Spring Engage Analytics: Exploring an industry specific tool outside of Google Analytics

         With a plethora of web analytic tools available for use today, it was a difficult choice to narrow down any tool in particular to compare to Google Analytics; which already has a wealth of free reporting and tracking capabilities. Therefore narrowing down these options to simply one analytical tool for actual use, I can imagine would be quite difficult. A web analytics tool can determine the integrity and relevance of any future data and tracking capabilities a company may need. Finding the “best fit or solution” for the company’s needs and what tool best integrates into the working environment can initially make for a daunting decision.

Yet with all of the web analytic tools available, it is important to note the different features and attributes of each. Perhaps it is therefore not as convoluted of a marketplace as it first appears, but rather a chance for larger companies and smaller businesses alike to find the exact tracking tool that matches their individual needs.

Spring Engage, founded in 2010 and based out of Raleigh, North Carolina, is one of those “exact analytical tools” as previously discussed. Formerly known as Spring Metrics before re-branding just last October, this marketing technology provider caters to the hospitality industry specifically. Their unique specificity in tracking capabilities and focusing on building a relationship with hotel guests, already proves to be an asset over other tools such as Google Analytics.With a review of the Spring Engage website, several testimonials speak to the tools’ ability to hyper-target web traffic and increase bookings. Testimonials have also sighted that the tracking is very detailed, offering new levels of targeting visitors based on sources and behavior. 

With the re-branding of the company and expansion into the hotel market, the company has its sights set on expanding further into the European marketplace, “Spring Engage is already working with several of the top hotel brands in the world and many of the leading management groups, including two of the top three in North America. They will continue to grow their client base in the United States and Canada, with an eye on European expansion.” (Harvey, 2015) An overview of Spring Engage on CrunchBase also shows that the provider is ready for further expansion with an agreeable equity funding of $1.36M from two investors, LaunchBox Digital and Zelkova Ventures.

Although Google Analytics is a free solution that can perhaps offer more variable reporting options than Spring Engage, it simply does not have the unique capabilities to track the targeted information those in the hospitality industry are looking for. Spring Engage for example bases their pricing plans on total rooms per hotel. This in itself reinforces what the tool is made for and which industries would benefit best from the features of this tool. The provider also offers a 14-day test trial to allow potential clients to first test the results in order to make sure their features are the right fit for the potential client. On the provider’s website, case studies, campaigns, info-graphics and white papers are also available in bulk for a potential client to review. Whereas Google Analytics can only provide background on their dashboard features and different reporting options, Spring Engage can provide case studies and proven success through current client campaigns. An overview of one such campaign can be viewed in the graphic below. 

Although some analytical tools may be more industry specific, while others can offer more generalized tracking, it is in my opinion that two tools such as Google Analytics and Spring Engage can be used in conjunction for an overall enhanced view on customer data. According to one internet marketer, using more than one tool can also provide for a more stable baseline in case of undesired or unexpected changes within the analytical tools. (Wall, 2011) For a potential client using Spring Engage, I would recommend Google Analytics as a “Back-Up Web Analytics.” Google Analytics fits as a back-up plan in this case as it is does not use significant server resources, is low-cost (free),  can provide a general overview of customized reporting and can offer real-time data. (Wall, 2011)

It also appears that on average marketers use more than 12 different tools, while some on occasion use more than 31 tools to manage data. (Oetting, 2015) Although I am a proponent of using more than one analytical tool, I would draw the line at using more than a handful. Data collection can be an overwhelming process, and adding more than what is valuable to the mix can only water down the true results making accurate information difficult to sort through and find. This is supported by the Harvard Business Review that states:

Many organizations lack a coherent, accessible structure for the data they’ve collected. They’re like libraries with no card catalog and no covers on their books. The rise of social media, new selling channels, and devices such as tablets and smartphones has made it even harder to manage analytic content. Fewer than 44% of employees say they know where to find the information they need for their day-to-day work. (Capella, Horne and Shah, 2012)

In summary, we without question need analytical tools to sort through the inner workings of our websites, and there are a vast amount of these tools available in the marketplace capable of meeting several diverse needs. However, as marketers we also have to be able to interpret the features of the selected tools and know how the data retrieved can best be integrated into finding lasting marketing solutions. Whether we choose Google Analytics, or an industry specific provider like Spring Engage, what truly matters in the end is the analyst and marketing team interpreting the collected data.

References:

Capella, J., Horne, A., and Shah, S. (2012, April) Good Data Won’t Guarantee Good Decisions. Harvard Business Review (Online) Retrieved from: https://hbr.org/2012/04/good-data-wont-guarantee-good-decisions

Harvey, B. (2015, Oct. 30) Marketing Technology Provider, Spring Metrics, Announces Rebrand as Spring Engage. Spring Engage (Online) Retrieved from: http://www.springengage.com/news-1/2015/10/30/marketing-technology-provider-spring-metrics-announces-rebrand-as-spring-engage

Oetting, J. (2015, February 17) Too Many Tools? New Data on the Complexity of Marketing Technology. Hubspot (Online) Retrieved from: http://blog.hubspot.com/agency/tools-data-complexity-marketing-technology#sm.000001kv6y9o8fvflsrl64rk8oqta

Wall, A. (2011, August 17) Why you should use multiple web analytics tools. SEO Book (Online) Retrieved from: http://www.seobook.com/multiple-web-analytics