It should be your resolution to improve your marketing strategy in 2012. To get the best information to guide your future decisions, you need the right tools for the job. We’ve chosen 5 analytics/attribution tools that might help you make better business sense in the coming year. Read on to find out what we recommend…

Call tracking analytics: A call tracking system is a great piece of kit in your marketing arsenal. It is possible to find out which of your web visitors have decided to pick up the phone to call your business, and whereabouts they found you online with visitor level call tracking. It is already being used by a high number of companies across the UK. What information are you missing out on?

Google Analytics: But then maybe we should take a step back to make sure the basics are covered. Google Analytics is often the first analytics programme to use for many an internet marketer because of the ease of implementing it. Also, once it is implemented, it is possible to integrate it with many other tools, call tracking systems included.

Google AdWords: And whilst we’re on the topic of Google, we might as well discuss Google AdWords too. It can be very useful even away from using it to manage your Google PPC ads. Look out for the Keyword Tool in the Tools and Analysis tab which can suggest keywords to you dependant on a specific phrase or website URL. This data can be ideal for identifying new techniques for both SEO and PPC.

Marin Software: Companies such as Marin Software are able to help in evaluating the full customer lifecycle, including early funnel engagement activities, conversions that occur offline such as by phone, and customer lifetime value. The company’s platform assists marketers to be more time efficient and increase insights, efficiency and effectiveness on marketing activities.

Efficient Frontier: Efficient Frontier can centrally optimise the key digital marketing channels, and is a leader in the online performance marketing. The core of the Efficient Frontier platform is the capability to deliver automated bidding at massive scale for search, display and social media.

Each of these tools is important in their own way, and what you opt for will be dependent on your business. This is merely a starting place for you to explore your options for your marketing strategy going forwards.