Cloud Analytics: 2023 Guide to Choosing the Right Marketing Analytics Tool

June 3, 2023
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The question of which cloud analytics platforms are best to use is always an ongoing conversation, as there are countless options with so many nuances. It can be hard to narrow down exactly which cloud based analytics tools will best suit your company's needs. Spinning your wheels in confusion over cloud analytics?

Don't worry – this guide has got you covered! We'll take a look at all the key aspects you need to be aware of when choosing the best cloud analytics software package in 2023. So, get ready: let's jump into the world of cloud analytics and make sure that you have all the tools necessary to choose wisely!

What is Cloud Analytics: the Cornerstone of Business Intelligence

Cloud analytics is the buzzword that all marketers are throwing around these days. Cloud analytics or data analytics refers to the process of managing your business data collected, explore data, and make data-driven decisions. You can then visualize this data in cloud computing BI tools) (business intelligence platform) or analytics tool. Sounds fancy, right? It sounds way more complicated than it really is.

With cloud analytics solutions, companies can easily scale their business data analytics discovery, business data processing, and real time insights without having to invest in expensive hardware and software. So, while it may seem like just another tech term to add to the pile, a cloud analytics platform is actually making difference business intelligence. The question is, what is the best cloud analytics solution for you?

We're going to start by explaining what you should look for in cloud analytics tools, then we'll skip to the good stuff: reviews of the top 5 best cloud analytics solutions on the market.

Criteria for Choosing Cloud Analytics Platforms & Data Models

When it comes to choosing a cloud analytics solutions tool, and cloud computing in general, there are a plethora of factors to consider. Cloud computing is not just about the number of features, advanced analytics capabilities, or price point. One must think about the scalability, ease-of-use, security measures, and integrations available to combine business data easily.

User Experience

When it comes to the best cloud analytics platforms, user experience is critical to consider. The right cloud analytics solutions tool will provide useful insights, but the process of obtaining those data analytics insights should be smooth and straightforward for the user. A well-designed user interface with intuitive navigation and a customizable dashboard can help users when using their cloud analytics platform daily.

This tool should also offer features such as data analytics visualization, interactive dashboards, and automatic report generation, making it a practical and time-saving tool for businesses. Otherwise, you have to buy a separate business intelligence platform, which adds another layer of complexity.

Additionally, a good tool should be scalable and adaptable to changing business intelligence needs. For example, what are your requirements for business data sharing, managing your company's data, self service capabilities, etc.?

Ultimately, the right tool should provide a seamless user experience that enables users to easily access and analyze data sources, empowering them to make business data-driven decisions that drive business growth. If you have fancy cloud platforms and business analytics but can't see visual analytics and genuine insights, what's the point?


Flexibility is a crucial factor to consider when selecting a cloud analytics software. An effective cloud analytics solutions tool should offer flexibility in data model approaches, data input options, and data analytics visualization. For example, a tool should offer multiple data sources with easy-to-use connectors to various data sources. You typically don't want to spend hours of development time for setting up each integration.

Additionally, the tools should be flexible enough to adjust to the needs of a changing business by being scalable, capable of handling small to large volumes of data, and customizable – easily adapting to unique business intelligence requirements. Having a flexible cloud analytics tool allows businesses to be adaptable to the ever-changing business landscape, keeping them equipped to generate insights and develop strategies that drive growth.


Integrations are a critical factor to consider when selecting a analytics platform. The right tool should integrate seamlessly with other business software in use such as sales analytics, marketing website analytics, or advertising platforms. Integrating these tools can enhance a data analysis tool and offer a complete view of the business intelligence operations, allowing for informed decision-making.

Furthermore, integration with external data sources, such as social media or market research databases, can provide a more complete view of the customer, the industry, and the competition. Integrating with other systems also automates the flow of data, thereby increasing data accuracy while minimizing data entry errors.

Top 5 Data Analytics Tools for Marketers

In today's world of digital marketing, it's essential to have access to the right data to make informed decisions. This is where an analytics platform comes into play. These tools can help marketers to easily collect, analyze, and visualize data from various sources. With so many cloud analytics tools available, it can be challenging to know which one is right for your business.

We will be taking a look at the top 5 cloud analytics tools for marketers that can help you take your marketing efforts to the next level. Whether you're looking to create dashboards, manage sensitive data, or simply consolidate business analytics, these tools are the best cloud platforms on the market.

Google Analytics 4 (GA4)

Google Analytics 4 is the most common cloud analytics tool that enables businesses to track and analyze user behavior across various channels and devices. With a focus solely on marketing analytics, it provides a comprehensive set of capabilities such as:

  • Multi-touch lead attribution
  • Unlimited data sources
  • Streaming analytics live

Google Analytics 4 utilizes an event-based tracking approach, which enables businesses to understand the full user journey and identify trends and opportunities. Additionally, it comes with a customizable dashboard, visualization tools like charts and graphs, and integration capabilities with other tools and systems. Google Analytics 4 is designed to be flexible, making it a powerful and effective tool for businesses of all sizes and across various industries looking to expand their data warehouses.


GA4 offers several advantages for businesses seeking to collect and analyze marketing data. One of the most significant advantages is its advanced machine learning capabilities. With AI-powered prediction modeling and analysis, Google Analytics 4 can identify valuable audiences, optimize marketing campaigns, and predict customer lifetime value.

Another advantage is its ability for businesses to track specific user interactions like video views, downloads, and button clicks. This helps businesses better understand their customers' behavior and preferences across a range of devices and channels. Additionally, GA4 offers custom dashboards with easy-to-understand visualizations, making it simple to track critical metrics and KPIs for real-time decision-making.

Furthermore, its seamless integration with other Google tools such as Google Ads, Google Tag Manager, Google Data Studio, and many data warehouse options makes it easy to integrate and leverage data insights for success.


One of the challenges of using Google Analytics 4 is the complexity it poses to users unfamiliar with its interface. The tool offers a great deal of customization and flexibility in terms of event tracking, but it can also be overwhelming to those who are unfamiliar with its more advanced features:

  • Segmenting data sets
  • Complex data discovery
  • Ad hoc analysis on the fly

Additionally, as GA4 is still relatively new, it may take some time for businesses to fully adjust to its new data model (especially with attribution). Another challenge is the limitation imposed by data sampling, which can occur when analyzing large data sets leading to inaccuracies. The free version of GA4 may also not be sufficient for larger companies or those processing high volumes of data as they will need an upgrade to the paid version to access advanced features.

It is important for users to familiarize themselves with the tool and its capabilities, so they can make the most of the insights offered by GA4, which is much easier said than done.

Use Case

The use case for Google Analytics 4 is for businesses that want to gain a deeper understanding of their customers and enhance their online presence. The tool allows businesses to track and analyze user behavior across multiple channels and devices to identify trends and opportunities.

Google Analytics 4 provides machine learning capabilities that enable predictive analytics to identify valuable audiences, improve conversion rates, and predict customer lifetime value. Additionally, the customizable dashboard offers real-time insights and visualization tools, making it easier to understand data and track business intelligence performance.

With Google Analytics 4, businesses can measure the success of their marketing campaigns, optimize their website or apps, and make data-driven decisions that drive growth. Overall, Google Analytics 4 is a valuable cloud analytics tool for any business seeking to leverage data to improve their online presence and customer engagement.


Google Analytics 4 is free to use for all businesses and individuals. However, it does come with some limitations in terms of data storage and processing capabilities.

For larger organizations that require advanced features and more significant data storage capacity, Google offers a paid version called Google Analytics 360. Your need for this level of cloud computing is only needed if you're truly working with enterprise data volumes, complex data warehouses, etc.

The pricing for GA 360 varies depending on the size and complexity of the organization, with a custom quote typically required to obtain an accurate cost estimate. While Google Analytics 4 is free, it is important to note that businesses may require additional assistance from outside parties such as consultants or in-house analysts to use the tool effectively. Depending on the size of the organization or the complexity of the analytics requirements, these additional expenses can be significant.

Overall, Google Analytics 4 is an excellent choice for businesses of all sizes looking to leverage cloud analytics to boost growth and gain a competitive advantage.


Mixpanel is one of the best business intelligence tools. As a hybrid analytics solution for marketing and product insights, it's a market leader for good reason in cloud based analytics.


One of the significant advantages of Mixpanel is its focus on behavioral analysis within products. This allows companies to understand how users interact with their product. It provides a customizable dashboard that displays real-time data, making it easy for businesses to act quickly on insights.

Mixpanel's funnel and retention analysis enable users to understand how their users move through different stages of their journey, highlighting potential areas for improvement. Furthermore, the platform's flexible data modeling allows businesses to collect, sort, and analyze data in a way that aligns with their unique organizational requirements.

With an intuitive user interface and powerful data analysis tools, Mixpanel is a valuable tool for businesses looking to leverage data to inform strategic decisions and drive growth. Your business users are able to understand complex data sets from any data warehouses and nuances like:

  • User activation points
  • Which leads provide the greatest value
  • What users are most likely to churn


One of the main challenges that businesses face when utilizing Mixpanel is understanding how to properly interpret the data. Mixpanel’s dashboard displays multiple types of analytics, including user flows, funnels, and freeform exploration. While these analytics can help businesses identify patterns in user behavior and measure performance of their technology product, they can be difficult to interpret without expertise on hand.

Additionally, Mixpanel is not an all-in-one analytics solution. While it helps marketers tremendously with understanding lead quality - it does not provide standard metrics such as:

  • Attribution models
  • Advertising intelligence
  • Traffic sources

As a result, businesses may need to use multiple analytics platforms in order to gain valuable insights from their data. Businesses should also be aware of how much data they are collecting with Mixpanel and ensure they are complying with privacy regulations such as GDPR.

Use Case

Mixpanel is one the most powerful cloud platforms that is best suited for businesses that prioritize user engagement, retention and conversion. The platform specializes in event-based tracking and provides insights into how users interact with web and mobile apps.

Mixpanel’s segmentation capabilities allow businesses to group users based on behavior, retention, and demographics, making it easier to identify high-value users or opportunities for improvement.

Additionally, Mixpanel provides automated funnel conversion tracking, heat maps and visualizations, making it easy to visualize and optimize user flows. It is best suited for businesses that are focused on tracking user behavior across multiple touch points in a technology product, especially those with a subscription-based business intelligence model.


The platform operates on a freemium pricing model with a free plan, making it accessible for businesses of different sizes. The free plan allows for up to 5 million data points per month and includes essential analytics features such as retention analysis, event tracking, and user segmentation.

For businesses with more extensive data needs, Mixpanel offers paid plans, starting at $999 per year, which provide access to additional advanced features and increased data points, including A/B testing and predictive insights. Mixpanel's pricing is based on monthly tracked users (MTUs), so the cost scales according to your user base.

Compared to other cloud analytics tools, Mixpanel is relatively affordable, making it an excellent option for startups and small businesses with limited budgets. Furthermore, businesses can customize their pricing plan and only pay for the features they need to ensure they are getting the best value for their money.

Adobe Analytics

Adobe Analytics is a top cloud analytics tool used by businesses to track user behavior, analyze customer journeys and manage marketing campaigns. This is a powerful analytics tool used by businesses to collect and discover data from a wide range of sources, including websites, mobile apps, and other digital channels.


One of the primary advantages of the Adobe Analytics Cloud is its ability to provide real-time data on user behavior, allowing businesses to quickly adapt and optimize their digital strategies. The platform also offers advanced segmentation capabilities that enable businesses to target specific audiences and deliver highly personalized experiences.

Adobe Analytics Cloud's data visualization tools such as dashboards, reports, and charts, are industry leading and integrate with the entire Adobe Experience Cloud computing better than any other solution.

For businesses looking for a robust analytics solution to manage data discovery, complex data models, high volumes of data, Adobe Analytics Cloud computing is a great choice.


While Adobe Analytics is a popular cloud analytics tool used by many businesses, it is not without its challenges. One significant challenge is the complexity of the tool, which can make it difficult for beginners to use. Adobe Analytics requires a substantial investment of time and effort to learn and set up, requiring skills in data analysis and programming languages.

Furthermore, Adobe Analytics can be costly, making it less accessible to small businesses with tight budgets. Another common challenge is the lack of flexibility in data modeling and visualization, which can make it challenging to review data in ways that are relevant to specific businesses.

Despite these challenges, Adobe Analytics remains a powerful tool for businesses that prioritize data-driven decision-making and have dedicated resources to implement and manage the tool.


The pricing plan for Adobe Analytics varies based on the number of report suites, which are essentially data sets, that the user needs. Adobe Analytics offers multiple pricing options, including "Analysis Workspace" for up to ten report suites and "Premium" for up to ninety report suites.

On top of that, Adobe Analytics offers scalable pricing options for enterprise-level users that need a higher number of report suites. The cost of Adobe Analytics varies depending on the plan selected and the number of report suites needed.

Customers can contact Adobe for a customized quote to fit their specific needs, but be prepared to pay premium prices. Adobe Analytics also offers a free trial period for potential customers to test the software before making a decision.


Amplitude is a leading cloud analytics tool that helps businesses understand their customers' behavior to drive growth. It is a powerful cloud analytics tool that rivals Mixpanel and offers a variety of advantages to businesses seeking to understand their users and make data-driven decisions.


Some of the key advantages of the Amplitude platform include its ability to provide real-time insights, user behavior tracking, and automated reports that are customizable to suit business intelligence needs. The platform offers multiple data visualization options, making it easy to monitor key performance indicators (KPIs).

Moreover, Amplitude's advanced analytics and machine learning capabilities help organizations gain insights from complex data sets, such as customer segmentation and churn prediction.

Another advantage of Amplitude is its simplicity, with an easy-to-use interface that simplifies the process of setting up analytics campaigns. Finally, Amplitude offers competitive pricing, making it accessible for businesses and startups that want to leverage data analytics to improve their operations and accelerate their growth.


Like any analytics tool, Amplitude may present some challenges. One potential challenge is that it can be complicated to set up, especially for users who don't have experience with analytics tools. The learning curve may be steep, and it may take some time for users to fully understand how to use the platform to get the insights they need. Another challenge is that the tool may not be suitable for businesses with large amounts of data.

While Amplitude can handle large datasets, it may become slower or more difficult to use as the amount of data grows. Finally, while there are integrations available, some users may find that the available integrations are not sufficient for their needs.

Despite these challenges, many businesses that are looking for in-depth insights into user behavior and data-driven decision-making find that Amplitude is a powerful and effective tool.

Use Case

Amplitude is a powerful cloud analytics tool that is specially designed for product teams that are looking to understand how users interact with their products. With its event-based analytics capabilities, Amplitude can track user behavior across multiple channels and devices, providing comprehensive user insights.

One of the standout features of Amplitude is its ability to identify user engagement patterns and help product teams optimize product experiences. Additionally, Amplitude's customizable dashboards provide real-time insights, making it easy to track product performance and identify opportunities for improvement.

Amplitude is ideal for product managers, designers, and engineers who are looking to make data-driven decisions and continuously iterate on product experiences.

While it is primarily designed for product teams, Amplitude can also be useful for marketers and analysts looking to understand how their campaigns are impacting user behavior. The pricing for Amplitude depends on the number of events tracked by the tool and the level of support required, making it a flexible solution for businesses of all sizes.


Amplitude offers a free tier with limited features, which is a great starting point to test the tool's capabilities. For more advanced features and enhanced support options, businesses can upgrade to the Growth, Enterprise, or Enterprise Plus tiers.

The pricing is determined based on the number of Monthly Tracked Users (MTUs), which includes the number of unique users that generate events within the analyze period. For the Growth plan, the cost starts at $1,200 per month for up to 1 million Tracked Users.

The Enterprise and Enterprise Plus pricing tiers are custom priced and tailored to each business's specific needs. Amplitude's pricing plan is transparent, so businesses can easily estimate and calculate their monthly costs based on their expected usage. With Amplitude's flexible pricing plan, businesses can scale their use of the tool as they grow, making it a cost-effective and practical choice for businesses on any size or budget.


Heap is a top cloud analytics tool that collects, automates, and organizes data from various sources to generate insights that drive business growth.


Heap is a cloud analytics tool that empowers businesses to capture, track, and analyze user interactions with their products and services. One of the biggest advantages of Heap is its automatic tracking capabilities, as it captures and records user data without requiring manual setup or coding knowledge.

The platform also features a retroactive data collection function, allowing businesses to track new metrics without having to worry about missing historical data.

Heap provides extensive flexibility, offering a range of customizable reports for actionable insights into user activity, customer experience, and product performance. Additionally, Heap offers integrations with popular business intelligence tools, including Slack, Salesforce, and HubSpot, making it easier to access a broader range of insights from a single centralized location.

Overall, the analytics platform simplifies the data analysis process, allowing businesses to extract valuable insights from their data and make better-informed decisions based on user behavior.


One challenge of Heap is its pricing, which can be expensive for larger enterprises due to additional costs for API access and data storage. Like any other tool, it has its own set of potential challenges. One challenge with Heap is that it requires additional set up and configuration time compared to other tools which may hinder efficiency. It also has a steeper learning curve, requiring a more significant investment of time to learn and utilize the platform's full functionality.

While Heap's data visualization capabilities are comprehensive, they may not be as advanced as other platforms, which may limit advanced reporting options. Another potential challenge with Heap is that it may not be as scalable as other platforms, with some businesses feeling the need to shift to a more robust analytics tool as their business intelligence grows. Ultimately, the benefits of the platform outweigh the few challenges, and it remains a reliable analytics tool for businesses looking for an easy-to-use solution to track user behavior and gain insights.

Use Case

Heap Analytics is an excellent cloud analytics tool for businesses looking to track user behavior across their digital platforms. Specifically, it is best suited for product and marketing teams who need to understand how users interact with their website or mobile app to optimize their customer experience.

Heap Analytics offers powerful features such as automatically capturing all user interactions, navigational queries, and events in real-time. It also provides a comprehensive view of the user’s journey, allowing for better-informed decisions; for example, seeing which pages visitors spend the most time on and where they’re dropping off the site. Heap Analytics is designed for ease of use, integrating seamlessly with popular tools like Salesforce, Hubspot, and Slack, and even offers a code-less integration through its mobile SDKs.

One challenge of Heap Analytics is that its pricing is usage-based and can get expensive for large volumes of data. Nonetheless, its advantages make it a powerful tool for businesses seeking to improve their customer experience and ultimately achieve their growth objectives.


The company operates on a usage-based pricing model, meaning users are billed based on how much data they track through the platform. This pricing approach eliminates the need for complex contracts or upfront fees, as users only pay for the data they use.

Heap's pricing plan is tiered based on feature set, with the option to add on extra functionality such as funnel analysis, retention reports, and advanced segmentation. The platform also offers a free trial period for interested businesses to test the product before committing to a full subscription.

While Heap's pricing structure can be advantageous in terms of flexibility and cost control, it may not be suitable for all organizations, particularly those that require more advanced features but do not want to pay for a higher-priced plan. Overall, Heap's usage-based pricing model offers a transparent and cost-effective solution for businesses looking for a cloud analytics tool.

How to Implement Cloud Analytics Tools

Implementing cloud analytics platforms can be a daunting task for those who are not tech-savvy. However, for those who have some experience, it can be as simple as baking a cake. First, one needs to evaluate their business needs and identify the type of data they want to analyze. Then, they can choose from the plethora of cloud analytics tools available in the market.

The next step is to integrate the selected tool with their existing software, which can be as easy as a drag and drop interface or as complicated as solving a Rubik's cube blindfolded. Finally, one must analyze the data and draw insights from it.

Choosing a Cloud Analytics Tool for You

Choosing a cloud analytics tool for your company can be quite the daunting task. With so many options available, it's hard to know which one will work best for your data needs. But fear not, marketers, there are some factors to consider when making your decision. First and foremost, what kind of data are you looking to analyze?

Are you interested in video metrics such as views, likes, and engagement, or do you want to dive deeper into audience demographics and behavior? Once you have a clear idea of what data you need, it's time to start comparing different tools. Look for ones that offer customizable dashboards, easy integration with YouTube and other platforms, and robust reporting capabilities.

Wrapping It Up:

Marketing analytics tools are essential for businesses to gain insights into their customers' behavior and make data-driven decisions. The year 2023 is bound to bring forth more advanced and sophisticated marketing analytics tools that will address the emerging challenges of the digital age.

From advanced machine learning algorithms to predictive analytics, the market landscape of marketing analytics tools will be a vast array of choices, each with a unique set of features and capabilities. With a clear understanding of your business needs and goals, you can pick the one that aligns with your objectives and budget.

It’s important to remember that choosing the right cloud analytics tool is not a one-size-fits-all endeavor. Your choice will ultimately depend on how data-driven your organization or team is, how much time and resources you plan on investing in analytics, and the size of your budget.

Before you go ahead and invest large sums of money in cloud analytics, consider what stage your organization's analytics are in and whether or not a free solution would suffice for now. Security is also an important factor to consider when selecting tools—it's critical to ensure that your data is safe and secure!

By engaging in research, finding out more about different vendors by speaking with experts, and testing the features of each product yourself before making a purchase decision, you’ll be able to determine which cloud analytics tool best meets the needs of your business.


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