As a marketer, proving the impact of your campaigns through conversions and ROI is how you demonstrate your value to the company. It has always been important to measure the results of your marketing efforts, and professional marketers now rely more heavily on the technology that supplies this statistical evidence. There are many technologies that provide this data, and knowing which to use can make a big impact on where you choose to spend your marketing dollars. The following six technologies are those rated highest in our annual State of Marketing Measurement Survey:
- Web Analytics: Web analytic technologies, like Google’s Universal Analytics, are currently being used by 73% of marketers. Track visitors’ activity on your websites, as well as the referring source, and when they left. Web analytics tools are helping marketers to create a formidable online presence by optimizing the way consumers interact with their websites.
- SEO and PPC Tools: 63% of marketers are using SEO and PPC measurement tools in order to get the most out of their search engine presence. Technologies from companies like Kenshoo, Marin Software, and Acquisio help marketers to select the best keywords and optimize conversion and click-through rates for various search engines. If keyword-level advertising is part of your marketing mix, you don’t want to miss out on the benefits that come from this technology.
