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Retail Analytics

Seven new age marketing data analytics tools you probably never knew existed

Written by Brett Stephenson
Jun 6

Marketers, by nature, are the ones who’re gifted with the ability to come up with creative, and efficient, ways of connecting people to their brand. It’s safe to say that without them, brands wouldn’t be able to exist in the first place.

But here’s the rub, as technology evolves and pressure mounts for measurable marketing metrics, marketers are having to skill-up in an area that, not too long ago, didn’t even exist. Yup, we’re talking about marketing data analytics, the phrase giving CMOs everywhere sleepless nights. But here’s what many marketers don’t know: familiarising yourself with, and implementing marketing data analytics isn’t as scary as it sounds. In fact, today’s marketing analytics software is easy to use, and even easier to understand. That said, knowing which analytics tools to add to your marketing arsenal can be daunting. Just like any marketing strategy worth its salt, which is made up of various platforms and methods to suit your unique strategy, the marketing data analytics tools you use are dependent on your unique marketing challenges and objective. The good news is, we’ve rounded up our top seven picks – one less thing you have to worry about.

Hubspot

Best for: Automated inbound marketing strategies

How it works: The term ‘marketing automation’ often conjures up the idea of impersonal, generic strategies that lack the all-important human touch. While it’s true that some marketing automation tools leave a lot to be desired, Hubspot isn’t one of them. The platform enables you to automate your marketing efforts and tailor it to your specific target market. For the brands utilising content marketing, Hubspot integrates your website, email campaigns, blogs and social media to easily analyse how each platform is performing. One of Hubspot’s stand-out features is the ability to track each lead as they progress down the sales funnel. Whether you’re coordinating the digital marketing strategy of a startup or large corporation, Hubspot gives you in-depth insight into how your various channels are faring, when a lead moves from MQL (marketing qualified) status to SQL (sales qualified) – bridging the oft-problematic divide between sales and marketing teams.

Keyhole

Best for: Social media marketing strategies

To prevent the unfortunate (not to mention) costly scenario of setting up and running a social media strategy that falls on deaf ears, you need to be paying close attention to what your audience is saying, as well as how they’re interacting with your social content. Keyhole, a social media analytics tool, delivers these crucial insights from social media’s biggest players: Facebook, Instagram and Twitter. One centralised dashboard tracks and displays metrics associated with hashtags, keywords and your own specified campaign metrics like reach and impressions, and then delivers this data in easily-understandable visualisations that can be shared with your team via a few clicks.

Sailthru

Best for: Hyper-personalised marketing

The majority of marketing data analytics tools are focused on acquisition and sales. But what about your all-important customer retention and engagement efforts? Thanks to Sailthru, who’re big believers in 1:1 personalisation, you’re able to serve them content that’s relevant and that resonates with your individual users. In other words, content is tailored according to the individual, instead of a collective buyer’s journey. This tool aims to help you to “Build deeper, longer-lasting relationships with your customers and audiences”, through your web, email and mobile campaigns.

Open Web Analytics

Best for: Analysing website performance

(Bonus: Since this is an open source tool, it’s free.)

Arguably one of the greatest things about the internet, open source software allows anyone to amplify the effect of their digital assets, perfect their SEO campaigns or become a world-class blogger without having to pay through their nose. And if you think that open source software is inferior, merely because it’s free, you’re mistaken. Open Web Analytics (OWA) is built to allow users to track and analyse their website performance, as well as the way visitors navigate their sites. Designed to plug into Wordpress and MediaWiki, this software runs with either Javascript, PHP, or REST based APIs. The software enables you to measure, well, almost anything, including: pages views and visits, visitor demographics, referring sources, click streams, and much, much more.

CrazyEgg

Best for: Identifying exactly how people are using your website

There’s been a buzz around heat mapping for a while now – and for good reason. As UX (user experience) becomes a major aspect of the consumer’s experience, knowing how people view and interact with your website is crucial. CrazyEgg delivers this via easy-to-understand data visualisations, showing you where people are clicking on a page, how they’re moving around it, the features they ignore entirely and ones they’re immediately drawn too. Founded by co-owner of KISSmetrics, Neil Patel, CrazyEgg delivers heat maps, scroll maps, and a feature called confetti, which allows you to segment clicks into origin by referral sources, search terms, your own pages and more.

PicNet Mouse Eye Tracking

Best for: Getting an inside look into your visitors’  journey on your site

Mouse Eye Tracking or MET has nothing to do with vermin and everything to do with how people are looking at your page. While this might sound a tad Orwellian, the data gleaned from implementing MET software is invaluable for not only UX designers, but for your marketing and sales department too. In essence, this tool analyses the mouse movements of your visitors in order to serve up comprehensive heat maps, as well as data about ‘click journeys’ (of both individual visitors, or as the aggregate of several).

Blix Traffic Media Attribution

Best for: Measuring traditional and digital media spend

Traditional media platforms are notoriously hard to measure, which makes determining your total marketing attribution rate tricky. This marketing analytics tool takes the guesswork out of the equation: one central dashboard consolidates and reports on performance metrics from multiple sources, like your website, in-store foot traffic, TV campaigns and more. This integrated insight benefits role players across the organisation, enabling you to streamline operations, invest money into marketing campaigns that actually work, and understand the way your customers are interacting with your brand.

Want to find out more about our marketing analytics software? Amplify your marketing efforts with Blix Traffic today.

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