SEMRush is an SEO favorite, but is it valuable from a marketing analyst perspective? What is the Data Studio connector like? Learn about how the data works and which reports are most valuable in providing reliable data.
Google Data Studio is Google's powerful data visualization tool to help you turn all your data into easy visualizations with a collection of widgets that connect to your favorite Google data sources and more.
Analytics reporting can either be based just on web data or integrated with all other business data sources. Reporting tools make it easy to consolidate data into one place, both first- and third- party data. They typically provide the basic visualizations to help complement the raw numbers, but manipulation must be all done within the platform. Reporting tools allow you to review data in real-time after the dashboards are set up with different variations of collaboration features included.
User Testing is an analytics methodology to gather real user feedback, both qualitative and quantitative, online. User testing comes in many forms as it’s embedded within the user experience: surveys, live recordings, session recordings, and more. With the ability to view an actual session, businesses can learn to understand what causes fallouts, exits, and frustration. User Testing methods complement historical analytics to answer the “why” for user behavior trends and issues.
A/B multivariate testing, otherwise known as split testing, is how businesses find the best combination of elements that lead to success. Whether it’s color, layouts, or context, you can use A/B testing to split groups and compare them side-by-side at the same time. Since A/B testing maintains the time as a constant, you can ensure at least time-sensitive external variables are not in effect. A/B testing can either be done on the client-side or server-side. Client-side is typically an easy drag-and-drop editor within the tool’s user interface for anyone to set up tests. Server-side is dependent on a developer’s help to adjust the back-end to implement the test, but can be more flexible in terms of integrating internal data and processes.
Social Media tools are comprised of three different types: social publishing, social analytics, and social listening. Social publishing features include post scheduling, post customization, content calendars, and asset libraries. Social publishing tools streamlines teams by post across all social media platforms in one user interface. Social analytics provide data to help teams monitor social performance. Determine which content types, user segments, and times work best for every campaign and account. Social listening is the advanced set of analytics where you can dive into overall social conversations based on keywords, hashtags, and mentions. Social listening tools provide features for sentiment analysis, influencer research, and brand reputation monitoring.
Choose different PPC platforms that can complement your digital marketing mix. They all have different audiences, but can be integrated with your web analytics platform to create cohesion across all user touchpoints.
Search engine traffic drives in the most qualified users as they strongly intend to convert. Gain high visibility with more impression share when users are researching. How? Use an SEO tool that aggregates Google Search data to understand organic search results, paid advertising, and competitor strategies. Knowing all three will give you a holistic view of how you can optimize your own content. Look for an SEO tool where you can easily explore keywords, real paid ad history, and backlinks. Rather than manually researching, SEO tools aggregate all search results for you. They provide data on all important SEO elements for a comprehensive, streamlined analysis.
Competitive analytics tools use one data collection methodology to give you a high-level view of how each digital market is doing, down to individual domains. They provide traffic analytics and user demographics for 1:1 comparative analysis across all platforms. Usually, competitive analytics tools will use a mixture of direct website tracking and a user panel of known attributes.
Web analytics tools measure and track your overall website and mobile app performance over time, allowing for historical reporting and analysis. The tool you choose should make analyzing easy. It should be versatile with simple third-party marketing integrations, so you’re able to create a more robust ecosystem of data. Also, it’s great to administer more complex remarketing campaigns based on historical data.