Data is every marketer’s best friend. With data by their side, businesses can adjust campaigns and find efficient marketing methods to enhance their return on investment (ROI) and maximize conversions and sales.
But, not all data is created equal, and understanding which metrics to track might make the difference between success and failure.
Fortunately, in today’s day and age, you don’t need to do everything unaided. Marketers have a myriad of marketing analytics tools at their disposal and the best ones allow eCommerce retailers and other businesses to quickly and effectively connect all of their marketing data from numerous ad platforms and sales channels to make data-driven decisions in seconds.
Today we’re bringing you a head-to-head comparison of three such tools:: Polar Analytics vs SegMetrics vs getAnalyzed!
As we always say it, pricing shouldn’t be your number one decision-making factor when choosing software to help grow your business. It should definitely be a criterion, but not a deciding factor.
That being said, we do realize that it’s an important factor, and with starting prices ranging from $175 / month for Segmetrics to a free version for getAnalyzed, it’s safe to say that there’s a marketing analytics tool out there for every budget.
The good news is that all of the three tools we’re looking at today (Polar Analytics vs SegMetrics vs getAnalyzed), understand the importance of reporting and leverage it for your benefit. But every tool does it differently.
SegMetrics believes that the likelihood of a lead becoming a customer is affected by every component of your marketing funnel - including email clicks, downloads, website visits, and more. This is why they break down which lead actions are likely to inspire sales, so you can fine-tune your funnel at each individual step.
Polar Analytics has the same holistic approach in their analytics and reporting. The tool allows you to integrate your most important data sources and then uses machine learning to monitor your metrics in real-time so you can quickly identify drops in conversion or campaigns with poor ROI.
The data that getAnalyzed collects and reports on is more sales-based. This analytics tool collects data from your eCommerce platform and then issues daily, weekly and monthly reports on location-based revenue, what your customers like to buy, status-based revenue, how discounts influence sales, and many other metrics that make decision-making more logical.
It's a proven fact that the more visible metrics are, the more they improve.
Polar Analytics, SegMetrics, and getAnalyzed know this. This is why each tool lets you personalize your dashboard according to your goals.
With SegMetrics you can do this easily, with just a few clicks. Polar Analytics has predefined eCommerce dashboards to help you analyze important metrics that help you grow. But if you want a dashboard that is more tailored to your business, you can contact them, tell them the metrics you’re most interested in and Polar will get back to you with a personalized price quote depending on the amount of work required to build your dashboard.
getAnalyzed only offers the option of building a customized dashboard with their Enterprise plan. But at only $99/month for this option, we think the price point is not too prohibitive for those marketers looking to unlock the true potential of their e-commerce data.
We’ve already seen how Polar Analytics vs SegMetrics vs getAnalyzed use Reporting to give you valuable insight into what is working and what isn’t on your road to converting customers.
Polar Analytics takes it one step further, with their Smart Alerts feature. Using machine learning models, the tool detects unique patterns for each metric and alerts you and your team of any anomalies that require immediate action through Slack or email.
With Smart Alerts you’ll surely never miss an issue affecting your revenue or customer experience ever again.
At this time, neither SegMetrics nor getAnalyzed offer smart alerts on any of their price plans.
Customer retention refers to the ability of a company to keep its customers over a specific period of time. The first step to improving retention and lifetime value of your client (other than selling a quality product or service of course), is to measure it.
Both SegMetrics and Polar Analytics let you measure LTV in seconds from inside your dashboard.
With Polar, all you need to do to discover the lifetime value of your customers (broken down by Average Lifetime Orders and Average Order Value), is just to connect Shopify.
Segmetrics allows you to create LTV reports from the ‘Customer Reports’ tab within the Revenue page on your dashboard while getAnalyzed gives you insights into the complete history of a specific customer with total spending, buying frequency, and even keeps track of their product preferences ( like colors and sizes).
A 2018 survey by Salesforce showed that the average customer communicates with a product via 10 channels, or 10 different touchpoints, before conversion (Salesforce 2018).
First click attribution is a model that assigns 100% of the credit for a sale to the first channel that a user clicked through. Tools like Google Ads or Facebook Ads will tell you that someone clicked or viewed a series of touchpoints and bought something.
In turn, first purchase attribution only ascribes a customer’s first purchase to the touchpoints that led him there.
Multi-touch attribution is a measurement technique that takes all of the touchpoints on the consumer journey into consideration and assigns fractional credit to each of them. Similarly, multi-purchase attribution looks at a customer’s lifetime value and attributes part of every subsequent purchase to those touchpoints that led to the initial sale so that a marketer can more accurately see how much influence each channel has.
With SegMetrics, you can track a customer’s purchase history over weeks, months or years and their average LTV will be ascribed back to their original touchpoints, which are recorded permanently against their contact ID.
Tracking Revenue based on the actions people take, or what they like, or where they came from is often the most valuable analysis available to you. In fact, a number of retailers successfully use data and advanced analytics to enhance revenue management and boost their return on sales (ROS). By tracking and using the right set of data, you’ll be able to get higher returns through better pricing, promotions, and assortment. SegMetrics and getAnalyzed both track and offer extensive data into your revenue flow.
getAnalyzed tracks top demographics bringing revenue, how discounts influence your sales, how much customers are willing to spend per checkout, and many more valuable metrics to make data-driven decisions.
SegMetrics tracks Revenue based on tags, referring URL, campaign or source. You just need to select the tab that you want to analyze and then check out the Revenue column.
SegMetrics have made it their goal to become pros at tracking every customer’s journey. By using their tool you can see your leads’ every behaviour, every click and touchpoint they came in contact with along the way, across all platforms.
Having this insight empowers you with the data you need to make smarter marketing decisions about how to improve your sales funnel and where your ad budget is best spent.
One thing we love about analytics tools is when they easily connect with the platforms and software we already use and love.
When it comes to third-party integrations, SegMetrics is the clear winner. With over 70 integrations available, they allow you to instantly connect every tool in your marketing funnel - from lead gen to email marketing to eCommerce and more.
Polar’s goal is to connect all the data sources you need for your Shopify brand in one place. That’s why they offer 17+ integrations with the most popular eCommerce, Analytics, Advertising, and email marketing tools, so that you can centralize all your marketing data sources into the Polar Analytics Dashboard, with one click.
On the other hand, getAnalyzed is by definition a tool that offers eCommerce metrics for data-driven decisions. Therefore, they offer easy integration with most of the popular eCommerce platforms, but not much else.
No comparison is ever complete without taking a look at the good old Customer Support feature.
Often forgotten about or overlooked when things are good, but oh, so important when things are not.
And in our team’s long cumulative experience, we found that no matter how well a tool is built, or how experienced a user is, snags and roadblocks are sometimes inevitable.
As the tools with more features, both Polar Analytics and SegMetrics have extensive documentation libraries that their users can access. getAnalyzed does not have a library, but they do have a support team available to its users through email or chat, same as SegMetrics and Polar Analytics.
Although Polar Analytics, SegMetrics, and getAnalyzed are all marketing analytics tools and some features overlap, we think it’s safe to say that they’re also very different in what they can help you achieve.
getAnalyzed is a reporting and analytics tool that helps you understand the key metrics of your online store. By having a clear picture of your store’s trends you can make data-driven decisions to increase repeat sales, repeat purchases and grow cart size, ultimately getting you higher ROS and ROI.
Polar Analytics is a full-stack marketing dashboard in its own right. This tool lets Shopify brands integrate all their marketing data and compound all the key metrics into one neatly displayed dashboard, saving you the trouble of going back and forth between multiple sheets of data. Not only that, but the app can help with detecting insights and anomalies in real time and reporting back to you instantly.
SegMetrics works best for marketers that need marketing analytics software designed to understand how sales are converted into revenue.
The app lets you track leads from various traffic sources all the way from ad clicks to email interactions to purchase. You can measure the actual revenue from each customer journey, gain insights into lifetime revenue from various traffic sources, and monitor customer spending over years or months from within a single platform. Key features include campaign management, data visualization, performance metrics, website analytics and keyword tracking.
The importance of marketing analytics cannot be downplayed. Every marketer knows that when looking to maximize the effectiveness of their campaigns and increase ROI, data is key. But collecting the right data without the right tools can prove slow and cumbersome.
And with a generous offer of good marketing analytics tools out there, the question is less which one is best, and more which one is best for your business.
When choosing marketing analytics tools, focus on the following three aspects:
Marketing analytics tools are software platforms that help marketers understand the health of their marketing campaigns. The goal is to maximize the effectiveness of marketing activities and justify the investment.
Digital marketing analytics refers to the tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence. They are the translation of customer behavior into actionable data for your business.