Google Analytics vs. HBX Analytics

Kaushik said it best when he said, “Buying a web analytics tool is like buying a car, you can do all the research on the web you want but you have to get your butt into the seat of a real car and take it for a test drive and see how you feel about it..” (Kaushik, 2007). Similarly to the car industry, there is an array of web analytic software at a company’s finger tips. Of course for most people, buying a car is highly dependent on budget. The same can be said regarding a company that is operating on a tight marketing budget. Luckily, Google Analytics is a free software program that offers standard features and highly advanced reporting for anyone with at least a baseline understanding of web metrics – conversions, acquisitions, filtering, etc. However if budget is not a factor and a company is vying for top-of-the-line web reporting, supplemented with an advanced marketing and IT team, Visual Sciences – HBX Analytics 4.0 may be for you (Kaushik, 2007). The following summary will include a brief overview of each tool, specifically a comparison/contrast of each tools functionality. 

Google Analytics
Google Analytics is a 100% free platform that provides free connection to Google AdWords. Aside from the baseline measurements of how many visitors are on the site, their traffic type (Where did they find your site-Facebook, direct, referral traffic) and basic demographics. In addition, behaviors are also measured such as time on site, bounce rate and behavior flows. All of these measurements can be filtered against a period of time. Plus with over 80 potential reports a company can gauge its website performance (Reed College of Media, West Virginia University, 2016). In addition, goals can be defined based on a company’s objectives. These goals are calculated based upon users taking a particular action such as hitting a landing page, joining a mailing list, lead generation form, etc. 

HBX Analytics
Visual Science, what used to be WebSideStory, fully integrates web analytics in addition to other aspects of a company, such as point-of-sale transactions, customer information and interactive voice response (Dignan, 2007).  Specifically within HBX Analytics 4.0 which offers a subscription based pricing model as compared to Googles free web services. HBX Analytics 4.0 offers not only its standard features but also extensions which measures e-commerce order data, product placement and reports on multiple storefronts within one account (Riley, 2007). The release is a result of aiming to be a business leader in terms of analytical capabilities. Jim MacIntyre, CEO of Visual Sciences says, “For years HBX has answered the most common Web analytics business questions and this release demonstrates our commitment to enable HBX clients to get fast answers to even the very hardest Web analytics business questions” (Riley, 2007). With an abundance of information collected, HBX Analytics 4.0 has the ability to tie in its web performance with other aspects of the business which results in a well-informed management team. While Google Analytics is administered by a team of web strategists, marketers and the like, who then passes on reports or any valuable statistical data to member of its executive team, HBX Analytics differs. In order for HBX Analytics to be fully integrated and a valuable tool, all levels of management should be fully trained and inundated to its capabilities since the tools offered are beyond that of brand engagement. 

The added value of HBX Analytics

At the elementary level of web analytics, the foundation of HBX is closely related to the capabilities of Google without the additional plugins available in the 4.0 version. Drilling down to the precise measurements, the following compares key differences between HBX 40 Analytics and Google Analytics. 

HBX offers a feature they refer to as “active viewing” which is a site overlay feature on a particular web page that allows someone to see click through rates on every link on a page which allows for a marketer to test visual aspects of a pages layout and design (Enge, 2011). In addition, user behavior is also provided in the overlay and can be segmented to one particular group of people (Enge, 2011). This feature can be beneficial because it provides an interactive approach to analytics. As compared to Google, HBX offers a visually friendly presentation to a group of executives who may not well versed in web analytics and may capture their attention in a way that a traditional graph cannot.

(Image provided by: Stone Temple Consulting, 2011)

Similarly to Google, HBX offers a customizable dashboard where specific goals and key performance indicators can be evaluated. In addition, the use of funnels are also present within both tools. However, HBX once again strikes more visually than Google.

Available as an add-on is the added value of HBX report builder. The report builder allows for a team to present key performance indicators to management and keep the report live by actively feeding into Excel in real time. This also has the ability to predict any particular measurement from one reporting period to another. For example, the image below identifies an active slider model. A relevant scenario would be as follows: If we were to increase cart conversion by 5%, we can expect to see “X” percentage increase in resulting revenue. This type of reporting shows where a company is at but also analyze the growth potential. This is what will really captivate an executive team!

(Image provided by: Stone Temple Consulting, 2011)

 So as you can see, HBX offers the same key measurements as Google at its core level of traffic, acquisition and visitor information. However, HBX allows a company to enhance its web analytics software with additional plug-ins and services. By doing so, a company can evaluate its brand engagement at all levels and can assist with achieving future goals. But at what cost does this extra data cost? Even if the service was available for $10/month that is $10 more than what Google Analytics costs. As mentioned earlier, don’t be afraid to shop around for the best services for your company’s needs in terms of data collection and budget. Take the test drive but don’t be fancied by the bells and whistles that one particular service offers because it will not change the results. It could also decrease marketing dollars available elsewhere such as lead generation.

Resources                                                            
Dignan, L. (2007, May 9). Visual Sciences: Web analytics style throughout the enterprise.  Retrieved on November 7, 2016 from http://www.zdnet.com/pictures/visual-sciences-web-analytics-style-throughout-the-enterprise/

Enge, E. (2011, October 1). 11 Cool Things you can do with HBX Analytics. Retrieved on November 7, 2016 from https://www.stonetemple.com/11-cool-things-you-can-do-with-hbx-analytics/

Kaushik, A. (2007, April 30). Web Analytics Tools Comparison: A Recommendation. Retrieved on November 7, 2016 from http://www.kaushik.net/avinash/web-analytics-tools-comparison-a-recommendation/

Reed College of Media, West Virginia University. (2016). Week 4 lesson: Google Analytics. [Online]. Retrieved from https://cas-ecampus.wvu.edu/webapps/blackboard/execute/displayLearningUnit?course_id=_69901_1&content_id=_3398295_1&framesetWrapped=true

Riley, A. (2007, June 11). Visual Sciences unveils HBX Analytics 4.0. Retrieved on November 7, 2016 from https://econsultancy.com/press-releases/2361-visual-sciences-unveils-hbx-analytics-4-0
 

Social Media: A Piece of A Strong Marketing Mix

Before a company is able to identify which particular social media channel is more relevant to their business, they must first understand social media as a whole. It was reported that 97% of businesses are using social media but 85% of participants are not sure which tool is the best to use (DeMers, 2014). Why do we use social media in the first place? From a wholistic perspective, the following outlines three identified attributes that social media offers to a business:

1. Brand affirmation. Affirmation comes in all shapes and sizes; recognition, engagement and loyalty. Social media offers an opportunity for any company to expose themselves to a new audience through different messages. Tweets, Facebook posts, YouTube videos, etc. A study found that 53% of Americans who follow brands on these platforms are more loyal (DeMers, 2014). Social media also allows for a business to get in front of its existing client base through various mediums outside of traditional media.
   
2. Conversion. Based on your company’s objectives, each platform’s brand messaging style can be customized in a way that drives web traffic and conversion. In short, every exposure may not guarantee a conversion upon first impression but each message act as a building block for conversion. From what has been outlined, we have discovered that our followers are our brand loyalists in which we are marinating to become converted leads. It is through established credibility and trust that our followers feel more confident in their purchasing decisions (DeMers, 2014).
   
3. Marketing expenses are at a minimum. Aside from CPC advertisements across the various social media platforms, pushing these messages come at a small price – time. Marketers are currently spending on average six hours per week on their social media strategy (DeMers, 2014). As a result, companies are seeing an increase in web traffic and a slow increase in the SEO ranks on Google. To expedite this growth, a smart strategy should include pertinent keywords that are relevant to the business (DeMers, 2014).

The foundation of every effective marketing mix includes the 4 P’s of promotion, product, price and place. However, many affluent marketers argue that social media is the fifth domain of “participation” which as Mikal Belicove describes as the “viral loop” (Belicove, 2012).  

(Photo credit: Van De Walle, 2011).

Traditionally companies build upon the 4 P’s through various traditional media of print, radio, television, digital, etc. It is this authors thoughts that a smart marketing mix includes in addition to these classic marketing avenues, a smart and dynamic social media portfolio. However, how each platform is utilized to maximize brand authority and conversions is based upon audience analytics. What does our social media analytics tell us about a particular platform? Who is our target audience? Chris Lake describes “social media measurement in terms of sales, profits, customer satisfaction and loyalty” (Reed College of Media, West Virginia University, 2016). Lake’s metrics include an array of consumer actions that help a company identify in what way a particular platform provides value. Perhaps Facebook is an efficient way to drive comments while Twitter drives a higher percentage of click-through-rates. When combining these traditional roots with the adaptation of social media technology, the key element that remains is the customer. 

How a company determines how these metrics compare to one another is through a clear understanding of the capabilities of each platform and applying A/B testing. By testing the same particular message across Twitter, Facebook, etc., a company can identify and measure engagement through the use of social media metrics plugin available through Google Analytics. Such practices take time but what we learn throughout this process is invaluable. We learn who are brand loyalists are in terms of demographics as well as how to best utilize our time. 

A company that best exemplifies an effective approach to customizing its messages across each platform is Dove. Dove does a nice job articulating the key elements of this post and how they interact in the “viral loop” (Belicove, 2012). Through a balance of earned, paid and owned media, their marketing mix always maintains brand integrity and always surrounds its target audience. Robert Candelino, Marketing Director for Unilever says, “aggressive benchmarks for all efforts are tracked and adjusted as necessary…resulting in sales” (emarketer.com, 2011). Each platform is catapulted in a way that drives engagement. On Twitter, Candelino says its audience was engulfed with conversation about sports, fatherhood and other relative topics and sports memorabilia giveaways (emarketer.com, 2011). Similarly, the same principles can be applied to today’s campaign of #speakbeauty. The following example shoes Dove utilizing a spokesperson to share their own testimonial to the social media empowerment movement specifically amongst young women. 

(Dove Twitter, 2016)

While Candelino describes its Facebook presence to be more focused on the brand as a whole, driving conversation around Dove’s core messaging, social mission and product focused content (emarketer.com, 2011). Years later, these tactics are still utilized currently on Facebook. The following post shows Dove drawing attention on product reinforcement among third party influencers, in this case – Allure Magazine. 

(Dove Facebook, 2016)

Lastly, an effective social media strategy will include all social media platforms. How they are best utilized should be narrowly tailored around clearly defined objectives sought out by a strong marketing mix. To meet these objectives, key measurements are constantly evaluated to show strengths and weaknesses among varying content and strategies. What currently works for Dove’s Twitter account may not continue to work if objectives are not being met. Marketers must remain vigilant throughout the content creation process and always willing to evolve and make swift adjustments as necessary. The idea of content creation leads me to my next thought of content verses conversation. 

The question at hand is this, is social media irrelevant if content is lacking? It can be perceived that without content, there is no conversation. Through social media analytics, we can identify how our messages provide value in terms of the measurements collected. How does our content drive email sign-ups? Does a video on Facebook provide more video views than Twitter? Without content to measure such engagement, the platform itself becomes irrelevant and a waste of time. Creating content that sparks constant conversation takes effort, creativity and a well-thought out approach. Greenberg identifies the powerful process of content creation the driving force behind social media marketing (Greenberg, 2009). 

However, content is merely the live energy that fuels conversation and conversation provides measurements, data and conversions as well. All of these elements are the driving force behind our social media efforts (Novak, 2010). Novak proclaims that it is emotions, relationships and conversation that keep social media alive, whether such elements exist in our personal lives or in commercial practices (Novak, 2010). 

At the end of the day, we all want to be treated as independent thinkers in anything that we believe is “buzzworthy” to include commercialized brand messages. This idea is what embodies social media. A business can effectively interject itself in such conversation when a combination of traditional practices, smart branding and engaging conversation exists within its marketing efforts.         

Resources
Belicove, M. (2012, June 5). Where Social Media Fits in the Marketing Mix. Retrieved on October 31, 2016 from https://www.entrepreneur.com/video/223200

DeMers, J. (2014, August 11). The Top 10 Benefits Of Social Media Marketing. Retrieved on October 31, 2016 from http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/2/#57655f465232

Greenberg, M. (2009, October 20). Content is king of social marketing. MultichannelMerchant.com. Retrieved October 31, 2016 from http://multichannelmerchant.com/social-media/1020-content-social-marketing/

Lake, C. (2009, October 30). 35 social media kpis to help measure engagement. Econsultancy Blog. Retrieved on October 31, 2016 from http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement

n.d.(2016). Dove. Retrieved on October 31, 2016 from https://twitter.com/Dove

n.d. (2016). DoveUS. Retrieved on October 31, 2016 from https://www.facebook.com/DoveUS/

Novak, C. (2010, July 27). Why conversation, not content, is king. SocialMediaToday.com. Retrieved October 31, 2016 from http://socialmediatoday.com/wordspring/152636/why-conversation-not-content-king

Reed College of Media, West Virginia University. (2016). Week 3 lesson: Social Media Analytics & Advertising Channels. [Online]. Retrieved from https://cas-ecampus.wvu.edu/webapps/blackboard/execute/displayLearningUnit?course_id=_69901_1&content_id=_3398293_1&framesetWrapped=true

Van de Walle, D. (2011, September 8). The Holistic Approach To Social Media. Retrieved on October 31, 2016 from http://socialmouths.com/blog/2011/09/08/holistic-social-media/

Unilever Keeps It Real for Dove Brands in Social Media. (2011, May 27). Retrieved on October 31, 2016 from http://www.emarketer.com/Article/Unilever-Keeps-Real-Dove-Brands-Social-Media/1008409