If you’re in the market for a digital marketing insights tool, you’re in the right place today. When searching online, it’s easy to stumble across dozens of different tools. While some marketers recommend one platform, another swears by a different name. Who do you trust? Well, perhaps it’s not a matter of trust so much as finding the tool that fits seamlessly into your existing systems.
Today, we want to investigate two leading platforms in this niche to get an insight into this decision-making process. As well as exploring the features of both, we’ll discover how tools can differ in this niche. While both tools have value, it would be remiss to assume that they’re the same. Let’s explore further!
Morphio
Head onto the homepage of the tool’s website and you’ll see that this is a performance insights tool for marketers. Yet, it also goes much further with reporting and protection features. According to the platform itself, it gathers data from various sources before putting everything in one place for users to review. This means gathering data from:
Over time, Morphio monitors performance and how users are progressing towards goals. What’s more, one of the best features is the predictive analytics section. Thanks to artificial intelligence and machine learning, you’ll receive trend predictions so that you can spend marketing dollars more effectively.
In terms of the insights, you’ll learn how to best spend your money on ad campaigns. Before too long, you’ll know the best platforms for your ad campaigns in addition to getting automatic placement exclusions and other tips. All in all, the idea is to reduce the amount of manual work you’re putting into advertising.
While some tools provide predictive models for numerous aspects of the digital marketing strategy, Morphio and Bilbi are both located within the PPC and advertising niches. With valuable insights, you don’t have to spend hours and hours analyzing ad performance. Over time, budget management improves, and you should also encourage more conversions through the funnel. Thankfully, you can boost ad performance on Facebook, Google, LinkedIn, and more channels.
The insights section of Morphio provides the following:
Just in case this isn’t enough, the tool is also clever enough to highlight issues with your website. For instance, it could be a simple error or 404. Often, tools focus too much on the PPC side of things that they forget the other side. If your landing page and website aren’t up to scratch, there’s little use in optimizing the ad campaigns. Therefore, this simple feature might seem small, but it adds lots of value to your strategy.
If you’ve seen the rising trend of anomaly detection, you’ll be excited to hear that this also makes an appearance in Morphio. Rather than working looking backward, anomaly detection alerts users when there are potential opportunities or mistakes in the marketing strategy.
To get started, you simply need to connect Morphio to your advertising and analytics platforms. In the initial stages, the platform will learn about your ad accounts, consumer behavior, and business performance. Then, you’ll receive an alert if actual performance is straying from expected performance. Elsewhere, it could be that the tool has spotted a new opportunity or a changing consumer trend.
Either way, you’re adopting a proactive approach, and this is the best thing besides a crystal ball (and we wouldn’t know where to find one of these for your marketing team!). With the powerful forecasting features, you’ll receive projections for cost per lead, conversions, sessions, conversion rates, impressions, and many other metrics.
Finally, the third pillar of the Morphio service comes in the shape of reporting. Rather than the traditional method of doing everything manually, reports are generated automatically, and this is even more time saved for the marketing team. If required, the tool can even share these reports with the right people automatically. Thanks to Google Data Studio connectors, all important parties receive critical updates and reports.
Bilbi (The new Trapica Analytics platform)
After reading about Morphio, you’re probably thinking that nothing can top all these advanced features, but you would be wrong. Many marketing experts and businesses prefer Bilbi, and you’ll see why in this second half of the guide. As mentioned previously, there’s no right answer when choosing a digital marketing tool because you need the right solution for your needs. Yet, there are some important reasons why Bilbi is climbing to prominence in 2021.
Like Morphio, Bilbi tracks data from various high-quality sources. However, one of the best things about Bilbi is that it gathers data from all the major search and social channels. This includes YouTube, Facebook, Google, Instagram, and Twitter.
After collecting data in real-time, it combines this with historical data to make predictions, spot patterns, and provide insights. One of the biggest problems that people have with ad analytics is that it’s too confusing, but thankfully we have tools like Bilbi making it more accessible for everyone.
Once again, analytics are assessed in real-time, and businesses get actionable insights quicker than they could ever imagine. If we were to compare it to the more traditional approach, insights come quicker than workers can take off their coats and sit down in the morning. Importantly, the manual intervention required is limited which means that insights are continually generated while marketers perform more important tasks (like implementing the suggestions and recommendations!).
When using Bilbi, you’ll quickly learn how your customers move through the different stages of the ad funnel. How do they interact with ads on different channels? How can you use this information to boost ad performance?
We mentioned that some marketers prefer Bilbi, and one reason for this is the innovation that comes from brilliant developers. Earlier in 2021, marketers were dumbfounded when Apple released its iOS 14 update. Essentially, this allowed users to block apps from tracking their activity. Suddenly, this meant that advertisers had significantly less data for their ad campaigns.
While most digital marketing analytics tools were ruing the lost opportunities, Bilbi was already working on a new feature for its platform. As a result, it now offers iOS 14 insights data. Despite App Tracking Transparency and other changes in recent months, you can still learn about your audience and get much-needed location, gender, and age information about your audience.
To summarize, here are some of the key features of Bilbi (as listed by the platform itself on the website):
Choosing a Digital Marketing Analytics Tools
How do you choose between the two? Firstly, remember the slight differences highlighted in this guide. Primarily, Bilbi focuses more on social channels compared to Morphio and it also provides insights after iOS 14 (something with which most other platforms struggle). Also, it might sway your decision to know that Bilbi is a member of the Trapica family, a tool that also helps with ad optimization automation, market intelligence, ad account protection, and many other marketing tasks.
Otherwise, try both and see which gets the better feedback from your marketing team (whether a group of ten people or yourself alone!). Naturally, each platform has a unique interface, and you might prefer one to the other.
Additionally, think about what you want to achieve. Will Morphio allow you to get there or do you need the help of Bilbi instead? Other factors to consider when making this decision include budget, chosen advertising channels, and customer experience.
In summary, both Morphio and Bilbi are designed to provide marketers and businesses with lots of insights, recommendations, and information for their ad campaigns. Knowledge is power, and your choice of tool could help to propel your ad campaigns beyond the capabilities of competitors. Good luck and have fun optimizing your ad campaigns with a little help rather than on your own (something that normally leads to people dreaming of the task during the night!).
