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6 Marketing Analytics Tools You Need to Know and Use

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Marketing tactics help you get your products and services in front of your target audience. But without measuring your activities, you might be running blind.

Fortunately, analytics tools provide details about your current marketing performance and the channels responsible for the results. They help you understand what is working – and what it isn’t. They help shape your marketing strategies so that you can achieve better results in the future.

That’s why it’s so important to not only develop marketing strategies, but also to be very clear about your objectives and how exactly you’re going to measure them; i.e. which metrics you need to monitor and measure in order to improve your strategy and focus your efforts and resources on what really works.

In this blog post, discover 6 marketing analytics tools you need to know and use.

1. Infinigrow

Understanding the true business impact of your marketing investments is critical to the success of your business. With this knowledge, you can ensure that you are always investing your marketing budget in the channels and activities to drive growth.

Infinigrow, an AI-driven marketing planning optimization platform, helps you do this.

By connecting to your CRM, marketing automation platform and the rest of the tools in your marketing stack, InfiniGrow gives you centralized, real-time visibility into your data.

InfiniGrow uses advanced multi-touch attribution analysis to uncover the exact impact of any marketing activity across different channels and KPIs. Considering that 42% of marketers see proving ROI as their organization’s top marketing challenge, this is vital.

The platform allows you to forecast the results of any budget scenario so you can build the most effective marketing plan for your organization. If that wasn’t enough, InfiniGrow provides you with ongoing, AI-generated recommendations about where to allocate your budget to maximize your results.

With Infinigrow, you can understand the exact impact that your marketing activities have on your business and confidently allocate your marketing budget toward the best-performing channels to hit your goals.

2. Mixpanel

With this tool, you can understand your customers better and streamline your content and offers to improve conversions. Mixpanel allows you to segment your data based on different metrics to give you a more accurate view of your performance for different segments.

Likewise, you can see your users’ activities to understand how they’re using your products and if they’re hitting roadblocks. The cohort analysis helps you to compare how different sets of people use your website for a particular event.

Perhaps one of the most important features in this tool is the flow that visualizes how users go through your website pages. Having this information will help you optimize your pages for better conversions by identifying points where users drop off in your campaigns.

Added to these, you can create alerts so that you’ll know when some metrics experience sudden change. Mixpanel provides reports to share your results on your key performance indicators (KPIs) with your team members.

3. Cyfe

If you’re looking for an all-in-one analytics tool, then Cyfe is a great option to consider. This tool allows you to add widgets to your dashboard from the following categories:

  • Web analytics
  • Blogging
  • Advertising
  • Sales & Finance
  • Email
  • Social media
  • SEO

Added to these, you can add custom widgets. With Cyfe, you can connect your marketing platforms like Google Analytics, Facebook, and others and be able to track their performance in a place. Basically, it’s an easy way to collect and view all of your marketing data (although you can use for other purposes as well, such as keeping an eye on your sales and your salespeople), in one place:

The tool provides real-time updates on all the platforms which improve your data accuracy.

Furthermore, you can create reports easily from the data available on this platform. This is beneficial if you have team members or a boss who wants to see your marketing reports to evaluate the performance of your campaigns.

4. SEMrush

Improving search engine traffic is vital for any business. With SEMrush, you can get analytics to improve your search engine optimization and PPC ads performance.

First of all, you get details about your website’s organic traffic such as:

  • Number of sessions
  • Number of users
  • Average Session duration
  • Bounce rates
  • Goal Completion

Detailed keyword analysis will help you find the right keywords to target. SEMrush provides details about your keywords such as search volume, cost per click, keyword difficulty, and more. You also get keyword suggestions to find long-tail keyword variations that are more valuable.

Furthermore, its backlink analysis tool will show you the websites linking to your pages. With this, you can get more opportunities and track your performance for your link building activities.

One of the best and most exciting features is the competitive analytics available in this tool. SEMrush allows you to track and see exactly what your competitors are doing to gain search traffic.

Added to that, you can find their top keywords as well as keyword gaps (keywords they’re ranking for that you’re not). Other details about your competitors you’ll find are their ad strategy, top PPC keywords, ad copy, and landing page analysis.

5. TrackMaven

Even though you’re trying to create a customer-centric product, it’s a bad strategy to forget about your competitors. Because if your competitors are doing better than you at marketing their product and brand, you’re likely to lose business to them. But fortunately, there are ways to spy on your competitors.

TrackMaven provides competitive intelligence that gives you a much clearer view of how you compare against your competitors across 15 online channels. With this tool, you can get data about your marketing in the following categories:

  • Social media
  • Website analytics
  • Ads
  • Content
  • SEO & Traffic
  • Social listening
  • Influencer marketing
  • Competitive intelligence

From the data you get, TrackMaven provides insights into your performance in each category. You can also measure your marketing ROI as this tool assigns a dollar value to the pieces of content on your website and your social media posts.

More so, you can make a side-by-side comparison of your marketing activities with your top competitors and industry influencers. The data you get on the platform are in real-time and helps to eliminate the issue of having outdated data.

TrackMaven has reporting features that helps you to present your performance data to your team members or boss.

Conclusion

Tracking your results is a vital part of the marketing process. Because at the end of the day, there’s no point in investing blindly in marketing strategies if you don’t know whether they actually worked or not. Not to mention, only be leveraging analytics you can further boost your marketing strategies, and consequently, your success online.

Use these tools to get data and insights on different parts of your marketing strategies – from social media to your website and from measuring actual marketing ROI to analysing your competitors.



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Marketing Strategies

New report: Use of voice interaction depends on how old you are

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30-second summary:

  • According to a new survey, the ways users employ voice interaction, and particularly voice search, depends in part on their age.
  • Younger users, for instance, are more likely to use voice to give commands, like setting an alarm. Older users are more like to search for info, products or services.
  • But the survey doesn’t distinguish between the differences in voice results, such as how user behavior might differ when the results are delivered as text on a screen versus delivered as audio.

Voice interaction habits vary by age.

So says a new survey report by business news and how-to site The Manifest, “How Do People Use Voice Search?” It employed survey provider Survata to randomly select and query 501 users of voice interfaces, who answered an online questionnaire.

Commands, voice searches

One clear age-based difference is the use of voice for commands, such as setting an alarm. Thirty percent of those aged 18-34 use voice to give commands. This contrasts with only 19 percent of those aged 35-54 using voice for commands, and 16 percent for those 55 and over.

A more modest difference is in the purpose for voice searches. The survey found that 64 percent of users aged 55 and over use voice primarily to find information, products and services, about the same for users 34-54 (63 percent). But this is statistically more than those aged 18-34 (47 percent).

Overall, about 60 percent use voice search for products, service and information, while only 20 percent use it for communication with other people or to issue commands.

The top three kinds of information sought in voice searches, for all age groups, are trivia and definitions of terms (62 percent), the weather (46 percent) and the news (32 percent).

Fifty-three percent of voice search users employ the technology at least once a week, indicating that it’s habit-forming.

Screen- and audio-based results

Last year, there were more than a billion voice searches every month. The Manifest cited John Foster, CEO of AI-powered voice interaction startup Aiqudo, who believes that voice searches will exceed text-based ones by the end of next year. Some predictions have indicated half of all searches will be voice-based in the near future.

The survey covered, and did not distinguish, between voice searches on smart phones and those on smart speakers.

Toby Cox, content writer and marketer at The Manifest’s parent organization Clutch.co, noted that voice searches on phones can sometimes result in audio responses and sometimes in screen-based text ones, while voice searches on smart speakers always result in voice-delivered responses.

She acknowledged that this difference in results delivery could drive user habits, since no one wants to get information about finding a medical specialist if the results are going to be a short sound bite.

The post New report: Use of voice interaction depends on how old you are appeared first on ClickZ.



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Marketing Strategies

FTC takes action against false reviews, but how many more are out there?

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When it comes to e-commerce, online reviews can make or break a sale — and make or break a business. According to the e-commerce consulting firm Pattern, when a product rating goes up by one star on Amazon, the sales increase by 26%, proving how incredibly powerful reviews are.

One thing that is becoming a major issue is the number of fake reviews that are added to help promote products on most major online retailers, including Amazon, Best Buy, Target, and more. With so many fake reviews, it can be extremely hard for consumers to tell which reviews are genuine, making it a difficult issue for the Federal Trade Commission to regulate.

Why are we talking about this now?

This issue has come into the light again due to the recent settlement with Sunday Riley Skincare, a cosmetics company. The FTC has alleged that between November 2015 and April 2018, company employees were posting reviews of the company’s products on Sephora using fake accounts. The company’s chief executive, Sunday Riley, also encouraged employees to create fake accounts to dislike negative reviews in an effort the get them removed.

Even with the recent settlement with Sunday Riley Skincare, Sephora still has the company’s products on its website. In an email to the New York Times, Sephora says “they do not believe the actions at Sunday Riley are representative of our brands or the countless hours our clients have spent sharing their authentic product experiences with us.”

What the company has done is removed certain reviews for Sunday Riley that seemed suspicious, including reviews that were left the same day the account was created.

Sunday Riley isn’t the only company that’s being called out for posting fake reviews. Lifestyle Lift, a cosmetic surgery company was also caught by the FTC for having employees post fake reviews. Other companies like VIP Deals and Legacy Learning Systems have been fined for paying people to leave positive reviews.

The punishment should fit the crime

Sunday Riley will face civil penalties if it’s caught creating fake reviews again, but for now, the company will not have to pay any fines since it’s difficult for officials to tell how many sales were driven by the fake reviews.

With the punishment being far from severe, it’s easy for other companies to look at this example and think, why shouldn’t we do that — especially if it will increase sales and is difficult to punish?

Luckily for consumers and for businesses that follow ethical business practices, there are some companies like Fakespot, which help detect fake or paid-for reviews. They work with companies like Amazon, Sephora, and Best Buy to make sure that consumers are seeing authentic reviews on their sites, but it’s hard to remove every single suspicious review.

Amazon is also taking its own steps to stop fake reviews from being posted by making its community guidelines a bit tougher, including changing its terms to not allow incentivized reviews unless they come from Amazon’s Vine Program.

Amazon’s steps to stop fake reviews may help, but companies are still finding ways to get around the stricter community guidelines without Amazon knowing, like offering refunds via PayPal, mailing something a couple of weeks later, or offering a gift card for a review.

With companies going behind its back, it’s hard for Amazon to get a complete handle on the situation without help from the FTC, who also struggles to stay on top of the fake review epidemic.

If you’re in the e-commerce space, it’s important to remember that trust and authenticity are key for strong business practices, and when you have trust built with your prospects and customers you‘ll be able to maintain strong sales.

Having steady revenue rather than small boosts in sales from false advertising will amount to more overall profit for your company.





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Marketing Strategies

The Local Algorithm: Relevance, Proximity, and Prominence

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Posted by MaryBowling

How does Google decide what goes into the local pack? It doesn’t have to be a black box — there’s logic behind the order. In this week’s Whiteboard Friday, renowned local SEO expert Mary Bowling lays out the three factors that drive Google’s local algorithm and local rankings in a simple and concise way anyone can understand.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, Moz fans. This is Mary Bowling from Ignitor Digital, and today I want to talk to you about the local algorithm. I’d like to make this as simple as possible for people to understand, because I think it’s a very confusing thing for a lot of SEOs who don’t do this every day.

The local algorithm has always been based on relevance, prominence, and proximity

1. Relevance

For relevance, what the algorithm is asking is, “Does this business do or sell or have the attributes that the searcher is looking for?” That’s pretty simple. So that gives us all these businesses over here that might be relevant. For prominence, the algorithm is asking, “Which businesses are the most popular and the most well regarded in their local market area?”

2. Proximity

For proximity, the question really is, “Is the business close enough to the searcher to be considered to be a good answer for this query?” This is what trips people up. This is what really defines the local algorithm — proximity. So I’m going to try to explain that in very simple terms here today.

Let’s say we have a searcher in a particular location, and she’s really hungry today and she wants some egg rolls. So her query is egg rolls. If she were to ask for egg rolls near me, these businesses are the ones that the algorithm would favor.

3. Prominence

They are the closest to her, and Google would rank them most likely by their prominence. If she were to ask for something in a particular place, let’s say this is a downtown area and she asked for egg rolls downtown because she didn’t want to be away from work too long, then the algorithm is actually going to favor the businesses that sell egg rolls in the downtown area even though that’s further away from where the searcher is.

If she were to ask for egg rolls open now, there might be a business here and a business here and a business here that are open now, and they would be the ones that the algorithm would consider. So relevance is kicking in on the query. If she were to ask for the cheapest egg rolls, that might be here and here.

If she were to ask for the best egg rolls, that might be very, very far away, or it could be a combination of all kinds of locations. So you really need to think of proximity as a fluid thing. It’s like a rubber band, and depending on… 

  • the query
  • the searcher’s location
  • the relevance to the query
  • and the prominence of the business 

….is what Google is going to show in that local pack.

I hope that makes it much clearer to those of you who haven’t understood the Local Algorithm. If you have some comments or suggestions, please make them below and thanks for listening.

Video transcription by Speechpad.com

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