We have talked about why online businesses need Marketing Analytics and what kind of data to look for in Marketing Analytics. Now, let’s look at some specific tools that you can use to gain insight into the performance of your website as well as marketing campaigns.
1) Google Analytics
Google Analytics is one of the best website analytics tools, and it’s free! You can gain insight into many different parameters related to user behaviour on your website, such as:
- Deep insights into your audience - where they are coming from, their demographics and interests, the devices they use, etc.
- An overview of their usage of your site - number of pages, time spent, etc.
- Tracking your social marketing campaigns and how much traffic they have brought to the site, and
- Details of all sales on your website, to help you identify marketing strategies that work.
Google Analytics also offers real-time analytics, in-page analytics and visitor flow visualisation that can have a deep impact on understanding how well the website is performing and which elements need to be improved.
Compete is a paid tool and its prices vary based on the types of features you need. Compete offers comprehensive information on keywords that attract your target audience to your website as well as your competitors’ websites. Such information can be very useful in creating advertising campaigns that provide a high Return On Investment (ROI).
You can also find out where viewer came from and where they go, for both your website and those of your competitors. This can help you identify the best referral websites to place your ads or content on as well as understand how customers behave when they leave the website.
3) Google Analytics Content Experiments
Formerly known as Google Website Optimizer, Content Experiments is now part of Google Analytics. Content Experiments enable you to test all different segments of your website to identify the best options. For instance, you can try different layouts, images and content on different pages of your website in rotation and easily find out which ones or which combinations perform better than the others. This will help ensure that all elements on your website are as optimised as possible.
KISSinsights is a free survey tool offered by KISSmetrics. It enables you to reach out to your customers directly and get answers to important questions like:
- What are visitors attempting to do on your website?
- Are they able to do it or not?
- How satisfied are they?
KISSinsights is an extremely simple survey tool, and its best advantage is that it’s short and does not impose on your visitors for too long, while providing you with the most important insights you need into their opinion and experience of your website.
5) Social Media Tools
Let’s look at tools for two of the most popular social networks: Facebook and Twitter
Facebook: Page Insights
You will find the Insights tab in the top left corner of your Facebook Page.
Here you will get deep insight into the Likes your Page has received, your Posts that have been popular, the kind of audience your page attracts and their ages, genders and locations. Such information can be very useful in targeting your Facebook ads and promotions.
Similar to Facebook Insights, Twitalyzer offers comprehensive insight into your number of followers, retweet insights, how often a specific account replies or engages with your brand on your Twitter feed, and more.
As you can see, these are tools that assist you in every aspect of your online presence and engagement - your website, your audience and your social networks. Using these tools will provide you with all the data you need to ensure the best performance of your brand on every net property.