According to a recent LinkedIn report, insights-driven
businesses are 13% more
likely to differentiate with data and analytics. So, what does that tell
us? Organizations that aren’t capitalizing on their data are missing out.
With Sugar Market, users can not only analyze their data, but they can pinpoint exactly where leads are coming from, how well campaigns are performing, and do it all with custom reporting.
Sugar Market Analytics Overview
Your Global Dashboard, also known as your homepage, is the first thing you see when logging into your Sugar Market account. Your Global Dashboard consists of cards. Each card summarizes a critical module within your Sugar Market account. Clicking on a specific card can allow you to drill down on the data, giving you in-depth insight into your performance.
To analyze emails within Sugar Market you’ll look at campaigns that you have previously built within the system. There are a few things to note when looking at these metrics:
Pay attention to the type of campaign.
This is crucial. Remember, data is only useful if you know what you are truly
looking for. If the campaign is a drip-trigger campaign, your data will be
limited to only the participants who triggered entry into your campaign. If it
is single-email campaign sent to a broader audience, you may have a larger set
of a data you can analyze.
Tip#2: Postdate. Depending on the type of campaign, your postdate can mean different things. For instance, for a trigger campaign, the post date is when the email was activated. While for a single-email campaign, the post date is when the email was sent.
Once you have selected the type of campaign you would like to analyze, you will be directed to a screen like this
global dashboard, your dashboard here is also made up of cards. Clicking on the
type of card allows you to drill down on the data and visually see which
leads/contacts are associated to that data.
Users can directly preview the emails associated with this campaign from here, whether it is on a desktop view, or a mobile view.
Tip#3: Links. It is crucial to track how many people are opening the links found within your emails. Hovering over the links from this view (email preview) allows you to see how many of your recipients clicked on your links so far.
Web & Social
Analyzing your social media data is just as important as creating content. Smart marketers track how well their content performs to make sure they’re maximizing social engagement. Are you targeting the right audience?
Tip#4: Top web sources and top referrers. Your top web sources are generated by Sugar Market. Where are your leads coming from? Who are your top sources? Remember, your website will appear within this list, simply because you are using links within your emails to direct more leads and contacts to your website. Which sites are referring to your pages? This is helpful data to know for building credible backlinks and shared inbound strategies.
Tip #5: Differentiate platforms. Remember, different platforms reflect unique audience preferences. Therefore, you must analyze them differently. For instance, audiences may prefer Twitter for quick insights, thoughts, ideas, questions, etc. It is typical for companies to post on Twitter multiple times a day. Audiences on LinkedIn will be looking for more in-depth, professional content so behaviors may be different. Your company may only be posting on LinkedIn once per day or a few times per week. Use Sugar Market to understand how your content strategies on each of these platforms is driving engagement.
Although managing your social media data through Sugar Market provides a great starting point, Sugar Market also offers an add-on, called Oktopost, to further extend those capabilities. For more information on if Oktopost is right for you, visit our blog post here.
Landing Pages & Forms
Don’t forget your pages and forms! Sugar Market creates an overview of metrics about your landing pages. How many leads are you truly generating from your active landing pages? Drill down on that data. Pinpoint which channels are generating more visits. Do not forget about your current contacts. Are they visiting your web pages, too?
Tip#6: New Leads vs. Known leads: New leads found within this dashboard are generated based on new email addresses that currently do not exist in your system. Known leads are leads that are already leads or contacts within your system. Analyze both. New leads allow you to conclude that your marketing efforts are hitting the right keywords and pain points to bring in new visitors to your pages, while data on existing leads reveals that you’re still maintaining that relationship.
You can still analyze your leads by score, and of course, how engaged your leads are through your nurture campaigns. A side-by-side comparison of campaigns can help you understand which nurture campaigns are converting better. Which nurture campaign has the top open rate? Is one nurture campaign causing a larger unsubscribe than the other? Why?
Types of Reports in Sugar Market
Sugar Market also comes with some useful standard reports. Standard reports are a set of pre-defined reports that are already built for you. These pre-canned reports save you time and allow you to quickly pinpoint what to report on.
Tip#7: Email Campaigns. The email campaign standard report is tremendously useful within Sugar Market. It allows you to gain a high-level insight on your current campaigns. You can view your overall engagement, deliverability rate, and additional campaign statistics for a 360-degree snapshot of your initiatives.
All your standard reports can be exported to a csv or xlsx to share with your teammates.
Custom reports within Sugar Market are called lists. Users can create dynamic lists, which are updated automatically by Sugar Market whenever a contact meets defined criteria. In other words, your custom reports help you maintain updated data based on set filters within your system.
Tip#8: Be Specific! When creating a custom report (dynamic list) within Sugar Market, make sure you are adding a description. Be as specific as you can. That will make your life easier later! When writing your description, make sure you define if it is meant to be used for reporting or as a contact’s list for your campaigns.
Views are tables that have been combined to associate data together for reporting purposes. Views are meant for users who have quite a few custom fields.
Tip #8: Standard views. If you have the standard number of custom fields, try using standard views. This will allow you to choose which columns to report on and allow you to filter and build your reports based on those pre-defined filters.
Advanced Analytics in Sugar Market
We have discussed an overview of all the standard functionality of analytics within Sugar Market, however, there is always more.
Sugar Market’s advanced analytics tool uses something called Looker, an analytics platform that uses business intelligence to help you to share, analyze and report on your large data. This must be enabled within your account. Once enabled, you can build your custom report and LookML.
Your custom reports are built from your current generated saved looks, also known as your saved reports. As expected, these can be drilled down and completely customizable. Your LookML dashboards are built by Sugar Market and shared with all your customers, giving them quick insight on project progress, milestones, metrics, and anything else you’d like to share.
This was a lot of information to take in. However, we are here to help! If you have questions on how to implement Sugar Market’s analytics tools within your business, contact us here at a Technology Advisors.