What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (2023)

You run a company and that company generates massive amounts of data. Every piece of information, no matter how small, could contain important information that will help your business grow.

That's why you need the best CRM analytics tools. Software in this category strives to make data usable, understandable and truly relevant to your business needs.

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HubSpotHubSpot_logo-01 The free CRM solution at the heart of the HubSpot Business Management suite. page view
Zoho Analytics is a business intelligence and analytics engine with a highly visual interface. page view

A leading CRM with analytics enables the analysis of sales data, marketing data and customer service data.

The net benefit lies in customer acquisition, customer retention and smooth data management.If you need a primer, check out oursWhat is customer relationship management?Article.

What is Analytical CRM? our definition

Analytical CRM means working behind the scenes to improve your business. It does not directly address customer interactions or "frontline" operations. Instead, the definition of analytical CRM is that it silently ingests, securely stores and analyzes the information your business generates about customers so you can learn how to improve your internal and external operations.

All this cross-channel information is fed into the CRM as a complex flood of data that no one can decipher in a reasonable amount of time. This information is then processed to provide understandable information. This allows you to move from insight to action and optimize your business processes - for example your sales pipeline.

Analytical CRM systems thus offer structured, "systematic" support for business decision-making. Most important for companies looking to monetize and scale is gathering customer information to create customer insights and find new sales opportunities through data analytics.

Analytical CRM uses your data for your business. This data can come from many different channels, such as: e.g. social media, live chat, phone calls, your business website, personal interactions, purchase history and more.

All this data is collected in one place by an analytical CRM, allowing you to understand your customer base and their preferences. This helps you segment customers, predict trends and plan future marketing and targeted sales strategies.

For what purposes CRM analytics can be used

There are many important examples of the use of analytical CRM. From planning functions or events to gaining a deeper understanding of your customers and markets, an analytical CRM is an essential tool in your SaaS enterprise toolbox.

Discover new trends and forecasts

Sometimes it can be difficult to spot the underlying trends. Our analytical CRM tools look at past sales trends as well as your current leads and opportunities and find patterns in buying behavior.

This allows you to predict sales and predict trends, including their speed and geography, before they happen. Of course, this can give you a big advantage.

You can estimate the likelihood of conversion in a certain customer segment based on the time of year, time spent shopping, and the channels through which consumers learned about your product/service. Algorithms, machine learning and business intelligence (BI) clean and optimize your data to deliver the best business results with the least manual effort.

customer satisfaction

This type of CRM allows you to analyze data and use it in a way that can benefit individual customers.

All of the customer information described can be collected and analyzed from multiple sources. You will be able to profile customers and understand their values ​​and preferences, as well as identify demographic and geographic information.

The ability to understand the customer lifecycle based on quantitative data can provide great benefits in prospect acquisition, conversion and retention. When you really know your customers, the customer experience improves, which in turn increases customer retention. This means more room to expand your business.

Optimization of marketing campaigns

With analytical CRM, you can streamline your marketing efforts by showing where you should invest your resources and energy. By showing you which marketing campaigns work and which don't, you can get the best results with the least time, money and manpower.

Track leads across all channels (e.g. email, web, voice, etc.) and break them down into individual customer profiles. With the lead scoring tool, you can identify very specific metrics and use them for different customer tiers, e.g. B. Region and Country. This, in turn, enables you to run high-quality, highly targeted marketing campaigns.

You can avoid outdated, ineffective mass marketing once and for all.

Optimize your marketing and sales activities

Predictive marketing modeling helps predict customer behavior using big data and business intelligence. Market trends and customer preferences will help you plan your future marketing. Based on past and current trends, you'll better understand what's working and what's not in marketing and sales and be able to allocate resources accordingly for optimal results.

The ability to closely monitor sales activity also provides well-designed feedback to improve the sales process. You can see which employees are doing what and what results they are getting. This helps you manage tasks and delegate accordingly.

Data Storage and Data Mining

A data warehouse ensures that all your data is stored securely in one place and available for analysis. This allows quick access to information from call centers, billing/invoicing, websites, feedback forms and a host of databases without having to search through multiple isolated databases to get a complete picture.

Data mining analyzes the vast amounts of data you store to find important patterns. So instead of trying to piece together pieces of information like an intrepid detective, you can interpret everything automatically. The relevant information can then be quickly used to develop effective marketing, sales and customer service strategies.

Online analysis processing

With online analytical processing (OLAP), you can bring different sets of data together in one place. Unlike flat, two-dimensional spreadsheets, OLAP contains "multidimensional" data.

OLAP ensures that your data is more flexible and therefore more useful and effective for real-time decision making. You can "summarize" data to aggregate it and get an overall view, or drill down to get extremely detailed information about a small aspect. You can also segment, dice, and shift different parts of your data for specific comparative insights.

It's about being able to select and use all the relevant information you need to make super-rational decisions.

Advantages of an analytical CRM system

Each feature of an analytical CRM system provides significant benefits to your company's growth potential. Ultimately, CRM analytics is about growing your network, closing more deals, and cultivating lasting customer relationships.

customer analysis

Customer analytics can be used to generate reports on customer behavior. This type of report helps you understand and understand your customer base inside and out through profiling.

Analytical CRM recognizes patterns and then drills down to identify specific customer segments that offer the best opportunities. It segments the market and controls sales and marketing accordingly and can also provide insights into your future products and services.

Sales Analysis

Sales Analytics examines your company's entire sales process, allowing you to understand sales cycles, optimize sales pipelines, and revise strategies based on visible patterns. You can also use this information to plan and forecast your future sales volume and profitability.

In addition, sales reports can provide insight into where the organization's priorities need to be realigned and where salespeople need to be repositioned.

market analysis

Marketing analytics help you plan, manage and scale your marketing campaigns. You will receive information on where to invest resources for new marketing campaigns, what products/services to launch and how and where to promote new products.

You'll also get insights into new marketing opportunities you might not have considered.

Service Analyse

Service reports aggregate information from surveys, customer sentiment analysis and other sources to understand how satisfied your customers are. This allows you to work on your customer service offerings and direct resources to the right places. You can also analyze service costs and balance service costs with revenue.

Channel analysis

Channel analytics show you how you're performing across channels like email, social media, live chat, voice, and more. and where your customers and prospects interact with you the most. By getting detailed information about cross-channel behavior, you can better understand your customers' preferences and improve the way you communicate with your audience.

Examples of different types of data analysis in CRM

There are several types of CRM analysis techniques. The big three are descriptive, predictive, and regulatory, although there is some overlap between them. Before looking at examples of CRM analytics, it would be wise to briefly describe the common CRM analytics tools for each of these CRM types.

Analytics CRM Description

With descriptive analytics, you collect data about past activities and use various metrics to understand how your business is doing. Using filters and a variety of visualizations, charts, and lists, you can turn these analyzes into shareable reports.

Features of Descriptive Analytics CRM

  • Analysis of marketing activities

  • Sales Analysis

  • Service Analyse

  • Profit and loss analysis

Example of CRM Analytics Descriptor

  • pivot point

  • Creative

  • chameleon

CRM Diagnostic Analysis

Diagnostic analysis allows you not only to understand how the data came about, but also tries to explain the outcome of certain events. For example, if a marketing campaign isn't converting many sales, a diagnostic can pinpoint the exact weak spot in the customer journey.

Features of analytical CRM

  • Sales Funnel Analysis

  • abnormal detection

  • pattern recognition

Sample CRM for Diagnostic Analytics

  • Zoho

  • Screen

  • sixth Sense

Predictive Analytics CRM

Predictive analytics pick up where descriptive and diagnostic analytics left off. It not only looks at the past, but also uses this data to predict the future. This is great for planning marketing campaigns and promotions.

Features of Predictive Analytics CRM

  • probability analysis

  • predictive modeling

  • forecast report

Predictive Analytics CRM-Beispiel

  • SAP-Analyse

  • Seizure

  • insightful

Prescriptive Analytics CRM

It seems clear that prescriptive analysis goes one step further than predictive analysis. Not only does it provide insight into the future as you make decisions, but it also actively advises you on your plans and strategies.

Prescriptive Analytics CRM Capabilities

  • Machine learning simulation

  • network analysis

  • AI-Workflow-Builder

Sample Prescriptive Analytics CRM

  • IBM Prescriptive Analytics

  • Seizure

  • Zucker-CRM-System

CRM Analytics Tools Comparison Chart (Top 10 Highest Rated Apps)

It's always good to start with a graphic. Here you can learn right away about the best analytics CRMs, the cheapest analytics CRMs, and some great third-party add-ons specifically for business intelligence tools.


more appropriate

Prices start from


Einstein salesman

Overall the best CRM analytics software

$50 per user per month billed annually



Top CRM data analytics for marketing

Billed annually at $45/month


Zoho Analytics

Excellent analytical CRM for small teams

$24 per month, billed annually


Zendesk Explore

Excellent CRM analytics tool for customer support

$49 per user per month billed annually


Freshworks Neo

A good CRM for sales process analysis

$15 per user per month, billed annually



A good CRM for workflow analysis

$25 per user per month



Top analytical CRM for medium and large companies

$49 per user per month billed annually



A good CRM for social media ad analytics

Billed annually at $39/month



Excellent business intelligence analysis tool

$1,500 per month



Top tools for software-as-a-service analysis

$25 per month


What are the best CRM analytics tools? Here is our top 10 software list:

Now that we've gone through all of the above introductory discussions about the benefits of CRM over analytics, it's time to take a look at the top brands in analytics CRM software. Although this list is not exhaustive, it is sure to be useful for all types of businesses.

Salesforce Einstein (Best Analytical CRM Overall)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (1)

Seizureis a giant in the CRM and sales automation industry. Einstein is the analytics tool for Marketing Cloud, Service Cloud, Sales Cloud, Salesforce Platform, Analytics Cloud and more.


Einstein Machine Learning is an advanced cloud-based business intelligence (BI) analytics platform that is pre-trained using Salesforce's predictive models and adapts as your own data becomes available. This makes it a powerful analytics tool from the start that gets smarter over time. Einstein can help you uncover your most important tasks, track KPIs and other key metrics, and identify deals with the best chance to close. Storytelling functionality allows you to automatically create presentation/presentation graphics, saving time and facilitating information sharing.

Lack of:

It is very expensive per user, which puts off some small businesses. Customer service is not always responsive.


  • Sales Cloud Einstein is $50 per user, month, year

  • Einstein Cloud Service is $50 per user, per month, per year

  • Einstein Predictions is $75 per user, month, year


HubSpot Marketing Analytics (Leading CRM data analysis for marketing)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (2)

HubSpot is known for many things, but most notably for its leadership in inbound marketing campaigns. Analytics has always been part of their core tools and now they have marketing analytics and dashboard software.


In the HubSpot ecosystem of products, HubSpot CRM is the foundation for all other tools and acts as a data warehouse where all incoming information is stored. By the way, their CRM is free and analytics and reporting metrics are built into the various dashboards. These CRM analytics capabilities can be enhanced even further when combined with HubSpot's all-in-one Marketing Center, which includes advanced marketing analytics. It is ideal for measuring the success of marketing campaigns and planning new ones.

Lack of:

There's quite a jump in price between HubSpot's Marketing Hub Starter and Professional plans.


  • HubSpot CRM has a free version

  • The Marketing Hub Starter plan starts at $45 per month and is billed annually

  • Marketing Hub Professional plans start at $800 per month and are billed annually

  • Marketing Hub Enterprise plans start at $3,200 per month and are billed annually


Zoho Analytics (Great Analytics CRM for Small Teams)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (3)

Zoho has a huge suite of business optimization software. Their business intelligence module includes some top-notch analytics.


ZohoAnalytics provides detailed reporting, data analysis, and automatic or scheduled synchronization of data from applications, servers, and other locations (.CSV files, Microsoft Excel, Google Drive, Microsoft OneDrive, etc.). --and-drop, highly visual user interface with extensive analysis tools and collaboration capabilities.

Lack of:

The UI is visually pleasing and overall efficient, but not as customizable as it should be. Report data is hosted on Zoho servers, so you cannot access your data outside of the app.


  • There is a free version for 2 users

  • The basic plan costs $24 per month and is billed annually

  • The standard plan costs $48 per month and is billed annually

  • The premium plan is $115 per month, billed annually

  • The Enterprise plan costs $455 per month and is billed annually


Zendesk Explore (excellent CRM analytics tool for customer support)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (4)

Zendesk is best known as a platform for customer service and help desk tools, although they are now sold as well. Their service analysis is called Exploration.


ZendeskExplore is an analytics and reporting tool within the broader Zendesk toolbox. It is designed to extract data from support and service functions to help you measure and improve the customer experience. Multi-channel analytics and smart dashboards make it easy to track KPIs.

Lack of:

Your Zendesk numbers are imported and updated in Explore every hour and are not synced in real time. Creating complex reports can be difficult.


  • Zendesk Service Suite $49 per user per month billed annually

  • Zendesk service increases to $79 per user per month billed annually

  • Zendesk Service Professional $99 per user per month billed annually


Grow (a great business intelligence analytics tool)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (5)

Grow is not a complete CRM tool. It is a purpose-built analytics and business intelligence tool that integrates with most major CRMs such as Salesforce.


cultivateIt provides business intelligence solutions for small and large businesses that enable virtually anyone to derive actionable insights from deep data mining. Their approach is about clearly defining data, metrics and analytics and then integrating them to create clear visualizations and intelligent predictions. You can connect Grow to your Google Analytics data and use that data with detailed business information stored in your CRM of choice.

Lack of:

lack of customization options. The highly visual interface can become sluggish at times.


  • Up from $1,500 per month


Mixpanel (leading software-as-a-service analytics tool)

What is Analytical CRM? (And 10 examples of the best CRM analytics tools) (6)

Mixpanel is another business app that works with the best CRM systems like Zoho for analytics. He specializes in the analysis of digital products such as SaaS.


Mix-PanelIt provides user analytics tools based on a simple premise: when you can clearly decode the behavior of visitors, prospects and customers on your website, you can make more informed business decisions. Skills include correlation analysis, similarity modeling and other data science techniques. Measure user behavior and make the right product/service decisions based on business goals.

Lack of:

It is a bit complicated to learn. Lack of teamwork opportunities.


  • There is a free version of Mixpanel

  • Growth plans start at $25 per month


Freshworks Neo (for sales process analysis)

Freshworks is the umbrella company for a wide range of products, including Freshsales, Freshmarketer and Freshdesk. Freshdesk Neo is the analytics tool for many of their products.


fresh workNeo is an analytics tool that gives you valuable insights from the first contact with a new customer throughout the customer lifecycle. It gives you a wealth of aggregated data insights and also allows you to drill down into more detailed data. The reports are easy to set up and the dashboard is very clear.

Lack of:

The more powerful analytics tools that are part of the platform's Neo suite are priced higher.


  • There is a free version for the Freshworks app

  • New sales start at $15 per user per month and are billed annually

  • Freshdesk starts at $15 per user per month and is billed annually

  • Freshmarketer starts at $19 per month and is billed annually


Creatio (for workflow analysis)

Creatio is a platform where anyone can set up business automation without knowing any code. They have sales and marketing modules and both have good analytics tools.


CreativeMarketing has business process management to set up automation. You can track and analyze the effectiveness of these workflows well. Creatio for sales offers you the analysis of customer databases. It collects a range of customer data to give you a better understanding of how they move through your pipeline and shows you your highest priority customers.

Lack of:

Creatio offers cloud and on-premise setups. The on-premises version is slightly cheaper, which may discourage some users who prefer the convenience of the cloud.


  • Marketing generation starts at $3,008 per year

  • Sales generation starts at $25 per user per month


Insightly (Top analytics CRM for mid to large businesses)

Insightly is a very popular CRM system. It has a strong focus on marketing automation. In their marketing mix you will find some important analytics tools.


after you have used itinsightfulTo plan and implement your marketing strategy, including email marketing campaigns, you can leverage their analytics to measure their success. Insightly's analytics are also based on the CRM data at the heart of the system. The visual dashboard is also neat.

Lack of:

Insightly is not one of the cheapest CRM systems out there, especially if you need the most advanced versions for analytics.


  • CRM Professional $49 per user per month billed annually

  • CRM Enterprise $99 per user per month

  • Marketing Plus starts at $299 per month

  • Marketing Professional starts at $599 per month


Bitrix24 (for social media advertising analysis)

Bitrix24 is a CRM built for team collaboration. There is a great free version that comes with some basic analytics, mostly for marketing and sales.


Bitrix24The company's sales intelligence tool is extensive. Integrate customer journey data into your CRM from the first touch to the completed transaction. You'll also get ad performance, traffic and keyword analytics. More advanced versions allow you to analyze advertising campaigns on social media platforms such as Facebook and Instagram.

Lack of:

As expected, you have to be prepared to pay more for Bitrix24's really powerful analysis capabilities.


  • Bitrix24 has a free version

  • Basic starts at $39 per month and is billed annually

  • Standard Edition starts at $50 per month and is billed annually

  • Professional starts at $159 per month and is billed annually


Detailed CRM case study

See how one company used analytical customer relationship management (combined with other CRM tools) to increase sales over time, like fine wine.

Interestingly, this company is a Californian brewery called Bespoke Collection (consisting of four brands). As companies grow, they face the problem of tracking customer data.

Using analytical CRM tools, Bespoke Collection is able to perform intelligent lead tracking and customer segmentation, finding the right customers to focus resources on and building lasting customer connections and loyalty.

Comprehensive cross-channel CRM analytics is also used to audit web and social media for key decision makers in Bay Area businesses, allowing Bespoke to build its network, increase brand awareness and promote corporate charities in the area her.

In the above cases, Salesforce is the effective analytical and operational CRM solution. But for many companies, the answer is likely to be another provider.

Which Analytical CRM Application is Right for Me? our last harvest

If you're still hesitant to break out your wallet, try one of the free trials of the analytics CRM providers above and take a tour to see what these tools can do for your business.

It should be said that this type of CRM software requires a certain learning curve. This is not to say that analytical CRM systems are difficult to use, but it does take some time to get your team to use them effectively. Fortunately, many providers now offer quality tutorials and live support so you can be up and running in no time.

In addition to getting better at using Analytics CRM tools over time, you'll get even more value from using Analytics CRM as you collect more and more useful data. That being said, now is the perfect time to get started. Get some numbers with an analytical CRM today and start boosting your profits tomorrow!


  • https://www.salesforce.com/customer-success-stories/bespoke-collection/

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