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You likely already know how important creativity is when it comes to digital marketing.
However, coming up with great ideas – be that through content or ads – is only part of the story when it comes to driving results online.
Another significant factor that will amplify your marketing efforts is the collection and leveraging of data.
In other words, to truly succeed with your digital marketing campaigns, you must utilize the best of the machine and human worlds.
But perhaps you’re not a data kind of person, which is where hiring an analytics company comes into play – an option you may already be considering.
Before you make this important decision, equip yourself with the information we’ve outlined in this article so that you can make the best choice for your needs.
When choosing the right analytics company to work with, there are certain characteristics you need to take into consideration.
Not all agencies are built the same. It is safe to assume that most companies put their best foot forward for their clients, but there will always be variance in terms of what results you will get from each one.
Consider the following factors.
You may already have your marketing strategy under control and may only need help to understand and leverage your data.
But how can a company help you leverage your data if they have no experience in what the data should be used for?
The point of data and analytics is to improve your decision making and inform your strategy. So, if you’re working with an agency to help you do so, they need to have some actual marketing chops.
Make sure that the agency you want to work with offers other services besides analytics. This is a good indicator that the insights they produce from your data will actually mean something.
It goes without saying, but if a company is promising to help you leverage data (technology), they will likely have the technology to do so.
At the very minimum, your analytics partner should have their own proprietary platform that will be used as the central point for your data.
But in the best case, the partners will leverage more advanced technologies, such as machine learning, that can help make better sense of the vast amount of data that you will have.
You will find that the best insights from your data come after the raw data is analyzed by a machine, and then made sense of by a human.
The quality of that initial analysis, however, will depend on the quality of the technology that your agency partner has built.
Making sense of your marketing data is no easy task. It requires breadth and depth of skills as well as experience, all working together in a harmonious way.
Make sure you check out the team on the about page and on LinkedIn, taking into consideration these factors:
One of the most objective ways to evaluate a company is to take a look at the clients they’ve worked with – and, most importantly, what results they’ve gotten for them.
Keep these things in mind:
If you’re a marketing leader or business owner, chances are you aren’t well trained in understanding and interpreting data.
In this case, the analytics company you work with has to be able to make sense of your data and also deliver it in a way that you can actually use.
To get an idea of this, take a look at how the company communicates with its audiences.
It is likely your business has a lot of data to work with. Oftentimes, insights come from unlikely places, such as comparisons between seemingly unrelated data sets.
To get the most out of your data, your analytics agency will need to map out and architect your entire data ecosystem.
They will need to consider aspects of your business such as:
Each analytics company has their own unique process when working with clients.
The best analytics companies, however, will ensure their process is tailored to your specific needs.
They will also go to great lengths to ensure that you are kept in the loop as much as possible.
Here’s what you can expect when working with a great analytics company.
At the beginning of your working relationship, your analytics partner should guide you through an onboarding process.
Great onboarding sets the stage for future success, as it creates a solid foundation for your working relationship.
Before you start moving forward, the first thing your analytics partner should do is conduct an audit of your existing processes and data assets.
Depending on your company stage, it is likely that you already have existing data that could serve as a starting point.
The best analytics company will be able to offer you additional marketing services such as PPC, content and SEO.
The reason for this is simple: to better understand how to interpret the data and inform your strategy, your agency needs to have actual experience executing a marketing strategy.
Elements of your marketing strategy that your analytics partner should help on include:
Once your marketing campaigns are in full swing – and the appropriate tracking tools are in place – the fun part begins.
Now is the time to take a look at all the data you have been collecting.
If your agency partner is worth their salt, you should be looking at this data through their own proprietary software.
How this data is organized, analyzed and communicated is where you will really begin to see the difference in quality between different analytic agencies.
However, collecting raw data isn’t enough.
You need to make sense of that data so that it becomes useful.
Although your analytics partner may have sophisticated number-crunching technologies, there is still a need for a human to look over everything and create real insights.
At the end-stage of the process, your analytics partner will need to communicate to you the real meaning behind the numbers.
With so many service providers to choose from, it can be difficult to narrow them down and finally choose one to go with.
We’ve broken down the criteria that makes a great analytics company and combed through dozens of companies to find the best agencies today.
Each have their strengths and weaknesses, but regardless of whoever you choose to work with, you will be in good hands.
NP Digital is a marketing and analytics company founded by Neil Patel, and it is arguably the most recognizable and influential figure in the digital marketing space.
The company was founded in 2017 and has over 44,000 followers on LinkedIn and over 100 employees. NP digital offers a full range of digital marketing services in addition to analytics.
Here’s what makes NP Digital one of the best analytic companies in 2020:
Who should work with NP Digital?
If you need help with marketing execution in addition to data analytics, then you can’t go wrong with Neil Patel Digital.
The company was founded by one of the most reputable figures in the digital marketing world, so when you work with his agency, you’re tapping into his years of insight.
There is, of course, a cost to this, however, so Neil Patel Digital is best suited for clients with a larger marketing budget.
Some of their clients include companies such as Viacom, Facebook and even Google.
So, if you head up a marketing team at a large organization and need an end to end marketing and analytics partner, look into Neil Patel Digital.
Artefact describes themselves as “marketing engineers” and puts particular emphasis on the technology behind digital marketing.
In line with this identity, they have gone on to build a powerful suite of technologies, which they use to help their clients transform their data into business value.
Artefact’s works across the entire organization to leverage data, tapping into the entire value chain of operations, IT, and marketing.
Here’s what makes Artefact one of the best analytic companies in 2020:
Who should work with Artefact:
If you are a part of a large organization that is undergoing a digital transformation, then you should strongly consider Artefact.
The approach and technologies that Artefact uses are also beneficial for organizations that have a lot of data that needs to be optimized across the board.
For instance, companies that need to optimize their manufacturing processes or who need to react to market information.
In some cases, you may not want to work with an agency partner. Particularly for small businesses that don’t have large marketing budgets, analytics software can bridge the divide.
Adverity is a platform that allows you to collect all your marketing data into a single place. Their analytics tools allow you to break down silos in your organization and uncover new insights so that you can improve your decision making.
Although the Adverity team will help onboard you onto their platform, you won’t get the tailored and guided expertise that you would get from an agency such as NP Digital.
Here’s what makes Adverity one of the best analytic companies in 2020:
Who should work with Adverity:
Adverity is best suited to small and medium-sized businesses who may not have the budget to work closely with an analytics partner.
Keep in mind that as you will not have expert guidance, your marketing team will have to figure out how to make sense of all of your data, which is no easy task.
If you leverage the research we’ve done for you in this article, you won’t have much trouble finding the right analytics company to work with.
Regardless of your choice, remember that the goal of analytics is to inform your marketing strategy.
But data alone won’t guarantee that your digital marketing strategy will be successful. It must always be paired with creative ideas and rigorous execution.
To ensure you can’t go wrong when picking an analytics partner, always keep the end goal of increasing conversions in mind.
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