8 Use Cases to Get the Most Out of Your Marketing Analytics Software
Your marketing automation platform houses crucial marketing data that drives your business. But what good is all that data if you can’t view and parse it in the formats and reports that make sense to you and your team? That’s where marketing analytics software comes in.
Most of the major marketing automation platforms have some form of analytics built into the user experience. Our partner’s at Act-On announced a major update regarding marketing analytics functionality, including a new AI search that lets you ask data questions in natural language.
Whatever software you use, gathering the right insights is key to improving performance. But often those key insights lie deeper than what’s provided by standard performance reports (e.g., email send reports, landing page visitor reports). That’s where a true analytics engine is required, to enable you to dive deep into your data, segment according to your business needs, and bring in custom data.
Let’s go through some use cases for marketing analytics software. What reports should you be looking at regularly to get the most out of your automation stack?
1. View side-by-side email results to spot trends and anomalies
Results for one email are handy. Results for multiple emails are a force multiplier for marketing strategy. Visualizing metrics like click and open rates across a range of emails helps you spot trends and potential outliers in your marketing programs.
Perhaps a certain category of email always seems to get higher engagement. Or maybe a certain subject line format is having outsized impact compared to others. These are the types of observations that can lead to new standards and processes across your team that you wouldn’t have come up with otherwise.
Every audience is unique. Now analyze email, content, and subject line performance per unique audiences. Then segment audiences by company size, geo, or industry. Applying this more advanced analysis across your email results is how you get to know your audience better than anyone else.
2. Track daily form activity to draw conclusions about audience behavior
Monitoring daily form activity is like having a pulse on your audience’s behavior. By tracking how your audience interacts with your forms on a day-to-day basis, you gain valuable insights that can shape your marketing strategy.
Are certain days of the week more popular for form submissions? Do certain forms consistently perform better than others? Are there trends in the timing of form submissions that coincide with specific marketing campaigns or events? These are the types of questions you can answer with reports on daily form activity
Understanding these patterns can help you optimize your marketing efforts. For instance, if you notice that your forms receive more submissions on Fridays, you might consider launching targeted weekend campaigns. Or if you find that certain forms have a higher abandonment rate, you can fine-tune them to improve conversion rates.
3. Easily spot deliverability failures in customizable charts
Deliverability is the lifeblood of your email marketing campaigns. With customizable charts, you can easily keep a close eye on deliverability and take swift action when issues arise. Drill into key deliverability metrics such as bounce rates, spam complaints, and email opens in real-time.
Keeping your finger on the pulse of deliverability means you can spot failures and warning signs as soon as they develop, rather than waiting until your sender reputation takes a dive. Are you working with outdated email lists or technical issues? What’s causing that spike in bounce rates?
By monitoring deliverability in real-time with customizable charts that suit your specific needs, you can maintain a healthy sender reputation and ensure that your emails consistently reach the inboxes of your audience.
4. Understand suppression practices behind your recent email sends
Nearly every marketing automation program uses suppression filtering to prevent emails from going to customers, active sales, or any group that is not appropriate for the given email program. Maybe it’s an issue with the recipient’s domain, or too many hard or soft bounces at the address. Maybe someone on your team has added certain emails to a manual suppression list. Whatever the reason, understanding these trends with suppression can clue you into deliverability issues before they become major problems.
Did a certain email or specific nurture program have more bounces or failed deliveries than others? Maybe it’s time to audit that list for deliverability and make sure there’s not a deeper issue.
Maybe you’ve been beating up a list with too many repeated sends, triggering suppression rules for that nurture program. That could be a sign that you need to stop sending so aggressively to that list, or risk being reported as SPAM by recipients who could otherwise be prospective customers.
Read the full blog on our partner, Act-On’s website. Need help with your own marketing analytics? Click on the link below to get started.