Top 14 Marketing Analytics Tools and Software for 2024

Introduction

What would a marketer do to achieve a better position in the market? ‘Monitor’ and ‘Compare’. These two actions help acknowledge the actual outcomes of efforts to boost businesses. Insightful metrics allow marketers to identify what works and what does not. AI marketing analytics tools help a marketer plan strategically from the cluster of data gathered. The engagement and interaction of consumers reveal the customer journey so far as well as foretell about their future behavior. With hundreds of marketing analytics platforms to choose from, navigate the list of the top 14 to find the best ones for your business!

What are Marketing Analytics Tools?

Marketing analytics tools are software solutions that allow businesses to collect, analyze, and interpret data related to their marketing efforts. These tools help marketers gain insights into the effectiveness of their campaigns, customer behavior, and overall marketing strategy. These tools allow businesses to make informed decisions, optimize their marketing strategies, and achieve better results. Popular marketing analytics tools include Google Analytics, Adobe Analytics, and HubSpot Analytics. These tools provide metrics, reports, and visualizations that help businesses understand the impact of their marketing activities and drive data-driven decision-making.

3 Key Benefits of Integrating Marketing Analytics Platforms

Integrating marketing analytics platforms offers several key benefits:

1. Data-Driven Decisions: Marketing analytics platforms provide valuable insights into customer behavior, campaign performance, and market trends. By integrating these platforms, businesses can make informed decisions based on real-time data, leading to more effective marketing strategies.
2. Holistic View: Integrating multiple marketing analytics tools creates a comprehensive view of the marketing ecosystem. This allows businesses to understand how different channels and campaigns interact, enabling them to optimize their cross-channel efforts for better results.
3. Efficiency and Accuracy: Centralizing data from various sources eliminates the need for manual data collection and reconciliation. This improves data accuracy and saves time, enabling marketing teams to focus on analysis and strategy rather than data management.

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Top 14 Marketing Analytics Tools

Here are top marketing analytics tools that you can use in 2023:

1. Google Analytics
2. Adobe Analytics
3. Mixpanel
4. Hootsuite Insights
5. Sprout Social
6. Brandwatch
7. Mailchimp
8. Constant Contact
9. Campaign Monitor
10. SEMrush
11. Ahrefs
12. Moz Pro
13. Google Tag Manager
14. Crazy Egg

Google Analytics

Google Analytics is a platform for online marketing analytics tool solutions that uses big data technology to track and report on the activities and data of website visitors. 90% of marketers use this marketing analytics software as their primary analytics solution to track their marketing success. This AI marketing analytics tool lets you track and monitor website traffic, optimize, and track SEO. Users include freelancers, large enterprises, mid-size businesses, non-profit, and public administrations.

Key Features of Google Analytics

• Auto-generated reports include advertising, audience, behavior, real-time, and conversion.
• Quick and easy visualization for data analysis to merge, correlate, and share metrics.
• Tag management enables the addition of shortcodes to websites and apps
• Funnel analysis includes multi-channel and shopping and checkout funnels.
• Smart Goals for measuring the progress
• Seamless third-party integration
• Data activation aids in wiser marketing decisions.
• Data aggregation, capture and transfer and visualization
• Campaign and conversion tracking
• Customer segmentation and journey mapping
• Multi-channel data collection

How to Use Google Analytics for Marketing?

• Begin by creating (if you do not have an account) or signing in to the google analytics account.
• Now, you must install your website’s tracking code (of Google analytics). The tracking code helps provide insights into traffic by tracking visitor data.
• Set your marketing goals, such as expanding website traffic or enhancing conversion rate.
• Fix up to trace the marketing goals by conversion tracking. This feature helps users to see the number and actions of visitors (like filling out a contact form., making a purchase, etc.).
• Custom reports are easily created based on the details of your preference to pinpoint the areas for improvement.
• Study your data regularly to check your marketing efforts’ performance.
• Skim for patterns and trends that can facilitate making data-driven decisions about specific marketing approaches.
• Now, you have the data ready to use data for optimizing your marketing approaches.

Adobe Analytics

Adobe Analytics enables marketers to use real-time statistics and comprehensive segmentation across several marketing channels. It aids comprehension of the efficiency of your marketing in generating traffic and revenues. The capabilities include Report Builder, Reports & Analytics, Analysis Workspace, and Ad Hoc Analysis. Users include freelancers, mid-size businesses, large enterprises, public administrations, and small businesses. This is one of the best AI marketing analysis tools.

Key Features of Adobe Analytics

• Ad hoc analysis
• Attribution modeling
• Audience targeting and behavior tracking
• Customer journey mapping
• Campaign tracking, analytics and segmentation
• Conversion tracking
• Cross channel attribution
• Data discovery, capture, transfer, management, storage, visualization
• Drag & drop method
• Multi-Channel attribution and data collection
• Multi-Touch attribution
• Performance metrics and predictive analytics
• ROI Tracking
• Real-Time analytics, data, reporting,
• Scheduled/automated reports
• Third-Party integrations

How to Use Adobe Analytics for Marketing?

• Know the KPIs you want to measure.
• Begin by creating (if you do not have an account) or signing in to the Adobe Analytics account.
• Integrate your Adobe analytics with your mobile application or website by adding the adobe tracking code.
• Here you get many standard reports ready to track your KPIs, or you can create custom reports tailored to your distinctive conditions (configuring).
• After configuring reports, analyze your data to determine trends and patterns.
• Segment your data based on various criteria, such as device type, geography, or user behavior.
• Lastly, it is time to use insights to understand your marketing strategy, such as personalizing marketing messages or targeting specific consumer segments.

Mixpanel

Mixpanel uses data to assist businesses in accelerating choices and upgrading products. Teams can view how consumers interact, convert, and stay – in real-time with the help of auto product analytics solutions. Users include freelancers, small businesses, mid-size, non-profit, large enterprises and public administrations. It is one of the best AI marketing analytics tools. 

Key Features of Mixpanel

• Audience Targeting
• Campaign Segmentation and cohort analysis
• Collaboration Tools
• Conversion Tracking
• Customer journey mapping and segmentation
• Data connectors, discovery, import/export and visualization
• Drag & Drop
• Geotargeting
• Event-triggered actions and funnel analysis
• Goal setting, engagement and in-app events tracking
• Interactive reporting and multivariate testing
• Predictive modeling
• Referral, retention, revenue, usage, user interaction, pageview tracking
• Statistical analysis and modeling
• Visual analytics and editor

How to Use Mixpanel for Marketing?

• Determine your marketing plans. This plan/goal will help select data metrics and the events required to measure.
• Begin by creating (if you do not have an account) or signing in to the Mixpanel account.
• Integrate the account with your website or mobile application (Android, SDKs, and web).
• Define the events/actions of users that you wish to track
• Build funnels or a series of events that will lead to a conversion. This way, you can track the number of users who fulfilled the funnel events design.
• Analyze data by viewing your data in real-time, constructing custom reports, and setting up cues to get notified of important events.
• Use the analyzed data to optimize your marketing efforts.
• Repeat the process and improve marketing strategies using insights to achieve your goals.

Hootsuite Insights

This AI marketing analytics tool is opted to manage social media accounts and measure social ad campaigns through one platform. It is used for simultaneously scheduling and publishing several posts across varied social media networks. Search insights are discovering how people gossip about a topic and getting insights regarding a marketing campaign or content strategy. Users can build brand reputation, boost sales/engagement and form distinction against competitors using Hootsuite’s AI for marketing analytics.

Key Features of Hootsuite Insights

• Automated publishing and scheduling
• Behavior tracking and brand tracking
• Calendar/reminder system
• Campaign analytics, scheduling, tracking, planning and management
• Competitive analysis and monitoring
• Configurable alerts and compliance management
• Contact database and management
• Content creation, discovery, library, and management
• Customizable branding, reports and templates
• Multi-account management
• Post Scheduling and progress tracking
• Real-time reporting and analytics
• Task management and progress tracking

How to Use Hootsuite Insights for Marketing?

• Create a Hootsuite account if you do not have one, or log in to the dashboard of a pre-existing one.
• Determine your marketing objectives, such as driving website traffic, brand awareness, generating leads, etc.
• Remember your target audience and what social media platforms they use actively.
• Setting up monitoring streams is done based on hashtags and keywords related to your industry, brand, and competitors.
• Investigate social media conversations by monitoring them and identifying sentiment, trends, and influencers correlated to your industry.
• For content outreach, engagement, and creation identification of opportunities, use these insights acquired from surveying social media conversations.
• Track the significance of marketing attempts by scanning metrics such as reach, engagement rates, and sentiment.
• Now, you can make well-informed decisions which are data-driven decisions.

Sprout Social

Sprout Social is a good AI marketing analysis tools for social media marketers. All tools required for social media management are covered here. It stresses social media significance by monitoring, measurement, engagement, and growth. Users include large enterprises, freelancers, mid-size businesses, non-profits, small businesses, and public administrations.

Key Features of Sprout Social

• Automated publishing
• Publish scheduling
• Post-scheduling from the user’s browser
• Assignment management
• Notifications for reposting and failed messages
• Automated send-time targeting
• Brand keyword optimizations
• Ad comment moderation
• Multi-channel management
• Negative feedback management
• Multi-channel marketing

How to Use Sprout Social for Marketing?

• Open your Sprout Social account or create an account. Select the plan that fulfills your needs.
• Merge all your social media accounts, such as Twitter, Instagram, Facebook, LinkedIn, etc., to Sprout Social account. (manage them on one platform)
• Timely engagements with your prospects are possible after you set up sprout social monitoring.
• The monitoring tools of Sprout Social help you keep track of related keywords, mentions, and hashtags.
• Scheduling posts across all social media channels using the Sprout social scheduling tool helps save time and poses consistency in your posts.
• Sprout social’s analytic tool helps you to analyze your performance so that you know what worked on social media and what calls for improvement. These analytics cater to data-driven decision-making.
• Its engagement tool helps you to give responses to comments and messages of your audience, thereby building relationships.
• Collaboration tools help you to collaborate with the team and work efficiently managing social media accounts together as one.

Brandwatch

Brandwatch offers a variety of specialized, best-in-class products, including tools for influencer marketing, social media management, social listening, and brand monitoring. This AI marketing analytics tool support data-driven decision-making and provide excellent consumer experiences for brands and agencies. Users include mid-size businesses, large enterprises, non-profits, public administrations, and small businesses.

Key Features of Brandwatch

• Influencer marketing
• Social media marketing
• Reputation, brand, and social media management
• Role-Based Permissions
• Social Listening
• Single Sign On
• Review Monitoring
• Metadata Management
• Faceted Search/Filter
• Click Tracking
• Keyword Selection
• Benchmarking and automated publishing
• Digital Asset Management

How to Use Brandwatch for Marketing?

• Set up your Brandwatch account or sign in.
• After logging in, create projects so that monitoring and analysis of social media conversations are possible accordingly.
• The keyword selection option helps you to choose the keywords according to your business or brand needs.
• Selected keywords can be used to trace and monitor social media conversations that relate to your product, business, or brand.
• Data sources are also set, which include forums, blogs,m social media platforms, news sites, and reviews.
• Monitoring social media conversations through targeted keywords helps you collect data according to brand mentions. You can also analyze trends and track sentiments.
• The analytic tool of Brandwatch gets you insights into social media conversations by language, demographics and sentiment.
• Identify influencers discussing your brand or industry via Brandwatch, and advance and collaborate with them for promotional purposes.
• Survey your competitors by tracing conversations about them to identify gaps in the market and enhance your marketing approach.
• Use the insights data to create targeted social media campaigns, grip your audience and revamp your content.

Mailchimp

Mailchimp is a platform with AI marketing analytics tool for email automation for expanding enterprises. Users may start selling, interact with and expand their audience, and develop multichannel marketing campaigns thanks to the marketing technology, marketing content, customer support, and data-driven advice it offers. Users include freelancers, mid-size businesses, large enterprises, small businesses, and nonprofits.

Key Features of Mailchimp

• Email and online marketing
• WYSIWYG email editor
• Dynamic content test
• Triggered drip sequences
• Mobile Optimization
• Lead management, including lead nurturing, scoring and grading
• Automated sales alerts/tasks
• Campaign Management
• Users can schedule campaigns and events with reminders, announcements, etc.
• Calendaring, including event/webinar marketing
• Social media marketing
• Integration with Salesforce.com, Microsoft Dynamics CRM, and SugarCRM
• Role-based workflow & approvals
• Third-party integrations

How to Use Mailchimp for Marketing?

• Visit the Mailchimp website to sign up for a Mailchimp account by giving your email address and constructing a password.
• Logging in is followed by creating your mailing list. This mailing list is the list of emails or contacts you would like to start your campaign with.
• Add your contacts manually or import them from a CSV file.
• Use Mailchimp tools and templates to design your campaign
• Create a fresh template or use a pre-designed one, customize the content, and add relevant images and videos.
• After designing the campaign, you need to set it up. Choose the recipients, schedule the delivery time and date, and add any additional settings, like tracking and automation.
• Review the campaigns using the Mailchimp preview tool to avoid any mistakes or loopholes and send them to your mailing list. A preview tool gives you a glimpse of the look of your campaigns to the viewers.
• You can easily analyze your results through Mailchimp’s analytic and reporting tool to know the performance of your email campaign.
• Detailed reports consist of open and click-through rates and much more. Such reports give room for improving your future approaches.

Constant Contact

Constant Contact is an email marketing tool with AI for marketing analytics and abilities such as drag-and-drop editing, social media integration, and real-time reporting. It is a mass email service created specifically for SMB clients to automate and enhance digital marketing, assisting them in creating trusting relationships and producing results.

Key Features of Constant Contact

• Email and online marketing
• WYSIWYG email editor
• Email deliverability reporting
• Contact list management
• Mobile Optimization
• Triggered drip sequences
• Reporting and analytics- standard and custom reports
• Pre-send testing of email
• URL validation, Image validation
• Spam testing
• Link tracking
• Email previews
• Inbox display
• Email accessibility tools
• Spelling and grammar check

How to Use Constant Contact for Marketing?

• Visit the Constant Contact website, create an account, and sign up.
• Select the suitable plan for your needs and budget.
• Add contacts manually or simply import your contacts from an existing email list.
• Constant Contact enables integration with other platforms, like Shopify, Salesforce, and so on.
• Various templates are given to choose from for campaign designing. You need to custom-tailor the templates or create one for yourself.
• Add relative content, images, and CTA in your campaigns.
• Personalization in your email is key to email marketing. Use subscribers’ names and add tags to address them.
• Segmentation of the email list through the Constant Contact segmentation tool according to their interests and behaviors is wise.
• Email scheduling or instant sending are the options available.
• Constant Contact offers certain automated email campaigns, like welcome or abandoned cart reminder emails.
• You may track the results of your email campaigns via Constant Contact analytics. It covers subscribers, unsubscribers, open rates, and click-through rates.
• Analytics help to refine further through smart, optimized future campaigns and improved marketing strategy.
• Constant Contact’s list management tools enable you to create segmented lists based on engagements to forward targeted follow-ups.
• Here you may re-engage subscribers who did not interact with your emails.

Campaign Monitor

Campaign Monitor is an easy-to-use marketing analytics tool that enables users to work on optimizable email marketing campaigns. It provides templates, drag-and-drop UI, and engagement-based segmentation to increase engagement with a huge number of subscribers and encourage readers. It is one of the best AI marketing analytics tool out there.

Key Features of Campaign Monitor

• Email and online marketing
• Email deliverability reporting
• A/B testing
• WYSIWYG email editor
• Reporting and analytics- standard reports
• Pre-send testing- spam testing

How to Use Campaign Monitor for Marketing?

• Create or sign in to the existing account on the website of Campaign Monitor.
• Choose a plan that serves your organization, industry, business, or product needs.
• Develop your email list either manually or through an import from somewhere, such as existing subscriber lists.
• Carefully curate your email campaign by using the drag-and-drop email builder of Campaign Monitor.
• Varied templates are there to cater to your design needs, or you may also create a unique one.
• The email list segmentation tool is there to let you build sections from your email list according to subscriber demographics or behavior.
• Such segmentation is good for forwarding targeted emails.
• Select a date and time to schedule your email campaign or send it immediately.
• Campaign Monitor supplies real-time analytics permitting you to track the email campaign.
• Check metrics like open rates and click-through rates.
• The analytics tool helps to efficiently optimize your email campaign. You can work on various subject lines, send times, and email content for future improvement. Here is Link how you can use ai keyword research tool

SEMrush

Semrush is a very popular SEO tool set. It counts on competitive intelligence and features SEO nails like keyword analysis, backlink checking, social media and market research, content and so on. This AI marketing analytics tool gives an online visibility management feature. It provides easy integration with google.

Key Features of SEMrush

• Search engine optimization
• Keyword analysis
• Backlink management
• SERP ranking tracking
• Page grader
• Competitive analysis
• Site audit/diagnostics
• Site recommendations
• SEO platform and account management
• Multi-domain support
• Web analytics tools integration
• Optimization for SEO channels- local, social, mobile, and global

How to Use SEMrush for Marketing?

• Use the SEMrush site audit feature to inspect your website for notices, errors, and warnings to identify the website’s technical problems that might be affecting SEO.
• Use the SEMrush Keyword Magic Tool to find new keyword ideas, examine keyword difficulty, and know your keyword rankings according to the target audience.
• Use SEMrush Competitive Research tools to recognize the strategies of your competitors. You have the chance to learn from their progress or failure by analyzing keywords, advertising campaigns, traffic, and backlinks they used.
• Use SEMrush Brand Monitoring feature to monitor the reputation, mentions, and pinpoint probable brand advocates.
• Use SEMrush Social Media Tracker to know your social media performance across all linked platforms. You may track followers, traffic, and engagement.
• Use the SEMrush PPC Keyword tool to find new keywords for your PPC campaigns and trace competitors’ budgets and ad copy. It lets you optimize your ad campaigns and improves your ROI.
• Use SEMrush Content Marketing Toolkit to get novel content ideas. It lets you check your competitors’ content so that you optimize accordingly for search engines.
• Use SEMrush SEO Writing Assistant to develop your content for particular keywords, thus improving content readability.

Ahrefs

Ahrefs is a software company that uses SEO tools, including backlinks, online brand mentions tracking, on-page SEO analysis, etc. There is also a domain comparison tool solution for competitor analysis. It also provides free educational materials for marketers. This is not only a good AI marketing analytics tool, but also helpful for SEO operations.

Key features of Ahrefs

• SEO core features
• Keyword analysis
• Backlink management
• SERP ranking tracking
• Page grader
• Competitive analysis
• Site audit/diagnostics
• Site recommendations
• Task management
• SEO Channels- local, social, mobile, and global
• SEO platform and account management
• Multi-domain support
• Web analytics tools integration

How to Use Ahrefs for Marketing?

• Ahrefs keyword research tool helps you to find high-volume and low-competition keywords that are related to your product, business or industry. Optimize the website content according to this information on relevant keywords.
• With Ahrefs analytics feature, you can skim your competitor’s websites and go through their targeted keywords.
• You can get a deeper insight into identifying gaps in your plans and make improvements by checking competitors’ search engine ranking methods.
• Ahrefs can help with your backlink analysis, where you can pinpoint and investigate the backlinks of your website. Thus, use this info to see through opportunities for building new backlinks to improve the ranking and authority of your website.
• Ahrefs can help you with your content analysis, where you can check and analyze competitors’ and your website’s content.
• Build content strategy after getting analysis reports to attract more visitors to your website.
• Ahrefs site audit tool identifies any technical SEO issues affecting the rankings of your website.
• Use this information and shoot the trouble by making necessary improvements, thus ensuring the website’s optimization for search engines.

Moz Pro

Moz Pro is an effective SEO platform that comprehensively tracks the performance of all incoming marketing attempts. It assists the user in understanding the methods of sharing via social channels and how it leads to driven traffic to a website. It has a broad toolset for SEO and a crawl test to facilitate the detection of poorly fashioned site elements.

Key Features of Moz Pro

• SEO core features
• Keyword analysis
• Competitive analysis
• Site audit/diagnostics
• Backlink management
• SERP ranking tracking
• Page grader
• Site recommendations
• Task management
• SEO Channels – local, social, mobile, and global
• Multi-domain support
• Web analytics tools integration

How to Use Moz Pro for Marketing?

• Use Moz Pro’s Keyword Explorer tool to lay hands on high-volume plus low-competition keywords to target in your content marketing approaches. Your competitor’s keyword performance can also be checked.
• Moz Pro Site Crawl tool helps to detect any technical SEO issues and serves you to modify the website’s search engine performance. This tool also helps you to know the search engine rankings of your website.
• Moz Pro Link Explorer tool helps you get high-quality websites for backlinks. This tool lets you monitor the backlink profiles of your website and reject low-quality links.
• Use the Moz Pro Competitor analysis tool to dissect the SEO-related strategies of competitors. You may go on identifying the competitor’s top-performing keywords, content, and backlinks.
• Use the Moz Pro On-Page Grader tool to optimize the on-page SEO of your website.
• The Moz Pro On-Page Grader tool skims through your website content and suggests the best recommendations for improvement (page elements like title tags, meta descriptions, and so on).

Google Tag Manager

Google brings Google Tag Manager, which is a tag management tool that provides embedding, creating, and updating tags. It can be used to gain speed of deployment and data standardization across websites and mobile apps.

Key Features of Google Tag Manager

• Security- Role-based user permissions
• Tag Management
• Tag library
• Tag variable mapping
• Ease of writing custom tags
• Rules-driven tag execution
• Tag performance monitoring
• Page load times
• Mobile app tagging
• Library of JavaScript extensions
• Data Management & Integrity
• Event tracking
• Mobile event tracking
• Data distribution management
• Universal data layer
• Automated error checking

How to Use Google Tag Manager for Marketing?

• Set up your Google Tag Manager or GTM account, or log in for an existing GTM account.
• In your GTM account, you need to create a container (place for adding marketing tags) for your website.
• Before adding tags, you are required to have a clear picture of your marketing goals. For instance, the subject to track and measure, like page views, conversions, or specific user behavior
• After identifying your goals, you have to add your marketing tags to your Google Tag Manager container.
• Tags may vary from remarketing tags, tracking pixels, and conversion tracking tags.
• Tag testing is necessary as you should know the working of specific tags. So, use the Preview and Debug mode of Google Tag Manager to check the proper working of your tags before publishing them.
• After testing the tags comes the step of publishing them to your website. Google Tag Manager makes the updation process of your tags simple without touching your website code.
• After the event of publishing now, your tags are live. This is the time to start the process of analysis of your data in Google Analytics or any other suitable marketing platform.
• The analytics can be further used to optimize your future marketing campaigns, which can lead to improving your website performance.

Crazy Egg

Crazy Egg is an online tool or heat map web analytics solution. The user can get a breakdown of information on the places the visitor clicks on the website. This is how Crazy egg monitors every page of the user’s website. It helps in conversion rate optimization, web analytics, usability testing, customer journey analytics, heatmap and session recording.

Key Features of Crazy Egg

• Heatmaps, scroll maps, and click reports
• Website recordings
• A/B testing
• Errors tracking
• Real-time surveys
• Commenting feature
• Snapshots feature
• Traffic Analysis

How to Use Crazy Egg for Marketing?

• Crazy Egg presents heat maps that indicate the places on your website where users are clicking.
• This might assist you in determining which parts of your website are being visited the most and which parts are being neglected.
• Use this knowledge to sweeten the layout and style of your website to maximize the effectiveness of your marketing campaigns.
• Crazy Egg provides user behavior analysis tools allowing you to stalk user action in real-time.
• You may use this knowledge to recognize user behavior patterns and optimize your website accordingly in order to fulfill their needs.
• Your website’s conversion barriers identification, like forms that are tricky to fill out or disorienting navigation.
• After barriers identification through Crazy Egg tools, you may make amendments for the purpose of improving the user experience and increasing conversions.
• Use Crazy Egg for A/B testing on diverse variations of your website content and design. The elements efficient in driving conversions are easily identified through A/B testing.
• Use the Crazy Egg tracking feature to successfully track the efficacy of your marketing campaigns.
• Therefore, you can have feedback on the usefulness of different marketing campaigns. For instance, traffic-driving campaigns, mostly-clicked pages, and conversion-gaining campaigns.

Conclusion

AI marketing analytics tools serve to upgrade lead generation through actual insights, which in turn optimize advertising. Profitable targets are attracted, resulting in improved sales and better ROI. The tools mentioned above have a myriad of features assisting in smooth and streamlined marketing procedures according to consumer behavior and preferences. In the modern marketing era, a data-driven process is facilitated by AI for marketing analytics to boost revenue, compete with rivals, and earn a reputation in your niche. Follow Analytics Vidhya blogs to stay updated with the AI world!

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30 Jan 2024