Google Analytics, Adobe Analytics, Native Social Analytics (FB, INS, TW, LKD), Social Public Data (FB, INS, TW), Paid (Google Ads, FB+INS, TW, LinkedIn), SemRush (SEO - Google Search).
Brandwatch, Sprinklr, and Radarly
Excel, Google Spreadsheets, Power Query, and SQL
Google BigQuery and Cloud Storage
Data Studio, PowerBI, Excel, PowerPoint, Google Slide, and Social Native Analytics (for eg. FB Insights).
Combining the above data sources can be labelled as a "
Marketing Controlling Cockpit":
For e.g., in Data Studio to analyze and visualize. This can be used in a few ways depending on your use of data analytics in day-to-day business:
Just track my brand performance — keep eye on the performance and health of each platform. "Are we on the track for lead generation from Google Ads?"
Spot trend and sudden increase/decrease — Spot sudden changes in a KPI performance so you can quickly investigate the reason. "Why there is a sudden 177% engagements increase on Instagram?"
Helicopter view for senior management — just show up and down for core metrics from each platform in simple scorecards or tables.
Compare against your competitor's set — if we add competitors' performance in the Marketing Controlling Cockpit. We can also compare where we stand on each platform. If we look at the above sliding image. Audi ranks first for "Engagement per Post" on Facebook but Second on both Instagram and Twitter.
This can be also considered an inspirational dashboard. For, eg. if you notice a successful campaign on Instagram from your competitors. "What they did do?", "Can we learn something from it?"