Factors.ai

How YourStory was able to weed out the inaccuracy in their marketing analytics data with Factors

Commentaires : Being a digital media company, YourStory’s primary KPIs are traffic metrics like sessions, pageviews, session time spent, and page time spent. The marketing analytics team at YourStory encountered inaccuracy (even the inactivity of website visitors is considered) in the ‘session time spent’ and ‘page time spent’ metrics data reported by GA 360. These numbers were important as they played a huge role in the board-level reporting on the engagement of users. Furthermore, these numbers helped the editorial team with feedback on the kind of content to create and publish. So accuracy in these qualitative metrics had a huge business impact. With Google Analytics’s free version, the marketing team was also facing data sampling problems and the traffic metrics showed up 10-15% lower or higher than the actual numbers. YourStory also needed all the web activity raw data into BigQuery for their internal reporting After moving to Factors, YourStory was able to improve the ROI on their marketing tech stack and find a more efficient and affordable solution.

Avantages :

1) After switching to Factors, YourStory was able to access unsampled website traffic data. This allows them to analyse the data without worrying about the quality and sanitization of data. 2) Since Factors only accounts for cursor movements and user engagement as part of the session time spent and page time spent data, Yourstory is able to accurately analyse visitor activity and qualitative metrics. 3) With Factors’ custom API integration, YourStory was able to push their own website visitor data from Factors into BigQuery which made it easier for their analytics team to create internal dashboards.

Inconvénients :

Improvement in Visualization and dashboards

Factors helped in improving the accuracy of our Web Analytics data

Commentaires : Having a very good experience with the platform and the team. I could see good improvements in the product and data sanctity from the day we started. Looking forward to a fruitful experience in the future as well

Avantages :

The feature we liked the most about Factors is the accuracy at which our KPIs were measured. Using GA we were getting only an estimate of Page Time, Session Time sampled on 10% of users, and factors helped in weeding out this inaccuracy. Unsampled data availability and the precision at which they track user engagement metrics like scroll depth and cursor movements were big positives. It met and exceeded most of the expectations we had in comparison to GA

Inconvénients :

Being an early stage startup certain integrations were not available (Netcore etc). Also our use case was more of Web Analytics and they were built for marketing analytics hence custom dashboard creations were not straight forward. However all our requirements were met as they helped us with these custom issues and solved all our problems. Their customer support team is quick in addressing and solving any issues

It's a good tool for Marketing Campaign analysis and Improve ROI

Avantages :

We used the Factors.ai tool for Marketing analytics, to analyze our Google, FB campaigns daily & weekly performance data. Really liked the way the overall data is represented with proper actionable insights.

Inconvénients :

More features are required related to Demographic, search term related analysis.

All in one marketing attribution and analytics tool

Avantages :

Problem Statements: 1.) Distributed marketing and sales data (GA for website visitor, Salesforce for CRM data, individual ads platforms and Search Console for organic search data). 2.) Time+effort to access to marketing+sales funnel metrics with required breakdowns and filters. 3.) Analysing impact of an intermediate lead state on final conversion: E.g., Pre-qualified funnel. 4.) Gauging time taken (TAT analysis) from one lifecycle stage of a lead to another. E.g., TAT analysis. 5.) Measuring marketing activities' impact on value/quality of leads and sales. Solutions: 1.) Factors integrates with the website visitor, CRM, Ads platform and Search Console data bringing all data in a single place. Eliminated need to hop across tools to track marketing KPIs. 2.) Analysts at Design Cafe track the following funnel on a regular basis in order to determine the efficacy of marketing and sales activities-> Leads to Meeting Schedule (i.e., Qualified Leads) to Meeting Done (i.e., Opportunity) to Sign Up (i.e., Customer). During this they end up access 2 or more reports in Salesforce as they want to breakdown this by city, source, channel, campaign and segment. Using the Salesforce integration, Factors pulls all CRM updates at a lead and opportunity objects level. And all these updates are further available for reporting in a choronological order as events with all the Salesforce properties like city, source, channel, etc. Using these update events, analysts were able to create any marke

Inconvénients :

Data loading is little slow and factors is working on the issue

Great website analytics at scale with value for money

Avantages :

Factors provides comprehensive unsampled website analytics at scale (~45mn events a month) with great value for money. We have been able to deep dive into metrics with the ability to track a wide range of events from pageviews, button clicks, video play, video quartile completes and so on. Once we transitioned to factors, we were also able to get more accurate measurements for some key metrics - Page load time, time spent on page and the scroll depth in an article. The support has been great as well. We migrated ~80% of our pages to AMP only and the Factors team was able to support this migration. They also ensured that we were able to track all the required metrics, with no data loss during the migration .

Inconvénients :

Some features are still evolving as it’s an early stage startup such as path analysis, calculated metrics and dimensions. But I understand these are in the immediate roadmap of the team