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Data Analysis Tools

Data Analysis Tools: web, social media, email marketing, data modelling

data Jul 21, 2021

By Nick Bottai - Co-Founder/Director @ The Marketing Leaders Ltd.


During my career, I used many tools, and I want to share with you the ones I liked the most.

It’s a personal point of view, and I’m sure you can have valuable insights regarding other tools. Your opinion is, once again, valuable for everybody reading this article.

  1. Digital analysis tools
  2. Statistic analysis tools
  3. CRM
  4. Conclusions


1.Digital Analysis Tools

In the latest year, many tools for digital analysis arrived in the market. In the beginning, digital analysis tools focused on SEO and website check. Today we must consider social media too, not only for their importance but mainly because they build the ecosystem in which every customer is. 

So, do you want to know your customers? Track their steps!


Screaming FROG

It’s a fast and advanced SEO site audit tool. It can be used to crawl both small and very large websites. You can download it for free with limited features. Do you have an eCommerce or website with hundreds of pages and links, and you want to find if you have a 404 error? This tool makes it easy (but trust me, it is more than that). A must-have for any SEO specialist.



Semrush offers solutions for SEO, PPC, content, social media and competitive research. You have everything you need to improve your website performance, content, social media, PPC, including analysis and suggestions. You can have it for free with limited features.



What Moz excels in is link analysis. In my point of view, one of the best. The depth of its link index is impressive, and if you think about how important link building is for your content…



I’d say it merges the deep all-around analysis of Semrush with the link index of Moz. Probably my favourite all in one tool if you have the resources.


Google Analytics and Data studio

Don’t forget the first (and never dead) tool! During years it evolved and if you want to have a report on data, build your Data Studio dashboard report. Every week you have in your inbox the metrics you want to track!


And for social media and email marketing only?

Well, there are plenty of solutions for both of them.



Hootsuite, Zoho, Buffer, Sprout social. 

They offer you the opportunity to schedule your posts on different platforms and provide analysis on your social media channels and content. 



If you need an email marketing tool, the ones I used Mailchimp and Active Campaign the most.

They are great tools, and they are developing more features every year. They look like CRM now, with the opportunity to follow your leads properly, creating email sequences and more. Analysis: everything you might need from an email campaign is tracked!


2. Statistic Analytics tools

Digital is a lot but not everything. There is still a world outside, and this world has data too. It doesn't matter if you collect primary, secondary or tertiary data: they must be processed and analysed to produce meanings. How? With data modelling.



One of the most known and used software. A business intelligence tool that not only collects and analyses data but can do reports and data mining. It offers an enormous array of statistical methods and algorithms, especially for advanced statistics. Highly customizable analysis and output options


Tableau Public

Tableau Public Tableau is a data visualization tool that can connect to almost any data source, Microsoft Excel or web-based data. It creates maps, dashboards etc. with real-time updates presenting on the web. Tableau makes data accessible to anyone that wants to analyse and visualise them. For me: great for SMEs!



R is a free and open-source software for statistics and data modelling. It can easily manipulate your data and present it in different ways. R provides tools to automatically install all packages as per user requirement, which can also be assembled with Big data.


The list can go on with other valuable software like Sisense, Oracle, Pentaho.



If you prefer a softer approach and do not have an analytics team, CRMs are the right tools. They have everything you need from data and analysis, and they offer you tools to USE this data. 

The CRMs offer sales and marketing tools, content, PPC, social media, email marketing, and it offers you solutions to improve your performance. Since they are not strictly data analysis tools, I write them down as a list:






Collect data is of utmost importance. Usually, we say we track data to monitor the performance and improve the ROI.
I prefer to say I track data to understand the customers and adapt to them.
It doesn't matter which tool you use first. In your career, you probably use a lot of them. Why you use them is what really matters and, eventually, makes the difference. At least, from my point of view.
What's yours?