Marketing Analytic Tools like Hubspot

My company is in the healthcare industry and uses social media to market to users and track their activity in that vertical. We use a tool called Hubspot to run their marketing campaigns and to analyze the data generated through our social media efforts. Hubspot is an all-in-one Marketing solution with features like marketing automation, blogging, landing pages, lead management, email, analytics, partitioning, social media, SEO, calls-to-action, ads, and Salesforce Integration

A few of Hubspot key implementation features include free user training, certifications and a library of knowledge based articles on marketing methods and strategies. Some of Hubspot’s marketing strengths is that it can track visitors behaviors on their whole website or at the page level. On those page views Hubspot analytics can track average time on pages, bounce rates, clicks and entrance and exit points of each page. Hubspot analytics can also break down each page's performance and what are the traffic sources. Knowing your best source of traffic allows you to adjust your marketing to focus on those bringing in the best results and those that are low performers. Since Hubspot is a CRM and CMS, lead creation and sales activity can also be tracked.

As with any analytics tool, the goals must be clearly defined to understand the information requested and generated by the tool. In our case, the main goal is to have visitors submit their contact information on our landing pages or for them to sign up for our product. We also want them to engage on our blogs and community to help build a relationship with us.

Google Analytics (GA) is on our older website and is used to get a full view of our sites analytics. Both Hubspot and GA have their different strengths and weaknesses but work well together (Supermetri, 2019).

Can you all tell what analytics are being tracked when you go to a website or app? Have you cleared out your cookies lately?!

References

Chen, S., Lin, L., & Yuan, X. (2017). Social Media Visual Analytics. Computer Graphics Forum, 36(3), 563–587. https://doi.org/10.1111/cgf.13211

Hubspot. Marketing Analytics Software. https://www.hubspot.com/products/marketing/analytics

https://www.hubspot.com/

Supermetri (2019). HubSpot vs. Google Analytics: a comparison of website analytics tools for marketers. https://supermetrics.com/blog/hubspot-vs-google-analytics