Implement the Right Analytics Strategy

Without analytics, making changes is BASED UPON A guesS. 

 

Written by Tara Spalding

Companies pursue great ideas, but at a high cost and at an unforeseen risk. The investment behind turning ideas into a deliverable reveals its significance; after considering the time, resources, and ultimately with the brand's reputation at stake. 

Companies often ask us to help them validate plans to encourage a better response. Whenever changes are influencing the digital presence, experience, purchase path or value delivered, companies should take full advantage of implementing analytics BEFORE changes occur. 

This post breaks down how to consider tools according to the company's goals, and highlights tools that measure how your customers respond to the change. If you need help selecting or implementing any of these analytics tools, contact us.

 

Marketing Communications Analytics

Identify the strength and reach of your brand network by using Communication Analytics. Track the reach of your network, the messaging and network influence, and the types of messaging that resonates with the audience base.

Implement awareness tracking tools that address these communication categories:

  • Social Media
  • Advertising
  • Publicity & Public relations (media brand/ product mentions, releases, interviews, sponsorships, events, and presentations)
  • Email
  • Telephony based interactions (outbound & inbound)
  • Mobile (text and app messaging)
  • Content marketing (like blog posts)

Marketing Communication Analytics Tools:

Funnel.io measures advertising campaign ROI.

Social listening tools like sproutsocial.com and brandwatch.com track outbound messages and their effectiveness, and includes competitive comparisons.

Google Alerts are a great way to track publicity.

Email Deliverability is monitored with Paessler.com. Email Campaign Activity is found within all Email Service Provider solutions. Our favorite ESP for startups is campaignmonitor.com, but hats off to mailchimp.com and constantcontact.com


BRAND AWARENESS ANALYTICS

Before making changes to brand positioning, User Awareness Analytics measure reach and recall. Use these to understand your brand’s perception and messaging effectiveness.

Awareness Reporting Tools:

Surveys can drive qualitative & quantitative insight. We use surveymonkey.com as our survey host.

Website traffic measured by Google Analytics (read this great Lean-labs.com article on how to use GA for awareness).

Competitive website traffic & linking by Alexa.com

Share of voice measured by BrightEdge

Mention.com monitors mentions through mainstream digital channels.


USER ON-BOARDING ANALYTICS

To test the education and consideration process, User On-boarding Analytics measure the self-guided online experience, in single sessions. This analytics identifies user behaviors and the drop-off points. It’s important to consider engagement tools that cover website pages and continue to track engagement through the application. Testing program effectiveness for campaign engagement and conversion (be it marketing, training, sales, support) will define the result criteria and what to measure.

User On-boarding Analytics Tools:

Mobile platforms offer user analytics tools like Flurry (thank you Yahoo!), Apple App AnalyticsGoogle Firebase Analytics. Also look at Mixpanel for event based activity.

For web based interactions, our personal fave is Hotjar. The digital recording and possibility to ask in-the-moment survey questions is beyond words and well worth the low fees.

Tutorialize and Appcues track training experiences and report on engagement.


SALES ANALYTICS

To evaluate the effectiveness of the sales process, consider implementing Sales Analytics tools that provide insight according to the user purchasing behavior.

These do not evaluate the internal sales performance or program, they only identify gaps where the company looses user interest. Many sales analytics tools identify problematic customers and that data can then be captured and sent to other systems or programs to offset the disinterest with a campaign (email, phone, etc) that will identify what went wrong and how to regain the sale.

eCOMMERCE ANALYTICS

If your company transacts online, implement eCommerce Analytics. If transactions occur offline, map the user purchase cycle and the information gathering / checkpoints for the transaction to completion. Analyze the opportunity related data based upon it’s completeness.

eCommerce Analytics Tools:

Not surprisingly, Google provides eCommerce Analytics Tracking. Set up goals with the custom javascript code to track buyer activity.

Most eCommerce engines offer helpful built-in analytics. Integrate it with Marketing Automation or Customer Support platform. WooCommerce (for WordPress websites) handles this aspect with reporting and integration flawlessly.


Product Engagement Analytics

Before implementing a new product module or extension/ component, Product Engagement Analytics help identify how users interact with the application, and where users disengage. Tracking ancillary interactions such as text alerts, application alert & action, or email reminders can identify re-engagement channels which is core to software usage success.

Product Engagement tools:

MIxpanel and Hotjar can also help with customer engagement if the application is web based.

Amplitude provides product analytics combining web & mobile apps.

Concerned with churn/ customer loss? Check out Framed.io who identify companies that are at risk.

Janrain.com tracks customer engagement and allows companies to segment their users to build better trust and engagement strategies.