Three Ways to Combine and Compare Marketing Data from Different Sources
These days when marketers have to cross-market to so many channels, you just cannot rely on a single source of data.
Omni-channel marketing brings about omni-channel data analysis which is basically combining multiple data sources in order to get a broader picture of your customers’ buying journeys.
As the COVID-19 pandemic is still going strong, and shopping is confidently moving online, taking control of your (and your competitors’) data is getting even more important.
Here are three easy ways to consolidate, organize and compare important marketing data:
Create a single social media analytics dashboard
As a rule, we can isolate six different sources for social engagement:
- Facebook – Main engagement with direct brand-to-use interaction
- Twitter – Influencer engagement
- Instagram – Branding
- Pinterest – Content sharing
- YouTube – Video marketing through authority building
- TikTok: Reaching youngest audiences through video co-creation
There are many more social media platforms you can use and expand your reach, but these six are major ones as a rule. If you properly target your content marketing to these six, the rest will be easy to cover as well. For example,
- Slideshare is a good mix of Pinterest and Youtube (You can build presentations by curating your own images and you can use Slideshare for certain types of videos too (Videos from conferences are perfect for Slideshare for example).
- Linkedin is a good place to connect to companies (Think of it as Twitter but for the B2B market), etc.
Cyfe is a good way to keep an eye on all those channels at the same time without investing tons of time into monitoring the growth. It supports lots of social media metrics and you can monitor multiple different accounts and pages from one dashboard:
You can also create marketing analytics dashboards that integrate directly into your site backend (for easier access). There are various templates available for that.
Create sales funnels based on your all your marketing assets
These days brands invest in multiple marketing assets that allow them to market to several channels at once. How to monitor which asset is performing better?
Monitor your asset performance closely to determine the best-working and capitalize on that success. Finteza is a web suite with a big focus on conversion optimization which will help you measure and compare conversions driven by different assets and funnels.
Finteza visualizes your sales funnel to show exactly what each asset is doing for your bottom line, i.e. conversions driven and clicks leaked. But more importantly, it can also help you compare different funnels and their performance.
All you need is to select another channel from your list and you will have your data combined in one chart.
There are several more analytics solutions that combine and compare different data sets, so choose one that works best for your needs.
Make more informed marketing decisions
Sometimes you don’t even have to own data to be able to consolidate and compare it. For example, you can compare two of your competitors and their organic visibility without having access to their analytics. Tools like Ahref and Semrush allow you to access comparison data to as many as ten of your competing domains or pages.
Another example is comparing different software solutions before choosing one. Tools like G2 allows you to compare features, pricing, user feedback of several solutions within one vertical.
If you are into SaaS business, tools like this help you identify your weak points and come up with more competitive packages and pricing.
Conclusion: Getting focused is still important
While using different data sources is a must, ultimately you will have to find the data that matters most.
How do you know if your content is successful? For most companies, it would be based on clicks and conversions. It is a little more complicated for specific brand types, like non-profits and will depend on what you deem most important. Is it based on the number of donations? How many donations? Whether they clicked through to your site? Social media activity?
You choose the metrics, so you control what defines a successful digital marketing campaign.
Do you have any tips for causes that want to implement video marketing into their strategy? Leave them in the comments!
Image by Gerd Altmann from Pixabay
