We've spent a lot of blog inches talking about digital marketing measurement, and that's not a mistake. Without the right measurement plan in place, there is no way to know how well - or even if - you digital marketing strategies are working. More importantly, there is no way to know how to get them to work data.
If you want to review the past posts we've made about measurement, have a look here:
- 4 Essential Digital Marketing Metrics
- Generating Digital Marketing Goals
- 3 Reasons Digital Marketing Measurement is Essential
So you know what metrics you should be tracking. You know why those metrics are important. But, how exactly do you get that data? You need the right tools. In this post we're going to explore three of the most popular and robust digital marketing measurement tools on the market. One of them may be the perfect solution for you, so read on.
Frankly, if you're not using Google Analytics at all, your whole measurement system is severely lacking. Putting Google Analytics on your site represents the bare minimum of digital marketing measurement and it is actually surprising robust. Google Analytics can tell you where your traffic is coming from (all social media and other digital traffic) as well as what your visitors are doing once they get to your site. It is not always the easiest to understand, but it can be a great starting point for digital marketing measurement.
For digital marketing measurement that is as robust as it is easy to understand, HubSpot is a great tool to consider. ManoByte is a HubSpot partner and we find their tools to be extremely helpful in assessing our marketing strategies and successes.
The HubSpot dashboard allows digital marketers to connect their leads to human beings. When you are marketing to a person rather than to a name or number, you are able to better understand that person's behavior and tweak your strategy in order to solve that person's problems. Nothing is a replacement for the robust data, particularly in terms of search information, but using HubSpot in conjunction with Google Analytics can be a great way to get the whole picture about your digital marketing efforts.
Radian6, which is a part of the Salesforce Marketing Cloud, it a bit different than the other tools we've considered. Radian6 is specifically designed for digital marketing and social media monitoring. You can set up personalized business keywords and track where your brand is mentioned and in what context. This data could easily be used to track the successes of your digital marketing strategies since it allows you to see if your tactics are improving the conversation about you even if your web statistics do not show much fluctuation.
Each of these tools offers something a bit different and only you can decide which one will work best for your business.
For even more metrics and details on how to make sure your digital marketing efforts are really working for you, be sure to download our free eBook, Digital Marketing Measurement in 2014: Track Your Progress & See Results.