Marketing BI Tools are marketing business intelligence and spend aggregation tools that pull advertising and marketing data from many platforms into one place, so a company can report ad spend and performance without exporting from each channel by hand.
The category spans several approaches. Funnel.io and Clarisights collect marketing spend and performance data from ad platforms into a single reporting layer. Fivetran moves data from source systems into a data warehouse, where marketing data can be joined with the rest of the business. Supermetrics pulls marketing platform data into spreadsheets and BI tools, Databox turns it into dashboards, and AdStage focused on reporting and automation for paid advertising.
For financial analysis, ad spend is one of the inputs that makes customer acquisition cost measurable, which is why these tools sit alongside 📝DataLinks and 📝Augmented Google Sheets in a company's data stack.
As of early 2021: Gusto and badi both used Funnel.io, ShopKeep used Fivetran for data warehousing, DataGuard just used Supermetrics, Credit Karma used Supermetrics and Databox, OfferZen used AdStage, and HelloFresh used Clarisights.