Unveiling the Analytics Tools Shaping Internet Marketing’s Future


  • Introduction
  • The Evolution of Internet Marketing Tools
  • Difference Between Business Analytics and Business Intelligence Solutions
  • Top Business Analytics Tools for Internet Marketers
  • The Future of Internet Marketing Analytics
  • Career Opportunities in Internet Marketing Analytics
  • Conclusion
  • Postscript


“Ten years ago, internet marketing was a different beast.”

The digital landscape was simpler, and the tools at our disposal were, frankly, quite basic. Fast forward to today, and the world of Internet marketing is a vast, intricate web of possibilities. The data we generate is not just vast; it’s overwhelmingly colossal. Every click, every share, every scroll tells a story. But what’s the use of a story if it’s lost in translation?

Enter the world of business analytics tools. These aren’t just tools; they’re the translators of the digital age. They take the complex, often indecipherable language of raw data and turn it into a narrative that even those of us who flunked math can understand. And for internet marketers? They’re nothing short of a lifeline.

In the realm of Internet marketing, data is the currency, and analytics tools are the cash registers. They don’t just count; they analyze, predict, and guide. They provide insights that can make the difference between a campaign that soars and one that stumbles.

But with the plethora of tools available, how do you choose? How do you ensure that the tool you’re investing in is not just good, but the best for your unique needs?

“Hold that thought.”

In this guide, we’ll delve deep into the world of business analytics tools tailored for internet marketers. We’ll explore their evolution, understand their nuances, and most importantly, help you make an informed decision. Because in the world of internet marketing, knowledge isn’t just power; it’s profit.

The Evolution of Internet Marketing Tools

“Remember the days when ‘online marketing’ meant having a website?”

Ah, the simpler times. When a well-designed webpage was the pinnacle of digital presence and banner ads were the height of innovation. But as Bob Dylan rightly said, “The times, they are a-changin’.” And boy, have they changed!

The Dawn of Digital Marketing:

In the early 2000s, the digital marketing toolkit was, to put it mildly, sparse. We had basic analytics that told us how many people visited our website, and if we were fancy, where they came from. SEO was a budding concept and social media? It was just a place to reconnect with old-school friends.

The Rise of Social Media and Content:

Then came the social media boom. Platforms like Facebook, Twitter, and later, Instagram, transformed not just how we socialized, but how we marketed. Suddenly, every brand had a voice, a personality. Content became king, and engagement its queen. Tools evolved to track likes, shares, and comments. We were no longer just counting visitors; we were analyzing behavior.

“Ever heard of the term ‘Big Data’?”

It’s not just a buzzword. With the explosion of digital touchpoints, the data we generated grew exponentially. Traditional tools couldn’t keep up. They were designed for a simpler era. We needed something more robust, more sophisticated. Enter advanced analytics tools. These weren’t just about numbers; they were about insights. They could predict trends, analyze vast datasets, and offer actionable recommendations.

The Age of Integration:

Today, it’s not just about having tools; it’s about having integrated tools. Platforms that talk to each other, share data and offer a holistic view of the customer journey. From CRM systems that track customer interactions to advanced AI-driven analytics that predict future behavior, the evolution has been nothing short of revolutionary.

“So, what’s next on the horizon?”

The future is integration, automation, and personalization. Tools that don’t just offer data but actionable insights. Tools that learn, adapt, and evolve. As internet marketers, we’re not just part of this evolution; we’re driving it. And with the right tools in our arsenal, the possibilities are limitless.

Difference Between Business Analytics and Business Intelligence Solutions

“Ever been to a magic show and wondered how the trick was done?”

In the world of data, Business Analytics (BA) and Business Intelligence (BI) often seem like two sides of the same coin, two magicians with similar tricks up their sleeves. But here’s the thing: while they might appear similar, their essence, their very DNA, is distinct.

The Surface-Level Similarities:

At first glance, both BA and BI tools compile, process, and analyze data. They’re like the detectives of the digital world, sifting through clues, looking for patterns. But that’s where the similarity ends. It’s like comparing a detective who’s just looking for facts with one who’s trying to understand the motive behind a crime.

Business Intelligence: The Fact-Finder

BI is all about the ‘what’. It gives you a snapshot of the current scenario. Think of it as the CCTV footage of your business operations. It shows you what happened, when it happened, and where it happened. It’s about gathering data, processing it, and presenting it in digestible formats like charts, graphs, and reports. “Ever looked at a dashboard and felt a sense of clarity?” That’s BI at work.

Business Analytics: The Motive Hunter

Now, BA? It’s about the ‘why’ and the ‘how’. It dives deeper, probing, questioning, and analyzing. If BI tells you sales dropped last month, BA will tell you why they dropped and how you can fix it. It’s predictive, prescriptive, and proactive. It doesn’t just present data; it offers insights, forecasts trends, and even suggests solutions. “Ever had a tool tell you a potential problem before it occurred?” That’s the magic of BA.

“So, which one’s better?”

It’s not about better or worse; it’s about purpose. If you want a clear picture of your current business operations, BI’s your guy. But if you’re looking for deeper insights, future predictions, and actionable recommendations, you’d want BA on your team.

In the grand scheme of things, both Business Intelligence and Business Analytics play pivotal roles. They’re like the dynamic duo of the data world, each complementing the other, ensuring that businesses don’t just survive but thrive in this data-driven age.

Top Business Analytics Tools for Internet Marketers

“Imagine stepping into a gold mine, but without a pickaxe.”

That’s what diving into the world of internet marketing without the right analytics tools feels like. The data is the gold and the tools? They’re your pickaxe, your map, your guide. So, let’s equip you with the best in the business, shall we?

1. SAS Business Analytics (SAS BA)

  • “Ever wished for a tool that could read between the lines?” SAS BA does just that. With its high-grade text analytics capabilities, it transforms unorganized text data into actionable insights. From analyzing large datasets in real-time to predicting future trends, SAS BA is like the Swiss Army knife for internet marketers.

2. QlikView

  • In the world of visualization, QlikView stands tall. Its patented technology and in-memory processing deliver business analytics reports at lightning speed. “Remember the joy of coloring as a kid?” QlikView brings that joy to data, using colors to highlight data relationships. It’s not just analytics; it’s art.

3. Board

  • If you’re looking for a tool that’s both powerful and user-friendly, Board is your answer. It’s like the all-in-one gadget every marketer dreams of. From creating interactive reports to offering a powerful statistics suite, Board ensures you’re always boardroom-ready.

4. Splunk

  • “Ever felt lost in a sea of data?” Splunk is your lifeboat. Initially designed for machine log file data, it has evolved into a robust analytics tool, offering a plethora of visualization options. For small to medium-scale industries, Splunk is the unsung hero.

5. Sisense

  • Sisense is like the detective of business analytics tools. It dives deep, unearthing insights from unstructured text. With its Crowd Accelerated BI, it uses open-source language, making complex data analysis look like child’s play.

6. Microstrategy

  • In the fast-paced world of Internet marketing, Microstrategy is the tool that keeps you ahead. It’s like having a crystal ball, predicting real-time trends, and offering third-party data mining options. With Microstrategy, you’re not just playing the game; you’re leading it.


  • Born from the genius minds at the University of Konstanz, KNIME is innovation personified. Its unique data-pipelining approach offers components for machine learning and data mining. It’s like having a personal assistant, guiding you through the maze of data.

8. Dundas BI

  • Dundas BI is the maestro of business intelligence solutions. Using the R programming language, it offers automated analytics and trend forecasting. Its dashboard is like a canvas, allowing you to visualize data in vibrant hues.

9. TIBCO Spotfire

  • Spotfire is the torchbearer of advanced analytics. It lights up the path, offering automated solutions and analyzing text-based unstructured data. With its recent upgrades, it’s like the upgraded version of your favorite superhero.

10. Tableau Big Data Analytics

  • “Ever watched a movie and predicted the ending?” Tableau does that for data. It’s the oracle of business analytics, offering insights into social media networks and predicting patterns based on historical data.

The Future of Internet Marketing Analytics

“Ever gazed at the night sky, wondering what lies beyond the stars?”

That’s the allure of the future – it’s mysterious, vast, and full of possibilities. Just like the universe, the realm of internet marketing analytics is ever-expanding, pushing boundaries and redefining limits.

The Age of Automation:

“Remember the days of manual data entry?” Soon, they’ll be tales of the past. The future is automated, where repetitive tasks are handled by sophisticated algorithms, freeing up marketers to focus on strategy and creativity. It’s not just about working hard; it’s about working smart.

Personalization at its Peak:

Generic ads? They’re going extinct. The future belongs to hyper-personalized content, tailored to individual preferences and behaviors. Imagine a world where every ad you see feels like it’s made just for you. That’s the magic analytics promises to deliver.

Real-time Insights:

“Ever wished you could predict the future?” With advanced analytics, you almost can. The emphasis will shift from post-campaign analysis to real-time insights, allowing marketers to tweak strategies on the go. It’s like having a GPS for your marketing campaigns, guiding you at every turn.

Integration is Key:

No more data silos. The future is integrated, where every tool and every platform communicates seamlessly. It’s a world where your CRM talks to your analytics tool, offering a 360-degree view of the customer. It’s not just about collecting data; it’s about connecting the dots.

The Rise of AI and Machine Learning:

“Remember sci-fi movies where machines could think?” That fiction is becoming a reality. AI and machine learning are set to revolutionize analytics, offering predictive modeling, sentiment analysis, and even mood-based targeting. It’s not just about data; it’s about understanding human behavior.

Career Opportunities in Internet Marketing Analytics

“Ever stood at a crossroads, wondering which path to take?”

The world of Internet marketing analytics is much like that crossroad, teeming with opportunities, each path leading to a unique destination. As the digital landscape evolves, so do the career avenues. Let’s embark on a journey to explore these exciting trails.

1. Big Data Engineer:

  • “Remember building blocks as a kid?” Big Data Engineers are the master builders of the digital world. They design and construct the architecture that houses vast amounts of data. In a world drowning in information, they ensure we stay afloat.

2. Data Scientist:

  • These are the modern-day wizards, conjuring insights from heaps of data. With a blend of statistical knowledge and programming prowess, they decode patterns and predict trends. “Ever marveled at a magic trick?” That’s the allure of a Data Scientist’s work.

3. Database Administrator:

  • The unsung heroes of the analytics world. They ensure that data, the lifeblood of internet marketing, flows seamlessly. It’s like being the guardian of a treasure trove, ensuring its safety and accessibility.

4. Marketing Analytics Manager:

  • “Remember the thrill of connecting the dots in a puzzle?” These managers do that daily, weaving together data to craft compelling marketing strategies. They’re the bridge between raw data and actionable insights.

5. Data Visualization Specialist:

  • In a world of numbers, they bring the color. Using tools like Tableau and Power BI, they transform complex data into visual masterpieces. “Ever appreciated art in a gallery?” That’s the impact of a well-crafted data visualization.

“So, where does your passion lie?”

The realm of Internet marketing analytics isn’t just about numbers; it’s about stories, strategies, and solutions. Whether you’re a budding enthusiast or a seasoned professional, there’s a path carved out for you. All you need is the curiosity to explore, the passion to learn, and the drive to excel. The world of analytics awaits, teeming with opportunities. Dive in, and let your journey begin.


“Ever reached the end of a gripping novel, feeling both satisfied and yearning for more?”

That’s the allure of the ever-evolving world of internet marketing analytics. As we’ve journeyed through its vast landscape, from the tools that shape it to the careers it offers, one thing is clear: the world of data is boundless, teeming with potential.

In this digital age, data is the compass that guides businesses. It’s the beacon that illuminates paths, the wind that propels sails. And for internet marketers? It’s the lifeblood, the essence that fuels strategies and drives success.

“But remember this:” Tools, no matter how advanced, are just instruments. It’s the human touch, the intuition, the creativity that transforms data into insights, numbers into narratives. As we stand at the cusp of a data-driven revolution, it’s not just about embracing the tools; it’s about wielding them with purpose.

To all the marketers out there, the future is bright, shimmering with possibilities. Dive deep into the ocean of data, let analytics be your guide, and chart a course to uncharted territories. Because in the world of internet marketing, the journey is as exhilarating as the destination.

“So, here’s to the future, to the endless possibilities, and to the stories yet to be told.” May your data always guide you, and may your strategies always hit the mark.


“Ever read a footnote that held a secret?”

While our journey through the world of internet marketing analytics might have concluded, there are a few parting thoughts, and little nuggets of wisdom, that deserve a spotlight.

  1. Continuous Learning: The digital landscape is ever-evolving. “Remember the thrill of learning a new trick?” Keep that spark alive. Dive into courses, attend workshops, and always stay updated.
  2. Trust, but Verify: While tools offer insights, always trust your intuition. Data can guide, but the human touch discerns. “Ever had a gut feeling that just felt right?” Trust it.
  3. Engage and Network: The world of analytics is vast, and there’s always someone out there who’s faced the challenge you’re encountering. Engage, discuss, and collaborate. “Remember the joy of shared discoveries?” That’s the power of community.
  4. Ethics Matter: In the race to harness data, never compromise on ethics. Respect privacy, uphold transparency, and always prioritize the greater good.


Lendahire Team


Allow us to introduce our author, Mathew Bojerski. Mathew’s clients notched up more than $100 million in online revenue last year, and he’s not stopping there. With over $20 million in managed ad spend and 10+ years of experience, Mathew and his team are ready to take on challenging new projects in the AI business & marketing sphere.

Mathew is the founder of Lendahire, a powerhouse of full-stack media buyers dedicated to creative testing & strategy, audience optimization, and creating ads & landing pages that convert. We’re driven by data, fueled by “jumping out of the chair” ideas, and believe transparency leads to better decision-making.

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