There is a misconception out there that social listening is the most important metric tool in the box. With over 350 million Tweets sent out each day and more than one million links shared on Facebook every 20 minutes among more than a billion active users, it’s no wonder social listening has taken such a central part of our analytical measurements. Yet, don’t neglect to add more tools for a well-rounded, high quality digital data analytics function.

Content Analytics

Your structured content will already be in a database, while your unstructured content is not, including emails, video, office documents and more. A content analysis tool will help recognize the patterns in your content and identify what content holds the most value for your company. As you identify the kinds of content that lead to higher conversion rates, larger new lead draws, marketing optimization and higher search ratings, you will be able to create more of the content that brings exposure and converts viewers to buyers.

Search Analytics

Keyword research and competitive usage is important for obtaining new leads through search engines. Understanding the popularity, cost, website comparisons, marketing statistics and more can come from popular search analytics tools. In May, Google announced the addition of Search Analytics to Webmaster Tools, including the ability to view different device traffic and search for nearly 1,000 keywords.

Audience Analytics

Audience

Image via Flickr by Scott Cresswell

You probably already have a target audience, but that may not be looking at who is actually coming to your door. Understanding your current audience can help you adjust your marketing to find the audience you really want or further adjust to the audience you currently have. Even just the basic Webmaster Tools by Google will allow you to see your audience demographics, location, behavior and more, giving you a better picture of who is stopping by and sticking around for a closer look.

Influencer Analytics

Influencer Analytics

Image via georgevanantwerp.com

Companies like PeerIndex, Klout and Kred have been designed to help companies know how influential their brands are to the companies around them. Out of those three tools, Kred offers transparency that makes it more difficult for other brands to game the system and appear as more influential than they really are. Kred even grabs information from all Twitter profiles and Tweets to help consider influencer status and outreach as it scores various brands.

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