3 Analytics Tools That Help Measure Your Marketing Results

3 Analytics Tools That Help Measure Your Marketing Results

Originally Published by  ALEH BARYSEVICH , socialmediaexaminer.com

Need better ways to analyze your social activities? Looking for tools to prove your marketing efforts are working?

In this article, you’ll find three tools to analyze and report on your social media marketing efforts.

#1: Evaluate Keyword Mentions and Sentiment

Awario is a social media monitoring and analytics tool that finds mentions of your keywords on social media platforms, news sites, blogs, forums, and the web. Set up an alert for your brand (slogan, campaign, blog post, CEO, URL, etc.) and Awario will tell you how the use of your keyword is growing, what the sentiment behind it is, and how it compares to your competitors and previous campaigns.

Price: Awario’s Starter Pack is $29/month, Pro is $89/month, and Enterprise is $299/month. A free 14-day trial is available.

Create an Awario Alert

After you’ve signed up for an account, click the + button next to Mentions to set up an alert.

Measure marketing results, evaluate keywords and sentiment, step 1, add new Awario alert

Next, enter the keyword or keywords you’d like to monitor.

Measure marketing results, evaluate keywords and sentiment, step 2, enter keywords to monitor

Then click the More Options link to specify additional parameters to refine your search and make the results more relevant.

Measure marketing results, evaluate keywords and sentiment, step 3, specify parameters of your search

Here’s a rundown of your options:

  • Website or Webpage: Enter the URL for your website.
  • Negative Keywords: Add any keywords you want Awario to exclude.
  • Language: Specify the language(s) of your mentions. Awario will ignore mentions in unspecified languages.
  • Countries: Select your preferred countries for mentions. Note that Reddit doesn’t disclose user location, so to include Reddit mentions, you have to choose Unknown, as well as the countries you’re interested in.
  • Sources: By default, you get mentions from every available source (Twitter, Facebook, Instagram, etc.). Exclude the sources you’re not interested in to ensure you don’t hit the mentions limit too quickly.
Measure marketing results, evaluate keywords and sentiment, step 4, select search sources
  • Whitelist/Blacklist: Whitelist resources you want Awario to prioritize, and blacklist resources you’re not interested in. Awario will check whitelisted resources first when it looks for new mentions. Blacklisted resources will be ignored. Tip: Blacklisting your own social media profiles will make your mentions feed less crowded and save you mentions.
  • Date Range: Specify the date range of your mentions.
  • Email Notifications: Choose how often you want to receive email notifications of new mentions.

If you want to make your search even more precise, click Switch to Boolean Search at the bottom of the page and program what to search for. Click here for a comprehensive guide to Boolean search.

Measure marketing results, evaluate keywords and sentiment, step 5, add boolean search parameters

When you’re finished filling out the form, click Create Alert and watch the tool find mentions of your keywords in real time.

Connect Your Social Media Accounts to Awario

Awario will prompt you to connect your social media accounts. Connect your Facebook account and other profiles to find relevant mentions quicker.

Measure marketing results, evaluate keywords and sentiment, step 6, connect your social accounts to Awario

Analyze Your Mentions in Awario

After you set up an alert, Awario will gather mentions from the sources you’ve selected and analyze them on the go. To see how the results change in real time, open your dashboard.

Measure marketing results, analyze your mentions, step 1, open your Awario dashboard

From left to right, you can see how the number of mentions changes over time, the sentiment behind the mentions, and the reach (the number of people who end up seeing the mentions). Below that, you find running mentions and influencers (people who have mentioned your keyword and have many followers).

Measure marketing results, analyze your mentions, step 2, example of Awario dashboard tracking data

You can also view info on countries, languages, and sources. One important data point is the topic cloud, which shows the words mentioned most often around your keyword.

Measure marketing results, analyze your mentions, step 3, example of topic cloud in Awario

Generate Awario Reports

You can download and share reports on your mentions with the paid version of Awario. To get professional PDF reports, choose one of the report options on the left of the screen:

  • Mention Statistics displays the same information you see on the dashboard, but it’s better organized and provides more detail.
  • Alert Comparison shows how each of your metrics compares to your competitors (if you’ve created alerts for your competitors).
  • Influencers lists people who have mentioned your brand sorted by their number of followers and a list of websites sorted by their Alexa rank.
Measure marketing results, analyze your mentions, step 4, menu options for Awario reports

#2: Assess Audience Activity and Social Media Engagement

Sprout Social is a social media management tool. Analytics is only a part of what it does; other features include scheduling and tracking your team’s performance. This article focuses on how you can use Sprout Social to find out more about your customers.

It analyzes Facebook, Twitter, Instagram, LinkedIn, and Pinterest activity, measuring engagement and ad performance and comparing your progress with your competitors’.

Price: Standard plan is $99 per user/month, Professional plan is $149 per user/month, and Advanced plan is $249 per user/month. All plans include a free 30-day trial.

Assess Engagement With Sprout Social

After you’ve created a Sprout Social account, you’re taken to the dashboard, where you see what else you can do with the tool.

Measure marketing results, assess audience activity and engagement, step 1, Sprout Social dashboard

Scroll down on the page, and you’ll see that the tool has already calculated the engagement around posts for the social networks you’ve attached.

Measure marketing results, assess audience activity and engagement, step 2, Sprout Social post engagement data sample

Next, go to the top of the page and click Try Brand Keywords. You then see a feed of mentions that have tagged your brand, as well as direct/private messages, retweets, retweets with comments, new followers, and wall posts.

Measure marketing results, assess audience activity and engagement, step 3, option to add brand keywords to Sprout Social tracking

To receive more mentions that you’re interested in, add Twitter keyword/Instagram hashtagsspecify a location, and add negative keywords.

Measure marketing results, assess audience activity and engagement, step 4, add Twitter and Instagram hashtags, locations, and negative keywords to Sprout Social tracking

Pro TipClick the Search Operators link to reveal search operators you can use to narrow your search. Adding search operators helps you find exact keywords or multiple words, filter emojis, select preferred languages, focus on specific users, search for links, and more.

Measure marketing results, assess audience activity and engagement, step 5, Sprout Social advanced search options

The feed with mentions of your keywords will be added to your dashboard.

Analyze Your Audience With Sprout Social

To find out more about the state of your social media accounts, click Discovery at top of the page. On this tab, you’ll see three options on the left:

  • Smart Search is the same keyword monitoring feature described above.
  • Suggestions shows your followers, people you’ve conversed with, and people who have mentioned your brand.
  • Cleanup reveals silent accounts, accounts with irregular usage, and people who don’t follow you back.

You can go through each of your social media profiles right from the app and take further action.

Measure marketing results, assess audience activity and engagement, step 6, Sprout Social discovery tab search options

Generate Sprout Social Reports

You’ll find the rest of your social media analytics in the reports. Click Reports at the top of the screen to see your report options. Click to select a report or choose a report option in the left panel. Any options that are grayed out are not available for your plan level.

Measure marketing results, assess audience activity and engagement, step 7, Sprout Social reports tab options

If you choose the Group report, you can view impressions, engagements, and link clicks for the chosen time range; volume of messages sent and received; and audience group metrics (how many followers you gained for each network in percentages).

The Twitter Comparison report shows how your brand and a competitor compare on the platform. You’ll see engagement and influencer metrics, followers gained for a specified time range, and number of mentions over time.

Measure marketing results, assess audience activity and engagement, step 8, example Sprout Social Twitter comparison report

Click on the Trend report to view topics frequently mentioned alongside your brand and hashtags associated with it.

Measure marketing results, assess audience activity and engagement, step 9, example Sprout Social Trend report

You’ll also see a list of people on Twitter who have mentioned your brand.

Measure marketing results, assess audience activity and engagement, step 10, example list of people on Twitter who have mentioned your brand in Sprout Social Trend report

You can export any Sprout Social report to PDF and CSV format.

Measure marketing results, assess audience activity and engagement, step 11, options to export Sprout Social reports as .pdf or .csv

#3: Benchmark Social Media Channel Performance Against Competitors

Sotrender is a social media analytics tool that focuses on Twitter, Facebook, Instagram, and YouTube. It gives you a detailed overview of how your profiles are performing and compares your progress to your competitors’. The tool also provides tips based on the analysis it performs.

Price: Bronze (2 brands) is $50/month, Silver (5 brands) is $110/month, Gold (10 brands) is $200/month, and Platinium (20 brands) is $390/month. A free 14-day trial is available.

Analyze Your Social Media Data With Sotrender

After you set up a Sotrender account, connect your social media accounts.

Measure marketing results, benchmark social channel performance vs. competitors, step 1, option to connect social accounts to Sotrender

It will take some time for Sotrender to collect your data, so for the best results, give it 24 hours. Once your data has been imported, choose the social profile you want to analyze from the left panel.

Measure marketing results, benchmark social channel performance vs. competitors, step 2, choose the social channel to analyze in Sotrender

As part of the profile overview, you’ll see active users by hours and dates, community ranking, reach metrics, number of fans, user activities, and interactivity index. Note that you have to sign the GDPR contract to see the community ranking.

The chart below indicates the hours when users are most active.

Measure marketing results, benchmark social channel performance vs. competitors, step 3, example of active users by hours graph in Sotrender

The User Activities section breaks down reactions and shares.

Measure marketing results, benchmark social channel performance vs. competitors, step 4, example of user activities graph in Sotrender

Tip: To see more detailed stats for any of the graphs, click the More link in the lower-right corner.

The different colors in the Interactivity Index chart below represent the data for different networks.

Measure marketing results, benchmark social channel performance vs. competitors, step 5, example of interactivity index graph in Sotrender

Click on Tips in the left panel to see a list of tips based on your data analysis.

Measure marketing results, benchmark social channel performance vs. competitors, step 6, example of tips based on analysis in Sotrender

On the Audience tab, you’ll see demographics, locations, sources, and other interesting metricssuch as the distribution of different reactions (if you chose Facebook).

The User Reactions chart displays when and how reactions happened over time.

Measure marketing results, benchmark social channel performance vs. competitors, step 7, example of user reactions graph in Sotrender

In the Fan Demographics module, you see a demographic breakdown of your followers by gender and age.

Measure marketing results, benchmark social channel performance vs. competitors, step 8, example of fan demographics graph in Sotrender

Sotrender also shows how your brand (i.e., your social media team) is doing. You can see theresponse rate, response time, and a metric called interactivity index. The interactivity index heatmap combines data from several sources and shows when the level of engagement is strongest.

Measure marketing results, benchmark social channel performance vs. competitors, step 9, example of interactivity index heatmap graph in Sotrender

The Reach and Engagement tab predictably shows reach and engagement in more detail, and the Content tab shows metrics for each type of content (photo, link, and video).

Measure marketing results, benchmark social channel performance vs. competitors, step 10, example of number of video views graph in Sotrender

To get these results for one of your competitors, click on Comparison in the left panel and add your competitor’s social media profiles.

Measure marketing results, benchmark social channel performance vs. competitors, step 11, option to analyze a comparison of social channels in Sotrender

Generate a Sotrender Report

To create a report in Sotrender, click Reporting in the left panel. Then click the Add Reportbutton and choose One Time or Recurring Report from the drop-down menu.

Measure marketing results, benchmark social channel performance vs. competitors, step 12, option to add a social report in Sotrender

Next, choose the social network you want the report to coverselect a date range, and indicate whether it’s for a single profile or multiple profiles. Also specify which analytics should appear in your report.

Sotrender lets you include or exclude tips, an explanation of metrics, the Sotrender logo, your logo, and the author’s info. Reports may be downloaded to both PDF and CSV formats.

Measure marketing results, benchmark social channel performance vs. competitors, step 13, options to select or set for your social report in Sotrender

Conclusion

Social media marketing is a bit like Schrödinger’s cat. It’s simultaneously working and not working until you’ve measured it. Translating marketing efforts into numbers, however, is not as easy as opening the box. It requires tools that perform deep-level analytics. Only with the right tools can you compare metrics and get an idea of whether your marketing efforts are paying off.

Luckily, numerous analytics tools will help you do that, including the three tools mentioned in this article. To gain a better understanding of what type of tool you need, you might want to try out a few of them.

Remember that there’s no such thing as the ultimate tool. Each analytics tool will provide a different kind of data, cover different social networks, and conduct different kinds of analyses. Decide on your social media marketing goals, experiment with several analytics tools, and only then will you be able to find the best fit for your needs.What do you think? Do you use any of these social media analytics tools? Which analytics tools would you add to this list? Please share your thoughts in the comments below.