Digital Marketing Insights (DMI) is an AI-powered report to help your marketing team

outperform.

The reports provide a concise exec-ready overview of digital marketing efforts across paid, earned, and owned media. Surfacing the events generating the most traffic top-of-funnel and highlighting the granular insights with the greatest impact on your company and your competitors.

Provide the country you want to focus analysis on, and the key competitors you want to benchmark against, and we will do the rest! A report will be generated with top recommendations every month, to uncover hidden opportunities for your marketing team to grow your business.

The example report we will be using centers around ThoughtSpot a BI company entering the business intelligence market and are therefore looking for insights to help them compete against the big players like Tableau. By using Digital Marketing Insights they can uncover insights into earned, owned, and paid media to help the marketing team focus their efforts on which publishers to target, content to create, and keywords to bid on.

The report focuses on web traffic as the main driver of users' top of funnel. This first section outlines the volume of traffic for each of the competitors in the past month.

AI-generated, the exec summary shines a light on the most impactful traffic-altering events.

Displays the web traffic for the month and percentage change.

Insight: Large traffic changes could highlight a news event, campaign, or marketing strategy change.

Earned media is when customers, the press, or the public share your content, speak about your brand via word of mouth and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they are voluntarily given by others.

Referrals, all traffic that came to your site via links from other sites as stated above. E.g. People referring to your site with links from an article or blog post.

Earned media referral traffic - This graph represents a percentage of the total traffic to each site that arrived from a direct referral. For example, if ThoughtSpot had 31,000 visitors last month 2.4% of that no. were referrals from earned media.

Insight: ‘domo.com lost 29% referral track compared to the previous month’

Displays the websites referring the most traffic to each competitor in order. N.B. sites may have multiple articles linking to a competitor’s site delivering referrals. ‘Visits’ represents the total number of referrals.

Insight: See the publishers and blogs that are driving the most web traffic to each company.

Domo is receiving 2.7% of its traffic from Socialmediatoday.com could be achieved by:

News driving the most traffic to the site. For many this data is currently ‘dark’, meaning it is not easy to surface. Meltwater has combined data from multiple sources to accurately determine which articles delivered the most traffic.

Insight:

Owned media is when you leverage a channel that you create and control. This could be your company blog or website.

Shows % of traffic each site received via google organic search. Provides an indication of how focused a company is on SEO and content marketing

The top 10 keywords that have driven the most traffic in your industry. Quickly determine where the conversation is taking place with google search traffic, the number of online media mentions, and twitter mentions side by side.

Insight: Highly actionable point. If you can’t see your brand in this list of top 10 keyword items or barely showing up, then it’s time to invest in content marketing. Have your content writer get to work writing articles centered around the most popular topics in the keyword section.

Based on Google ads data. This section provides a view of the top-performing keywords in your industry i.e. the keywords driving the most traffic.

Overview of google ads spends for your industry. Observe increases in ad spend that could affect your bids and ad delivery. Hard-to-reach piece of data some will struggle to find vs others that employ an agency to monitor.
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Insight: Remember if a competitor has dramatically increased their advertising spend your adverts may:

Uncover the paid keywords that have driven the most traffic in your industry. See side by side the cost per click (CPC) of a keyword, search volume, media mentions, and Twitter mentions to determine where best to spend your marketing resources.

Insight:

Uncover the tweets driving the most traffic in your industry and identify who are the strongest influencers at a glance. The majority of social media posts don’t contain links and therefore don’t drive traffic directly. However, this section reveals the tweets that are directly referring potential customers or leads to each website.

Gain an overview of the volume of Twitter mentions (containing links) directly driving traffic in your industry.

Identify who the strongest Twitter influencers are in your industry, then dive-in brand by brand to discover which Twitter posts and accounts deliver the most traffic.

Currently, Digital Marketing Insights are country-specific and only available in the US, Canada, UK, and Australia. These reports are available as an annual subscription, providing a year of insight and analysis as a 12 x 1 monthly report package. To discuss a reporting solution that is right for you please reach out to your Meltwater representative.

PPC - pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC

Display - Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio (digital banner adverts).

CPC - Cost Per Click refers to the actual price an advertiser pays for each click of an advert in their pay-per-click (PPC) marketing campaigns

Keywords - These are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site

Bid strategy - PPC advertising platforms like Google Ads allow advertisers to bid for ad placement in a search engine's sponsored links when someone searches for a keyword that is related to their business offering.

Referrals - Referral traffic is used to describe visitors to your site that come from direct links on other websites rather than directly or from searches. For example, other sites that like what you have to say or sell may post a link recommending your site.

Backlinks - an incoming link from one web page to another website. "the more backlinks you have pointing back to your site, the more popular it will be" As such marketers work to build the number of backlinks pointing to their site.

Thank you for reading. If you have any further questions, feel free to reach out to us via Live Chat!

Team Meltwater