Ease of use helps to leverage analytics

A significant proportion of companies and organisations are not using digital marketing analytics correctly or at an adequate level. This view is confirmed by a (Finnish) study conducted by Digiteam Oy on the state of digital marketing in Finnish companies.

How to make best use of analytics

Very often, the use of analytics in companies remains rather superficial, for example to examine the number of visitors or the use of individual pages. More advanced use measures website or advertising conversions, but the measurement is tactical and limited to individual figures or channels.

One of the biggest barriers to using analytics is the rich yet complex interface of website analytics tools such as Google Analytics. There is a huge amount of data available, but the challenge is to find the data that is relevant to you.

If the information you need is not available in the pre-built views, you should be able to customise the reports with in-tool solutions, which is complex and a world of its own. No wonder so many people give up before they've even started.

Why should analytics be used more?

The aim of analytics is to get the whole digital marketing palette to support the business or organisation's operational objectives as effectively as possible. It can help to identify the current state of digital marketing, social media and websites, as well as the main areas for development.

Analytics help you find, for example.

  • the optimal way to reach the target groups
  • the most biting messages
  • most effective media
  • the most effective technical solutions
  • the best ways to influence target audiences through your website.

And analytics should always guide you from strategic choices to details such as refining your advertising copy.

Without measurement results, we are largely left to guesswork. This means not knowing whether the right choices are being made, whether things are right and what needs to change to make digital marketing more useful to the business.

Digiteam Oy's "Study on the state of digital marketing in Finnish companies" reveals very clearly the shortcomings in the use of analytics. The study can be found here.

What are the conditions for using analytics?

The use of analytics will be translated into results when the following factors are in place.

  1. There is sufficient knowledge of the subject to be measured. This ensures an understanding of the context and the factors that influence the results to be measured.
  2. There is enough real measurement data available. The data should also be easy to find.
  3. The measurement results can be interpreted. The numerical value found in the analysis does not yet tell you why the result was obtained.
  4. Reacting correctly to the results. This allows you to influence the factors that improve the results.

So analytics in itself does not make it summer, but you need to be able to analyse data and causal relationships and process them into conclusions.

Barriers to the use of analytics

To get the most out of analytics, it is good for an organization to be aware of and identify the potential pain points.

Barriers to the use of analytics include:

  1. The website analytics script is not installed correctly. This means that the site does not collect enough of the necessary data.
  2. You do not know how to use the analytical tool. Many analytical software tools provide a huge amount of information, but the terminology used in the tool may be invented by the software's author and unfamiliar to the user. This naturally reduces the usability of the tool.
  3. The tools have no user support or customer service. Or it is not available in the appropriate language.
  4. Results are misinterpreted or not acted upon. A typical reason for this is a lack of knowledge on the part of the analytics user.

Ease of use and the right data - the keys to exploiting analytics

Originally developed in Finland, Snoobi has from the very beginning been focused on clear data visualisation, easy-to-use reports and views, and easy data findability.

Moreover, the content, quality and depth of analytical data have not been compromised by good usability design. The user is able to rotate the data in the tool almost infinitely, and can easily define the target groups or the things to be measured in the way he or she wants.

Snoobi's cookie-free measurement ensures comprehensive visitor data collection, while providing an excellent starting point for using the data to support decisions.

Customer service and product development

Snoobi also provides local language support and user assistance for its software. Customers also don't have to guess whether the customer service representative really knows the product - answers are provided in a clear and understandable format.

For very specific or demanding measurement applications, Snoob's agile product development team can also implement customized solutions.

Easy-to-use customised views and reports

It's really easy to create your own reports in Snoobi, so it's always easy to come back to the information that matters to you. You can also schedule views to be sent to your email regularly, making sure you don't forget to check your analytics.

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Test Snoobi's ease of use for free

  1. You can order a free trial of Snoobi with no obligation
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GDPR-friendly analytics
  1. Snoobi is a fully GDPR-friendly analytics software. The customer owns the analytics data collected and it is not resold for commercial purposes to any other party.
  2. Visitor data is stored in Finland, on Finnish servers.
  3. Thanks to its data security and GDPR-compliant data management, Snoob is widely used in public sector organisations and government administrations.