When we think of marketing in today’s digital media environment, we think about the ability to collect hard data to show us if our marketing efforts are producing a positive return on investment. This hard data is often referred to as analytics. While there are many forms of analytics that you can collect, marketing analytics help provide a good portion of the business metrics. It helps us to understand an audience and the measurement of the marketing efforts. If you plan on utilizing things like digital marketing, content marketing or video marketing to enhance your marketing strategy. You should also prepare to focus a piece of your attention to collecting marketing analytics. The best way to efficiently collect and process your marketing analytics is to have the right marketing analytics tools in place.
There are several tools available for marketing professionals and businesses to use to stay up-to-date and streamline the analytics process. With the right tools you can save time and have access to better results and clearer measurements. Here are the top marketing analytics tools you need for your business.
#1 Search Engine Analytic Tools
Search Engine Optimization (SEO) is a popular term in the marketing world and in terms of web analytics. The process usually measures how much of the traffic to your site is directed from search engines while using what keywords. This information is important when you are planning a Search Engine Marketing (SEM) strategy. There are several ways you can analyze SEO and SEM. Google Analytics and Google search console provide information on organic search traffic from Google specifically. Another popular search engine analytics tool is Moz Pro, which also allows the user to compare your search engine rankings to your competitors. If monitoring your competitors is a priority, then a tool like SEMrush helps you track real-time analytics on competitive search rankings.
#2 Marketing Dashboard Tools
Nothing gets better than being able to have a clear vision of all of your analytics and priorities in a single dashboard. Marketing dashboard tools are great for everyday marketers or even for the small business owner. These tools help to use to keep track of their marketing specific analytics. Cyfe is a dashboard tool that helps you track your results from several different platforms like social media platforms. Pay per click marketing channels and sales platforms all in one place. Tools like this provide the most benefit for those tracking several different channels at once. Klipfolio is another dashboard tool that provides pre-built templates to help you pick and choose which analytics to pull and where to place them. Advanced marketers can input spreadsheets and develop their own dashboard visuals.
#3 Visual Behavior Tools
Another great marketing analytic tool that helps marketers understand things like where users are specifically focusing and interacting on your site is a visual behavior tools. An interactive and visual representation of the highest activity and concentration on your website. They helps marketers and web developers make the changes necessary to help convert leads into customers.
#4 Traffic Measurement Tools
Find out where your website traffic comes from almost anywhere across the internet. There are a lot of great free options for marketers that both experienced professionals and novice entrepreneurs can enjoy. While Google Analytics is still the most dominant tool used by brands and businesses because of it’s easy user experience. There are many new tools out there that provide strong alternatives. Piwik’s software is a free and open source that provides website visits with the perk of being able to create customized reports. You can gather information like keyword research, paid search, geographic location and even which type of device was used. A solid understanding of where your web traffic comes from helps you refine your marketing strategy to clearly target your active target audience.
#5 Event-Based Tools
Event-based tools are excellent marketing analytics tools to help track specific events and conversions that result from customer’s behavior. These are great tools to use when you are monitoring specific campaigns or sales funnels. With software platforms you can define specific actions that your dashboard will monitor and display for you with visual metrics. A more automatic process can be found through artificial intelligence software like Oribi that do not require you to create and define specific actions. If A/B testing is something that you have worked into the marketing strategy. KissMetrics is marketing analytics tools that enable the use of A/B tests with behavioral analytics to help you understand what is or is not working with your website or product.
The list of marketing analytics tools continues to grow, but the staple resources and tools can definitely get the job done. Whether you are trying to measure specific results like events, visual behavior, or SEO or need everything in one place like traffic results or marketing dashboards. There are plenty of effective and efficient tools to save you time and money while providing accuracy. Marketers rarely rely on just one tool to help them move forward with a marketing strategy. Rather combine the analytics provided by several different tools and compare the results. Consider using a few different tools when planning out your marketing strategy. Also, review the impact of each of these tools at the end of your fiscal year. The more analytics, the better.