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On average, modern-day marketing teams juggle 91 different marketing tools while monitoring millions of users and prospects that surf devices and various channels. Marketing companies spend as much on software as IT departments do. Using multiple data sources and tools creates a more significant potential for data errors and losses. This has made it even more necessary for marketers to find ways to unify these aspects.

This is where marketing analytics comes in. These methods are used to collect and measure data to improve a website or app’s performance. Today, this becomes practical or possible with the help of various marketing analytics tools. These tools track behaviours of people within the products.

It allows marketing teams to monitor all the activity on the channels. They are also able to gather insights while testing new ideas and tie the events back to revenue. However, there are numerous tools available today, and this can make it a little challenging for marketers to determine which ones to use.

Tools To Use

Here, we take a look at some marketing analytics tools that teams require and how you can tie them together, so they are the most effective.

1. Click Analysis Tools

These are referred to as event-based tools. They track the actions that individual users have taken within a platform, app, or website. Events are anything that matters to businesses. For example, e-commerce sites want to make sales; they may focus on conversion events. These include things like people adding products to their carts. News apps are dependent on ad revenue, and they may be more focused on how long viewers are on their site and the number of clicks they make.

2. A/B Testing Tools

These testing tools allow teams to test multiple variants of messages or features efficiently. This process is a crucial aspect of product development because teams need to collect real data and disprove assumptions, or else they will just be flying blind. While they may have some hunches, they would not know whether the changes they make to features will improve the product in any way. You can choose from standalone tools or analytics platforms that provide all-in-one functionality.

3. Visual Behaviour Tools

These tools reveal which pages or sections of your website, users spend more time. The data is collected as a proxy, via swipes or taps on mobile or cursor movements on computers. Some tools present all the data in the form of a heat map. This map indicates the most clicked or heavily trafficked areas. The teams can also see up to which point the users are scrolling down on the pages, and specific tools also have data segmentation functionality.

The experts rearrange the product’s interface using visual behaviour to improve the service. Ecommerce retailers, for example, may find that visitors to the site don’t notice the sizing chart, which results in significant returns. The team could use a heat map to determine the best position for the chart so that it is more visible. They can also verify the changes they make and reduce the return rate.

Other Tools

In addition to these, there are also digital marketing analytics tools that collect data from advertising and marketing channels. These include:

• Search engine optimization (SEO) tools
• Social media platforms like Facebook, Twitter, LinkedIn, and YouTube all offer free analytics of their own
• SEM (Search engine marketing) tools like Bing Ads and Google AdWords
• Google Adwords, Facebook Ads, Taboola, Outbrain, and Bing Ads are all Display ad platforms that provide analytics

Each platform has certain advantages and some limitations too. In most instances, the limitation is that they do not integrate well with each other. Even though most platforms’ tools have overlapping functionality, marketers still have to use the analytics that each platform offers, separately.

Since marketing analysis involves the use of so many different tools, it is crucial to hire experienced professionals that have a good understanding of these. For excellent responsive web design, custom/ template sites, sales process support, CRM automation, and results-driven online marketing strategies, feel free to connect with Digital Canteen on 02-9025-4304 to discuss your project details and we will get your project started.

For excellent responsive web design, custom/ template sites, sales process support, CRM automation and results driven online marketing strategies, feel free to connect with Digital Canteen at this number – 02-9025-4304.

Thanks for reading,
Digital Canteen Team
02-9025-4304