Did you ever feel the need to compile and compare data from different platforms to evaluate their performance?
Did you ever feel the need to compile and compare data from different platforms to evaluate their performance?
The problem of data analysis and visualization is not new for all those involved in online marketing. We are also surrounded by a large pile of data from different sources that are scarcely equivalent and often difficult to understand. Business monitoring is more complicated when that’s the case. It’s also becoming more difficult to compare your attempts and the outcomes that you receive.
Google Analytics is a fantastic resource for the review, analysis, and exploration of data. Yet, Google Analytics isn’t that versatile enough when it comes to designing custom dashboards for the clients. Marketers are reported to be spending 10 to 30 hours a month on coverage. If saved, this time can be used to concentrate on more critical and valuable aspects of the accounts of our clients.
Supermetrics comes to the rescue right here. Supermetrics has been the solution to data analysis and visualization problems ever since it was published as an add-on to Google Sheets. The days are gone when marketers used to spend hours importing and preparing Google Analytics Excel reports. Supermetrics is a powerhouse business analytics tool that puts all of your metrics in one place and makes analytics simple.
Supermetrics – Pros and Cons of the Marketing Analytics Software
Supermetrics is built for speed. Marketing analysts will precisely query data sources, pulling only the data that they need at the moment. You can access any field from that data source that is available. If all you’re trying to do is create fast reports on-the-fly, Supermetrics is a good place to start.
The interface of Supermetrics comes with some useful features. For example, if you need to request data for a specific segment ID from Google Analytics, you do not know the exact name of that segment. Supermetrics gives you a drop-down menu to pick which section you need.
And while Supermetrics doesn’t have its own visualization tool, Google Data Studio does integrate well.
Supermetrics entry costs are fairly low but you do have to pay extra for certain data sources.
Supermetrics offers different versions of its software that suit various tools: Supermetrics for Google Sheets, Supermetrics for Google Data Studio, Supermetrics for Excel, and Supermetrics API which allows users to transfer their data to a data warehouse or BI or viz application such as Tableau, Power BI or Qlik.
LACK OF STORAGE
The data is not recorded by Supermetrics. If this is Google Analytics, Facebook Advertising, Twitter, or some other site, it specifically checks the source each time it pulls information for a report.
That’s perfect if you just want to talk about what’s just happened. But if you seek to distinguish long-term patterns or use a more advanced model of marketing attribution, you won’t have the data storehouse needed to create more advanced marketing analytics.
As noted above, you can buy a Supermetrics flavor that lets you drive your data into a data warehouse. However, the data warehouse is not itself a part of the company. You are responsible for buying, setting up, and maintaining the warehouse, which will require more expertise and add to the Supermetrics usage costs.
LACK OF DEPTH AND SCALABILITY
Although Supermetrics can be very fast, if you want to go very granular with your analysis, you may have to go slower — for example, if you want to run a product level analysis or some other project involving millions of rows of data.
A data warehouse will then be a safer option in this situation. Your data is already processed and organized and you would be able to perform it quicker than you would otherwise if you run a bigger, more complicated query. You won’t have to reconstitute data sets constantly. This needs more time to use a data center but it is much more scalable.
LACK OF EFFICIENCY
Supermetrics isn’t giving you a way to clean up data errors. You have to do that in your BI or visualization tool if you need to make corrections, and that could be very time-consuming.
With a solution like ChannelMix, which sets the rule once and applies it to your stored data, you’d be more efficient, which will be clean moving forwards.
Another advantage of using a data warehouse: When you have many people in your analytics department, the warehouse acts as a single source of truth and everybody operates from the same data collection.
Essentially, when you are just doing basic analysis, you are going to outgrow Supermetrics pretty quickly.
This can be a repetitive and time-consuming process to collect information from different sources and combine them to present reports and graphs to our clients or organizations. Let’s see how Supermetrics is useful in addressing your daily challenges as online marketers:
Integration With Major Marketing Platforms/ Multi-Channel Reporting
There are more than 40 channels integrated into Supermetrics. Several popular ones include Google Analytics, Google Marketing, Facebook Advertising, and Insights, Bing Ads, Twitter.
It allows advertisers to bring data into a single view from different sources and thus create time for faster research. This can also pull data from different accounts connected with the same platform along with separate networks, for comparison (multiple companies accounts under the same platform).
It is especially useful if a client has several accounts for various locations and wants to track progress for all locations based on such metrics. For Supermetrics what took hours earlier can now be completed in less than 5 minutes.
No More Manual Copy/Pasting or Importing CSV Files
Time is money. Unfortunately, it’s time consuming every day to log into each app and collect the data to be delivered to our customers. Especially if you’re expanding to new networks, the time spent can only increase.
With its extremely versatile sidebar, Supermetrics makes data much simpler and quicker. Getting metrics for thousands of sites in just a matter of a few seconds because you just need to enter the correct information and Supermetrics gets the data for you automatically. It will save lots of your precious hours and boost presentation consistency as well.
Supermetrics encourages minimal maintenance and maximum observation which ensures that the time spent writing a report can be used to provide value to the consumer.
Save PPC Reporting Time
Data reporting and visualization have become more challenging and time-consuming than ever, with an increasing client base and marketing channels. A repetitive method is to merge data from various advertisement sources into the same excel-folder, to test them daily and to compare the results.
For example, if you have multiple Bing Ads accounts and also use various advertisement platforms such as Facebook Ads and Google Ads, the amount of difficulty and time involved with day-to-day data processing will make you bang your head on the wall.
This is where Supermetrics comes in as the prophesied savior, especially with its Google Sheets Add-On feature and incorporation into Google Data Studio. It helps with all the data comparisons and complex charts to create the same Excel report, with all PPC channel data in the same place.
All the ad data can be easily compared with this, and the output of one channel over the other can be evaluated almost effortlessly.
Track Your Daily Spend
If you’re familiar with online ads, you’ll know the frustration of monitoring every client’s daily ad spending to ensure full ROI.
Once Supermetrics has pulled all the data on a spreadsheet, you can use data validation to build drop-downs, and you can flip through any consumer spending, and how the predicted regular spending is faring.
It allows much greater control over the process of monitoring, which helps to access all company accounts easily. All you have to do is pick the client account you need from the drop-down menu!
Create your own SEO Supermetrics Report. Reporting by SEO connects with Search metrics, the Google Search Console, Moz, and other SEO instruments. Over time, Supermetrics combines the results which sort out the search console problem by restricting reports to 90 days.
Automated Dashboards For Performance Tracking
You can set dashboards and automate warnings based on when the output falls below the planned level, to ensure high ROI for each client. This removes the risk of human error by also ensuring customer service. You can set performance warnings, budget notifications, and other parameters.
For example, when the bounce rate goes beyond a specified limit, you can set an alert. It helps you to recognize the potential triggers before it’s too late and take corrective measures.
With Supermetrics, you can automate the analytics reporting. It integrates with Adobe Analytics and Google Analytics. For Supermetrics you can create more personalized reports than with Google Analytics alone.
Analysis and Optimization
Many organizations use Supermetrics to simplify reporting. It does, however, also provide powerful optimization and analysis. You will get in-depth insights from Analytics and AdWords, for example, then from the regular Google reports.
Supermetrics Features – How it Works
Data Analytics, Visualization, and Presentation
As you already know, Supermetrics comes with an extension to Google Drive. If you have selected Google Sheets as the reporting format, then from the ‘Add-ons’ menu you can start Supermetrics.
When the sidebar has been opened, you can select from the appropriate Data Source for which you want to report the data. Google Analytics, Facebook Advertising, or any other platform may be selected.
When you have selected the site, you can pick any of several accounts to be evaluated by clicking on ‘Select Views.’
Once you select the correct accounts, all you need to do is pick the metrics you want to evaluate and Supermetrics will automatically capture the data you need.
The data can be presented as a table type or as a bar graph, a pie chart, or some other alternative of your choosing.
If the correct data is obtained, Supermetrics can automatically measure whether the numbers have changed for the same date range over the week or month, or for the past year. So you can get any metric you need with Supermetrics, combine it with any dimensions, and visualize it in any form you wish.
Scheduled Refreshing and E-mailing
With the launch of the Google Sheets Supermetrics add-on, marketers are relieved from suffering the burden of reviewing numerous consumer reports daily. While before I had to save a chunk of time every day for this operation, now it’s automatically happening!
Earlier, with its one-click refresh feature, Supermetrics had attracted a lot of attention. Just click on the dashboard, and update the data. For this feature, Supermetrics has gone one step further by adding a scheduled refresh and emailing.
It ensures that the data is still up-to-date by scheduling a regular query update. You do not have to open the file anymore, just press the refresh button. To top it off, you can share the results with people who don’t use Google Docs by scheduling emails which makes it easy to share.
This you can do by setting up triggers. You can pick daily / weekly / monthly updates and email options and enter the destination email by clicking on the ‘Scheduling update and emailing’ option under the add-on tab. You also have the option to choose whether to submit all or only one of the worksheets, send it to the message body as a PDF or as an HTML table.
Supermetrics comes with a range of useful templates to use and you can pick the one based on your preference of metrics and type of coverage.
It’s easy to select a template. Go to Add-Ons > Supermetrics > Gallery prototype drop-down menu. In there you can pick a template you like, and then pick the account you want to show the data for. Then click on Model Add.
Once you’re done, enjoy the benefits of your colorful dashboard with the metrics you’ve selected.
This function can be accessed by dropping down from the Add-ons menu (Add-ons > Supermetrics > Manage Queries), but it is much simpler to change or handle queries from the sidebar. The pro version allows for a total of 1500 daily query executions, and the SuperPro version allows 10,000 daily.
It should be noted that each query will result in multiple requests to the API source of the data.
If you experience any of the data sources that hit their daily limit, the query can be managed either by shortening the data ranges or by altering the metrics and dimensions to lighten the query load.
The consistency offered here is extremely helpful when a customer requests the same date range for a month to date performance report as opposed to the previous month. Such a distinction is useful in cases where sales are to be tracked and assessed annually at the end of the month.
Products and Pricing Structure
Supermetrics has mainly 2 apps, namely Google Sheets Supermetrics and Google Data Studio Supermetrics. Google Sheets Supermetrics is most widely used for data processing, while Data Studio Supermetrics – for data visualization.
Both have their own set of advantages and you can choose the one that more closely meets your needs.
So let’s go over all that Supermetrics has in store for us:
Supermetrics for Google Data Studio
Data Studio is Google’s fantastic platform for report creation and, in particular, decision visualization.
You previously had to take out data from Google Sheets and other limited data sources to create reports or imagine data on Google Data Studio. Nevertheless, the data from non-google sources had to be arranged first in Google Sheets before being transferred to Data Studio.
Google Sheets is a wonderful report building tool. Yet, when it comes to data imports through Google Data Studio, it’s not flawless. For instance, if you want to transfer date and time values from sheets to data studio, you need to make sure that the date and time formats are compatible with data studio-otherwise they will be displayed as text.
Supermetrics addresses this issue and makes the operation even breezier with its Google Data Studio connectors. Fully with the introduction of connectors such as Facebook Ads, Twitter Ads, Bing Ads, LinkedIn Ads, MailChimp, and 20 + sources, it is extremely easy to pull data and display them in Google Data Studio.
All connectors help to bring data from different accounts from the same source into the same report together. When building a data source on Google Data Studio, you simply need to pick all the accounts. Monitoring the spending and efficiency of multiple customer accounts has never been so easy.
You can start the 14-day free trial and test if the product suits you well (no credit card required!). Supermetrics provides various plans after the free trial, depending on the preference of connectors and the required features.
Supermetrics for Google Sheets (or Google Drive)
With Google Sheets / Google Drive Supermetrics, you can simplify the reporting process by automatically uploading all data from multiple sources such as Google Analytics, Facebook Ads, Social Insights, Bing Advertising, Google Ads, Twitter, etc. to a single table or chart with your choice of metrics.
The Pro edition is available at $69 / user/month. They also provide a Super Pro edition that is aimed at digital marketing companies and organizations with a heavy emphasis on online marketing and is available at $149 / user/month. It provides access to Adobe Analytics, Adform, and DoubleClick and also features an hourly refresh.
Supermetrics provides a 14-day trial to check the product thoroughly to see if you find it worth spending on. The free edition can still be used during the trial period but only with restricted access to Google Analytics.
Supermetrics Data-Grabber for Excel
Supermetrics Data Grabber for Excel can be used by marketers who are used to reporting on Excel, be it via the conventional CSV route or through Google API.
Much like Google Drive Supermetrics, you can automatically import data from different sources into an Excel Spreadsheet and access all features of it. This software will provide you with the resources needed to produce fast and accurate Excel reports. It works with the 2003 and later versions of Windows Excel.
The data integration is sold at a different price point for each interface. Common platforms such as Google Analytics and Google Ads cost about $39 per month.
Supermetrics Uploader can automatically import data into Google Analytics from different advertisement networks. You will have all the campaign expenditures in the same position and the results will be easily compared with your ad spending on each platform. You can easily monitor your ROI on Google Analytics with data updating automatically.
The price for each ad channel begins at $39 / month and makes 5 scheduled uploads daily. Also available are packs of $79 / month and $179 / month which allow 20 and 200 daily uploads, respectively.
Supermetrics Functions is a product designed for expert users of spreadsheets who want full control over how to view the data.
Just like any of the spreadsheet functions like SUM or COUNT, you’ll be provided with a custom function that you can type into the spreadsheet cells and no programming skills are needed.
The Supermetrics functions are provided for each data source at a price of $29.99 / month.
Supermetrics for BigQuery
The data can now be linked to Google BigQuery. You can also create intuitive panels as easily and without any effort in Data Studio or other BI tools. This platform provides strong, on-demand analytics. Just make use of Google Cloud’s computing resources. Unlimited size of a collection of data. There will also be an advanced and fast mix of data. Compare paid campaigns with networks, or link right advertising data to web analysis or CRM data as well.
The best part is that you will be completely in control of all the historical details. As you can see many of the marketing systems can only store data for a limited number of months. All your data is stored in BigQuery and not in any third party reporting systems that you can access wherever and whenever you want.
Robustness and pace unmatched right for Data Studio. Recovery of fast data can often be weak or inconsistent. You will have a special Data Studio connector tailored for marketing data in BigQuery with Supermetrics.
Key Features Of Supermetrics BigQuery
- Designed with simplicity
- Best-of-breed integrations
- Data fully transformed ready-to-use
- An exclusive Data Studio connector
The best way to feed the marketing data into BI software and data stores are here with Supermetrics. Set up for dealerships. And the best part is that no information on programming is required.
Skip worksheet cell, lines, or speed limits. A sturdier way to get your info. Easily build your queries on Google Sheets using the Supermetrics sidebar.
Now all of your marketing indicators can be pulled in one place. While here the Supermetrics API also has maximum integration with Google Analytics, Google Marketing, Twitter, Bing, LinkedIn, and other marketing channels.
Just keep complete control over your results. Don’t be afraid to lose historical details. With Supermetrics, quickly and securely recover your data at light speed.
You can also create API requests easily as if you were using our add-in sheet. It has an intuitive self-service question generator that normally parallels the Supermetrics sidebar experience for Google Sheets.
Supermetrics latest Integration With HubSpot
With HubSpot Supermetrics, you’ll be able to transfer all the marketing & sales data from HubSpot to Google Sheets, Excel, and Google Data Studio. You can then build your own customized HubSpot reports and advertisers can now merge data with only a few clicks through HubSpot channels for the first time with Supermetrics.
Here are some of the key benefits of HubSpot’s Supermetrics:
In spreadsheets and Google Data Studio, analyze your data in any way you like, and generate personalized automated reports.
Blend data from various HubSpot accounts and generate cross-portal reports – ideal for marketing teams and marketing companies with different brands.
Combine multiple dimensions like Contact, Organization, and Deal data into a single report.
Free your HubSpot data and take advantage of infinite reporting tools not available in the native UI.
Get a detailed and personalized overview of your full-funnel results, from new visitors to closed clients.
To get a full overview of your marketing results, combine your HubSpot data with data from other marketing channels, such as ad networks, social media, and Google Analytics.
Supermetrics for business:
Supermetrics is one of the top tech tools for market intelligence
In case you are interested in Supermetrics, it may also be a good thought to break down various subcategories of Best Business Intelligence Technology gathered in the B2B programming audits database.
Because each and every organization has different business requirements, it is appropriate for them not to look for an optimal programming system for a one-measure fits-all. Clearly, attempting to discover such an application even within market-driven programming structures is futile. The focused practice lists the various important factors that need to be addressed, such as key highlights, spending schedule, staff capacity levels, organizational assessment, and so on.
Prior to that, you have to do some investigative work. Read some Supermetrics surveys, and discuss in depth each of the alternate structures on your waiting list. This detailed research will ensure that you do away with sick-fitting stages and concentrate on the application that gives every part you need for business achievement.
Top things in minds of customers before subscribing an automation tool:
1) May I use multiple Same Data Source Accounts?
A. Yeah! You can either build a new source of data per account, or you can update your current source of data to add more accounts.
WARNING – Updating an existing data source to include more accounts would also update ALL records and report elements that reference the data source file to include those accounts. If this is not what you want, make sure that you use the first option to create a separate data source for each account.
2) Will I be able to connect multiple user account information to the Same Data Source?
A. Yeah! You can sign in multiple users accounts for that application with most data sources.
WARNING-Some sources of data, such as Facebook, will use browser cookies to automatically log in to the user. You will need to clear your browser cookies or log out of the browser’s data source before selecting the link under “Or add a new account.” You will then have the option to log in to another account.
3) How do I access data studio Team Management?
A. Recently, the company released a Team Management platform that allows you to add new members to your Data Studio license, and perform other team and account management tasks.
4) What do you mean by Accounts Number Per Data Source?
A. Supermetrics for Data Studio licenses, depending on your registration, have a limit on the maximum number of accounts you have set for other data sources. The existing limits are laid down as:
Individual – (3)
Pro – (20)
SuperPro – (100)
Enterprise – (Custom, based on needs)
The cap is per data source-so you could pick up to 20 Facebook Ads accounts and 20 Microsoft Ads accounts and 20 Google Ads accounts, for example, if you had a Pro-level license, and so on.
5) What is Supermetrics Uploader doing with my data?
A. To gather data, Supermetrics Uploader accesses your Microsoft Advertising / Facebook Ads account and then uploads it to Google Analytics. Your Microsoft Advertising / Facebook data isn’t kept somewhere forever, the program just passes it over to Google Analytics. We hold up to 24 hours of uploaded data per day on our servers so you have the option to search which data we have uploaded.
6) I already submitted data to Google Analytics using a different upload tool. Can Supermetrics Uploader have this data overwritten?
A. Supermetrics Uploader also overwrites any previous uploads that have the same dimension values (campaign names, etc.) for the same date and same custom data source. When you want to ensure that no previously uploaded data is overwritten, you can use Supermetrics Uploader to create a new, personalized data source.
7) Will I need to provide your tool with my Google Account login credentials?
A. No, Supermetrics Uploader never asks these. You authenticate yourself to Google Analytics using OAuth, a Google recommended secure authentication tool. This means you never have to type your password to Supermetrics Uploader, as the authentication happens on a web page hosted by Google.
Supermetrics Uploader would have just the right to view data from your Google Analytics, nothing else on your Google account. You may revoke the right of Supermetrics Uploader to access your data from your control panel at any point in your Google Account.
8) May I merge multiple PowerPoint presentations into one unified presentation?
A. Sure, you can see a button on the Modules sheet for exporting all reports after you have signed in. You will see a popup window after clicking this button, where you can choose to export all files into a single PPT.
9) I have a lot of machines where I want to use the Supermetrics Data Grabber. Will I need to purchase multiple Data Grabber Supermetrics licenses?
Yes, you only need one license. Even if you buy only one Supermetrics Data Grabber license, you can still use the license on several devices. This can also be worked concurrently on more than one computer. The only limitation is for the login username/user ID that you use when logging into the application: you can choose only one username to use with the application for one license.
10) How do I answer queries? I have cleared the data but when I press Refresh it keeps reappearing.
A. There are two ways:
Pick a query, wait in the sidebar for the query information window to open, and press the “Delete query” or “Delete question & details” button.
Open the sheet of SupermetricsQueries (go to the Add-ons tab, select Supermetrics and Manage queries), delete the rows of queries that you wish to disable. Since doing this, when you run a refresh the queries will no longer return results.
Supermetrics and Level 1 Marketing Analytics Software
Supermetrics is an example of what we call a marketing analytics tool level 1 — specifically a connector tool.
It is a program that will connect automatically to a source such as Bing Ads or Moz. It will catch the requested data and then move it into a spreadsheet or a BI or a tool for visualization.
Connector tools such as Supermetrics and Funnel.io can help marketers save time, freeing them from having to download data manually, and pasting it into a tablet. Not only is the hands-on method more time-consuming, but it’s also more likely to result in mistakes.
Who Is Supermetrics For?
Supermetrics is an ideal tool for corporations, consultants, freelancers, and advertising professionals.
Businesses having to build continuous reports for their clients may use Supermetrics to save a lot of time. Supermetrics can help you build everything from simple reporting solutions to complex ones. The best thing is you can schedule it to update itself after you have set up a report. This makes even the most complex reporting method easy to automate.
Supermetrics would not be a good choice for companies that are trying to have more nuanced perspectives, research, and feedback on the market.
So even though you don’t ask these kinds of questions today? It’s important to know that your stakeholders or your clients will need them in the future. If so, you’ll be better off investing in a more efficient Supermetrics alternative.
If not, you’ll be forced to continue with a new platform when it’s time to develop your marketing analytics. And you may not have the context details you need to make the leap.
Supermetrics is also a fantastic tool to generate reports for measurement and optimization purposes if you aren’t working with clients. You can use Supermetrics to get more easily access to performance data on AdWords, Facebook, and Analytics which in turn allows you to refine your campaigns more quickly.
5 Ways to Optimize Automation
Here are some proven techniques to help if you are looking to introduce automation in your company now:
1. Know Your Message
Before you embark on any marketing campaign, you must know exactly what you want to get You have to decide exactly what you want to get out of it before you embark on any marketing campaign. Otherwise, the undertaking is directionless and unable to yield much of a measurable advantage. Whether you want to attract more visitors to your website, generate new leads, boost sales or increase market share, automation can be of assistance.
2. Personalize Your Content
Artificial emails won’t cut it. Customers want the products they purchase to feel valued. Ensure content can be personalized by automation tools and is generated with the impression of being fully tailored to your needs.
3. Make Use of A/B Testing
The company can already conduct A / B testing as part of your marketing strategy assessment but it is extremely advantageous to automate the process. In addition to time savings, automated A / B testing offers real-time data on the effects of your marketing material – allowing you to make fast changes where appropriate.
4: Get Your Team on Board
Training and open communication are crucial if automated processes are to be effective. Your team may feel intimidated by the ‘a-word,’ associated with human replacement robots-an an unfounded presumption in the marketing world! Rather of something to be feared, frame automation as a method to embrace, with tools that will allow your team to concentrate less on the superfluous, and more on the talents you hired them for.
5: Focus on Customer Experience
After all, automation performance depends on how the customers react to it. Gather relevant data during the process, using mapping of customer experience, to create input at key points of communication. This helps you to tweak your approach and incorporate new where they would be of assistance. It’s important to remember that automation is only effective as long as you see success with the end-user and result. If you don’t see the results that you would like, mix it up a little bit.
Final verdict: Automation provides a lot to learn from. Greater performance, cost savings, increased quality, more informative analytical data, and better customer support; all these advantages are irresistible for marketers.
With good preparation, specific targets, advanced training, and optimized content, any organization can introduce marketing automation and make a huge success. And those processes have so much more to go; with the AI market expected to be worth $16 billion by 2022, now is an especially exciting time to put the brand automation.
In-depth buyer’s guide for marketing analytics tools:
The first rule of purchasing analytics tools for marketing? Technology alone is not enough for analytics to succeed.
To keep it simple, this Guide will teach you how to select the best forum for your organization. During your next call with a tech provider, you’ll know the most important questions you need to pose. You’ll be able to pick a solution that doesn’t only suit your needs now, but three years from now. Software is only one aspect of a good analytics system, however. You need the best combination of technology and expertise and policy working together to deliver cutting-edge perspectives and coverage. And this guide will show you how all of those items can be put together.
1. Determine where you are and where you want to go.
Would you spend too much time collecting your data and arranging it? Struggling to explain your spending on ads to your employer or customers? Or perhaps you’re ready to do the very cool things, like modeling media mix and attribution across platforms.
The 4 levels of success in Marketing Analytics will help you find the path forward. It is a structure that we have grown to:
• Diagnosing your current capacity and requirements for analytics;
• Examining the possible advantages and demands of more advanced analytical rates.
• Learning what it takes to progress to the next level of intellectual development. In the coming pages, you can see how the 4 levels reflect the evolution faced by marketers as they grow their capacity to generate marketing analytics. Levels 1 and 2 concentrates on recognizing previous performance while Levels 3 and 4 enable marketers to make forward-looking decisions.
When you come across each point, ask yourself which one is reflecting your current situation — and which one is representing where you are going. It is important to be as precise and transparent on these two points as possible, so you can (A) pick the best platform for your team and (B) make sure that you have the best people in the position to use it.
2. Use the platform that suits your goals and needs.
Most systems and tools for marketing analytics tend to fall into one of the following 5 groups. There’s no single “best option” — instead, under the right conditions, each may be a top performer.
Connector Tools: A connector tool automates data collection from common sources such as Facebook, Google Analytics, and others. The connector then drives the data into a table form such as Excel or Google Sheets. Normally, you can build some simple charts and graphs using built-in tools from the spreadsheet program.
Basic Dashboard Tools: These are applications that pull output data from a source and directly plug it into a display. Such tools allow you to build attractive dashboards, but you can lack the ability to customize the template exactly as you wish. Data usually resides in the originating source with the dashboard tools (Facebook, Google, etc.).
Hybrid Tools: This group combines connector features and simple dashboard software. You can move marketing data into a table form and display it with the hybrid tool itself. Sometimes hybrids don’t come with their own storage solution.
Single-Stack Solutions: You can compile, coordinate, store, and analyze the marketing data in only one platform, using a single-stack system. A single-stack approach has real advantages — for example, everything is streamlined, which could encourage you to get up and run faster.
Single-stack solutions often appear to provide more out-of-the-box data connections and visualizations that look better than the traditional dashboard and hybrid solutions, but they also require human help and interaction.
Full-Stack Solutions: You use the right method for every step of the analytics process in a full stack setup. It will require a bigger investment upfront, but it is also the most adaptable, efficient option.
For example, you’ll need a platform that can compile, clean, and organize marketing data automatically. You will also need a place to store the data, such as a data center, which is managed for you either internally or externally. Or you might use some other form of data storage in the cloud. (Some solutions, such as ChannelMix, provide both storage and aggregation.)
And finally, you’ll need a BI or visualization tool — and maybe a statistical modeling solution — that can help you analyze your data and construct reports or visualizations.
3. Make sure you have the people to support your skills.
Software is critical but it’s not the only factor that determines an analytics program’s success. You will also need professionals who can use it to deliver an analysis of high quality and actionable insights. There are six different functions that lead to a safe, highly functional practice in marketing analytics.
Two things to notice: At each stage, you won’t need all six positions. And just because there are six roles doesn’t mean that you need six people — in certain situations, one person may be able to do more than one role.
Analyst: The person in charge of implementing the analysis and reporting plan.
Data Engineer: The team leader who handles the marketing data — from communicating with data sources to building data views.
Data Scientist: This person of the team uses modeling and attribution tools to discover trends and marketing data insights.
Influencer: An agent of change, someone who can impact the processes and culture of the larger organization — especially when it comes to fighting for budget and analytics resources.
System Design: The person who supervises the flow of data and makes sure the analytics system is scalable and productive. (The title of this person may be an architect of the solution or a data strategist.)
Marketing strategist: A data-driven marketer who uses sophisticated analytics to organize campaigns, manage media buyouts, and contribute to the end result.
Level 1: Understanding What Happened, How many people have come to visit our site? How many clicks we had last month and how many impressions?
What does Level 1 look like?
Marketing managers at this stage are just trying to find out what’s happened. The emphasis is not on research and industry perspectives, but reporting on meat-and-potatoes.
Level 1 marketers often monitor activity from a handful of common sources of data such as Google Analytics or Facebook. Even so, it can be a time-consuming process to retrieve data from each of those systems and to bring it into a report.
Many Level 1 marketers are trying to solve this problem with some type of automated reporting — a device that takes data straight from the source and feeds it into a table or dashboard.
Even with these tools, Level 1 teams usually spend 70% of their time planning and processing data, compared with 30% for monitoring and analyzing.
At this point, the solutions appear to be fairly inexpensive. Typically the app has fewer features than you can find at levels 2, 3, or 4 but that might not be a concern depending on the situation. For example, a small ad agency that uses only a few common data sources might be using a reporting automation tool to meet all of its needs.
Where do you need to invest?
When you simply compile basic performance reports, connectors and the standard dashboard software will do the job. Connectors take data from websites such as Facebook and Google Analytics automatically and store it in a database.
Instead, a simple dashboard application can feed the data into a dashboard, but it usually does not provide any storage-all the data stays in the originating site. This means you can’t implement business rules or clean up data errors until they appear in your dashboard.
Both connectors and simple dashboard tools can help you monitor your progress against critical metrics such as clicks or sessions. Therefore, using them is quicker and more reliable than manually writing data.
Yet at Level 1, there is a limit on what you will do. Unless you plan to use a broader variety of media outlets eventually or deliver more sophisticated analytics, such as forecasting or attribution or even coverage through campaigns and platforms, then connectors and simple dashboard tools won’t get you there. So when you outgrow them you will have to rebuild a major part of your analytics work.
For Level 1, you’ll need the following roles:
Analyst: Since level 1 is all about reporting, you need someone to be able to oversee reporting. The analysts are most likely to create reports and dashboards themselves at this point.
Marketing strategist: They are the ones who can carry on certain reports and highlight significant consumer or stakeholder results. (In the case of a small team, the analyst and marketing consultant may be the same person.)
Level 2: Understanding Channel & Campaign Performance How does our social channel get paid? How many new leads did the campaign produced last month?
What does Level 2 look like?
At Level 2, the emphasis is still on reporting, but a more sophisticated lens is being used to analyze the results.
Measuring the operation of individual data sources isn’t necessary, one by one. You need to understand how they work together through various outlets.
For example, you’ll probably want to research the output of all channels — that is, groupings of related data sources such as paid search (Google, Bing) or organic social media (Facebook, Twitter, Snapchat) or typical offline media (TV, radio, print)—so you can decide and techniques are most efficient.
Studying results by the campaign will be relevant, too. How did Twitter, TV, Google Advertising, and other outlets work together to support the huge selling of back-to-school?
To understand a whole channel or campaign’s results, you need to build one view that integrates multiple data sources for easy analysis. You can see the contribution of each channel to overall objectives in the Level 2 dashboard example on the next page, and how it compares to other channels.
Be careful: There are plenty of sites promising you to organize data by campaign or channel. This might be more difficult, in reality. This is because different sources of data also use different taxonomies — they have different ways to name campaigns or use dates. The data sources have to be consistent, or the cumulative view is either inconsistent or incoherent.
It may or may not be your platform capable of doing it for you. Since there are so many different sources of data, each with its own unique way of doing things, it often takes human effort to get them synchronized.
Can you manually enter and combine data sets, normalizing the taxonomy as you go? Yeah. But your team could end up spending 50 percent of your data’s workweek building (and cleaning up) blended views.
Level 2 analytics solutions typically give you more power to visualize data, but more demands are put on you, the individual too. For example, it takes time for visualization to understand. It’s one of the easiest ways to get insights out to broad audiences quickly, but you’ll need to learn another skill set.
Where do you need to invest?
For reporting at Level 2 hybrid and single-stack systems are developed. A single-stack approach allows a single platform to compile, store, and visualize your data. Meanwhile, a hybrid helps you to show the data you draw from a spreadsheet — a mixture of the connector and the standard dashboard tools.
For hybrid and single-stack systems, you will have a greater ability to collect data from different sources to create large or cross-channel datasets for campaigns. And you should be given more control to customize your dashboards and displays. What’s more, everything you did at Level 1? It can be achieved by level 2 tools too.
It won’t always be easy to blend data sets together — again some human input will be required. Yet at least something can be achieved here, hybrid and single-stack. Connectors and tools with simple dashboards just can’t.
Analyst: Normally the analyst is responsible for producing more detailed reports and visualizations at Level 2, so it’s crucial for them to spend as little time as possible battling data management.
Marketing strategist: Cross-channel coverage will provide you with better information on what works and what doesn’t work in your campaign. To identify the patterns and use the data to drive buying decisions, you need the marketing manager.
Data Engineer: Generally, level 2 software comes with more out-of-the-box connections to data sources, but they still seem to skip the one source you really have to have positively. The data engineer must find a way to bring your flimsy data into the network, whether it requires an API, file upload, or some other process.
Level 3: Understanding How Marketing Creates Value-Does our digital ads boost in-store purchases? How can we compare our new campaign to previous campaigns?
What does Level 3 look like?
You begin to see what marketing activities generate leads, drive sales, and help you achieve certain business objectives. When someone shops on your website, you’ll know if they’ve seen your last post, your search ad, your new TV commercial. You can refine your ad spending in real-time if you know that, and you can do more of what’s working, ASAP.
You will also have the ability to insert contextual and historical data into your research. If you have the right data, for example, you can compare your results against your own performance in the past, your rivals, and the industry as a whole. Perhaps you could say how the outcomes of your new campaign balanced against the targets and budget you set for it.
It reflects a Level 1 or 2 moves, where you just try to sort out what’s already happening. Within the Level 3 dashboard example on the next page, you can segment by region and get a wealth of knowledge about marketing performance up and down the funnel, along with an insight into sales. This could lead you into poorly performing regions and opportunities for increased marketing investment.
Or it could give you the details you need to have a business conversation with an area manager — logistics or customer support could present a problem. (Similar segmentation may be achieved by company line or product line, too.)
Achieving level 3 insight requires a more focused approach to the results and more planning for campaign building and budget allocation.
In addition to using a standard taxonomy across data sources, you’ll need a solution that embraces a common tracking approach and, if possible, allows you to apply contextual data to the tracking — for example, the overall budget or targets for a particular campaign.
Typically, level 3 marketers spend only 20 percent of their time preparing data.
Where do you need to invest?
A full-stack approach to Level 3 makes the most sense here. You may need different resources for data collection, data storage, and business intelligence or visualization to achieve a full-stack solution. (Some devices, such as ChannelMix, combine aggregation and storage.)
The main advantage of Full-stack is the opportunity to use the best solution possible at every stage of the process. And this is critical at level 3 because you are going to conduct more complicated analyzes involving several complex datasets.
You need solutions that handle everything you throw at them. A full-stack approach will do everything you did at Levels 1 and 2. You’re not locked in with a full-stack strategy: When a better BI or viz tool appears, you can use the data on the new platform. That’s different from some Level 2 tools which make moving your data to other platforms or storage solutions more difficult.
Analyst: Visualizations are becoming more relevant and sophisticated, and more complex are the techniques used to construct them. You need a dedicated Level 3 Analyst.
Marketing manager: The marketing specialist, like the analyst, is doing more nuanced work so that the individual has to spend as little time as possible on direct management of data.
Data Engineer: Further resources would be needed for a full-stack approach — including maintaining the data center of the enterprise, creating data links, and conducting any maintenance or repairs. It could make sense for bigger organizations to employ a full-time staff member for that position. Smaller organizations may be better off outsourcing some or all of those functions to a third party, particularly those that don’t already have a large Management or development team.
System Design: At Level 3, you will be dealing with more complicated data sources, and you need someone who can set up databases correctly and make sure the data continues to flow through the application. Sad but true: Often data connections fail, so it’s vital to have someone who can solve problems.
Influencer: A level 3 practice can generate insights that can direct not only the marketing but also the strategy for the larger company, particularly if the analytics will include layer sales and transactional data. An influencer will present the results to the leadership of the company and will promote the use of marketing analytics in decision making.
Level 4: Understanding What to Do Next, How much will you spend on marketing to expand the company next year by 30 percent? What leads will most likely become clients? What groups of consumers are most open to upselling-and what do they want to buy?
What does Level 4 look like?
Level 4 is the Promised Land for most advertisers. At this point data does not only tell you what you have done and what has happened. This can tell you what you can do, and what you should reasonably predict from past experience.
Say you’re coming up with a marketing strategy for next quarter. You can create a calculator at Level 4 that tells you where, when, and how much to spend, by business, even down to the ZIP code. Then you should be able to predict how many new sales you can expect from that investment point.
Does the sales team want to be able to close more deals more quickly? You will decide the leads look like your best current customers — and therefore are more likely to become customers — and your sales representatives will devote more time and energy to those prospects.
You may gain greater insight into client behavior. You’ll know which consumers are most likely to leave, and when, if they’re open to upselling and cross-selling, and what kinds of deals and content are most successful in getting them to move. You will recognize different groups of consumers and recognize the messages that resonate with them most.
The effect of level 4 ripples outside the marketing team. You learn all about what, where, and what consumers buy — intelligence that would be of great benefit to the teams managing the supply chain or preparing new store locations. This may also be affecting the decision to start or close business lines.
This is what we mean when we say a strategy is marketing analytics. Analytics at level 4 is not a rearview mirror; it is a ball of crystals.
All this is only possible if you have a huge, well-maintained data storehouse — not only marketing data, but sales data, combined with weather, geography, social sentiment, and more sources.
Level 4 marketers only spend 10 percent of their time gathering data, but only because they have turned over the task to an internal or external specialist. The job is so challenging that a committed specialist must be conducting it.
A Level 4 analytics practice is based on a full, reliable marketing analytics development system. This uses either an internal or external BI or visualization method is taken from a data center, or some other data storage solution. A strategy for combining and handling data brings it together. You can do something you have done at Level 1, 2, or 3, at Level 4.
Like level 3, here you have the strength to use the best-in-breed solutions stack, which makes sense for your organization. You will need the strength and versatility that comes with dedicated solutions.
Level 4 also calls for careful monitoring. Like Level 1 standard reporting, this isn’t something that can be set up and left to run. Leadership must also view it as a method to get the full benefit from the investment, a way to direct crucial business decisions.
While for many organizations Level 4 is the ideal outcome, it’s not right, appropriate, or even feasible for everybody. You can notice the marketing analytics at Level 3, 2, or 1. satisfy your needs.
Where do you need to invest?
Level 4 takes the entire stack of solutions (data collection, data storage, BI, or visualization) and applies a language and setting like R or SAS to the statistical programming. (Simple models can be run within some BI software, but you’ll probably need a dedicated application to deploy the models.) When purchasing a data warehouse or other storage solution, ask if it supports the use of statistical modeling languages, either as a regular part of the product offering or as an add-on.
There are many tools promising “automated” insights, typically through some form of machine learning. In certain instances, the perspective is focused on a single source of data. Advanced analytics should be focused on large data sets, data sets constructed from various data sources, and live in an active data warehouse.
Analyst, marketing consultant, data developer, application design, influencer: level 4 is the best type of marketing analytics possible. You’re going to need the entire team to get everything correctly, like adding a …
Data Scientist: Level 4 also needs a data scientist because of the complexities involved, someone who can create models and find underlying trends in the results. (You can call the person a senior analyst.)
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The use of the items, therefore, depends on the general ability to use spreadsheets. There is also the probability of dragging data into the wrong columns often (which can be overcome by choosing the correct columns and refreshing the query). And you just need to stay vigilant and evaluate whether the data makes sense to you.
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