As a full-service marketing, PR and advertising agency, we use a lot of software. We’ve recently counted, and we determined we use around 32 different pieces of software to either run our agency or on behalf of our clients.
And we’re not the only ones.
Auren Hoffman, the CEO of SafeGraph, analyzed the macro environment for enterprise software and found that in the last ten years there have been a 20x increase in software vendors. Companies are buying 10x the number of software products they did in the past and the budget for software has grown by 4x. As digital marketing has exploded and Madison Avenue shifts more and more money from traditional to digital media, marketing software has become more central to an effective marketing strategy.
So if you’re not using at least a few pieces of software to run your marketing, you’re probably a bit behind on the curve. And when I say “a bit,” I mean way behind.
However, using two or more software programs to execute and analyze marketing efforts takes a lot of resources. Not only is it a pain in the butt to log into multiple tools all at one time, but as a result of monitoring performance for our clients, we spend a lot of time checking, compiling, comparing and reporting data from various programs.
Why We Need Multiple Marketing Tools
You might be wondering, “Why don’t they just use fewer tools?”
Unfortunately, that’s not an option. In fact, we expect to help our client’s select and deploy even more marketing software this coming year.
The marketplace for marketing software is exploding, and according to ChiefMarTec.com the number of marketing technology companies almost doubled from 947 to 1,876 in just one year. As observed in “The Center Thesis: Exactly What We Believe and Why We’re Betting Our Future on Center” by Clay Colins, the CEO of Leadpages, “The doubling came (almost exclusively) from highly focused point solutions.”
You Can’t Even Pry HubSpot & Google Analytics from Cold, Dead Hands
The two most important programs for our clients and us are HubSpot and Google Analytics. In fact, we use both programs for almost all our clients. Together, they cover a lot of ground. While HubSpot enables us to implement marketing activities on behalf of our clients, it also allows us to measure some things very well. Google Analytics allows us to dig a lot deeper into a client’s website analytics data.
To optimize search traffic and conversion rates, we need both.
For example, since many of our clients market regionally but attract traffic to their website nationally, we need to determine what their local visitors are doing on their site versus what the rest are doing. Unfortunately, we can’t do that with HubSpot, but we can with Google Analytics.
On the flip side, Google Analytics doesn’t track what known individuals or segments of known individuals do on a website, but HubSpot does. In fact, HubSpot does it so well that our clients can time their sales calls, so they make sure to call the leads who visited their website that day. HubSpot even allows us to segment and send an email message to the people who looked at certain pages of their site.
I could go on and on for a few more paragraphs explaining why you need both tools… but I’ll stop there.
Suffice to say, we love both of these tools and rely on them both in many ways. If you asked us to choose between the two, we couldn’t.
But — and this is a really big but — we hate going back and forth between the tools to check our clients’ KPIs.
We Waste So Much Time Logging in and Out of Analytics Accounts
Reaching my frustration point, I decided to search for a reporting solution that helped me view data from HubSpot and Google Analytics all in one screen.
I wanted to be able to track marketing results for every one of our clients without logging in and out of 50+ accounts.
I discovered and started using Databox — and fell in love. Monitoring performance with Databox connects me to a multitude of applications. It pulls the analytics data from all of them and allows me to create reports that include data from what I choose. Out of the box, it integrates with HubSpot, Google Analytics, Adwords, Facebook Ads and Wistia, just to name a few.
Creating a Report with Data from Multiple Marketing Apps
I can pull the number of users and sessions from Google Analytics in one block of data, like the screen grab below.
Then, I can pull the number of visits and leads from HubSpot for the same client.
(Don’t get me started on why the numbers are different.)
With Databox, I can view both of these tables with a simple swipe of the thumb on my smartphone. If I wanted to, I could combine this data into one table or even plot these metrics, over time, in charts.
More importantly, my account managers can wake up in the morning, grab their phones and immediately monitor their clients’ campaigns. This allows them to adapt their strategies and priorities for the day.
We’ve even started to project client performance data on TV screens mounted on our office wall so we can quickly collaborate to fix hot spots, and celebrate when we’re doing a great job, too. When we’re not in the office, we find an ease of use viewing all data from our laptops.
All our Analytics Data in One Place
The two reports above are just scratching the surface of the data we’re able to monitor inside Databox. Databox helps us track 100s of metrics from HubSpot and Google Analytics, plus metrics from other software we use.
To do so, they’ve built connectors with many common marketing software programs. Read “The HubSpot Analytics Dashboard You’ve Always Wanted” to see the full list of data you can pull in from HubSpot, and browse their available connectors to see what other marketing software you can connect with.
These connectors allow marketers to get up and running with reports in just minutes, so try Databox for yourself. Under their free plan, you can track up to 3 data sources.
At DSM, we’ve always been data-driven. Since it was always so time-consuming to access real-time analytics data, analysis and strategy had always been done periodically. Now, we have a foundation in place for monitoring performance of our clients’ key metrics in real-time without logging into multiple marketing apps. This allows us to check stats and collaborate more frequently which in turn helps us improve results.
If you need help deciding which KPIs to monitor, help to set achievable marketing and sales goals or help setting up Databox to track your progress, just give us a ring.