Once upon a time, the term ‘analytics’ was reserved solely for data managers and the IT department. However, as globalization and mobilization have continued to grow within many organizations, analytics has also taken on a larger role. This means that it’s no longer acceptable for marketing to shy away from the numbers. Instead, marketers must embrace analytics, and use it to their advantage in order to achieve success.
What kind of analytics should marketers pay attention to? Marketing analytics, of course! Measuring the performance of channels such as corporate blogs, social media and email allows marketers to assess the results of their efforts.
With marketing analytics, it’s easier to determine what’s working and what’s not. Rather than gauging the progress of each channel, marketing analytics fills in the gaps to uncover performance as a whole. While web analytics can measure the effectiveness of individual channels, marketing analytics considers all channels over a period of time, connecting the dots between various distribution methods.
This powerful tool allows marketers to answer the following questions:
- How are our efforts performing?
- What improvements can be made?
- What are our competitors doing?
- Should we add new channels?
- What new channels should we add?
- Are we properly allocating our marketing resources?
Now that we’ve covered the importance of analytics, the question remains: What kind of tools are useful for analyzing marketing data? Here’s a list of some of the most popular tools below:
- BI Reporting
- Descriptive Analytics
- Predictive Analytics
- ClickTale
- HubSpot Analytics
- Facebook Insights
- AdWords Performance Grader
- Google Mobile App Analytics
- Crazy Egg
- Twitalyzer
Think of marketing analytics as your eye in the sky. By effectively utilizing your data, your business will be able to accurately assess its strengths and weaknesses, and in turn, make decisions accordingly.
What key insights has your organization has uncovered through marketing analytics?
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