Friday, July 25, 2014

Which analytics tools do marketers use?

  • In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social. 
  • The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.
  • Web analytics predictably came out as the most widely used (36%) followed by Excel (90%).
  • Two-thirds of respondents (65%) use some form of social analytics while 27% are ‘planning to use’ them, which is indicative of the fact that businesses see value in social media interactions but are still getting to grips with how to measure the ROI.
Which data-related tools or types of technology do you use?

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