Automated Marketing Analytics: What Are You Missing Out On?
Let’s face it: Regardless of size and industry, most companies out there struggle with marketing analytics.
This usually happens for reasons related to strategies, tools, and people, but also because of the breadth of areas (and data) covered by marketing analytics.
It’s easy to feel empathy for marketing managers here, as crafting a strategy that involves the right people and tools to analyze tons of data and produce simple insights can be quite the challenge.
However, it’s not an impossible one.
No matter how hard you have it, this is still something you’d want to get right since proper marketing analytics allow you to:
Understand how your marketing efforts perform
Build cross-departmental relationships
Create outcomes that matter for your business and stakeholders
Quality data, no silos, total visibility, and useful insights will drive your business forward, and automation can be instrumental in achieving that.
In this article, we’ll provide you with seven examples of how you can leverage Make to automatically track and report on your marketing metrics.
Ready to set the groundwork for automated analytics? Then let’s not waste another minute.
1. Easily get data from Google Analytics
Google Analytics is the most used analytics tool in the world and the first one you can easily automate.
Whether you wish to connect Google Analytics to Google Sheets or get daily reports in your inbox, you’ll find several Make templates to automate Google Analytics on the spot.
The template above is one of our favorite ones.
Instead of sifting through different dashboards every day, this automation will allow you to get a report with yesterday’s data directly on Slack, where you can quickly go through it while enjoying your morning coffee.
2. Visualize Google Analytics data in Google Data Studio
Once upon a time, creating dashboards that display the latest data was extremely time-consuming for most companies.
Nowadays, anyone can create their own with Make, and it would only take a few minutes to do so.
TeBy having these dashboards, you’ll be able to offer a repository of Google Analytics data without having to grant special access or permissions to anyone (for example, a third-party marketing agency).
Transparent, convenient data for whoever needs it. What’s not to love about this solution?
3. Get Google Ads campaign performance stats delivered to your inbox
Learning how your Google Ads campaigns are doing can be particularly cumbersome when you’re relying on someone else to get that information for you.
Once again, automation removes the friction by sending that data to you, or to whomever you designate.
How does it work?
Simple: This template downloads performance stats from your Google Ads account and sends them as an email every day (you can send it to yourself, and to other recipients as well).
This will allow you to track campaigns like never before, and to easily adjust when the numbers justify a change.
If you’re running Google Ads campaigns, we highly recommend you check out more templates and integrations.
You’d be surprised to know how much quality data you can get by means of simple, ready-to-use integrations between apps.
4. Receive Facebook Insights data without going out looking for it
Knowing your audience is the first step to crafting better messages and campaigns, and that’s what Facebook Insights is all about.
However, getting that data isn’t the most compelling task you can engage in, and many companies miss it altogether.
So, can you automate Facebook Insights reporting?
Template 4119The answer is yes.
This template will automatically retrieve Facebook Insights data - demographics, interests, lifestyles - and place it in a Google Sheets spreadsheet for you.
When the moment of launching or optimizing a campaign arrives, you’ll be one click away from having all the right information in front of your eyes.
5. Manage your Facebook Ads campaign data automatically
When creating Facebook Ads campaigns it’s easy to spend too much time playing around with data inputs.
Reach estimates vary a lot depending on who, when, and where you target, so it’s normal to play around with inputs to see what works best for your soon-to-be campaign.
This is totally manageable for those who run the occasional campaign, but the story changes when you have to run multiple campaigns on a regular basis.
If this is you, there’s a real chance to gain back the lost time with automation.
Make features an interesting set of modules to accelerate the campaign research stage, including:
Get a reach estimate (retrieves the size of a target by the ad account)
Search ad interests (Searches for an ad interest by name)
Search Locations (Searches for locations by name)
Anyone who’s in charge of researching and optimizing audiences for Facebook Ads campaigns will recognize the potential of automation here!
6. Learn why people are bouncing from your Shopify store
Okay, one for the Shopify crowd.
Few things sting more than potential customers saving items in their carts and then leaving your site unexpectedly.
Learning the reasons why is optimization 101, and something Make can help with.
The template above retrieves abandoned cart data from Shopify and adds it to a Google Sheets spreadsheet for further analysis.
Instead of guessing your way through this problem, you can now start by looking at the data.
7. Gain a better understanding of your customers from available customer support data
Knowing the customers is crucial for any marketer that wants to succeed in their role.
Getting the data to know your customer is a whole different story, though.
While some companies engage in costly market research efforts, others take advantage of existing data to get new insights.
The template above is a good example of how far your existing data can go.
It does a very good job of analyzing customer support tickets in bulk by picking up the ones that contain certain keywords and gathering them into an Airtable database.
This way, you’ll be able to deepen your knowledge of your customers, understand their pain points, and see how they refer to your product and whatever problems they’re encountering with it.
In other words: An optimization goldmine waiting to be dug out, with a little help from Make.
Final thoughts: Faster decision-making is your decision too
This article only shows the tip of the iceberg regarding marketing analytics automation.
In the end, what matters the most is how simple it is to fix data silos and improve data flows with Make.
You don’t need a Fields Medal recipient to answer the question of how to automate marketing analytics.
A good strategy and a Make account are more than enough to create the outcomes that matter to your business and stakeholders.
Get started today, and see for yourself!