Quelles sont les meilleures plateformes d’analyse publicitaire pour suivre les performances et le retour sur investissement des campagnes ?

Tracking the performance and ROI of advertising campaigns is crucial for marketers. Here are some of the top advertising analytics platforms that excel in these areas: Google Analytics Adobe Analytics Facebook Ads Manager HubSpot Kissmetrics Mixpanel Sprout Social Piwik PRO (Matomo) Tableau Looker (Google Cloud)

Dashboards are great - you need to understand the mechanism of how attribution is being attributed. If you are using an identity graph - what is the underlying information powering that graph? Then you need to consider how each platform supports measurement tags - what actions are supported and or blocked? Everything is designed to drive more user engagement with the tool (you spend more)

The top advertising analytics platforms for tracking campaign performance and ROI offer robust features, integration capabilities, and insightful analytics. There are some of the platforms I prefer using: Google Analytics 360: Features: Advanced analysis, BigQuery integration, custom funnels, and advanced data visualization. Mixpanel: Features: Event-based tracking, cohort analysis, A/B testing, and retention reports. Tableau: Features: Advanced data visualization, interactive dashboards, and integration with various data sources. Strengths: Powerful data visualization capabilities and the ability to handle large datasets, useful for detailed performance analysis.

Linking conversions back to your source of truth - and then working that backwards into ad content, audience profiles - thats the gold

Attribution modelling can and is very intense at scale. Especially with cross platform media. Understanding what you are investing for brand, consideration and conversion and having benchmarks and conversion actions for each item is massive. If you are really good you can link media events together at scale to understand journey path mapping and use that to refine your media allocations

Based on ease of use, intuitive interfaces, and accessible support resources, the top advertising analytics platforms in the list can be:- ➊ HubSpot- offers a user-friendly, all-in-one marketing platform with excellent customer support and comprehensive analytics across multiple channels. ➋ Sprout Social- Excels in social media analytics with an intuitive interface and robust reporting capabilities, making tracking campaign performance easy. ➌ Optimizely- highly user-friendly for A/B testing and personalization, featuring a visual editor that simplifies experiment creation and management without extensive coding knowledge.

If you solely consider data privacy and compliance with regulations like GDPR as a top priority, then HubSpot and Google Analytics are the ones you should look for. ➤ HubSpot excels with robust GDPR compliance features, including data encryption, consent tracking, and tools for managing data subject requests, ensuring strong data privacy and extensive support for regulatory adherence. ➤ Google Analytics also prioritizes compliance with GDPR, offering data retention controls, anonymization options, and user data deletion capabilities. Both platforms effectively safeguard customer data, maintain consumer trust, and protect your business from legal penalties.