- How much is your social media traffic worth to your business?
- How much exactly does an increase in your Twitter reach improve your sales?
- How would you do things differently if you discovered that your Facebook fans drive sales twice as much as your Twitter followers?
Having good answers to these questions make it a lot easier to make decisions about your social media efforts.
It’s hard (if not impossible) to attribute a precise dollar value to your marketing efforts, especially in social media. But that doesn’t mean you should operate in the dark. There are almost definitely significant correlations between your social media reach and sales history, and this information can be very, very valuable to your business.
Getting data is easy. Making sense of it isn’t. Luckily, the recent growth of analytics services has made it possible for business owners to aggregate all their online marketing data. This means having your social, ecommerce, email marketing, ads and SEO data all in one place.
“But how does aggregating all my data help me?” Here’s how.
1) It saves you the trouble of going to multiple places to access your data.
- Connect all your analytics in one single workspace. Every online marketing tool is likely to have in-built analytics, but accessing them will require you to login individually. This is tedious, requiring you to toggle between multiple windows. Why not make your life easier by just having one space to view all your data?
- Connect multiple accounts. For some reason, you may have more than 1 account on tools such as Google Analytics or Twitter. However, you have to switch between accounts to view the data, although what you want is to view them together. With analytics services, you can manage multiple accounts together at once.
2) It reveals how your various channels affect your sales.
- Compare and contrast trends. Once you bring in data from various sources, comparing your marketing trends to sales data is straightforward. Simply pick and choose two or more datasets to compare on the same chart. This is where the power of analytics services lies, by allowing you to spot patterns that is otherwise hard to observe when your data are separated.
That sounds great! Now, how should I get started?
There are already a couple of analytics apps out there. The enterprise scene is dominated by giants such as Oracle and IBM. For small-medium businesses, there are smaller vendors such as SumAll, Chartio and Chartbeat.
We spent some time looking at the latter three mentioned, and we decided that SumAll is the best fit for ecommerce retailers. Here’s why:
- It syncs with major ecommerce platforms. If you can’t retrieve sales data from your Shopify, Bigcommerce or Amazon store, it will be tough to make meaningful comparisons between your marketing efforts and sales results.
- You can retrieve data from over 28 services. On top of your ecommerce platform, you can connect to other popular social media platforms (Facebook, Twitter, Instagram, etc), ad platforms (Google Ads), SEO tools (Moz), email marketing tools (Mailchimp) and many more.
- It has an elegant layout and easy-to-use interface. We find the entire process of connecting to different platforms, retrieving data and exporting them relatively simple. Coupled with a sleek design, SumAll is a pleasant way to view and manage multiple datasets.
- It’s FREE to use (for now). This means you can test out all of its features now, before deciding if further paid upgrades are suitable for you in the future.
If you want to better analyze your marketing efforts with actual data, it would be a good idea to experiment with SumAll. Give it a try and let us know how it goes! Don’t do your marketing in the dark.
SumAll – http://www.SumAll.com