Choosing the best marketing analytics tools for your organization’s website takes a certain level of discernment. Not every business depends on pageview tracking; product teams rely on valuable data that some tools aren’t designed to track.
“Over the years I’ve seen teams build up troves of unusable data,” said Lex Roman, Growth Designer at website optimization and design company Super Easy Digital, in her recent MarTech presentation. “If you want to be able to act on your data, your team has to be able to easily access and understand it.”
She added, “You want to use a tool that lets you decide what information matters to your team.”
View the full presentation from our MarTech conference here (free registration required).
No marketer wants to add more work to their plate, especially when it comes to tracking customer data. That’s why it’s so important to choose the analytics tool best suited for your business from the get-go.
Choosing a marketing analytics tool
Picking a marketing analytics tool doesn’t have to be difficult. Here are some important things to consider when choosing the best marketing analytics software tools for your business.
Sessions vs. events
Not all marketing analytics tools use the same type of tracking. Website-oriented software, such as Google Analytics, focuses on capturing data from sessions that take place. Conversely, tools designed to observe how users are interacting with products on the website, like Amplitude, primarily track events such as button clicks. It all depends on your business offering.
Roman said, “If you’re working on a digital product, you want a tool that was designed with that use case in mind.” The reverse is also true; organizations that rely on traffic to their content should use session-focused software.
Useful data visualizations
Aside from the ability to capture relevant data, your analytics tool should provide clear visualizations to help your team make sense of it. These should be easy to generate and modify at any stage in your marketing campaigns.
Accessibility
Marketers that can’t share their analytics data with their teams or stakeholders won’t be able to prove their efforts were worthwhile. Look for tools that offer cloud-based dashboard solutions so data can be shared across a variety of platforms.
Customer journey analysis
“As marketers, we know that nothing happens in a silo,” said Amer Toro-Keech of Disruptive Advertising in a separate MarTech session. “Customer journey analytics helps us look at how everything is working together.”
The analytics software you choose should have to ability to capture data from customers at multiple touchpoints. It should follow them through their journey and glean insights from their behavior.
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