Why Your Marketing Team Should Use Digital Analytics In 2022
Find out the best tools, and suggestions on how to efficiently track the best digital marketing analytics trending in 2022. Capture useful data to have a detailed understanding of your website visitors’ behavior.
In a world that is going rapidly digital, being data-driven is a crucial tactic of survival.
Data and Digital have been inseparable for the longest time, and what better example than Digital Marketing could there be, of this statement. It’s a domain where you have to become data conscious to drive value and learn from your mistakes. But while that’s true, marketing agencies barely realize the potential of digital analytics for their business.
If you have a Google Analytics account for your website, it may simply not prove enough. There’s a ton of data that is generated daily inside your marketing team that holds unprecedented value. Very marketing teams fully capture it, let alone put it to strategic use.
These points were raised in the Measure Summit 2021 which highlighted the value of analytics in marketing and was attended by thousands of data enthusiasts from around the world. We’re ushering into an era of deep marketing analytics that tracks user journeys closely and goes beyond just checking the number of visitors.
So how can your marketing team become data diligent?
We have covered the top digital analytics your marketing organization must track in 2022, with tools and suggestions on how to do it proficiently. Let’s dive in!
Marketing Analytics includes everything from your marketing KPIs to project performance data points. It is an umbrella term for metrics being collected from all channels of marketing such as websites, social media, media buying, and more.
Most marketing agencies actively track these analytics but consolidating data reports and deriving useful insights out of the same can be challenging. Therefore, we have suggested the following tools.
MixPanel is a top-notch digital analytics platform that lets you build dashboards from a variety of data sources. It can come in handy as a cohesive dashboarding tool for all of your marketing analytics. You can connect various web properties such as websites, web apps, and social media pages to track all of your data consistently.
Image source: Mixpanel
Further, it also offers specialized features for building insights from data. You can figure out your top-performing pages, reasons for bounce rate, etc with comprehensive reporting.
Top KPIs to Measure using MixPanel
- Conversion Rate
- Referring Traffic
- User Journeys
- Engagement Data Points
- Product Data
Klipfolio helps you create comprehensible reports for scattered analytics that are hard to track from multiple sources. It lets you create a well-defined dashboard that can work with multiple metrics and co-relations at the same time. You can track monthly ad spending and then compare it with CAC at the same time. This gives you more power to understand the overall performance of your marketing campaigns.
Image Source: Klipfolio
Klipfolio can connect with popular advertising tools as well as social platforms to help you consolidate data in a single view.
Top KPIs to Measure Using Klipfolio
- Social Media Analytics
- Facebook Analytics
- Instagram Analytics
- Instagram Ads
- LinkedIn Ads
- Twitter Ads
Team Performance Analytics
The team’s collective productivity is a key factor in ensuring that the marketing engine works at top speed. For this, you need objective data on how the team is utilizing allocated time and what hurdles are draining team productivity. These questions can be answered by measuring the team performance using specialized tools.
Teams that are aware of these analytics can make smart decisions vis-a-vis team management and continuously overcome team challenges.
ProofHub is essentially a project management software that enables teams to collaborate better and keep daily tasks always synced up. While it enables teams to stay productive, it also offers analytics into team performance for managers. It comes with one-click reporting on the project health and time utilization which are critical for any manager, trying to keep the project on track.
Image Source: ProofHub
ProofHub can measure the efficiency at which your team operates and lay it down in clear numbers. You can also use the in-built Gantt charts for tracking projects in terms of timelines.
Top KPIs to Measure Using ProofHub
- Time spent on tasks
- The workload on individual resources
- Gantt timeline
- Milestone completion
- Task completion rate
Clockify is a central suite for tracking time utilization for your organization. It offers features for creating timesheets that contain detailed digital analytics about how your team and employees are spending work hours. From task reports to time-off hours, it lays down all the activities your remote (on in-house) employees are going through.
Image Source: Clockify
Such a level of diligence enables you to optimize team performance. You can objectively view how your projects are coming along and how you can motivate your employees to perform better.
Top KPIs to Measure Using Clockify
- Breakdown of time expenditure
- Calendar dates
- Shift timing and scheduling
- Billable hours
- Expenses and Invoices
- Project time
Project Analytics is part of the digital analytics that describe an individual project’s performance. While it’s important to have a bird’s eye view of the project, it’s also important that the project’s health and overall efficiency are monitored.
These analytics help managers and agency owners create a successful project portfolio by tracking the most relevant performance points. They also find significance in client reporting and revenue measurement.
Trello is a task management app with extreme customizability. It works on the Kanban board philosophy which lets you break down your projects into work items and track everything individually. Trello can help you gain better insights into project health with analytics integrations. It’ll save you from the trouble of making manual reports for client reporting.
Image Source: Trello
From deadline reporting to burndown charts, Trello readily integrates with slow reporting apps to your analytical advantage.
Top KPIs to Measure Using Klipfolio
- Project time
- Status updates
- Burnup charts
- Project velocity charts
- Gantt Charts for projects
- Lead time
nTask is another project management tool that helps teams to organize their daily work in a consolidated interface. It offers several features for tracking critical business components such as financial summaries, risk management modules, resource workload, etc.
Image Source: nTask
Its risk management module is quite useful for businesses that want to mitigate active process risks in their workflows. You can build risk charts, collaborate with key stakeholders and manage action plans, all in one place.
Top KPIs to Measure Using nTask
- Project time activities
- Risk reports
- Finance reports
- Budget reports
- Time estimates
- Task completion reports
Employee Engagement Analytics
Are your employees facing burnout? It can be hard to tell otherwise but digital analytics for employee engagement make it easy. You can check the engagement levels of employees by checking metrics for absenteeism, time utilization, sick leaves, etc.
There are many ways to track employee engagement and the right tool makes the process even easier. Marketing teams that find their campaigns meaningful and are socially connected to each other often show better performance.
7. Culture Amp
Culture Amp is an employee engagement software that makes it easy for HROs and C-level execs to measure engagement levels in an organization. It offers features for understanding employee challenges with the help of surveys and studies that can readily be configured using the tool. It helps you understand the survey responses with intelligent classification.
Image Source: Culture Amp
It further improves the data insights with pre-defined templates and analytical tools. You can predict KPIs such as turnover rate and job satisfaction.
Top KPIs to Measure Using Culture Amp
- Employee engagement rate
- Retention rate
- Leadership campaign performance
- Employee confidence
- Employee Turnover
- Knowledge sharing prowess
15Five is an employee engagement suite that helps organizations drive change effectively. It has features for everything from aligning remote teams to developing a culture of personal development. Companies can use it for performance reviews, conduct employee surveys, and create OKRs easily. It also works as a learning tool for managers
Image Source: 15Five
15Five gives a birds-eye view of how the organization is performing by tracking some significant metrics along the way.
Top KPIs to Measure Using Culture 15Five
- Employee engagement
- Performance ratings
- Satisfaction ratings
- Personal Development Goals
- OKR and Goal completion
Also read: Top 5 Campaign Management Software
Time Expenditure Analytics
Digital agencies that are currently working remotely often need detailed insights into the time expenditure habits of their remote workers. This helps them ensure that the team is not lagging behind on important project updates and project goals are on track. From a hygiene POV also, monitoring time consumption can help companies make amends.
Thankfully, there are specialized tools that help marketing teams collect these metrics. Teams can work on growing time-efficient while sustaining a healthy work-life balance when they track their moves.
TimeDoctor is a time and activity tracking that helps remote and in-house teams gain better insights into their time utilization. It works both as an analytics tool as well as a management platform for supervisors. It generates reports for all the activities and tasks carried out by employees on a given day, with detailed productivity tracking.
Image source: TimeDoctor
It organizes time reports with clear segmentation vis-a-vis employee performance, client billing, resource utilization, and so on
Top KPIs to Measure Using TimeDoctor
- Billable Hours
- Time spent on each task
- Efficiency and Productivity
- Project time reports
- Budgeting and Spends
Monitask is an employee monitoring system that helps managers track the time habits of employees. It’s quite useful in remote environments where managers have limited access to employees. It tracks employee workstations and shares activity data such as screenshots and websites visited by employees to the managers.
Image Source: Monitask
With the availability of time data, managers can make strategic improvements to work routines and assign tasks with greater time awareness.
Top KPIs to Measure Using Monitask
- Employee time tracking
- App-wise time tracking
- Budget reporting and KPIs
- Productivity Rate
- Task-based time tracking
Will 2022 be the year of data-driven change for your marketing team? The answer lies within you. We have demonstrated how tracking digital analytics for the multitude of activities at your workplace revolutionizes how you work. From better productivity to better marketing campaigns, everything can be figured out when you know your data closely. And it all starts with the right metrics.