数据跟踪: What Is It and What Are the Best Tools

When data is surfaced, organized, analyzed, and applied effectively, you have the power to delight more customers and improve your business’s bottom line. But first, you need to obtain all of that valuable information.

A common way to collect data related to the metrics that you care most about — such as churn, conversion rate, engagement rate, user activation rate, and average revenue per customer — is through the process of data tracking.

数据跟踪

To obtain meaningful data about your customers and target audience and their behaviors, you need to track the metrics that matter most to your business both accurately and securely.

在本文中，我们将讨论什么是数据跟踪，为什么它是有益的，其工作方式以及哪些工具可以帮助您跟踪和分析所关心的指标。

How does data tracking work?

数据跟踪和收集通常由cookie和/或JavaScript库执行。这就是企业可以在网站的各个页面（例如网页，着陆页，博客文章，产品页面，结帐页面等）以及用户/客户帐户中跟踪有关用户行为的信息的方式。

有几种可用工具（we’ll look at some examples shortly) that use cookies and Javascript to track data.

例如，Google uses Javascript为了衡量用户如何与您的网站互动，HubSpot使用cookieto monitor website traffic (on your landing pages, blogs, and web pages) and track visitors, andSegment uses cookies and Javascriptto analyze site traffic, deliver personalized ads, and improve browsing experiences.

如何选择您将跟踪的指标

The key to data tracking is selecting the right metrics (a.k.a. what you’re actually going to be measuring).

1. 问自己有关您想学习的内容的问题。例如， ”Which version of my product page converts the most users?"
2. Then, turn your question into a metric. For the example in the above step, your metric could be a产品页面的转换率基于页面视图。
3. Hone in on your metric of choice even more by indicating the "events" within that metric. For the above example, events could be:1) when a visitor lands on a product page, 2) when a visitor clicks the CTA on a product page, 3) when a user completes a form or submits a request to speak with a rep on a product page, 4) when a visitor converts into a paid customer on a product page.
4. Your chosen metrics and events should help you prove a strategy either works or doesn't among your audience. In other words,您可以使用结果数据来证明策略对业务和收入的影响。

数据跟踪Compliance

既然您对数据跟踪是什么有了基本的了解，那么您可能想知道一般数据保护法规（GDPR），隐私政策以及保护访客，联系人和客户的法律。

如何遵守数据跟踪政策和法律

如今，企业应与客户和访问者共享信息，以了解他们如何遵守这些法规。

例如，here'sSegment's website data collection complianceexplanation:

在网页上，细分市场清楚地列出了他们如何收集和使用与cookie和JavaScript库在其网站上跟踪的数据和联系方式。

If you're worried about the potential of不是covering all of your bases when it comes to compliance, there's good news — many data tracking tools help you with this process.

Note: There isn't a one-size-fits-all solution to legal compliance. That's why — in addition to implementing a data tracking tool — it's recommended that you consult your legal team on compliance. They will be able to help you apply the relevant features of your data tracking tool and determine what compliance at your company looks like.

例如，HubSpot has a web pagethat explains in detail how GDPR works and how every HubSpot customer can feel confident that their website is compliant.

Here are examples of how HubSpot helps youensure data tracking and application are compliant:

1.饼干

GDPR requires you to tell your website visitors that you're using cookies on your website in a language that they understand. They then need to consent to that tracking.

HubSpot allows you to capture all of your visitors' cookie tracking consent and you can share different versions of your consent banner on your web pages.

2. Lawful Basis

GDPR requires you to have lawful basis to use someone's data. HubSpot categorizes lawful reason to use someone's data by your intent to either use it to 1) process or 2) communicate.

HubSpot有一个默认的联系属性来存储合法的基础，并且可以选择跟踪选择和选择退出以存储合法依据进行交流。

3. Deletion

Under GDRP, your contacts have the ability to ask you to give them a copy of all of the personal data you have about them. They can also ask you to modify that information or delete it completely.

HubSpot makes this easy by offering a "GDPR delete" function which permanently deletes a contact for you.

数据跟踪Software

Did you know that运营团队花费80％的时间投放数据和处理火灾，只有20％的驱动业务策略并改善客户体验?

With the right tools, things don’t have to be this way — your team can feel confident that your data is being tracked automatically, accurately, efficiently, and securely.

1.HubSpot Operations Hub

最佳数据跟踪工具将完整的操作平台与CRM相结合，以整合您的业务中的所有客户数据。

价格：$0/month (Free), $45/month (Starter), $720/month (Professional)

According toHubSpot’s Principal Marketing Manager, Ari Plaut，“”Hub操作的主要区别是HubSpot也是CRM。”如今，许多数据跟踪工具使您可以跟踪和分析数据 - 但是，它们不允许您对该数据做任何其他事情。

例如，使用市场上的几乎所有数据跟踪工具，您可以跟踪客户以帮助您了解激活率。

However, if you want to then send an email to the customers whohaven't激活,向他们展示如何开始,you aren't able to with most data tracking tools. But with Operations Hub youare.

操作中心通过使用户轻松地连接，清洁和自动化整个业务的客户数据来增加HubSpot已经强大的功能。

Unique features:

• Sync data without code (e.g. bidirectional sync, custom field mappings, filtering, historical syncing).
• Automate data cleaning and run code-based actions with Advanced Workflow Automation.
• 使用自定义对象构建全本定制应用程序。
• 安装HubSpot跟踪代码监视着陆页，博客和网页上的网站流量。
• Track and manage your data with local regulations in mind（例如，GDPR删除，同意和cookie以及合法的基础处理）。
• Keep data securewith SSL, SSO, two-factor authentication, and more.

2.谷歌分析

Source

免费跟踪网站参与，受众行为和数字营销活动的最佳数据跟踪工具。

价格：Free (for under 10 million or fewer hits per month).

By adding the Google Analytics JavaScript tracking code to your web pages, you'll have the insights necessary to improve the customer experience and identify the right messaging, channels, and content for your target audience across your website and app.

您可以使用许多可自定义的指标来跟踪Google Analytics（例如会话，参与，进入和退出页面，事件，保留，返回，转换等）。

至于具体报告和跟踪，请通过单个仪表板实时跟踪自定义事件，归因，用户路径和用户活动。

Unique features:

• Collect user session and ad campaign data from page requests by setting and reading first-party cookies on your users' browsers.
• Read the DoubleClick cookie to collect data ondisplay features.
• 使用Google的事件收集有关与内容的交互的数据（例如下载，链接点击，表单提交等）。
• Use Google's Event Goals to define a certain Event as a conversion.
• Decide how you want to configure your Google Analytics tracking code so it's tailored to your unique website.
• Build custom reports and dashboards to track your Events.
• Collect user-specific data while they're on your website such as location, language, and activity.

3.Segment

Source

最佳数据跟踪工具，用于实现可以跟踪，收集，对齐和将所有客户数据路由到任何系统的CDP。

价格：Free, $120+/month (Team), request a custom demo (Business)

细分市场是数据收集，管理和分析平台。它为您的所有数据跟踪工具提供了动力并集成，以使您的团队保持一致。

There are also GDPR, CCPA, and other privacy regulations to help you maintain data compliance.

细分市场使用其API通过所有平台的开源库从产品的任何部分（例如移动，Web，服务器）收集数据。

Unique features:

• Integrate your data with over 300 available apps in minutes.
• Use the event tracking API to track user events and record the actions those visitors perform on any platform.
• Query data in SQL and easily access your data at any time by using Segment's APIs.
• 将所有分析数据保留在您选择的数据仓库中（例如Google Bigquery，Snowflake等）。
• 自动备份您的数据nd download your data whenever and wherever you need to.
• 实时访问您的用户配置文件。
• Use the Segment Profile API to review user- and account-level customer data.

4.Emarsys

最佳数据跟踪工具，用于收集产品和行为数据，并使该信息在整个Emarsys平台上访问。

价格：Request a demo and/or pricing.

Emarsys' website data collection tool, Web Extend, establishes one-to-one personalization capabilities across different channels. It uses cookies and JavaScript API commands to keep track of your website visitors and their behaviors.

Emarsys tracks visitor interactions and behaviors across your website — from product catalog to online store — and combines that information with your historical sales data (if you have any) to give you a holistic view of your audience.

然后，该工具将您的数据添加到平台内的各种Emarsys系统中，例如收入归因和自动化中心系统。这样，您可以共享数据交叉团队和 - 部门以及参考，并将其应用于所有业务决策。

Unique features:

• Track the type of customer data you need to create personalized experiences across all of your channels.
• Use cross-device user identification and campaign tracking.
• Track your known-contact interactions on your website and sync that data into the Emarsys contact database (which automatically happens every few hours).
• 通过Emarsys平台中的任何系统访问您的数据，因此您永远不必集成数据。
• 通过收入归因系统从电子邮件活动中跟踪收入。
• Build campaigns based on contact behavior with the Automations system.
• 将您的目录应用于客户和使用Smart Insight系统的客户和生命周期细分。

Choose Your Metrics and Tool, and Begin Data Tracking

数据跟踪是识别和跟踪业务最重要指标的有效方法 - 然后，您可以应用结果和见解来改善客户体验和底线。