What tools do you use to monitor for marketing?

March 12, 2009



I have a huge amount of respect for anyone in Sales, I’m also (sometimes) a bit jealous. Aside from the fact that their jobs are incredibly difficult there is one luxury they do have that we in marketing do not. Clear goals and defined metrics. In marketing it’s often our responsibility to define what we should care about, what tools and business processes we use, how we should collect data to support its use, and ultimately how we consume it. Suffice to say we have a lot of metrics to be ontop of to do our jobs effectively. Website analytics are just one piece in a much larger web of data.

To get this conversation going, here’s a list of the tools we’re using:

This is by no means a complete round up of all available solutions out there. These are just the tools we use at WebTrends. If you’re looking for a more comprehensive list, try these lists:

My question to you is: What tools to you use to monitor for marketing?


That’s your War Games dashboard in that pic?? Awesome! I mean, ours is twice as big and everything, with visors and lasers and stuff – but wow. I kid, don’t you wish we had those kinds of setups? Thanks for posting your favorite tools here, a couple I hadn’t heard of before and will have to check out. I’d add delicious and FriendFeed, especially via the Firefox add-on Drag and Drop Zones.

From Marshall Kirkpatrick on March 12th, 2009 at 10:58 pm

Google Analytics & 4Q Site Survey give us a good picture of the “what and why” of the websites across traffic sources. A solid RSS reader (I use Google Reader) with as many relevant Google Blog/Twitter Search queries as I can think up (including competitors) give us a picture of what’s happening “out there.”

I also subscribe to as many competitor email newsletters as I can find, which keeps me up on what competition is pushing or testing.

Couple that with a good competitive dashboarding tool (like competitious.com) and you’ve got a pretty good (and totally free) monitoring set.

From Michael on March 12th, 2009 at 10:59 pm

Marshall, um, we aren’t allowed to take pictures of our lasers but that is me in the top left of the picture. The one with the bad posture.

In my haste I left off friendfeed (we use that too)….now you know why I need social media IT. Thanks for the tip on using the firefox ad-on Drag and Drop Zones, I’ll check that out for sure.

Michael, are you using Pipes at all (for your queries)?

From jascha kaykas-wolff on March 12th, 2009 at 11:20 pm

Hey Jascha, thanks for the mention of Radian6, and great list you’ve put together!


From Chris Newton on March 13th, 2009 at 1:01 pm

That list is a little overwhelming and the whole thing is daunting, especially when you don’t have the staff. It’s probably too early in the game to hope for realistic comparison reviews or a subset of tools plus some templates on how their data can (or should) be combined. We are getting a lot of value out of the spotty things we do; who knows what a systematic program could produce?

Jascha, I am hoping that your upcoming conference gets to that level — I see some good potential sessions lined up. If I get there, those are high on the list.

I have to say I’m impressed that Radian6 seems to be eating its own dog food — they show up somehow when mentioned.

From Chris G on March 20th, 2009 at 1:41 pm

Chris – thanks for that. It’s important to us to be part of the conversations happening both about us specifically, and about the issues that are important to our customers.

Jascha – great roundup indeed. Lots of great info for your readers.

Amber Naslund

From Amber Naslund on March 21st, 2009 at 12:25 pm

[…] About Jascha « What tools do you use to monitor for marketing? […]

From THE Universal Communication Client? at Jascha’s Blog on March 25th, 2009 at 4:48 pm

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