THE BIG BOOK of

MARKETING
ANALYTICS
TOOLS

THE BIG BOOK of

MARKETING
ANALYTICS
TOOLS

TABLE OF CONTENTS

INTRODUCTION 2
THE CHANNELS
Analytics for the Website
Getting Analytical About Search
Combining Social Media & Analytics
Optimizing The Inbox
Mobile Metrics

3
11
18
25
29

CONCLUSION
The Next Step in Analytics

34

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

THE BIG BOOK of

MARKETING
ANALYTICS
TOOLS

Before customers went digital, marketers had to base their efforts on well-educated guesses and hunches. But the digital revolution has suddenly made it
possible to see the results of a marketing campaigns in real-time.
Of course, a lack of data has given way to the exact opposite problem: too much
data. Most companies are flooded with information every day and marketers
arent sure what to do with it all. Today, teams have dozens of channels to track
and campaigns are promoted and managed across multiple departments. Thats
where analytics platforms come into play.

IN THIS EBOOK, YOU WILL LEARN:

What success looks like for all the major digital marketing channels
30+ analytics tools for marketers to use for every channel
Why the next step in analytics is all about omnichannel

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

HOW TO for
ANALYTICS
REGAIN
THE
WEBSITE
CONTROL OF
your BRAND
A brands website has become much more than a static destination
for basic information about the company. Ecommerce brands have
worked hard to build engaging websites that help customers find
exactly what they wantand buy itfrom start-to-finish.

In the real world, you dont have infinite resources; you

dont have a perfect product; you dont sell to a growing market without competition. Youre also not omnipotent, so you
cannot enforce what your. Under these assumptions, most
companies need all the help they can get with branding
GUY KAWASAKI

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ANALYTICS for THE WEBSITE

Media companies make sure that the sites are interactive and visitors stick
around, engaging and consuming content. Tech companies build out content
that educates and inspires their target audiences.
Whatever your vertical, you need to pay attention
to whats happening on your website to gauge the
general success of your digital marketing efforts.
Heres a list of the metrics you should track and the

<40%
EXCELLENT

tools you need to track them.

THE METRICS
1. BOUNCE RATE

41-55%
AVERAGE

A bounce rate is the rate at which visitors leave

a website after visitng only one page. A lower
bounce rate means higher engagement, which
means people are staying on your site longer.

>60%
POOR

2. CLICKS
Clicks are a great way to see what kind of content
is engaging users. Often, clicks are tracked to show

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

ANALYTICS for THE WEBSITE

where web visitors are going from your domain.

If you have a call-to-action, you should track the clicks
on that link or button. If youre linking to another
website or landing page, you can track that as well.

3. REFERRALS
Referrals are the top websites, social networks,
or other destinations driving traffic to your site.
Often, youll see Google and other search engines
at the top here, followed by social channels.

4. TOP PAGES
Always make sure to actively review which posts
and pages are driving the most traffic. That can
give you an indication of what campaigns are working and what content is resonating the most with
your audience, informing future marketing efforts.

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

ANALYTICS for THE WEBSITE

THE TOOLS
GOOGLE ANALY TICS

Google Analytics is the most popular tool for tracking

activity across your website. While it can look intimidating at first, its an easy tool to use for a lot of basic
information you just need to know which tab to click.
To find referrers, click the Acquisition tab. To find
top posts & pages and bounce rate, click Behavior > Site Content > All Pages.
Want to learn more? Check out Mozs Absolute
Beginners Guide to Google Analytics.

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ANALYTICS for THE WEBSITE

PAGESPEED INSIGHTS

With PageSpeed Insights, Google offers a free

tool to measure how fast your website loads. The
faster your webpage loads, the more likely it is
that visitors will stick around and make a purchase.
About 40% of visitors will abandon a website if it
takes three seconds or longer to load.

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ANALYTICS for THE WEBSITE

MOBILE-FRIENDLY TEST

MOBILE-FRIENDLY
TEST

Like PageSpeed Insights, the Mobile-Friendly Test

from Google will automatically test your website
and offer suggestions to help optimize it. In this
case, the test is all about mobile performance.

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

ANALYTICS for THE WEBSITE

JETPACK

If youre using WordPress, one of the best plugins

for analytics is JetPack. Specifically, JetPack Stats.
While not as comprehensive as Google Analytics,
JetPack offers a clean dashboard that displays
recent traffic and allows you to drill down into your
most popular content and top referrals very easily.

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ANALYTICS for THE WEBSITE

WHAT MARKETERS ARE USING

Lucky Orange is a session recording and heat mapping tool designed to
run on a website to track the user experience. With this tool we can watch
individual sessions, regardless of the device that is rendering the
website, to look for trends in how the users behave on the website.
When we couple the session recordings with custom tagging of URLs on
pages with which were experimenting, we can tie together the way its being
used with the results so we can see which features of the site are helping to
drive conversion, activities, etc.
BRIAN GATTI
PARTNER, INSPIRE BUSINESS CONCEPTS
@INSPIREBIZCON

Quill Engage provides automated actionable insights from your Google

Analytics (GA) data across various channels. It reports on traffic sources
including direct, paid (AdWords data through GA), organic, referral traffic
(including social traffic), but also page performance, audience segments (new
vs. returning users, traffic by device and locations), goals and conversions.
Its particularly handy when you have many clients and as many reports to send
out... youll spend less time interpreting charts and more time improving sites.
ROMAINE DAMERY
DIGITAL STRATEGIST, PATH INTERACTIVE
@ROMAINEDAMERY

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10

GETTING
ANALYTICAL

about

SEARCH

Search engines drive a lot of traffic to websites, especially if

youve built the site with search engine optimization (SEO)
in mind. Of course, if youre competing for terms like cheap
shoes or mens suits, you know how hard it can be to make
sure that your site comes up first in the results.

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GETTING ANALYTICAL about SEARCH

For the most highly competitive keywords, its either content or money that
gets you to the top of a search engine like Google.
But how do you come up with new keywords to
target when youre creating a new marketing campaign? And how do you keep track of your keyword performance?

WHAT SUCCESS LOOKS LIKE

1. KEYWORDS
Getting a common keyword to the top of Google is
generally the Holy Grail of search marketing. And
its one of the easiest metrics to track: just type in
the keyword youre targeting, whether its marketing automation tools or organic dog food, and
see how you stack up against the competition.

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GETTING ANALYTICAL about SEARCH

2. OPTIMIZATION
The more obscure part of search engine analytics is only revealed by running tests that can see
where landing pages need to be optimized. Using
the right meta description, page titles, tags, and
more all contribute to search rankings.

3. TRAFFIC
The easiest way to see if your search engine
marketing and optimization is working is to keep
track of how many people are coming to your
website through search results. If youre using
Google Adwords to sponsor links at the top of
the results, use a Bitly link so you can track clicks
and shares of the campaign.

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GETTING ANALYTICAL about SEARCH

TOOLS YOU SHOULD USE:

GOOGLE KEY WORD PL ANNER

Googles Keyword Planner helps marketers analyze

which terms are the most competitive and which
ones are getting searched the most.
The tool also gives you ideas for new keyword
groups that can be helpful when creating content or
thinking about a theme for a marketing campaign.

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GETTING ANALYTICAL about SEARCH

GOOGLE TRENDS

Google Trends can be used to gauge the interest

in something across the market. If youre trying to
sell uggs, for example, maybe you take a look at the
growth of interest over time in uggs. Or if youre
trying to push a new phrase like omnichannel
analytics, you can see how the term omnichannel
marketing is growing.

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GETTING ANALYTICAL about SEARCH

MOZ

Moz has built one of the best keyword tracking

platforms in the business.
All you have to do is set up which keywords you
want to target, name a few competitors, and Moz
will crawl your website each week and report back
on your progress.

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GETTING ANALYTICAL about SEARCH

FINDING A SOLUTION FOR

CONTENT, SEO, & ANALYTICS
My favorite platforms for content marketing and digital analytics are both
available from Curata. Curatas Content Curation Software (CCS) helps me find,
curate, share and publish online content on a host of channels, including our blog
and social media.
CCS has replaced at least 8-10 tools I used to wrangle to accomplish this, and
has reduced the time I spend finding and creating quality content at least 30%.
Whats cool about Curata is that it learns from the feeds and articles I select,
continually bringing me better and better articles related to the topics important
to my business.
And with their full content marketing platform (CMP), I have integrated our web
analytics, CRM and marketing automation tools with a robust editorial calendar
and superior, hardline metrics so that can I trace my ROI all the way back to a
single piece of content-including a Tweet, infographic or blog post. The analytics
are so great that with one click I can immediately see where I should adjust my
efforts between channels and further amplify content that is performing.

MICHELLE TACKABERY
DIRECTOR OF MARKETING, ACCELOGIX
@MKTACKABERY

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17

COMBINING
ANALYTICS
and SOCIAL
MEDIA
Few marketers need a refresher on the basic benefits of social
media marketing. Weve seen the successes and, more than likely,
weve seen the risks and failures.

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COMBINING ANALYTICS and SOCIAL MEDIA

Theres no perfect formula for social media marketing, but there is a way to
gauge whether or not its helping your business.
Social can have a huge impact in driving customers to landing pages and content, products and
media, and its important to know which channels
are working the most and where your audience is
most active.
For many marketers, social media analytics isnt so
much about defining key performance indicators as
figuring out the best way to track them.

WHAT SUCCESS LOOKS LIKE

1. AUDIENCE
Audience growth has long been a staple of social
media campaigns. That said, if youre just tracking
the number of fans and followers, youre not necessarily seeing what kind of value those fans and
followers ultimately deliver for the company.
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COMBINING ANALYTICS and SOCIAL MEDIA

2. ENGAGEMENT
On social media, engagement is defined as
interaction from the community. Retweets,
Likes, comments, and other user feedback are
all good signs of engagement.

3. CLICKS
The golden metric of any social campaign is the
click. Marketers should be tracking how many
people are clicking social content and visiting
the website, landing page, or product page.
Each one of these campaigns should have specific landing pages that are promoted across
each channel.

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COMBINING ANALYTICS and SOCIAL MEDIA

TOOLS YOU SHOULD USE

Twitter

Instagram

Twitter Analytics

ViralWoot

LeadSift

Totems

FollowerWonk

WiseI.It

Snapchat

Facebook

Naritiv

Facebook Insights
Quintly
Keyhole

LinkedIn

Pinterest

LinkedIn Analytics

Pinterest Analytics

LinkedIn Analytics
for Publishing

THE BIG BOOK OF MARKETING ANALYTICS TOOLS

Tailwind

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COMBINING ANALYTICS and SOCIAL MEDIA

GETTING THE MOST

OUT OF SOCIAL ANALYTICS
Social Bro gives you amazing insights into your Twitter accounts
and followers. Whats even better is the best time to tweet
report which looks at your followers activity from the last week
to determine when is the best time to tweet for maximum
exposure. With a few clicks you can generate the report and
even sync it with your Buffer schedule.
Buffer is a great social media scheduling tool that allows you to
add status updates into your queue for posting at your preferred
times. The Chrome extension means you can add anything you
stumble across on the web to your queue.
Snip.ly pairs with Buffer for a very powerful social media
automation hack. Snip.ly allows you to embed call to actions on
all external links you post. Its a great way to boost conversions
and redirect some traffic back to your own site while sharing
other peoples content.

PAUL MANWARING,
DESIGN & MARKETING CONSULTANT, OUTSPRUNG
@OUTSPRUNG

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COMBINING ANALYTICS and SOCIAL MEDIA

GETTING THE MOST

OUT OF SOCIAL ANALYTICS
Our agencys two favorite tools are Sprout Social and Zignal Labs.
Sprout Social is ideal for the day-to-day, scheduling, reporting and
tracking Facebook and Twitter for clients at an affordable cost for
both boutique and large-scale agencies.
Zignal Labs is a great monitoring tool to listen to what is being
said about your brand, company or event in both the social sphere
and print and broadcast media. From tracking sentiment, to top
influencers and the time and number of mentions, Zignal covers it all.
Sprout offers scheduling and auto-posting which is very beneficial
especially on Twitter whereas Zignal does not offer this feature.

ALEX BIMONTE
DIRECTOR OF SOCIAL MEDIA, THE BUZZ AGENCY
@BMONEY2790

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COMBINING ANALYTICS and SOCIAL MEDIA

GETTING THE MOST

OUT OF SOCIAL ANALYTICS
The Blue Logic Digital team love buzzsumo.com as it provides great
insight for both SEO and social media. At its core, you can monitor
your contents performance and discover where it is being shared.
Its also great when used to find top shared content by topic
or discover competitors best performing campaigns as well
as identifying content that has created links and a wealth of
demographics information that helps you to design personas and
tailor your content for maximum impact.
As an added bonus you can set up watch lists and monitor brand
mentions and track new content by keywords, making it great for
reputation management.

MARK RUSHWORTH
HEAD OF DIGITAL MARKETING, BLUE LOGIC DIGITAL
@BLDIGITAL

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OPTIMIZING
the INBOX
Despite all of the latest innovations, email marketing
remains the number one digital marketing channel for ROI.

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OPTIMIZING the INBOX

Part of that is because the path to conversion is often much more streamlined than
other channels: you send a sales email and the sales come right afterwards.
That makes it easier to track success directly from
your email service provider (ESP), too. As long as customers are clicking through to a product page, thats
a good sign. While the metrics for success are easy to
identify, optimizing and A/B testing - and designing
for a mobile era - can be a little more advanced.

WHAT SUCCESS LOOKS LIKE

1. CLICKS
Most email marketers still consider clicks the most
important metric to track. Clicks show that once
recipients have opened an email, theyre willing
to take the next step, whether theyre going to a
landing page, engaging with a piece of content, or
making a purchase.

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OPTIMIZING the INBOX

2. LIST GROWTH
If email marketing is a big part of your marketing mix, you should set a goal for how many
new contacts youre adding to your email list
every month. A growing list means that prospects and customers are interested in hearing
more from your brand.

3. OPENS
Opens are a baseline metric for your email campaigns performance. Depending on your industry,
your open rate should be around 20%.
A lower rate might mean you need to test frequency, subject line, and segmentation.

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OPTIMIZING the INBOX

TOOLS YOU SHOULD USE:

LITMUS

Litmus is an analytics and testing tool for email

campaigns. By rendering emails in every possible
email client, on both desktop and mobile,
marketers can test the user experience across
different devices and channels.

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MOBILE
METRICS
By now, marketers know the importance of mobile. Earlier this
year, Google announced that, for the first time ever, there were
more searches taking place on mobile devices than on desktops.

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29

MOBILE METRICS

Of course, that begs the question: what does success look like on mobile? And how do you track how
your audience is engaging across different devices?
Here are some metrics and tools that can help.

WHAT SUCCESS LOOKS LIKE

1. RESPONSIVE
If you havent taken the time to build responsive
marketing collateral, then that should be your
top priority. Smartphones are becoming the default screen for customers when they interact
with brands. By ensuring that everything from the
brands website to email campaigns is responsive,
you can reduce bounce rates, increase conversions,
and offer a much smoother customer experience.

2. ENGAGEMENT
While app installs are an effective baseline metric
to gauge initial interest in a brands mobile behav-

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MOBILE METRICS

ior, many apps are downloaded once and then never used again. By monitoring how often customers
actually use apps - and the actions they take within
them - you can measure your mobile strategy in a
more cohesive way.

3. DEEP LINKS
Deep links ensure that you can provide app users
a seamless experience. For example, when users
click an email or social campaign and they have
your app installed, you can take them to a specific landing page within the app. This is critical to
re-engaging app users and offering them the best
possible mobile experience.

4. LTV / ARPU
Once youve built an app and worked hard to
promote it and retain users, its time to measure
the impact of each user through user lifetime value
(LTV) and average revenue per user (ARPU).

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MOBILE METRICS

TOOLS YOU SHOULD USE:

LOCALY TICS

Localytics is a comprehensive mobile analytics

platform that helps marketers build personas,
remarketing, and messaging campaigns specifically
geared for the mobile experience. While the true
power of Localytics is in real-time analytics for
apps, data from other channels helps build more
complete pictures of your customers.

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MOBILE METRICS

MIXPANEL

Personalization is a big part of mobile marketing,

especially within apps. But you cant personalize
if you arent sure how users are actually engaging
within your app. Mixpanel addresses that challenge
by offering a platform that allows you to send push
notifications to users based on events and actions
taken within the app.

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MOBILE METRICS

MARKETERS RECOMMEND
By learning consumer engagement signals, the EngageClick Consumer
Personalization Platform identifies persona (groups of people who
demonstrate similar taste of ads) at any point in time across multiple
screens. Once a consumer persona is identified, the platform delivers
personalized ads targeted to the respective persona resulting in higher
consumer engagement and deeper metrics.
Performance marketers can use machine learning enabled personalized
ads, re-engagement, creative personalization (consumer engagement
behavior based auto-segmentation and optimization) to help them
achieve greater conversion successes and understand the overall insights
of conversation path.

SANJAY RAJASHEKAR
FOUNDER & CEO, AYATTI

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CONCLUSION

THE FUTURE
of ANALYTICS

The one thing that marketers know right now is that there is too much data, too
many channels, and too little time. As the customers attention has fragmented
across so many different destinations, marketers are racing to stay relevant and
develop omnichannel strategies that can ensure that every customers experience is personalized, no matter what device or channel theyre using.

Thats where omnichannel marketing is starting to gain momentum.

Whether customers get an email campaign and end up making a purchase at a
point-of-sale system in a store or they tweet at a brand and then convert on a website, marketers want to make sure that they can deliver a seamless experience.
And thats only going to get more important as new mobile devices like the Apple Watch start hitting the market.

The Internet of Things promises smart, connected devices throughout a consumers house, too. Are there going to be apps for refrigerators? Marketing
campaigns for coffee machines? Individual analytics platforms for all of these
channels? Only time will tell.
What marketers do know right now is that, even when it comes to collecting data
in a sophisticated and intelligent way, that information is often siloed by different
teams and channels.

You could use all of these platforms and still struggle to piece together what
channels are really working for the business. And thats why an omnichannel analytics engine has to be built before you can create effective omnichannel marketing strategies.
So how do you do that when there are so many other things to track? Its easy:
just use the power of the link.
Bitly has been working hard to help marketers easily see the information they
need from all of their channels. If you use Bitly links for a marketing campaign
across every channel, you can build a clean dashboard that shows the clicks,
shares, engagement, and devices that are being used by customers as they interact with your campaign.
With that kind of comprehensive marketing intelligence, marketers can finally
stop worrying about making sense of data and start using it to build unforgettable customer experiences.

INTERESTED IN BUILDING YOUR OWN OMNICHANNEL

ANALYTICS ENGINE?
Email us at [email protected] to learn how.