21+ Best Customer Analytics Software In 2024 (Free & Paid)
Picking the right customer analytics software is crucial for gaining insights into customer behaviour and maximizing ROI.
The best analytics software helps businesses understand customer behaviour, track interactions and experiences, and make predictions about future trends.
In this guide, I reviewed the 26 best customer analytics software to help you choose the right one for your specific needs.
Customer analytics software has become an essential tool for business owners looking to understand and improve their customer experience game.
By tracking customer behaviour and analyzing data, companies can gain valuable insights into what their customers want and what drives their decision-making.
Going further, this knowledge can then be harnessed to boost sales, foster customer loyalty, and ultimately drive more revenue into the business.
If you want to unlock the full potential of your customer data, you need a tool that can help you sort through the noise and identify the insights that are truly valuable.
That’s why we’ve put compiled a list containing the 26 best customer analytics software to revolutionize your marketing strategy.
This list covers a wide range of software options, from descriptive analytics software (that gives you a snapshot of past customer behaviour) to predictive analytics tools (that help you anticipate future trends).
No matter what size business you have or what your goals are, you’ll find a customer analytics software option on this list that will work for you.
So, if you’re ready to take your customer experience to the next level, let’s dive in and find the best customer analytics software for you!
What Are The Best Customer Analytics Software?
Here are the best customer analytics software tools to try out.
- Adobe Analytics
- Google Analytics
- Tableau
- Salesforce
- Kissmetrics
- Hotjar
- Mixpanel
- Woopra
- Pendo.io
- Plausible
- Sprout Social
- Zoho Pagesense
- Crazyegg
- Qualtrics
- Qualitative Data Analysis Software
- Nvivo
- Qualtrics
- UserTesting
- Medallia
- Microsoft Power BI
- SAP Lumira
- IBM Cognos Analytics
- Alteryx
- RapidMiner
- KNIME
Descriptive Analytics Software
Descriptive analytics helps businesses understand their customers and make better decisions by providing a summary of past customer behaviour and transactions. It identifies patterns and trends in customer data.
1. Adobe Analytics
A Comprehensive Customer Analytics Tool
Adobe Analytics is a powerful customer analytics software that can help you gain a comprehensive understanding of your customers through data collection and advanced analytics.
With the ability to collect data from various sources such as websites, mobile apps, email, and more, Adobe Analytics provides a comprehensive view of your customers’ behaviour.
Key Features:
- Data Collection: Collects data from various sources to provide a comprehensive view of your customers.
- Advanced Segmentation: Allows businesses to create and manage advanced segments to better understand specific customer segments and make data-driven decisions.
- Predictive Analytics: Uses advanced algorithms to predict customer behaviour and help businesses make informed decisions.
- Dashboards and Reports: Provides a range of customizable dashboards and reports to help businesses gain insights into their customers.
- Integration: Integrates with a wide range of other Adobe products, making it easy to use and customizable to fit the specific needs of your business.
Pros:
- Comprehensive data collection
- Advanced customer segmentation capabilities
- Predictive Analytics for Informed decision making
- Customizable dashboards and reports
- Integrates with a range of Adobe products
Cons:
- Complex data management
- More expensive compared to other customer analytics software
Pricing:
- Adobe Analytics pricing starts at $150 per month.
- A free demo is available for interested users to test the software before committing to a paid plan.
The Bottom Line:
Adobe Analytics is an excellent choice for businesses looking to gain a deep understanding of their customers. However, it may not be the best choice for those with a limited budget or those with limited experience in using customer analytics software.
2. Google Analytics
Best Free Customer Analytics Tool
Google Analytics is a free and comprehensive web analytics service offered by Google. It is one of the most popular customer analytics software solutions on the market, used by millions of businesses and websites to track and analyze customer data.
The software allows businesses to track website traffic, measure the effectiveness of their advertising and marketing campaigns, and gain insights into customer behaviour and demographics.
Google Analytics provides a wealth of data and information, including pageviews, sessions, bounce rates, and much more, allowing businesses to make data-driven decisions and optimize their online presence.
Key Features:
- Google Analytics collects data from websites, mobile apps, and other online properties to provide a complete view of customer behaviour.
- The software allows businesses to create custom dashboards and reports to fit their specific needs and gain insights into their customers.
- Real-Time Analytics: Google Analytics provides real-time data and insights, allowing businesses to make informed decisions quickly.
- Easy to set up and can be integrated with a range of other Google products, such as Google AdWords, Google Tag Manager, and more.
Pros:
- Comprehensive: Google Analytics provides a wide range of features and insights, making it a comprehensive solution for businesses.
- User-Friendly: The software has a user-friendly interface and is easy to use for businesses of all sizes.
- Integrates with Other Google Products: Google Analytics integrates with a range of other Google products, making it easy to use and customizable for businesses.
Cons:
- Data Privacy Concerns: As a free service offered by Google, there may be concerns about the privacy of customer data collected by Google Analytics.
Pricing:
Free
Bottom Line:
Google Analytics is a comprehensive and user-friendly solution that provides valuable insights into customer behaviour. It is a great choice for businesses looking for a free customer analytics software, but some businesses may find the limited customization options to be a drawback.
3. Tableau
Tableau is a powerful data visualization and business intelligence software that provides a platform for businesses to analyze, visualize, and share data.
The software allows businesses to make data-driven decisions by connecting to a wide range of data sources, including spreadsheets, databases, and cloud services.
With its interactive dashboards and intuitive drag-and-drop interface, Tableau makes it easy for businesses of all sizes to turn data into actionable insights.
Key Features:
- Its powerful visualization capabilities allow businesses to turn raw data into clear, interactive visualizations that help teams understand trends and insights.
- You can connect to a wide range of data sources, making it easy for businesses to consolidate and analyze data from disparate systems.
- Tableau makes it easy for teams to collaborate and share data insights, with features like shared dashboards, workbooks, and data sources.
- Tableau is a highly scalable solution that can grow with your business, making it an ideal choice for organizations of all sizes.
Pros:
- Easy to use and intuitive drag-and-drop interface
- Powerful data visualization capabilities
- Connects to a wide range of data sources
- Scalable solution that can grow with your business
Cons:
- Pricing can be expensive for some businesses
- Limited customization options for certain features
Pricing:
Tableau offers a range of pricing options to fit the needs of businesses of all sizes, including a free trial for new users.
Product options – Tableau Desktop, Tableau Prep, Tableau Server.
- Pricing starts from $30 per user per month.
Bottom Line:
Tableau is a highly powerful and flexible customer analytics software that provides a platform for businesses to analyze, visualize, and share data. Tableau is an ideal choice for organizations of all sizes.
4. Salesforce
Salesforce is a cloud-based customer relationship management (CRM) platform that offers a range of analytics and reporting tools to help businesses understand their customers.
The platform’s customer analytics software provides businesses with a single view of their customers, allowing them to track customer interactions, behaviours, and patterns across different channels.
Key Features:
- Access to a centralized platform to manage all your customer interactions, including leads, accounts, and opportunities.
- The platform enables teams to collaborate on customer interactions and share information in real time.
- Customizable dashboards and report options are available to help your business gain insights into customer behaviour.
- Easy access to customer data and insights from anywhere with their mobile app.
- You can integrate Salesforce with a wide range of other applications and services, including email, social media, and more.
Pros:
- Comprehensive view of customer data
- Advanced reporting and dashboard capabilities
- Integration with Salesforce CRM
- High level of customization
Cons:
- Can be complex to set up and use
- Requires a deep understanding of Salesforce CRM
Pricing:
Salesforce offers a range of pricing options.
- Essential: $25 per user per month.
- Enterprise: $75 per user per month
The unlimited plan starts at $150 per user per month and provides businesses with unlimited access to all of the platform’s features and tools.
Bottom Line:
Salesforce customer analytics software is a comprehensive and powerful solution for businesses looking to gain a deeper understanding of their customers. While it may be more complex and expensive than other solutions, it is well worth the investment for businesses that want a fully integrated and customizable solution.
Sign up for a free trial of salesforce.
Engagement & Conversion Rate Optimization Software
This software improves customer engagement and increases conversion rates by providing insights into customer behaviour on websites and identifying areas for improvement.
5. Kissmetrics
Kissmetrics is a powerful customer analytics software that provides businesses with a comprehensive view of their customer’s behaviour and interactions.
The software is designed to help you understand how your customers interact with your website, products, and services, and make data-driven decisions based on this information.
The software also provides behavioural segmentation, allowing businesses to segment their customers based on their behaviour such as what pages they visit and what products they purchase.
Features:
- See the entire customer journey, from initial visit to purchase and track how customers interact with your website, emails, and more.
- Segment your customers based on their behaviour, such as what pages they visit, what products they purchase, and more.
- Analyze and optimize your sales and marketing funnels to see where customers drop off and make data-driven decisions to improve conversions.
- Access to advanced reporting and data visualization tools, allowing you to quickly and easily understand and analyze your customer data.
Pros:
- Comprehensive Customer Data
- Easy to Use and User-friendly
- Integrations with a wide range of other tools and services
Cons:
- Higher Price
Pricing:
- Monthly Subscription: Starting at $300 per month.
- Custom plans are available for businesses with specific requirements.
Bottom Line:
Kissmetrics is a comprehensive customer analytics software that provides businesses with a detailed view of their customers and their behaviour. The software is designed to be easy to use, but the higher price and steep learning curve may make it difficult for businesses without technical expertise to get the most out of it.
6. Hotjar
Hotjar is a comprehensive customer analytics tool that offers heat mapping, session recording, and form analysis. It allows you to understand your website visitors’ behaviour and provides valuable insights into their interactions with your site.
The tool is user-friendly, making it easy for anyone to get started.
The pricing starts at $29/month.
Pros:
- User-friendly interface
- Comprehensive features
- Affordable pricing
Cons:
- Limited integrations
- Limited reporting options
7. Mixpanel
Mixpanel is a powerful customer analytics tool that offers real-time analytics and segmentation. It provides insights into your customers’ behaviour and how they interact with your site. The tool is also highly customizable, making it easy to tailor it to your specific needs. The pricing starts at $999/month.
Pros:
- Real-time analytics
- Highly customizable
- Comprehensive features
Cons:
- Steep learning curve
- High pricing
8. Woopra
Woopra is a real-time customer analytics tool that offers a range of features, including behavioural analysis and customer journeys.
With the help of the tool, you get valuable insights into your customers’ behaviour and provide a clear understanding of how they interact with your site. The tool is also user-friendly, making it easy for anyone to get started.
The pricing starts at $999/month.
Pros:
- User-friendly interface
- Real-time analytics
- Comprehensive features
Cons:
- Limited integrations
- High pricing
9. Pendo.io
Pendo.io is a comprehensive customer analytics tool that offers product analytics, and user engagement provides valuable insights into your customers’ behaviour and provides a clear understanding of how they interact with your product.
The tool is also highly customizable, making it easy to tailor it to your specific needs.
The pricing starts at $50/month.
Pros:
- Comprehensive features
- User-friendly interface
- Customizable options
Cons:
- Limited integrations
- Steep learning curve
10. Plausible
Plausible is a simple and lightweight customer analytics tool that offers website analytics and reporting. It provides valuable insights into your website traffic, including pageviews, bounce rate, and time on site. The tool is user-friendly, making it easy for anyone to get started.
The pricing starts at $6/month.
Pros:
- Simple and lightweight
- User-friendly interface
- Affordable pricing
Cons:
- Limited features compared to other customer analytics tools
- No real-time analytics
11. Sprout Social
Sprout Social is a customer analytics tool that offers social media management and analytics. It provides insights into your social media performance and helps you understand your audience better. The tool also offers reporting, task management, and content scheduling.
The pricing starts at $99/month.
Pros:
- Comprehensive social media management features
- User-friendly interface
- Affordable pricing
Cons:
- Limited integrations with other customer analytics tools
- Steep learning curve
12. Zoho Pagesense
Zoho Pagesense is a website analytics tool that offers heat mapping, session recording, and form analysis. It provides valuable insights into your website visitors’ behaviour and helps you understand how they interact with your site.
The tool is user-friendly and easy to get started with.
The pricing starts at $15/month.
Pros:
- User-friendly interface
- Affordable pricing
- Comprehensive features
Cons:
- Limited integrations
- Limited reporting options
13. Crazyegg
Crazyegg is a website analytics tool that offers heat mapping, scroll mapping, and click mapping. It provides valuable insights into your website visitors’ behaviour and helps you understand how they interact with your site.
The tool is user-friendly and easy to get started with.
The pricing starts at $24/month.
Pros:
- User-friendly interface
- Affordable pricing
- Comprehensive features
Cons:
- Limited integrations
- Limited reporting options
Diagnostic Analytics Software
This software is capable of helping businesses understand why their customers behave in certain ways and what factors influence their decisions by analyzing past customer behaviours and transactions.
14. Qualtrics
Qualtrics is a comprehensive customer analytics tool that offers survey design, customer feedback management, and insights and analytics. It provides valuable insights into your customers’ behaviour and helps you understand their needs and preferences. The tool is highly customizable and easy to use.
The pricing starts at $0/month.
Pros:
- User-friendly interface
- Customizable options
- Comprehensive features
Cons:
- Limited integrations
- Steep learning curve
15. Nvivo
Nvivo is a qualitative data analysis tool that helps businesses analyze and interpret qualitative data, such as customer feedback and interviews. The software provides a range of tools to help you analyze your data and gain valuable insights into customer behaviour and preferences.
The pricing starts at $95/month.
Pros:
- Comprehensive qualitative data analysis tools
- User-friendly interface
- Affordable pricing
Cons:
- Limited integrations with other customer analytics tools
- Steep learning curve
Customer Experience Analytics Software
This type of software helps businesses track and analyze customer interactions and experiences. It provides valuable insights into customer satisfaction or dissatisfaction and the factors that impact it.
16. UserTesting
UserTesting is a customer analytics tool that provides insights into customer behaviour and preferences by allowing you to conduct user tests on your website or mobile app. The software provides you with videos and transcripts of user testing sessions, allowing you to see exactly how your customers use your website or app.
The pricing starts at $49/test.
Pros:
- Provides valuable insights into customer behaviour
- Affordable pricing
- Easy to use
Cons:
- Limited to user testing only
- Does not provide comprehensive customer analytics
17. Medallia
Medallia is a comprehensive customer analytics tool that provides insights into customer behaviour and preferences through customer feedback management and analytics. The software provides real-time insights into customer feedback, allowing you to quickly respond to customer concerns and improve your customer experience.
The pricing starts at $200/month.
Pros:
- Comprehensive customer analytics
- Real-time insights into customer feedback
- Easy to use
Cons:
- Expensive compared to other customer analytics tools
- Limited integrations
Data Analytics Software
This type of software can encompass various forms of analytics, including descriptive, predictive, and prescriptive analytics.
18. Microsoft Power BI
Microsoft Power BI is a customer analytics tool that provides insights into customer behaviour and preferences through data visualization and reporting. The software allows you to connect to your customer data and create reports and dashboards that provide valuable insights into customer behaviour and preferences.
The pricing starts at $9.99/user/month.
Pros:
- User-friendly interface
- Affordable pricing
- Comprehensive features
Cons:
- Steep learning curve
- Limited integrations
19. SAP Lumira
SAP Lumira is a customer analytics tool that provides insights into customer behaviour and preferences through data visualization and reporting. The software allows you to connect to your customer data and create reports and dashboards that provide valuable insights into customer behaviour and preferences. The pricing starts at $50/user/month.
Pros:
- User-friendly interface
- Affordable pricing
- Comprehensive features
Cons:
- Steep learning curve
- Limited integrations
20. IBM Cognos Analytics
IBM Cognos Analytics is a cloud-based customer analytics software that helps businesses to understand customer behaviour and preferences.
With its powerful AI technology, the software can provide insightful information and valuable insights into customer behaviour, preferences, and decision-making processes.
The software provides businesses with an easy-to-use interface that enables them to access data, analyze it, and generate reports with just a few clicks.
IBM Cognos Analytics offers a variety of tools and features that allow businesses to easily manage and visualize data.
Some of its key features include
- Interactive dashboards,
- Advanced reporting, and
- Data visualization.
Additionally, the software comes with a wide range of data connectors that make it easy to integrate data from various sources, including databases, cloud services, and social media platforms.
Pros:
- Easy-to-use interface
- Offers advanced reporting and data visualization tools
- Integrates with a variety of data sources
- Cloud-based, making it accessible from anywhere
Cons:
- Can be expensive for small businesses
- Some features may require additional setup and customization
Pricing:
IBM Cognos Analytics pricing starts at $40 per month per user, with discounts available for bulk purchases. The software also offers a free trial period, allowing businesses to test its features and functionalities before committing to a subscription.
Predictive Analytics Software:
Predictive analytics is used to make predictions about future customer behaviours and transactions. Predictive analytics tools use statistical models and algorithms to analyze historical data and make predictions about future customer behaviours and trends.
21. Alteryx
Alteryx is a cloud-based customer analytics software that provides businesses with the tools and features they need to gather and analyze customer data.
The software features a range of powerful analytics tools and features that allow businesses to understand customer behaviour and preferences and make informed decisions based on this information.
One of Alteryx’s most notable features is its drag-and-drop interface, which makes it easy for businesses to quickly and easily visualize their data. Additionally, the software offers a range of data connectors that allow businesses to integrate data from various sources, including databases, cloud services, and social media platforms.
Pros:
- Drag-and-drop interface makes it easy to visualize data
- Integrates with a variety of data sources
- Cloud-based, making it accessible from anywhere
Cons:
- Can be pricey for small businesses
Pricing:
Alteryx pricing starts at $5,000 per year per user, with discounts available for bulk purchases. The software also offers a free trial period, allowing businesses to test its features and functionalities before committing to a subscription.
22. RapidMiner
RapidMiner RapidMiner is a cloud-based customer analytics software that provides businesses with the tools and features they need to gather, analyze, and act on customer data. The software features a range of advanced analytics tools and features, including predictive analytics, data visualization, and machine learning algorithms.
RapidMiner is designed to be user-friendly, with a simple, intuitive interface that makes it easy for businesses to quickly and easily analyze their customer data. The software also offers a range of data connectors that allow businesses to integrate data from various sources, including databases, cloud services, and social media platforms.
Pros:
- Simple, intuitive interface
- Offers advanced analytics tools and features
- Integrates with a variety of data sources
- Cloud-based, making it accessible from anywhere
Cons:
- Some features may require additional customization
Pricing:
RapidMiner pricing starts at $3,000 per year per user, with discounts available for bulk purchases
23. KNIME
KNIME is an open-source data analytics software that is known for its high level of customization and scalability. It is used by organizations of all sizes, from small startups to large corporations, to manage and analyze their customer data.
KNIME provides a comprehensive suite of customer analytics tools that are ideal for businesses that want to understand and analyze their customer data.
With its open-source license and customizable platform, it is an excellent choice for businesses that are looking for a cost-effective and flexible solution.
Features:
- A wide range of data processing and analysis tools, including data visualization and machine learning algorithms.
- A flexible, modular architecture that makes it easy to customize the software to meet the unique needs of your business.
- Advanced data processing capabilities, including data cleaning and transformation, make it easy to handle large and complex data sets.
- A collaborative environment that enables teams to share workflows, models, and results, and work together on projects in real time.
Pros:
- Open-source, which means that it’s free to use and highly customizable.
- A large community of users who provide support and share knowledge, making it easier to get started with the software.
- A highly flexible and scalable platform that can grow and change as your business evolves.
- An easy-to-use interface that makes it simple to analyze and interpret customer data.
Cons:
- The learning curve can be steep for those who are new to data analysis and visualization.
- The software requires a certain level of technical skill to use effectively, so it may not be the best option for non-technical users.
Pricing: Free (open-source)
What Are Customer Analytics Software?
Customer analytics software tools are software applications designed to help businesses collect, analyze, and make informed decisions about their customer data.
They provide insight into customer behaviour, preferences, and trends, and help businesses improve product development, marketing strategies, and customer service efforts.
There are several types of customer analytics software tools, each offering different analytical capabilities, and may also include data visualization, reporting and dashboarding, and collaboration tools.
These tools are essential for businesses looking to understand their customers and make data-driven decisions that drive growth and success.
Criteria To Consider In Choosing The Right Customer Analytics Software for Your Business
- Consider your specific business needs and goals
- Look for software that offers the type of analytics you need (diagnostic, predictive, or prescriptive)
- Evaluate the software’s data visualization, reporting and dashboarding, and collaboration features
- Compare pricing and check for free trial options
The Benefits of Customer Analytics Software
- Improved understanding of customer needs and preferences
- Increased customer engagement and satisfaction
- Better targeted marketing and product development strategies
- Improved customer service efforts
- Access to a wealth of customer data to make data-driven decisions
- Improved collaboration and insights sharing between teams
The Customer Analytics Software Features to Look For
- Data collection and storage capabilities
- Analytics tools (e.g. predictive analytics, diagnostic analytics, prescriptive analytics)
- Data visualization and reporting features
- Dashboarding capabilities
- Collaboration tools
- Integration with other software and systems
How Customer Analytics Software Can Help You Increase Customer Retention
- A better understanding of customer needs and preferences to improve customer engagement and satisfaction
- Targeted marketing and product development strategies to keep customers interested and loyal
- Improved customer service efforts to address customer concerns and retain customers
- Data-driven decision-making to optimize customer retention strategies and efforts.
