Different types of marketing have different types of analytics tools associated with them. Discover the different types of tools, how you can use them, and which are best for your company. In order to organize all these tools into one place there are a variety of dashboards available. Knowing and understanding more about the types of analytic tools and dashboards that exist will help you improve your marketing.
What Marketing Analytics Tools are Right for Me?
- Website Traffic
A major player in the field of marketing analytics is Google Analytics. It’s a free tool which tracks and measures sales, conversions, and insights into how visitors find your site. Invaluable information to any business!
Tip: make sure you have conversion tracking set up. Link your Google’s search console tool to it and do not track your own visits (block by IP address). For any marketing where you use links make sure to use UTM codes. UTM codes can be attached to a custom URL in order to track a source, medium, and campaign name. This allows Google Analytics to find where people came from as well as what campaign directed them to your site.
Other website marketing tools include: Adobe Analytics, ChartBeat, and KISSmetrics.
- Social Media:
Social media analytic tools help you to analyze and measure the results of your social media marketing. There are a variety of online platform that you can use. Most of the major social media networks have their own analytics such as: Facebook Insights, Twitter Analytics, Pinterest Analytics, LinkedIn analytics and Google + Insights.
There are a variety of other online resources for measuring and analyzing your social media efforts such as: Hootsuite, Brandwatch, Buffer, Iconsquare, Sprout Social and Crowdfire.
These tools will allow you to track activity on how your social media is performing, see how your sites compare to competitors, and see what’s trending so that you can stay relevant.
- Paid Digital Marketing:
There are a variety of paid online marketing tools that you can use that also come with their own analytics. AdWords has detailed and comprehensive analytic tools. You can use these tools to analyze the ads that you created using the program. Available insights of this tool include: what keywords are most effective, when to run your ads, what type of ads do best, and where you should run your ads on. Other paid media tools include DoubleClick and AdRoll.
- E-Mail Marketing/Marketing Automation
There are a variety of tools to help you create and track automated emails. Which one(s) you choose to use will depend on your business, objectives, and preferences. Some tools include: Marketo, Pardot, HubSpot, MailChimp, Vertical Response, and GetResponse.
Analyzing the results of your email activities will allow you to track important variables. Some variables that are worth tracing include the following.
1). Open Rates: Check open rates to see how many emails were opened. This will give you an idea of how effective your subject line is.
2).Bounce Rate: The bounce rate will tell you how many emails did not get sent because of any issues with the email addresses. If you get a high bounce back rate it is a good idea to clean up your contact list.
3). Unsubscribed rate: If you have a high unsubscribe rate then this means that many people are choosing to unsubscribe to your emails. This can indicate that you are sending the wrong. information to the wrong people.
4). Click Thru Rate: How often are people clicking on the links you have placed in your emails? This will give you an indication of how effective your message is at getting people to take action.
By tracking and analyzing your SEO you can see what areas of your SEO strategy need improvement. Having strong SEO will allow you to rank higher in search engines making it easier for people to find your website. Tools like SEMRush, SpyFu, MOZ, and SEO Report Card will help you analyzes you site. They will give you the information you need to rank higher on popular search engines like Google. Analyzing you SEO will enable you to compare your sites to competitors, optimize your SEO strategy, optimize your paid media strategy, and have a competitive advantage. Analyze key variables like Google Rankings, ease of ranking for keywords, keyword volume, and competition index.
Offline marketing is more difficult to track and analyze than online marketing. It can be difficult to measure the impact of an offline ad. Many times the impact of offline marketing can be difficult to quantify. Some ways to analyze the impact is to track information by utilizing special promo codes or by sending people to an online landing page. You can also look for spikes in orders and traffic after launching an offline advertisement. For events, collect business cards or list and upload them with the source to uncover a positive correlation down the line.
Ok There’s Tons of Data Available…. So Now What?
Cleary there are lots and lots of useful and relevant data out there that you can be using and dozens of way to collect and analyze this data. All the resources that you need to analyze and improve your marketing strategies exists. The question is how you will prioritize and organize all you analytic tools. How will you manage your time to review the data and make adjustments to your strategy. Most of us do not spend more than 30 minutes per day looking at performance and marketing analytics, to do the above would take the whole day! One great way to organize all your analytic tools is by using visualization and dashboard tools.
Visualization Tools and Dashboards
Finding a way to organize and track your marketing analytic tools can be done by utilizing
data visualization and dashboards tools. One type of dashboard that you can use is simple to use out of the box systems. They have connections to all of the main analytic tools and include pre-defined dashboards that are easy to set up. Some of these systems include DashThis, Dashroo, Ducksboards, and cyfe.
If you want more customization and options with your dashboard there are a variety of tools that you can use. You might need a more in depth analysis if you have a lot of data stored in databases or are running Salesforce.com. Tools such as Tableau, Domo, and Datorama can give you a more in depth analysis with drill down capabilities with the ability to display data on a map. Because of the more advanced options of these tools they often also come with a higher price.
Heavy Duty Analysis
If you are an enterprise level company and you run millions, if not billions, of rows of data and want to do regression modelling, customer segmentation and much more then you probably need a heavy duty analysis tool. It might be a good idea in this case to explore statistical modelling tools such as SAS or SPSS.
Need a Marketing Analytics Consultant?
If you think you and your company could benefit from the expertise and experience of a professional marketing analytics consultant please contact Strategic DB. We offer a large variety of marketing analytics services. If you have any questions about how we could help your company grow and succeed we would love to hear from you! Give us a call at 1-877-332-4923 or Contact Us Here.