Recherche avancée
Médias (1)
-
Video d’abeille en portrait
14 mai 2011, par
Mis à jour : Février 2012
Langue : français
Type : Video
Sur d’autres sites (232)
-
7 Best Marketing Attribution Software in 2024
22 février, par ErinIt can be hard to accurately track the impact of your marketing efforts across marketing channels and campaigns. That’s where marketing attribution software comes in.
It goes beyond basic web analytics solutions that just look at the final click. Instead, it shows how different channels, content, and ads are performing at every step of the buyer’s journey, which gives a more accurate picture than just focusing on the last click.
In this guide, we’ll cover the basics of marketing attribution, list the top marketing attribution software and explain how the issue of privacy is transforming the web analytics industry.
What is marketing attribution ?
Marketing attribution is the process of assigning credit to each touchpoint in a buyer’s journey that leads to a desired action (such as a conversion or sale) in order to understand the effectiveness of various marketing channels and campaigns in influencing the customer’s decision-making process.
Marketers use software tools like website analytics to to track and analyse customer interactions across different touchpoints, allowing them to attribute conversions or sales to specific marketing efforts and optimise their strategies and budgets accordingly.
Why is marketing attribution so important ?
If you don’t track your campaigns correctly, it’s easy to spend thousands (or even millions) in an ineffective way. A 2022 survey by Australian marketing agency Next&Co revealed their clients wasted AU$5.46 billion in ineffective ad spend.
That’s 41% of all the ad spend tracked by Next&Co in 2022. A wasted marketing spend percentage this high isn’t exactly a recipe for a high marketing return on investment (ROI). And yet, it’s the average.
Why is that ?
Most companies don’t actively track the results of their marketing campaigns actively enough.
By improving your marketing attribution, you can determine which channels, ads, and campaigns work and which don’t. Then, you can move the budget from ineffective channels to effective ones.
Even if you can only identify half of your wastage, this could be 20% or more of your total spend. Just imagine what your bottom line would look like if your marketing budget were 20% more effective.
That’s the power that marketing attribution, when done right, brings to the table. It’s the road to a higher marketing ROI.
Common marketing attribution models and how they’re different
The default model for attributing completed goals in most analytics tools is either the last interaction or the last non-direct interaction.
However, some multi-touch models can help you get a more holistic view of the impact of your marketing efforts.
- Last interaction model : attributes the conversion to the final interaction or referring source (campaign or ad).
- Last non-direct interaction model : attributes the conversion to the final touchpoint that was not a direct visit to your website. (For example, if a search ad took them to a product page, the user bookmarked it and returned directly the next day to finish the purchase. The credit would go to the search ad as it’s the last non-direct touchpoint.)
- First interaction model : attributes the conversion to the first referring event alone.
- Linear model : gives equal value to every touchpoint throughout the customer journey.
- Time decay model : gives more value to touchpoints the closer they were to the actual sale.
- Position-based model : gives more value to the first and last touchpoints — often 40% each, while splitting 20% among the rest.
You can read our guide dedicated to marketing attribution models for more details on these models.
Types of marketing attribution software and the impact of privacy regulations
Until recently, digital advertising was the “scientific” advertisers’ utopia. Everything could be measured, with cookies from giants like Google and Facebook stalking every user across the web.
But with the advent of regulations like GDPR and the CCPA, you can no longer blindly trust Google Analytics or the Meta Pixel without consequences.
Multi-channel attribution tools with third-party cookies and GDPR
Google, Meta, and other companies used to track and combine user data from their own platforms and websites across the web that installed their tags. These third-party cookies have long been under fire and have caused several GDPR fines.
The alternative : analytics platforms with first-party cookies
In a post-GDPR digital marketing landscape, a compliant-by-default web analytics platform like Matomo is a more reliable and accurate alternative.
Plus, with a platform like Matomo, you don’t need to rely on data from digital advertising platforms like Facebook Ads and Google Ads. You can accurately track referral sources using our campaign tracking parameters.
7 best marketing attribution software in 2024
Below is the list of our favourite marketing attribution tools in 2024. If you find and use one that suits your needs correctly, you can quickly boost your marketing performance.
1. Matomo — Accurate and easiest to set up for marketing attribution
Matomo is a privacy-friendly web analytics suite that empowers you to accurately attribute marketing efforts and gain valuable insights while prioritising user privacy and compliance.
Matomo integrates with e-commerce platforms like WooCommerce and Magenta. That makes it easy for B2C marketing teams to track the revenue impact of their campaigns.
You can also compare a variety of attribution models against each other. B2B teams can use our API to integrate Matomo with their CRM.
Pros :
- Relies on first-party cookies for tracking, ensuring accurate data collection and attribution of user actions
- Includes additional features like Heatmaps, Session Recordings, Form Analytics, A/B Testing, and more
- Easy to set up and use
- Features most common multi-touch attribution models
Cons :
- Limited to owned channels (website and e-commerce store) due to first-party cookies and data (but you can integrate other data sources through a CRM)
Pricing
The self-hosted version is free. The cloud hosted version starts at $19 per month and includes a 21-day free trial. No credit card requierd.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
2. WhatConverts — Great option for leads-based businesses with high ad spend
WhatConverts is a marketing attribution tool with a focus on lead tracking. With most web analytics setups, it adds call and text tracking to the typical form-only tracking.
Pros :
- Reliable call and text tracking
- Revenue attribution to specific leads (and, by extension, campaigns and ads)
Cons :
- Focused exclusively on leads — little utility for e-commerce companies
Pricing
The cheapest plan starts at $30/month but does not include analytics integrations or form tracking. To access this and advanced flow tracking and attribution features, you need the Elite plan, which starts at $160/month.
3. HubSpot Marketing Hub — Ideal CRM for larger B2B companies
HubSpot is a marketing CRM with attribution features for tracking and analysis.
The platform is very broad — encompassing CRM, email automation and other tools — which makes it challenging to use effectively. The price tag is also quite steep for smaller companies and marketing teams.
Pros :
- Concretely tracks revenue to multiple different touchpoints and marketing channels
- Includes several different multi-touch attribution models
- Allows offline conversion tracking
Cons :
- The price point is too high for smaller teams
- Cam be difficult to set up effectively
Pricing
Since marketing attribution is only included in HubSpot Marketing Hub’s Professional and Enterprise plans, pricing starts at $800/month (paid annually). If you commit for a year but pay monthly, the price is $890/month for the professional plan. This goes up with additional add-ons and as your contacts increase as well.
4. ActiveCampaign — Good CRM option for small B2B companies
ActiveCampaign is a CRM and marketing automation platform that can help you trace leads and revenue back to their source.
Although it has a similar scope of features to HubSpot, it is more affordable and slightly easier to use for beginners.
Pros :
- Tracks sales revenue back to specific marketing touchpoints
- Powerful marketing automation features
Cons :
- B2B companies may need to purchase two plans, one ActiveCampaign marketing and one CRM.
Pricing
Unlike HubSpot, ActiveCampaign offers a much more affordable plan, starting at $29/month billed annually (for up to 1,000 contacts). The marketing and sales CRM bundle starts at $93/month with up to five users.
5. Salesforce Data Cloud for Marketing — Ideal CRM for enterprises
Salesforce is a robust and feature-rich CRM that many enterprises rely on for their sales teams.
That makes Salesforce’s marketing attribution platform a logical choice for existing Salesforce users.
Pros :
- Uses prospect and sales data from CRM to attribute revenue
- Revenue prediction analytics
- Lead scoring to help your sales team focus on high-value leads
Cons :
- Difficult to set up and use
- Clunky and aged user interface
- Relatively high price point
Pricing
The limited Marketing Cloud Account Engagement Growth plan starts at $1,250/month, billed annually. To access advanced cross-channel journeys, you need the Pro plan, which starts at $2,750 monthly.
6. Terminus — Great for account-based marketing
If your marketing team uses an account-based marketing (ABM) approach, Terminus might be the right option for you.
It offers ABM tools like target account event tracking and revenue attribution tools for your marketing campaigns.
Pros :
- Advanced multi-channel revenue attribution tools with a wide range of reports
- Track intent touchpoints back to target accounts
- Reliable revenue predictions help you focus your marketing activities
Cons :
- Complex and difficult to set up, understand and use effectively
- Lacks native integrations with many common advertising platforms and analytics tools
Pricing
Terminus offers no standard pricing plans. You must contact their sales team for a custom quote based on your needs.
7. Adobe Analytics — An analytics for enterprises
Adobe Analytics is part of the Adobe Experience Cloud, with plenty of big data analysis tools for enterprises. Although the platform is quite powerful, it is equally complex and difficult to use. The price point is also prohibitive for many smaller companies.
Pros :
- Very extensive reporting tools
- Predictive analytics give you solid leading indicator for future campaign performance
- Track multiple digital touchpoints across the entire customer journey
Cons :
- Like Google Analytics, Adobe Analytics aggregates your visitor data by default, making compliant “consent-free tracking” — tracking user actions without asking for consent — impossible according to GDPR. (See more differences in Matomo’s comparison against Adobe Analytics and Google Analytics.)
- Prohibitively expensive for most smaller companies
- Very steep learning curve for setting up and using it correctly
Pricing
Adobe Analytics uses usage-based pricing — which means they adjust the pricing based on the traffic volume to your website. Still, their lower price points aren’t exactly SMB-friendly — multiple sources put Adobe’s lowest starting price point at $2,000–2,500 per month.
Get accurate marketing attribution with Matomo (without privacy concerns)
Matomo allows you to do marketing attribution effectively and accurately without compromising your users’ privacy. By default, we only use first-party cookies and offer consent-free tracking – meaning no more annoying cookie consent banners (excluding in Germany and the UK).
If you want to boost your marketing performance without disregarding your users’ privacy, get started with our 21-day free trial. No credit card required. It’s time to make more informed decisions about your marketing campaigns.
Try Matomo for Free
21 day free trial. No credit card required.
-
The Only 7 Lead Generation Tools You Need in 2024
7 mars, par ErinIf you can’t get leads, you can’t get customers. To ensure you always have a steady stream of new customers (and revenue), you need to equip yourself with lead generation tools.
Lead gen software does the heavy lifting for you so you can focus on providing great products and great services. With it, you’ll be able to turn more strangers into customers and grow your business.
And you don’t need a ton of tools to get the job done, either. Consolidating your tech stack to a few select tools will help you get more done in less time (and with less confusion).
In this article, we’ll analyse the top seven lead generation tools to help you grow your business in 2024.
Let’s dive in.
What is a lead generation tool ?
A lead generation tool is software you can use to turn strangers into customers. It helps you draw customers into your sales funnel by learning their contact details, like their email address or phone number.
Lead generation tools are great levers you can pull to drive high-quality leads. They remove the grunt work by automating the lead generation process.
Whether it’s through creating lead magnets, offering conversion rate analytics, helping you create high-quality forms or automating the lead follow-up process, lead generation tools can bring in new customers to grow your business.
The top 7 lead generation tools in 2024
To land more leads, you need to ensure you’re leveraging the right software. With so many to choose from, here’s just a handful of the best ones available :
1. Matomo : Best conversion optimisation tool
Matomo is an open-source website analytics tool dedicated to protecting user privacy and data. Trusted on over 1 million websites, the platform offers in-depth insights into your web traffic, including conversion data.
Why Matomo ? Matomo is trusted by over 1 million websites, including the United Nations and the European Commission, making it the leading choice for privacy-focused web analytics.
It comes equipped with a suite of conversion optimisation features to help you generate more leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.
Standout features : In-depth visitor tracking, From Analytics, Session Recordings, A/B Testing, Heatmaps Marketing Attribution, roll-up reporting (pulling data from multiple sites), Google Analytics importing. and more.
Integrations : Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi. and more.
Pricing : Starts free for Matomo On-Premise and increases to $23/month for Matomo Cloud (which includes a free 21-day trial with no credit card required).
Pros
- 100% accurate data with no data sampling
- Leading web analytics tool for respecting visitor privacy
- Compliant with the strictest privacy laws, like the GDPR
- No need for cookie consent banner (except in the UK and Germany)
- Wide range of advanced features to optimise your website and increase conversions
- Cloud hosting and on-premise options for flexibility
Cons
- Matomo On-Premise requires technical expertise (but for the less technical, the Cloud option works instantly)
- On-Premise plugins are an additional cost
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
2. HubSpot : Best all-in-one CRM for organising leads
HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform is dedicated to helping businesses of all sizes manage leads and customers.
Why HubSpot ? HubSpot Marketing integrates seamlessly with the HubSpot CRM to help with everything from lead capture to conversion. The platform also features a free version — a great starting place for lead generation and management.
Standout features : A robust set of no-code lead gen tools, like ads, forms, customisable landing pages, lead capture templates for potential customers, email campaigns, analytics dashboards and a free CRM to track leads.
Integrations : Google Ads, WordPress, Jotform, Facebook Ads, Magento, Shopify, Weebly, WordPress, Zapier and Drupal.
Pricing : Starts free for anyone and increases to $800/month for a professional plan.
Pros
- User-friendly interface
- All-in-one lead management solution
- Easy integration with HubSpot CRM
- Simple analytics for beginners
- Includes landing page tools
- Offers email marketing tools to nurture leads
Cons
- Free version has limited functionality
- Expensive jump to paid plans
3. Leadfeeder : Best for finding warm B2B leads
Leadfeeder is a business-to-business (B2B) marketing tool that shows B2B brands which companies are visiting their websites and gives them contact information to reach out to the right decision-makers.
Why Leadfeeder ? Leadfeeder simplifies outreach for B2B organisations because it shows you what businesses are interacting with your website. Rather than trying to reach out to completely cold leads, the tool highlights brands that are already checking out your content and offerings.
Standout features : Many account-based marketing (ABM) tools enable you to discover B2B accounts with insights into when you should contact them after they visit your site, as well as their job titles. The platform also includes a range of features that notify you and your sales team when qualified B2B leads come to your site so that you can move to capture them quickly.
Integrations : Zoho, Google Chat, Pipedrive, Salesforce, Google Looker Studio, ActiveCampaign, HubSpot, Mailchimp, Microsoft Dynamics and Slack.
Pricing : Starts at $139/month (includes a 14-day free trial).
Pros
- Easily find prospective customers
- Track website visitors and potential customers freely
- Simple filtering capabilities
Cons
- Few integrations available
- Can be difficult to contact customer support
4. OptinMonster : Best all-in-one lead generation form tool
Founded in 2013, OptinMonster has over 1.2 million users worldwide. It offers a wide range of lead gen tools led by robust form tools that turn your target audience into leads.
Why OptinMonster ? The platform is one of the most reputable lead generation platforms available. With nearly 100 lead capture templates, it’s highly customisable to almost any business looking to begin capturing leads with different forms.
Standout features : 95 customisable form templates, drag-and-drop builders, onsite retargeting, segmentation, A/B testing and exit-intent popups that present forms when a user is about to leave the site.
Integrations : Constant Contact, ConvertKit, ActiveCampaign, Salesforce Pardot, Campaign Monitor, HubSpot, Jilt, Keap and Mailchimp.
Pricing : Starts at $16/month (no free trial offered).
Pros
- Easy drag-and-drop form-builder
- Wide range of form templates
- Customisable forms for any business
- Simple A/B testing to help optimise form performance
Cons
- No free trial available
- Growth features, like onsite retargeting, are only available on higher-tiered plans
5. Intercom : Best live chat tool for capturing leads
Intercom is one of the top live chat tools for helping businesses maintain solid communication with their customers. Founded in 2011, this live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.
Why Intercom ? Intercom is a live chat tool first. But many people don’t know it’s also a simple lead capture tool. When people think of lead generation, they think of static or popup forms. But Intercom allows you to capture forms directly within a live chat conversation.
Standout features : Lead generation via live chat that allows you to naturally capture potential customers’ information to turn them into a lead. The tool also comes equipped with chatbots that can automate the communication and lead gen process on autopilot.
Integrations : Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.
Pricing : Starts at $39/month (with a 21-day free trial).
Pros
- Live chat lead gen capture
- Chatbot lead generation automation
- Wide range of integrations and apps
- User-friendly interface
Cons
- Fairly expensive for small businesses
- Customer support isn’t the fastest
6. Callingly : Best for making inbound calls with leads
Callingly is a sophisticated call software that lets you get the most out of every inbound call you get from leads. Founded in 2019, this software company gives valuable insights into your inbound call leads, pulling information from various integrations and forms.
Why Callingly ? Callingly is a robust call software that gathers lead information through forms, lead magnets, landing pages and forms. The software also has intelligent routing, which sends a call to the most relevant salesperson.
Standout features : Advanced lead routing ensures inbound leads are directed to the most appropriate sales rep based on their unique needs and geographic location. The tool is also equipped with call tracking, analytics, lead source tracking and more to help personalise the experience for quick capture and conversion of leads.
Integrations : ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.
Pricing : Starts at $49/month (with a 14-day free trial).
Pros
- Instantly see robust caller information based on previous interactions
- Intelligent routing places leads with the right sales reps
- Call recordings to capture data and transfer it into your CRM
- Voicemail and caller ID capabilities
- Reporting and analytics for performance tracking
Cons
- Doesn’t include lead segmentation
- Limited customisations
- No email integration
7. Notion : Best for creating informational lead magnets
Notion is one of the most popular collaboration tools on the Internet. Founded in 2013, the platform has over 35 million users worldwide. While it’s known primarily for its advanced note-taking capabilities, Notion is also a simple tool you can use to create informational lead magnets.
Why Notion ? Notion is a simple yet powerful tool you can use to create almost anything. If you want to generate more leads, then creating a free info product with Notion is a simple and effective way to do that. It enables you to create ebooks, digital courses and video courses without having to rely on expensive software.
Standout features : Documentation tools, note-taking, collaborative documents and duplication capabilities. It’s simple to create a high-value informational product, like an ebook or course with multiple chapters.
Integrations : Audienceful, Miro, Momentum, Slack, ChatGPT, Clockify, Desktop.com, SureTriggers, Trello and Google Drive.
Pricing : Starts at $8/month (no free trial available).
Pros
- Easy to create a digital product or lead magnet
- Leads have access with a simple link
- Lead magnet can be updated in real time
- AI writing assistant
- Drag-and-drop functionality
- User-friendly interface
- Low-cost pricing plans
Cons
- No free trial available (though there is a free version)
- Search function could use some improvement
- Performance isn’t the fastest
Use Matomo to generate more leads
If you want more leads, then you need to start tracking your website’s forms.
With Matomo, you get access to features like Form Analytics, A/B Testing, Heatmaps, and Session Recordings to help with conversion rate optimisation.
Recently, Concrete CMS leveraged Matomo’s funnel analysis feature to improve its lead capture. The CMS was then able to identify bottlenecks in user onboarding. Matomo’s insights showed that users were getting stuck at the address input stage of the form.
By tweaking their form, Concrete CMS tripled their leads in just a few days.
If you want to improve your lead generation, then get started with Matomo’s 21-day free trial today. No credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
-
Top 5 Customer Segmentation Software in 2024
12 mars, par ErinIn marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.
For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.
Enter customer segmentation software — the answer to delivering personalised customer experiences at scale.
This article lists some of the best customer segmentation tools currently in the market.
We’ll also go over the benefits of using such tools and how you can choose the best one for your business.
Let’s get started !
What is customer segmentation software ?
Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.
The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.
Benefits of a customer segmentation software
Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour.
You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics.
Specifically, here are the main benefits of using customer segmentation tools :
- Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
- Make data-driven decisions : Base your business and marketing decisions on data analytics.
- Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
- Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.
Best customer segmentation software in 2024
In this section, we go over the top customer segmentation tools in 2024.
We’ll look at these tools’ key features and pros and cons.
1. Matomo
Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour.
With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.
Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.
Key features
- Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
- Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
- User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
- A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
- Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.
Pros
- Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
- Free support : Matomo provides free email support to all Matomo Cloud users.
- Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
- Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.
Cons
- Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
- Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
2. Google Analytics
Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms.
Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.
Key features
- Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
- Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
- Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
- Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
- Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
- Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.
Pros
- Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
- GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
- Google Analytics has an active community with an abundance of educational resources available for users.
Cons
- Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
- Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
- Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.
3. HubSpot
HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers.
It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.
Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.
Key features
- Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
- Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.
Pros
- Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
- User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
- Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.
Cons
- High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
- Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.
4. Klaviyo
Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication.
Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.
Key features
- Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
- SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
- Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
- Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.
Pros
- Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
- Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
- Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.
Cons
- Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
- Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.
5. UserGuiding
UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.
UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.
Key features
- In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
- In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
- User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.
Pros
- User-friendly interface
- Customisable onboarding checklists
- Retention analytics
Cons
- Need for technical expertise to maximise all features
- Limited customisation options for less tech-savvy users
What to look for in a customer segmentation software
When choosing a customer segmentation software, choosing the right one for your specific business needs is important.
Here are a few factors to consider when choosing your customer segmentation tool :
- Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
- Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
- Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms.
- Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
- Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance.
- Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.
Leverage Matomo’s segmentation capabilities to deliver personalised experiences
Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.
In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.
Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant.
Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
Syndiquer tout le site
