Marketing analytics are one of the main ways that campaigns are judged, and how managers decide what efforts should be changed in the future. These are a key part of running a successful campaign and it's important that such data can be interpreted properly. If you are using multiple platforms, personas or KPIs, it can be difficult to identify what type of software will best suit your campaign.
However, finding the right tool to measure your success is essential to accurately knowing whether you have achieved the goals outlined at the start of the project. Identifying which software will best complement your marketing efforts can be simpler than you first imagine as there are easy ways to see whether a particular tool will work for your company.
Here are some questions you should be asking yourself before deciding to go with a particular analytics tool for your next marketing campaign:
What channels are you using?
This is perhaps the biggest influencing factor when it comes to deciding which analytics software is going to accurately tell you whether or not your current strategy is being effective. You'll want a tool that can track your activity on all of the channels you're using to give you the most accurate representation of whether your efforts are being successful or not.
Will it grow with our marketing efforts?
It's wise to start off with fewer channels until you know your approach is effective at achieving your goals, but as you better understand this and your marketing budget grows, it's important to know that your analytics software can grow with you. When looking at what tools you want to use, make sure you see how easy it is to add further channels to it and whether it can give you an overall view of all your marketing efforts.
How easy will it be to integrate?
If you are already using other software, you'll need to make sure your analytics software will work alongside these. In addition, you need to consider how long it will take to introduce the new tool to the marketing team. Some people on your team may not be the most tech-savvy, and it's important that everyone who needs to can at least use the tool enough to be able to get the data necessary. These should all be included in your calculations when it comes to selecting the best software for your marketing team.