What Are Indispensable Tools for Marketing Data Analysis?
Diving into the dynamic world of data analysis, we've gathered insights from eleven marketing professionals, including Directors and CEOs, to share their indispensable tools and platforms. From harnessing Looker Studio for comprehensive reports to tracking user journeys with Oribi Analytics, discover the diverse array of resources these experts rely on for making data-driven decisions.
- Harness Looker Studio for Comprehensive Reports
- Utilize Platform-Specific Data for Campaigns
- Leverage Google Analytics for User Behavior Insights
- Apply Mosaic Lifestyles for Customer Segmentation
- Choose Mode Analytics for Collaborative Data Exploration
- Opt for Mangools for Integrated SEO Tools
- Employ MoEngage for Customer Lifecycle Analytics
- Use Tableau for Intuitive Data Visualization
- Rely on Power BI for Advanced Business Intelligence
- Measure SEO Impact with SEOTesting.com
- Track User Journeys with Oribi Analytics
Harness Looker Studio for Comprehensive Reports
One tool I find indispensable for data analysis is Looker Studio (formerly Google Data Studio) because of its ability to provide clients and internal team members with accurate, branded, and comprehensive views of their website performance.
One of the biggest advantages of using Looker Studio is the wide array of data sources you can pull into your reports. For example, in our company, we have multiple reports which pull data in from CRMs, email campaigns, Google Analytics, live chats, and more. The direct comparisons Looker Studio offers enable an easier analysis of vast data sets and improve decision-making for customers who are even novices when it comes to data analysis.
Utilize Platform-Specific Data for Campaigns
When running social campaigns (Meta, Pinterest, LinkedIn, X), the platform itself has indispensable data that cannot be replicated on other platforms like Google Analytics.
Meta - Breakdowns for Placements, Demographics, and Geography
Unlike others, all the data you need can be easily found in the Meta Ads Manager Publisher in the breakdown tab. You can quickly identify where you are spending that doesn't make sense or where you can scale based on audiences, geos, platform placements, etc.
Exported Data - Pinterest, LinkedIn, X
To get the nitty-gritty details for these platforms, it's best to export custom reports.
- LinkedIn: Has 10 pre-set reports that show you invaluable information on conversation buttons & conversion info, demographics, and placement ad performance.
- X: Create your own custom report including top keywords, interests, follower handles, and more that allows you to refine your audience and targeting.
- Pinterest: Use custom ad reports to segment your campaigns by keyword, device, geo, and other factors to find common themes and new audiences.
Google Analytics and similar platforms don't have access to all publisher-specific targeting factors that can make or break your campaign and should be supplemental when influencing changes within an account or campaign.
Leverage Google Analytics for User Behavior Insights
I find Google Analytics to be an indispensable tool for data analysis. In our specialized field of mesothelioma litigation, understanding how potential clients interact with our online content is key to providing the right information and support at the right time.
Google Analytics allows us to track user behavior on our website, giving us insights into which pages are most visited, how long users stay, and what content leads to consultation requests. For example, we discovered that visitors who read our 'Mesothelioma Symptoms' page and then visited our 'Legal Rights' page were more likely to reach out for a consultation. This insight helped us optimize our site structure and content flow to better guide visitors to the information they need.
Moreover, the tool's ability to segment data has been invaluable. We can analyze how different demographics interact with our site, allowing us to tailor our content and outreach strategies. For instance, we noticed that older visitors preferred text-heavy pages, while younger family members of mesothelioma patients engaged more with video content.
By leveraging Google Analytics, we've been able to continuously improve our online presence, resulting in a 30% increase in qualified leads and a more informed, empathetic approach to serving our clients.
Apply Mosaic Lifestyles for Customer Segmentation
The Mosaic Lifestyles segmentation platform is indispensable for any B2C-oriented business. It describes the whole adult population based on hundreds of public and private data sources, and it can be applied to your first-party data, which is crucial as cookies disappear.
With Mosaic data attached to your customers, your web traffic, and your marketing, you can view it through a common 'data lens' so that you can compare apples with apples. Otherwise, you get stuck in silos and channel thinking and never get the holistic view that I know most marketers desire.
Having worked for over a decade with this segmentation model, it helps me not only project the penetration of a campaign; I can use it for budget calculations and even see the indirect effect that the marketing delivers.
It is a very traditional model, but by applying it to digital channels and domains, it is possible to put it to new use, outside of the CRM systems and CRM-powered channels like direct marketing, email, and text messages.
With the right tools, it can also be used for validating campaigns, tracking campaign effectiveness in consumer segments, and even campaign omni-channel targeting.
Choose Mode Analytics for Collaborative Data Exploration
I rely heavily on Mode Analytics for its robust querying capabilities and collaborative features. It enables seamless exploration of complex datasets and empowers teams to derive actionable insights together. With its user-friendly interface and real-time collaboration tools, Mode Analytics enhances our ability to make informed decisions swiftly and effectively, setting a new standard for efficiency in data-driven marketing strategies.
Opt for Mangools for Integrated SEO Tools
We've been relying more and more on the Mangools apps for SEO and marketing data. The interface is incredibly slick, the keyword-association system is robust, and the fact that it has so much functionality within one software license saves us money and makes it easier to bring freelancers up to speed.
Employ MoEngage for Customer Lifecycle Analytics
Data analysis is the lifeblood of any marketing strategy. Without a clear understanding of your customers and prospects, you risk making decisions based on assumptions instead of facts. That's why I find MoEngage indispensable for data analysis in my work.
MoEngage's customer journey analytics tool provides me with key insights at every step of the customer lifecycle. From acquisition to onboarding to long-term retention, I can see exactly how customers are interacting with my brand across all channels. This level of visibility into behavior, preferences, and pain points would be nearly impossible without a tool like MoEngage.
One key tip I would give is to take advantage of MoEngage's AI-powered customer segmentation. Rather than segmenting customers yourself based on basic demographics, let MoEngage's algorithms identify the most meaningful customer groups for you based on their behaviors. This will highlight which segments are most profitable, responsive, and in need of improvement, allowing you to tailor your marketing efforts for maximum impact.
Use Tableau for Intuitive Data Visualization
As CEO of Profit Leap, a business intelligence firm, I find Tableau indispensable for data analysis. Tableau's intuitive drag-and-drop interface makes data visualization and dashboard creation accessible for non-technical users. With Tableau, I can connect to data from multiple sources and gain insights into key metrics like sales, marketing ROI, and customer satisfaction to optimize strategies.
For example, a client was struggling with declining sales. Using Tableau, we analyzed their customer data and found a drop in repeat purchases over the last six months. We created a customer retention campaign targeting lapsed customers, which led to a 12% increase in sales.
Tableau also allows us to identify trends and patterns that would otherwise go unnoticed. We leveraged Tableau's predictive analytics capabilities to forecast future sales for a startup client seeking investor funding. The data-driven forecasts demonstrated significant growth potential, helping the client secure a round of seed funding to scale operations.
Tableau's scalability has been crucial as our clients' data volumes have increased. For a fast-growing e-commerce company, Tableau seamlessly handles billions of customer interaction data points, providing insights to boost conversion rates and refine the customer journey. The granular data analysis has been instrumental to their year-over-year revenue growth of over 50%.
Rely on Power BI for Advanced Business Intelligence
As the founder of Riveraxe, a healthcare IT solutions company, I find Microsoft Power BI indispensable for data analysis. Power BI is a business analytics service that provides interactive visualizations and business intelligence capabilities.
Using Power BI, I can connect to hundreds of data sources, simplify data prep, and drive ad hoc analysis. The drag-and-drop interface makes it easy to create dashboards and reports to share insights with my team. Power BI's advanced AI capabilities allow us to identify key drivers of outcomes, predict future trends, and optimize key business processes.
For example, we used Power BI to analyze clinical trial data for a pharmaceutical client. By applying machine learning models, we identified key factors influencing patient outcomes. This allowed our client to adjust their trial parameters and patient recruitment strategies, leading to faster FDA approval.
Power BI is also highly scalable. We've used it to analyze terabytes of patient EMR data to uncover care gap opportunities for a large hospital system. The insights gained allowed the hospital to improve care coordination, reduce readmissions, and increase patient satisfaction scores.
Measure SEO Impact with SEOTesting.com
One indispensable tool for data analysis in marketing is SEOTesting.com. This platform is invaluable for testing and measuring the impact of your SEO efforts.
It offers solid evidence by enabling you to contrast the outcomes of your SEO tactics, showing whether your actions have resulted in a measurable impact.
This removes much of the guesswork involved in SEO, enabling more precise and informed decisions. With features like tracking keyword performance, checking SERP changes, and analyzing page-level data, SEOTesting.com makes sure that your SEO work is consistently moving in the right direction.
This clarity and actionable insight is why it stands out as an essential tool for marketing professionals.
Track User Journeys with Oribi Analytics
One tool that I find indispensable for data analysis is Oribi. It is an AI-powered software that offers automated event tracking, providing thorough control of your analytics. The best part about this tool is that it exhibits the complete user journey, even though the user has come to the website multiple times. Also, it compiles all the actions done by the user and lets you create customizable reports for the same.
