Key Features
Here are the key features I expect to find in good marketing intelligence software:
Competitive Analysis: Market research into competitor activity, giving insights into what’s working for them.
Benchmarking: Allowing you to compare your business with your immediate rivals to get a better understanding of your competitive positioning.
Data visualization: Displaying data in a format that makes it easy to understand
Campaign management: The ability to create and manage projects designed to improve your performance.
Charting: Options to represent data in many different ways according to the needs of your business.
API: A programming interface that allows developers to leverage market intelligence.
Notifications: Instant notifications when competitors make significant changes to their business.
Conversion rate optimization: Suggestions for improving your business to compete more effectively.
The Ecomm Manager is reader-supported. We may earn a commission when you click through links on our site — learn more about how we aim to stay transparent.
Overviews Of The 10 Best Marketing Intelligence Software Solutions
Here’s a brief description of each marketing intelligence software to showcase each tool’s best use case, some noteworthy features, and screenshots to give a snapshot of the user interface.
1. Stackline – Best for analyzing retail and shopper trends
Stackline is an ecommerce intelligence tool that gathers data from over 300 billion consumer searches. By analyzing and taking action on this data, you can sell more products in online marketplaces, through social media, and direct to consumers.
The software helps you create, execute and analyze campaigns on platforms such as Amazon and Walmart. You get high visibility into the ecommerce channel, with detailed information on B2C or B2B sales, advertising, inventory, and operational metrics.
You can monitor weekly trends across channels and create custom segments for any category. Stackline also allows you to deploy content and rich media to drive higher conversions.
This BI tool integrates with platforms such as Amazon, BestBuy, Costco Wholesale, and Facebook.
Stackline costs from $199/user/month. A free plan with limited features is also available.
NetBase Quid is a competitive intelligence tool focused on brand health monitoring, social media monitoring, and campaign performance measurement.
The software monitors social media posts to capture what people are saying about individual brands. Using natural language processing, it reveals customer sentiments such as attitude, willingness to purchase, and needs.
The dashboard displays data in the form of graphs, charts, and heatmaps. Users can customize reports and deliver them to assigned email accounts. Another feature, Live Pulse, helps users spot emerging trends and find the most shared images. It’s also easy to find the most engaging posts and trending influencers.
Thanks to a pre-built Zapier integrator, NetBase Quid integrates with thousands of business software platforms.
3. Crayon Intel – Best for comprehensive competitor intelligence
Crayon is a competitive intelligence platform any marketer can use to get a winning edge. Using this tool, you can track your rivals with over 100 data types across millions of sources. You can also benefit from advanced machine learning that filters out noise and focuses on the competitive signals important to you.
Crayon allows you to track your rivals’ complete digital footprints, both online and offline. From news mentions and social media discussions to employee reviews and SEC filings, Crayon keeps you in the picture. It automatically captures and categorizes insights, equipping you with curated deliverables to stay one step ahead.
This analytics tool integrates with many major business platforms, including HubSpot, Salesforce, Slack, and Gong.
4. Adthena – Best for advanced search intelligence
Adthena uses machine learning to help you dominate your competitive landscape. It gives you strategic insights into how your search campaigns are performing, so you can identify market gaps and seize new opportunities.
The brand protection features help you safeguard your most valuable asset by monitoring brand infringements. You can also benchmark campaigns and forecast future performance.
Adthena also helps you take on new markets and win. The software scopes the landscape and highlights opportunities with high potential ROI.
5. Adverity – Best for monitoring multiple MarTech channels
Adverity is a business intelligence solution that helps you connect and manage all your data sources from a single platform. Key features include standardized spreadsheet and database integration, a data quality monitoring system, and a calculation and transformation engine. The software can be deployed in the cloud or on-premise.
The software collects data via email or directly from databases, REST, FTP, web services, feeds, or internal applications. The data provisioning capabilities allow you to ship data to multiple destinations, including Google Data Studio, PowerBI, and Tableau. You can also use predictive insights to optimize the performance of future campaigns.
This tool integrates with popular marketing platforms such as Facebook, Oracle, Google Drive, and YouTube.
Adverity costs from $1500/user/month. A free plan with limited features is also available.
Klue is a competitive enablement platform that delivers actionable insights and content. The software makes it easy to collect, curate, and deliver intel by email, web, mobile, or Salesforce.
Klue collects data from millions of sources, using artificial intelligence to surface the most relevant competitive intelligence. You can share real-time data with your sales team through battle cards or newsletters.
To fully understand ROI, you can measure revenue impact, battle card consumption, and competitive win rates. It’s also simple to update sales battle cards dynamically, publishing once and delivering everywhere simultaneously. The software also tracks competitors through website monitoring, keyword insights, content tracking, and news monitoring.
Klue integrates with popular tools such as Salesforce, Gong, and Slack.
Zappi aims to test assumptions and amplify your creative effectiveness using actionable data. The platform allows you to iterate creatives, then test them on real people to find the best customer experience.
You can build surveys, add custom questions and preview instantly. You can choose from pre-configured audiences for selected industry verticals or create custom audiences. All panel providers are ESOMAR and ISO certified. Other quality features include deduplication, GeoIP, fingerprinting, and verbatim analysis.
8. 6sense – Best for uncovering hidden buyer behavior
6sense is a customer engagement platform that offers insights to B2B organizations. The data analytics software offers AI-driven capabilities, including a propriety intent network, predictive analytics, contact and account scoring, omnichannel integration, and value metrics.
Using 6sense, you can obtain actionable insight information for millions of B2B web domains and billions of events. 6sense identifies buying behavior across industries, making it easy to prioritize accounts and sales opportunities. The software also provides your marketing team with next steps and suggested actions.
This tool integrates with Salesforce Sales Cloud, Hubspot, Marketo, and Google Analytics.
9. AppMagic – Best for a mobile market intelligence
AppMagic gives mobile app developers insights into the potential for their products. Over 100,000 titles are tagged by genre, setting, and art style, so you can analyze any market segment in seconds. Based on mobile app stores’ recommendation systems, the Similarity Graph pins down all copycats or similar titles in seconds.
You can learn how other publishers budget their ads and which countries and ad networks they target. The software helps you study app and publisher metrics and use charts to recognize growth and investment opportunities. Armed with this information, you can tap into emerging segments early on.
10. Similarweb – Best for a digital marketing intelligence toolkit
Similarweb is a cloud-based web traffic analysis platform that tracks the online activity of customers, prospects, and competitors. Core features include custom dashboards, marketing performance metrics, data export, and marketing analytics.
With the help of Similarweb, marketing teams can optimize budget, uncover new keywords, and search for referral opportunities. The software can monitor shoppers’ browsing and buying patterns, configure search strategies, or track a brand’s performance.
Sales execs can identify prospects’ issues and find new opportunities. Management can forecast long-term trends of company performance.
This tool integrates with third-party platforms such as Salesforce.
Similarweb offers customized pricing on request. A free plan with limited features is also available.
Need expert help selecting the right Marketing Analytics Software?
We’ve joined up with the software comparison platform Crozdesk.com to assist you in finding the right software. Crozdesk’s Marketing Analytics Software advisors can create a personalized shortlist of software solutions with unbiased recommendations to help you identify the solutions that best suit your business’s needs. Through our partnership you get free access to their bespoke software selection advice, removing both time and hassle from the research process.
It only takes a minute to submit your requirements and they will give you a quick call at no cost or commitment. Based on your needs you’ll receive customized software shortlists listing the best-fitting solutions from their team of software advisors (via phone or email). They can even connect you with your selected vendor choices along with community negotiated discounts. To get started, please complete the form below:
Here are a few more that didn’t make the top list.
ProFundCom – Marketing automation for investment firms
What Do Marketing Intelligence Tools Do?
Marketing intelligence tools provide detailed, granular insights into a particular market. They show how rival companies are performing and what trends are emerging in the marketplace.
These software tools operate by gathering data from multiple data sources. These are then compiled into a centralized database in aggregate form. The software provides users with tools to analyze this data to better understand their competitive positioning.
What Are The Benefits Of Using Marketing Intelligence Tools?
Did you know that less than 1/3 of ecommerce businesses can identify over 21% of visitors on their website? That is critical customer information going to waste!
Marketing intelligence tools offer many benefits in terms of understanding opportunities and threats in a marketplace. They help companies understand their total addressable market and the major players in the sector.
Some tools give insights into a narrow marketing niche, such as search engine optimization or paid advertising. Armed with this information, companies can plan to increase their market share and grow profits.
While you’re here, I recommend you sign up for our newsletter, too. That way, we can keep you up to date with the latest news from the ecomm world. We’re always publishing informative new content, so check back soon!