Tools can be very useful!
In our everyday life they can help build a masterpiece, tear down an eyesore, repair something precious, bring entertainment and joy (or tears), and save lives.
Tools can compliment mainstream analytics efforts for any organization, but just because you ‘use’ a tool does not mean it is the right tool or that you are doing ‘good’ analytics.
‘Good’ analytics is not just clickstream tracking – it is asking the right questions to uncover opportunities and insights and than acting on those insights to create value (through making better decisions).
The decision to adopt a tool stems from a gap in current analytics. You have questions that you cannot answer and therefore you are missing opportunities.
So where do you start? What tools are on the marketing and what do they do?
In the digital marketing space, there’s no shortage of tools that can help a business to:
- grow conversions
- enhance user experience and usability
- advance testing
- improve measurement
- elevate overall analytics
- help extract more actionable insights
Before we go on, here’s some cautionary advice:
- Understand what your goals and objectives are for your digital channels, especially what you are trying to “better” understand and measure.
- This will help you pick the most appropriate tool for your needs.
- Just because a tool exists, it does not mean it is right for your business.
- A tool is just that—a tool!
- Do not blindly trust in it (a big “no no”).
- Take the time to understand how it works so that you can knowingly trust the data and reporting it produces, and therefore extract actionable insights from it.
- All tools need a dedicated resource (a person) to learn it, test it, use it and trust in it.
- For some businesses, this may mean increasing internal headcount or allocating/finding budget to invest in external expertise.
If planning a website redesign, usability exercise or A/B testing, here are some analytics tools that can help answer your questions and deliver the types of insight needed to make better decisions:
- LookTracker – Innovative & cutting-edge eye tracking technology to track eye movement and provide insights on landing pages, website redesigns, print advertising, and banner ads, just to name a few.
- CrazyEgg – Heat-mapping technology that visually maps users’ clicks to help you better understand user behaviour.
- Optimizely – Website testing service enabling unlimited A/B testing experiments.
- ClickTale – Visitor recording, form analytics, conversion funnels and heat-mapping technology are just a few ways this tool helps you better understand user behaviour.
For social marketing, there are social marketing systems or tools that can help you manage and measure your marketing content, while complimenting your existing analytics platforms, CRM systems, and social tools. These systems can also help you get answers to your questions and reveal valuable insights, enabling better marketing decisions to be made.
A few of the most popular ones include:
- Bitly – A service enabling users to shorten a long URL, share it, then track it. Bitly’s Enterprise service offers branded urls, audience insights, benchmarking, content discovery, monitoring and more so that you can understand what your audience consumers on your site and what they are doing on other social channels.
- SqueezeCMM – Enables you to give a short URL for every social network you want to post on so you can track how your content is performing in the social sphere. SqueezeCMM also offers link path tracking, form linking, data history, content tagging fields, data export and more so that you can connect social and digital content to real business results.
- – Combines in a single platform: social promotion, advertising software, page management, messaging and real-time analytics to help brands manage and optimize their spend and marketing efforts across all digital channels.
We have only scraped the surface when it comes to the tools on the market today.
Remember that adopting one or many analytics tools is not mandatory.
If you’re considering any analytics tool to help answer your questions and deliver the kind of insights to enable better decision-making, it is critical that you first understand your goals and objectives.
If you have any favourite analytics tools or success stories, we’d love to hear about them.