Because the best marketers deserve great content.
Build the Chart, Tell the Story: Percolate’s New Analytics Toolkit
Analytics tell a story. They reveal insights about a campaign’s performance and help brands understand the arc of their marketing efforts and where they can improve going forward. Doing marketing without data is like driving at night with no headlights on: dangerous and not recommended.
A recent survey of more than 600 marketing professionals found that 61% of marketers weren’t using marketing analytics in a meaningful way. These results are rather shocking considering that 92% of the respondents “acknowledge that analytics are important for managing marketing processes, demonstrating value or improving marketing’s credibility.”
This raises the question: why is there a discrepancy? It turns out many companies struggle to adopt analytics due to lack of skills, resources or funds.
At Percolate, we wanted to break down these barriers and create a suite of analytics tools to integrate into our content planning, creation and distribution platform. Elegant, advanced, customizable and built for the future, Percolate Analytics allows teams to measure, visualize and understand their brand’s performance in an intuitive reporting dashboard for web and mobile.
Building a Product From the Ground Up
Erin and Nate, two of our designers, interviewed large enterprise and smaller clients to identify how our clients currently use analytics and their experiences with their current analytic software. Many clients expressed that other tools were too complex and not user-friendly. Our designers wire framed the new feature based on this information and they brought it back to our clients and Client Solutions team for a few rounds of discussions and improvements.
Our design team strived to create a product that was geared toward an expert in the analytics field as well as someone with a basic understanding of analytics. For this reason, it was important to collaborate from start to finish because, as Erin described, they wanted to “solve for both usability in a product that is so complex, yet create something that is visually appealing.”
We first launched Analytics over a year ago and when we saw how our clients interacted with the product, we wanted to create a feature with more usability and graph customization. Erin and Nate conducted more interviews to expand the product’s functionality and now we’re proud to announce that Percolate Analytics 2.0 provides a powerful new layer of insights to enhance your content marketing.
“From the start we knew what we wanted to do – we wanted clients to have the ability to build whatever analytics they wanted and were most useful to them,” explained Nate. With the feature’s flexible reporting architecture, teams can visualize any data set available from major social platforms.
The custom reporting features allow teams to measure what’s most relevant to them in real time. The first page of Analytics is the dashboard, which shows a collection of the most important data, including real-time metrics, top performing posts, best times to post to specific channels, and other data.
Every aspect of creating analytical graphs can be tailored to the brand – data sets, types of graph, date ranges, and any of the metrics available from the analytics APIs of the various social platforms. Teams can also pull data from any social media account associated with their license, which gives them information about the platform(s) their content performs the best on.
Top Chart: Twitter Engagement Per Tag; Bottom Chart: Twitter Engagement Per Brand Element (Logo, Logo + Product, Logo + Text, Product, Product + Text, Text).
Additionally, the Analytics feature provides data on specific content elements stored during the creation process in Percolate. The data in Analytics can be filtered by any number of sorting selections – such as topic, subtopic, target audience or the brand elements used in the piece. This allows teams to analyze their performance in a granular way never possible before.
By uniting content creation, distribution, and analytics, Percolate can provide greater insights into content performance, including engagement analysis by subject matter, content type, and any other meta-data associated with brand content.
How This Is Going To Shape Your Marketing
Track Campaigns Across Platform
Our Analytics tool gives teams the ability to tell the story they want to tell about their social content. For instance, they can now see how content marketing is driving their business objectives. Since teams can filter their Analytics by content topics and subtopics, they have the data available to show how their content affected specific campaigns and brand reach goals.
See What Content is Working
Having Analytics integrated into the Percolate platform equips teams with the tools they need to create more data-informed content and strategic plans. Brand managers will now understand what has been most successful in the past. These insights will allow for better content, strategy and platform knowledge and, therefore, better creation of future campaigns and customer communication.
Presentation Ready Graphs
We know that creating presentations is a key part of every marketer’s job and our analytics feature creates beautifully designed graphs that they can take straight from the platform to their presentations. You can say goodbye to the days of taking data from reports and re-creating charts in powerpoint or excel!
We are excited to see how this feature will continue to shape our current clients’ marketing. As always, our product and Client Solutions teams are working together to figure out the next stage of this product to further our client’s access to data and ability to create informed content.
Learn more about how Percolate’s Analytics can shape your current marketing.