Marketing Analytics Tool Selection

Create a marketing analytics tool selection framework.

**Business Size:** ${{SIZE}}
**Budget:** ${{BUDGET}}
**Current Tools:** ${{CURRENT_TOOLS}}
**Key Requirements:** ${{REQUIREMENTS}}
**Technical Capabilities:** ${{TECH_CAPABILITIES}}

Generate the framework:

**Tool Categories:**

**Web Analytics:**
- Google Analytics
- Adobe Analytics
- Mixpanel
- Amplitude
- Evaluation criteria

**Marketing Attribution:**
- Platform options
- Capabilities
- Integration needs
- Cost considerations

**Business Intelligence:**
- Tableau
- Looker
- Power BI
- Custom solutions
- Evaluation criteria

**Marketing Automation Analytics:**
- Platform analytics
- Integration options
- Reporting capabilities

**Social Media Analytics:**
- Native tools
- Third-party tools
- Enterprise solutions

**Customer Data Platforms:**
- CDP options
- Use cases
- Integration requirements

**Requirements Assessment:**

**Functional Requirements:**
- Tracking capabilities
- Reporting needs
- Analysis features
- Automation needs
- Integration requirements

**Technical Requirements:**
- Data volume
- Real-time needs
- Integration capabilities
- Security requirements
- Scalability

**Business Requirements:**
- User access needs
- Collaboration features
- Support requirements
- Training needs
- Compliance requirements

**Evaluation Criteria:**

**Functionality:**
- Feature completeness
- Ease of use
- Customization
- Scalability

**Technical:**
- Data accuracy
- Performance
- Integration
- Security

**Vendor:**
- Market position
- Support quality
- Roadmap
- Financial stability

**Cost:**
- License cost
- Implementation cost
- Maintenance cost
- Total cost of ownership

**Evaluation Process:**

**Short-listing:**
- Initial research
- Requirement matching
- Budget filtering

**Evaluation:**
- Demo/trial
- Feature testing
- Integration testing
- Reference checks

**Selection:**
- Scoring matrix
- Stakeholder input
- Final decision
- Contract negotiation

**Implementation:**
- Project planning
- Data migration
- Training
- Go-live
- Optimization