Share on LinkedInTweet about this on TwitterShare on Google+Share on FacebookShare on Reddit


With big data seemingly on everyone’s minds, the question is no longer, “Should we use big data analytics to guide our marketing strategies?” but rather, “How can we bestuse big data to guide our marketing strategies?” For many, the answer to that second question is clear: Google Analytics, end of story.

There is no question that Google Analytics provides a wealth of invaluable tools. With it, we can easily create multiple dashboards and add widgets galore. We can use it to understand our worldwide stats and to figure out what our best (and worst) content is.

However, perhaps because Google Analytics is so competent at helping us make sense of our data, many in the marketing world get a little complacent and fail to think outside of the Google box.

Innovation is the name of the game in big data, and not taking advantage of all of that innovation in the form of tools outside of Google Analytics means marketers miss an important opportunity to gain insights from multiple platforms. Below are some tools outside of GA that can help you make sense of data and develop strategies that are responsive to it.

1. Followerwonk

Twitter is a powerful marketing tool, but too often marketers fail to use it strategically and ask questions such as:

  • Who are the most influential though leaders in my business niche?
  • Are any of them of following me?
  • Do any of my followers know any of those thought leaders?
  • When is the best time for me Tweet if I’m looking for shares?

These questions can help get your content in front of thought leaders and increase audience engagement—key components for a successful Twitter campaign. However, answering those questions requires analytic help beyond Google. Luckily, there is Followerwonk, a powerful segmentation tool that can help you use your Twitter following strategically and effectively.

Use Followerwonk to identify prominent thought leaders in your niche, compare your follower stats with those of a competitor, and analyze your followers’ behavior on Twitter. When you use even the free version of Followerwonk to analyze your followers, you can unearth a data goldmine, including:

  • Social authority scores
  • Follower counts
  • Frequency of tweets
  • Total tweets
  • Most active hours
  • Locations
  • Retweet stats

This data can point you towards individual influencers in your niche, but it can also give you a holistic view of when your followers are active and the likelihood they’ll retweet your content—making your campaign more likely to succeed than if you have just tweeted blindly.

Follerwonk Case Study

Ben Folds, of the band Ben Folds Five, had over 500,000 followers, but very few of them were actually converting.

Some social media analysis with Followerwonk quickly shed some light on the issue. It turned out even though he had all of those followers, over half of them hadn’t tweeted in over a month. Further, 78 percent of those had fewer than 499 tweets to their names. Finally, most of his followers were in an entirely different time zone, which meant he wasn’t tweeting when his followers were actually on Twitter.

This data was used to determine that while on “paper,” Folds may have had 500,000 followers, in reality he had maybe 30,000 active followers. This information can then be used to develop strategies optimized to reach active followers and connect with the people who really wanted to engage.

2. Tag Manager

Tag Manager bills itself as the solution for busy marketers who don’t want to spend their time “bugging the IT folks,” which is a pretty good sell. This tool allows you to easily add and update tags yourself without getting involved in all the coding.

If you don’t know, you can add tags to get a better look at things like web traffic to different parts of your site, visitor behavior on your social media channels, and A/B testing data, for example. And note, you can use these tags in other platforms than just GA.

Simply put, while you need tags in order to understand what is really happening with your sites, bad or duplicate tags can skew your results and fatally slow down your load time. This tool aims to provide a seamless and efficient way to manage and create new tags so you can spend more time analyzing data and implementing responsive strategies.

Tag Manager Case Study

Brazilian fashion retailer dafiti was managing more than 100 tags across their various sites. This caused a slew of problems, but the two most vexing problems were…Read More on

Search Engine Watch


Share on LinkedInTweet about this on TwitterShare on Google+Share on FacebookShare on Reddit

Blog Publisher / Head of Data Science Search

Founder & Head of Data Science Search at Starbridge Partners, LLC.