Get Started with Digital Marketing Insights

Learn how to generate and customize fully automated monthly reports with key metrics powered by artificial intelligence.

Robert B. avatar
Written by Robert B.
Updated over a week ago

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

outperform.


Digital Marketing Insights (DMI) Overview

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.

  • Competitive Intelligence

    Monitor your competitor’s paid advertising spend. Discover insights about the keywords they bid on and the news and content driving the most traffic.

  • All Data in One View

    Data from multiple sources are combined in one place to tell a coherent story about trends and opportunities.

  • Understand news driving the most traffic

    Understand which news articles are driving the traffic with the most impact on your industry. A ranked overview enables you to identify which topics and keywords are resonating best in your market.


Get Started

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.


Example Report

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.

Recommendations & Traffic Overview

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.

Recommendations

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

Web traffic overview

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

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’

  • Could indicate something newsworthy has happened: see right for news items

  • Could indicate a change in strategy eg hiring of PR firm OR affiliate program

Referrals (external websites driving the most traffic)

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.

  • Use this to inform your earned media strategy by engaging with these publishers.

  • Marketers are constantly trying to build ‘backlinks’ (get referrals from relevant sites) as it’s a powerful way to help their site rank (appear at the top of Google)

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

  • Positioning one of their senior marketers as a thought leader and contributor

  • Build relationships with the blog/news site

  • Create owned content on your company’s news/blog as a mid/long term strategy to gain specific traffic types e.g. Snacks were acquired by Robinhood as part of their content strategy

News referrals (news/blog articles driving the most traffic)

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:

  • Use this section to stay alert to topics that are diving the most traffic to a site

  • Quickly understand how your PR efforts are performing online

Owned

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

Search traffic overview

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

Keywords driving the most traffic

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.

Paid - Online Advertising

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.

Ad spend overview

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.

Insight: Remember if a competitor has dramatically increased their advertising spend your adverts may:

  • Be shown less often

  • Be more expensive as there is greater competition (raising the bid avg. CPC)

Paid Keywords

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:

  • The keyword ‘machine learning’ has a large search volume of 61,000 and a great deal of news mentions 160,000.

  • If for example Qlik and Tableau were to have a 4.8% and 3.6% share of this search traffic respectively via google ads at $36 CPC. Spends on keyword ‘big data’ of approx $190K and $140K per month.

  • Now consider that SAS has 2.9% of the traffic for this keyword via ranking content, a harder method. But one that has a one-off cost and could even have been produced in-house from a salaried portion of the budget.

  • Perhaps for Qlik and Tableau, it would be worth revisiting their content for this keyword.

Social

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.

Twitter Mentions

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

Tweets driving the most traffic

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.


Availability

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.


Glossary

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.

Paid, Earned, and Owned definitions


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

Team Meltwater

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