In the modern market scenario, brands need to hustle to capture their ideal customer’s attention. Hence, they have to rely on accurate data analysis to create targeted ads. Advanced marketing analytics allows marketers to serve the most suitable content on relevant channels, thus boosting conversions and revenue.
Simply put, a SaaS marketer aiming to gain a competitive edge and more market share cannot do without advanced marketing analytics.
In this post, we will share six digital marketing analytics examples which will serve as use cases for SaaS marketers wanting to build a robust marketing strategy.
#1: Paid Ads Performance Reporting
Paid ads performance reporting helps SaaS marketers identify and optimize top-performing ads across distinct channels, such as Google, Instagram, and Facebook and get the most out of their campaigns.
With paid advertising insights, they can reach and target a defined audience set and elevate qualified leads. Here's a marketing analytics example to consider.
Scenario: A SaaS marketer wants to learn about Google search ad groups. Specifically, they want to discover and analyze ad groups with the highest click-through rates (CTRs).
Data source: Google Adwords
Dimensions: Device, date, campaign, campaign type, and ad group type
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Impressions
- Clicks
- Ad spend
- Video views
- Click-through rate (CTR)
- Cost per click (CPC)
- Average position
Parameters to Consider: Start/end date, date breakdown, comparison timeframe, paid campaign type.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can optimize their creatives like ad group #2, as it can attract the highest CTR this quarter. In addition, they should focus and adjust the bids to maximize the CTRs of other ad groups.
#2: Web Analytics Reporting
Web analytics reporting helps SaaS marketers analyze website visitor behavior. This involves monitoring, reviewing, and reporting real-time data to measure users' web activity, such as visiting web pages, viewing videos, images, and more.
Here's a marketing analytics example to consider.
Scenario: A SaaS marketer wants to know the regions from which customers (ICP) will buy SaaS products in the next quarter.
Data source: Website
Dimensions: Date, campaign, and geography
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Impressions
- Clicks
- Click-through rate (CTR)
- Bounce rates
- Unique users
- User sessions
- On-site search queries
- Shortest sales cycle
- Lowest customer acquisition cost
- Highest customer satisfaction
Parameters to Consider: Start/end date, date breakdown, comparison period, and demographics.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can know and target ideal customer profiles to increase website sales.
#3: Email Marketing Reporting
Email marketing analytics helps SaaS marketers track how their subscribers interact with emails using metrics that deal with email engagement, delivery, and conversions. With these marketing analytics insights, marketers can optimize email campaigns for better performance.
Here's a marketing analytics example to consider.
Scenario: A SaaS marketer wants to track and improve email marketing efforts to reduce unsubscribe rates.
Data source: Email marketing database
Dimensions: Date, campaign, gender, age, and geography
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Click-through rate
- Conversion rate
- Bounce rate
- List growth rate
- Email sharing/forwarding rate
- Open rate
- Unsubscribe rate
Parameters to Consider: Start/end date, date breakdown, comparison period, and demographics.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can enhance email marketing efforts by reducing email sharing frequency and creating tailored and interactive content.
#4: SEO Reporting
SEO analytics and reporting can help SaaS marketers collect and analyze SEO-related data to optimize search engine optimization efforts. With accurate SEO insights, they can create and prioritize tasks, get approval from C-suite for SEO campaigns, and make better decisions to boost SEO.
Here's a marketing analytics example to consider.
Scenario: A SaaS marketer wants to identify and optimize existing content topics that can drive relevant website traffic.
Data source: Website
Dimensions: Date, time, location, device, topic category, and campaign
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Sessions (collective actions of users during a set timeframe on the website)
- Pages per visit (average number of pages users viewed on the website during a session)
- Average visit duration (average time users spend on the website within a session)
- Unique visits
- Time spent per visit
- Keyword rankings
- Exit rate
Parameters to Consider: Start/end date, date breakdown, geo details, and comparison timeframe.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can boost their website traffic by 60% by optimizing evergreen SaaS topics on their websites.
#5: Social Media Performance Reporting
It helps marketers visualize their social media marketing campaigns' performance. With in-depth insights on key metrics and KPIs from social channels, they can track and adjust marketing tactics in real-time for better outcomes.
Here's a marketing analytics example to consider.
Scenario: A SaaS marketer wants to analyze the best-performing content type on social media. Specifically, they want to identify whether video or image-based posts gain maximum traction.
Data source: Social media channel (Facebook)
Dimensions: Date, campaign, and geography
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Engagement: likes, clicks, comments
- Impressions
- Reach
- Video posts per week
- Image posts per week
- Most engaged audience time
- Most engaged audience day
- Return on investment (ROMI)
Parameters to Consider: Start/end date, date breakdown, comparison period, and social media channel.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can increase audience engagement on Facebook by 75% with video-based content.
#6: YouTube Ad Analytics
YouTube Analytics can help SaaS marketers discover in-depth insights into how their content is performing on the platform. With this information, they can tailor videos, extend reach, and boost the channel's traction.
Here's an example of marketing analytics to consider.
Scenario: A SaaS marketer wants to learn more about YouTube demographics, specifically the US cities that account for the largest share of ad clicks.
Data source: YouTube ads
Dimensions: Age, gender, date, campaign, and geography
Specifications: With advanced marketing analytics, the marketer can track the following metrics -
- Impressions
- Clicks
- Ad spend
- Cost per click (CPC)
- View rate (VVR)
- Cost per view (CPV)
- Video views
- Click-through rate (CTR)
- Cost per thousand impressions (CPM)
- Cost per engagement (CPE)
- Engagement rate (ER)
Parameters to Consider: Start/end date, date breakdown, comparison period, and geo details.
Marketing Analytics Recommendation:
Potential Outcome: SaaS marketers can boost their ad clicks by 50% by targeting Los Angeles and Miami.
Revlitix Completes Your Advanced Marketing Analytics Stack
Tracking the key metrics and KPIs can be overwhelming for marketers. After all, pulling data from a sea of platforms, collating it, and analyzing is extremely time and effort intensive.
Integrating data on KPIs according to the channel and campaign type on a single dashboard can help them get a complete picture and allow them to focus on the creative aspect of campaigns. That’s where Revlitix can help!
Revlitix is a one-stop, power-packed platform that caters to all the technical needs of a marketer. The platform stitches data from various sources to find the campaign ROI within a few clicks. So, you don’t need to hire a team of analysts. Revlitix automates countless hours of ad hoc analysis within minutes.
From tracking email opening rates to website traffic to Google ads spend, it enables SaaS marketers to access real-time marketing data. They do not need to spend countless hours searching for the needle in the haystack. With Revlitix, they can discover SaaS-related trends and customer behavior with a few clicks.
What's more? Revlitix offers access to detailed and easy-to-digest checklists and playbooks to help marketers take actionable steps and achieve revenue goals.
Unlike most BI tools (descriptive) in the market, Revlitix leverages predictive and prescriptive analytics to help marketers discover real-time and actionable insights with zero hassles and low cost.
Conclusion
Marketing analytics can help SaaS marketers understand and explain the big picture to the C-suite, enabling them to prove their value and get the budget they deserve.
The digital marketing analytics examples shared in the post affirm how advanced analytics can boost the effectiveness of marketing campaigns.
Adding revenue marketing platforms like Revlitix to the mix can further help marketers speed up their efforts and make data-driven and accurate decisions to accomplish revenue goals within a defined timeframe.
