Data is the most valuable commodity in the contemporary world. It aids and reinforces the historically argued MVP: knowledge. What the world is capable of knowing or discovering now far exceeds any previous measure. Data is enabling individuals and companies to assess themselves, their markets, and their customers on a minute level. They can develop and implement short- and long-term strategies to combat issues and improve strengths. They can see things otherwise hidden.

HubSpot is one of the businesses facilitating others' growth via data collection and analysis. Their platform helps many areas of a business connect with each other, to better manage internal and external relationships. Marketing – one of the hubs available with its platform – receives a lot of attention for its uses for data. What does HubSpot allow you to collect and use?

HubSpot Integration

Firstly, part of the wider ecosystem are services who offer integration with HubSpot. These services seek to smooth pain points for those using it. For instance, Rudderstock offers hubspot ETL integration which eases the awkward process of sending your data to HubSpot and instead automates it, enabling businesses to track and collect data and move into analysis in much short timeframe. SaaS businesses have become as essential to most platforms as any other part of the platform themselves.

Traffic

One of the key areas for a business to track and measure is website traffic. It's a useful barometer for determining how well marketing campaigns are working. Revenue is obviously the big, flashing neon sign signalling success. There's a bunch of other statistics, though, detailing a wider story of how sustainable that revenue is and website traffic is an important part of that.

It details how many customers visit your website. It's a simple metric, but effective. Tracking this enables businesses to begin to map a narrative for how inbound marketing campaigns are working. More specific data about these visits can improve decisions and strategies. HubSpot particularly focuses on how the customer comes to a website, which URL they've clicked on. A paid search, organic search, referral, email marketing, paid search, paid social, direct traffic, or other campaigns – all allow businesses to get a clearer picture of what their efforts are reaping. Other important data surrounding visits are days and times too, further breaking down when customers are likely to visit a website.

Behaviour

Customer behaviour is another metric HubSpot collects. It doesn't tell a business who the customer is, only how they are interacting with a website: how often are they visiting, what areas of the site do they go to and return to, do they interact with onsite marketing campaigns. This offers a much more personal look into what goes on once they are on a website.

Customers, increasingly, are being targeted personally. Content is crafted uniquely; it is made with them in mind. Customers expect a service that already knows what they want, what they think they want, or what they've struggled to articulate. This also enables a business to become more efficient in targeting customers. They will be able to spot patterns in who becomes loyal customers and commit their efforts to make new customers existing ones. This is what customer behaviour data facilitates.

Everything – from data collection to automated processes – points back to the importance of the customer. Keeping them in your sight keeps them at your site.