What should you look for in a marketing analytics platform?

Define what the right data your team needs is. This will be different for different companies of different sizes. You could look online for examples, but know that the data you collect should be relevant to *your* company.

Data quality is hands down, the most important factor in choosing in marketing analytics platform. If you have to wait for your data (sometimes long after your customer or prospect has stopped engaging), or you only get the data you tagged for (because if you didn't tag for it, you don't get it), you're making decisions based on a portion of the story - not the entire story. Marketing strategy built on only half the data typically yields at best, half the results.

En una plataforma de análisis de marketing, buscas calidad de datos primero. Esta debe capturar información precisa y consistente de múltiples fuentes como el sitio web, redes sociales, correo electrónico, anuncios, CRM, entre otros. Es vital que maneje grandes volúmenes de datos sin sacrificar velocidad, seguridad o escalabilidad. Además, la plataforma debe tener capacidades para limpiar, validar y enriquecer datos, asegurando que estén listos para un análisis profundo que te permita comprender el impacto de tus esfuerzos de marketing en tus objetivos comerciales.

The data and insights is the obvious answer, however, you want to make sure that the platform can deliver meetings booked (and whether or not it came from sales or marketing), pipeline and revenue closed. Those are the crucial metrics for any marketing team.

We definitely look for the collection, measurement, and interpretation of data related to various marketing & sales activities. By leveraging marketing analytics, businesses can fine-tune their marketing efforts, optimize promotion of services, and enhance customer engagement. This not only improves the return on investment (ROI) but also enables companies to establish stronger customer relationships, boost sales, and drive sustainable growth.

Ensure the platform can seamlessly integrate with various data sources, including your CRM, social media, advertising, and website analytics tools. A comprehensive view of all your marketing data is essential.

Customer journeys are fragmented, because there are more touch points than ever at every step during the customer lifecycle. There are more places to see ads, more places to do research, more places to buy, finance etc..., and this means there WILL be silos of data at some point. That's why it is important have a solution capable of tying all of the internal and external data silos together through the use of a single persistent ID. CDPs are good, but they only unify internal data while not unifying other types of external data. Cleanrooms are a good idea, because they allow safe data sharing, but without a persistent ID you won't have a full customer view beyond the parties collaborating.

High-quality data can drive impactful and insightful decision making. This can be further enhanced by being smart with integrations. Creating a stack that leverages off visualisation, targeted email platforms, content generation platforms and even AI can make really super power data!

Poder integrar os dados de diversas plataformas de modo automático, fazendo com que possamos abandonar as planilhas irá trazer mais agilidade e transparência na análise de dados. Quanto menos interferência tivermos na coleta, mais confian?a teremos nos números analisados.

Una buena plataforma de análisis de marketing debe ofrecer integración de datos multi-canal, análisis en tiempo real, visualización intuitiva, seguimiento del ROI, predicciones basadas en IA, facilidad de uso, y ser segura, escalable y coste-efectiva.

Consider platforms that offer advanced analytics features, such as predictive modeling. These capabilities can help you forecast future trends and optimize your marketing strategies proactively.

Whenever you feel like the data in itself is not valid enough to give you solid, decision driving insight you can at least compare data over time and to benchmarks. Often it's just about showing one moved the needle.

In a marketing analytics platform, prioritize robust data analysis capabilities for insightful decision-making. Look for tools that offer accurate, real-time data, customizable reports, and user-friendly interfaces to maximize marketing effectiveness.

Identify the analysis that you will use on high frequency - every day, every week, every month. Ensure your marketing analytics platform is more than sufficient for these requirements, and then evaluate the platform for more advanced features.

A análise preditiva de dados ajuda a direcionar melhor as a??es de marketing com uma estratégia forte. Mas é preciso ter critérios próprios de avalia??o. O feeling pessoal e a experiência contribuem para decidir melhor o que é bom para você.

Do not cease reporting after a week, or 30 days, or even 60 days. Strong reporting platforms allow you to build a full and robust story of sales success by visualizing the data as it ages, and as it is acted upon from your sales teams. Keep reporting long after you thought you might stop.

Other things to consider are real-time analytics, this allows you to make timely decisions. Customizable dashboards, user friendly interfaces, as well as data visualizations that are clear and easy to understand. These will all improve user experiences.

The data collected is worthless if it doesn't help to drive decisions. Hence dissemination of the data and the results from data is very important.

Real-time reporting capabilities are crucial for staying agile in your marketing strategy. Choose a platform that provides timely updates on key metrics, allowing you to make informed decisions quickly.

Sehr interessante Perspektive zur Datenberichterstattung – effiziente Tools sind definitiv der Schlüssel für eine produktive Zusammenarbeit mit dem Team und Stakeholdern.

Ensure your organization is prepared with a comprehensive experimentation strategy for marketing, to take advantage of the optimization capabilities of your platform. What to A/B test, what to personalize, what impact to achieve and whats needs to be measured; all need to be defined in an optimization and experimentation plan before starting any optimization in the platform.

Having wide industrial specifications knowledge on the platform is great as it helps with various testing strategies. Moreover, it allows for adjusting analytical consistency according to specific ROI measurement requirements, which are optimized to the input data. All in all, makes data interpretation and insights explicit.

Facilidad de Uso: Interfaz intuitiva que permita una navegación sencilla. Análisis en Tiempo Real: Funcionalidades para analizar datos en tiempo real y tomar decisiones rápidas.

The robust data support is crucial for success in a marketing analytics platform. It ensures timely technical assistance, educational resources like tutorials and webinars, and continuous product support through updates. This support empowers marketers with the tools and knowledge needed to derive meaningful insights, make informed decisions, and optimize marketing strategies effectively.

Platform data support is a minor factor in overall platform selection. It is highly recommended data platform integration and setup is done by an in-house expert who's intimately familiar with that platform - do not rely solely on Support Team. The most important aspect is live chat technical support with specialists who are always ready to get their hands dirty in resolving issues alongside you, not within 24 hours via email.

Research and read reviews from other users in your industry. Learning from the experiences of others can provide valuable insights into the platform's strengths and potential limitations.

In a marketing analytics platform in New Zealand, it's essential to look for the capability to effectively integrate and analyse data from multiple sources. Since marketing campaigns often span a variety of channels and platforms, the ability to consolidate data from these diverse sources into a cohesive view is crucial. This integration allows for more accurate and insightful analysis, supporting informed decision-making and strategic planning.

When choosing a marketing analytics platform, consider features like data integration capabilities, customizable dashboards, real-time reporting, attribution modeling, and scalability to meet your business needs. Additionally, assess user-friendliness, data security, and customer support to ensure a comprehensive solution that aligns with your marketing goals.