1. POST-CONVERSION EVENTS
2. CALL TRACKING
3. UNSTRUCTURED DATA
4. CUSTOMER EXPECTATIONS AND SURVEY DATA
5. OFFLINE ATTRIBUTION
6. CHANNEL DEFICIENCIES
7. OPERATIONAL EFFICIENCY
8. BUSINESS IMPACT

For analytics, a full-stack system has to include its own user interface, query engine, persistence and data ingest framework. That is, it has to include functionality for every service on the backend but also have the frontend user interface that makes it usable.
The key here is that good full-stack analytics solutions should be flexible enough to allow you to really get into answering questions with your data. You should be able to do more than just set a few parameters on a funnel, like some out-of-the-box solutions. You should be able to create the metrics you need easily within your analytics interface.
Full-stack analytics also need to be able to scale to your needs with ease. Any good full-stack solution should be able to handle however much data your product and users can throw at it. Having the capacity to scale is crucial for any full-stack solution.

#1 – The higher education industry is killing it on social media.
#2 – Don’t underestimate the power of Pinterest for B2B.
#3 – Brands can take a content cue from the sports and entertainment industry.
#4 – Website health varies widely from industry to industry.
#5 – PR is an opportunity for all.

1. Optimize CX: 
NPS tracked across the customer journey highlights the areas which are not valued by customers (which otherwise you thought was valuable). Hence, understanding the drivers of NPS, from customer perspective, helps in prioritizing the CX and hence optimize cost.
2. Overall Health Check:
NPS mapped across the customer journey helps organizations get a bird’s eye view of their entire operation.This helps to compare performance of processes and understand which process could be the weakest link.
3. Touchpoint specific feedback:
NPS mapped across the journey will highlight challenges specific to each step of the customer lifecycle. With techniques such as advanced text analytics, it is possible to get to the root of specific problems at each stage quickly.
4. Quicker Close Looping:
If there is a problem with a specific process, NPS mapped across the customer journey helps to close loop it faster without delay or impacting other processes. 
5. Bridge gaps between different department:
NPS across the customer journey helps to bridge any gap between these departments and strengthen synergies.

• Single Channel Analytics Are Myopic: The great thing about monitoring activity in a particular channel is that one can see what's working and what isn't. Single-channel tools allow companies to optimize what their doing in a particular channel, but they don't provide the entire picture. The entire picture involves multiple channels.
• Multi-Channel Analytics Stop Short: Marketers are using multi-channel marketing analytics to better understand the customer journey since most of us do research online, buy online, and buy in stores. The question is, what combination of things resulted sale of a particular item?
• Omni-Channel Analytics Are Nascent: Some people use "omni-channel" and "multi-channel" marketing terms interchangeably, but there's an important distinction: Omni-channel marketing is about a person's experience across channels and multi-channel marketing is about the channels themselves. Omni-channel analytics is where marketing is headed, but it's difficult to do when the metrics in one channel are not accurate. 

Three strategies for 2017 Take inventory:

1. Outline a data strategy so your organization knows what data you have, how you intend to use it, and how it will be shared. Then focus on the marketing analytics that will drive key growth objectives.
2. Organize your data: Integrate a variety of data sources to help you create a holistic view of your customers' behavior. The insights you uncover can open up new opportunities.
3. Share a story: Tell leaders in your organization about an insight you've uncovered and show how it can help achieve business goals. With the right support on your side, you can turn insights into action and drive measurable growth.

• Click Tracking: The Basics of Campaign (or UTM) Tagging
• Call Tracking: Gain Insight into Inbound Lead Sessions
• Lead Tracking: Determining Which Leads Are Converting

Marketers unanimously agree on the need for analytics, but not all are as yet committed to investing in it. All the respondents we spoke with agreed that marketing analytics was important for
their marketing success. 84% of them rated it as very important; the remaining 16% rated it as somewhat important.

1. Define your reports clearly

2. Validate across departments

3. Audit your reporting tools

4. Designate an owner

5. Eliminate bias

6. Consider outsourcing

Mistake 1: Marketing analytics aren't mapped to the KPIs that your company and board care about most

Mistake 2: Analytics are focused on the wrong questions

The only thing worse than the wrong answer is the right answer to the wrong question. We often see marketers that are married to their theories and hunches, using analytics to confirm biases rather than to explore alternatives.

Mistake 3: Expect the data to do all the work

All too often, the data is expected to do all the work. As a result, the full exploration of data is often cut short before the best insights are allowed to surface. Early marketing analysis is often very different from the analysis that ultimately leads to a winning strategy.

How do you measure the success of an email campaign?

While your email service provider is full of great metrics like open, click, and spam rates, there’s likely a gap in subscriber engagement. What do your subscribers do after they’ve clicked through to your website? What pages are they visiting on your site? Do they spend time on a particular page, or do they bounce immediately? Are they purchasing anything?

By adding tracking to your links you can answer these questions—and more—for a full picture of your email campaign success.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

"Today’s marketing analyst uses too many tools. We have to: it’s just the way that it is. These can be divided into five basic types:

• Web and Mobile Analytics — measuring engagement with sites and mobile apps (which themselves often need a different tool)
• Social Analytics — applying text analytics, counting and graph methods to posts
• Media Analytics — attribution and marketing mix modeling (either separately or combined) for measuring the impact of paid media
• Customer Journey Analytics — using CRM and marketing system data to track known individuals over time
• Voice of the Customer Analytics — mining customers’ perceptions and opinions using surveys, text analytics and feedback cues

"Customer Journey Analytics: What is this? It’s actually an interesting and relatively early-stage set of methods and tools that grew out of CRM. Leaders in the space include Thunderhead (“It’s Not Your Journey, It’s Theirs”) and Clickfox, names little known in digital marketing departments. And there’s some promising start-up activity (see Pointillist). These tools build a customer profile based on known attributes — value, loyalty, product preferences, locations — and layer on how they behave over time in digital channels or stores. Any data scientist will see the value of such information, gathered from enough individuals, to marketings’ efforts to improve offers, messages, timing and sales."

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.