marketing report, industry overview and white paper. With these, you will present common phenomena, trends and behaviors. You will describe those that are increasing and those that are losing popularity. You will be able to look at individual companies and juxtapose them against each other based on selected factors.
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You can measure and analyze virtually anything – your only limitation is access to the relevant data. That’s why in this article you will find as many as 25 data sources and tools, based on which you will prepare meaty marketing reports. Help yourself! ☺️
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What is a marketing report?
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A Marketing Report is a summary that presents a specific phenomenon, trend or behavior based on accurate data. It often relates to online sales, online marketing, SEO or social media. You can create them regardless of the industry you’re in or the specialty you specialize in. You can find plenty of reports prepared for both B2C and B2B markets on the web.
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Here are some examples of marketing reports (to create them, we used the acct Senuto Visibility Analysis):
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A White paper, on the other hand, is a professional, comprehensive report or guide that informs the audience about a complex issue. It is intended to help readers understand the chosen problem and solve it by making an appropriate decision. White paper in its conception is based on a large amount of data. In my eyes, it differs from a report in that it is more formal and comprehensive, and its form is very much like a survey.
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You can get data for marketing rankings and reports from different types of sources. In the article, they are divided into two categories:
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Get statistical data sources for marketing reports and white papers
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There are numerous organizations on the market that collect and analyze data of their own or obtained from other sources. Many of such publications are provided for free. However, some are paid or partially paid sources.
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1. Gemius and PBI (Polish Internet Research)
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Categories of data collected:.
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user behavior on websites
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socio-demographic profile of Internet users
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the effectiveness of online advertising campaigns
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Gemius is a Polish company founded back in 1999. It is both a forerunner of carrying out research on the Internet (and conducting it via the Internet) in Europe. The company publishes its own reports, as well as deals with their creation on behalf of clients.
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The scope of analysis conducted by Gemius often covers industries such as finance, commerce, advertising, media, technology, health and beauty, and entertainment. The company looks at phenomena occurring not only in Poland, but also in many other European countries.
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Example report:Gemius/PBI survey results for September 2019.
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PBI, in turn, aims to disseminate knowledge that helps make sound business decisions in the online environment. The organization works closely with Gemius and others that provide large-scale Internet analytics.
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Example report: People’s daily shopping – data from Gemius/PBI survey
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The data collected by this organization is also available in the form of ready-made, more elaborate reports. PBI offers the possibility to purchase sets of strictly defined data.
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2. IAB (Internet Industry Employers Association)
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Categories of data collected:.
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SEM
Internet advertising expenditures
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internet user reviews
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mobile devices
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IAB stands for Interactive Advertising Bureau. Headquartered in the United States, the organization brings together entities in the Internet industry. The Association of Internet Industry Employers is a stand-alone entity that works with both the parent organization in the United States and IAB Europe.
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Example report:SEM Barometer 2019 – survey report
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The IAB runs several periodic and detailed marketing reports, such as IAB AdEx and SEM Barometer. One of the most popular is the Strategic Report: INTERNET, which is released annually in June. Access is free.
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3 Ecommerce Europe
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Categories of data collected:.
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comprehensive overview of countries in terms of eCommerce
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analysis of surveyed countries in terms of logistics infrastructure
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Ecommerce Europe is a non-governmental organization that brings together more than 100,000 online retailers in Europe. It also produces detailed reports on online sales in each country.
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Example report:Ecommerce Report: Poland 2019.
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The site also features broader, more cross-cutting studies, covering markets on specific continents and around the world. Most of the reports are available in two versions – a free, but somewhat truncated version, and a full, but paid version.
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Eurostat’s mission is to analyze and publish comparable and standardized statistical data at the European level. The organization does not collect data on its own, but uses those collected by member states.
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Example report:Key figures on Europe – Statistics illustrated – 2019 edition.
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Here you will find similar data to the EU Open Data Portal (its description can be found at the end of the list of tools in the second category), but given in a more accessible and already elaborated form.
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5. BuiltWith
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Categories of data collected:.
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technologies used by websites
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Built With provides business analytics, competitive analysis, and monitoring of web technologies and their adaptation.
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Example summary:Language Usage Distribution in the Top 1 Million Sites.
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BuiltWith will allow you to see what platforms online stores are built on, the distribution of the most popular CMS systems worldwide, what tools are used by cryptocurrency payment services, and much more. The popularity of the solutions in question is also shown by sites in the next thresholds of popularity in terms of traffic and by country.
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6 Statista
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Categories of data collected:.
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eCommerce B2B, B2C, C2C
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digital payments
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financial markets
marketing and advertising
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socio-demographic profile of Internet users
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social media
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mobile applications
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Statista creates its reports based on data collected by institutes that analyze markets and public opinion. The portal is now considered one of the best statistical databases in the world.
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Example summary: Global market share of search engines 2010-2019
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Its database includes more than one million different statistics on more than 80,000 topics among 170 industries. Many of them are available for free. Access for one year requires costs $588.
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7 Forrester
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Categories of data collected:.
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eCommerce B2B, B2C
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branding
user behavior on mobile devices
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online marketing
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market research
user experience
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Forrester is an American company that provides consulting services and analysis of the impact of technology on markets.
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Example article:A Content Strategy Tale – Good Bridges Make Good Neighbors.
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Forrester regularly publishes highlights from its reports and analysis on its blog. Access to the full studies can be purchased separately or all at once. The cost for the latter option starts at around $30,000.
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8. Google Scholar
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Application:.
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searching for scientific content
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If you need first-hand scientific data, Google Scholar will be of great help. It allows you to easily search scientific papers, research abstracts and books published by universities, professional associations and scientific publishers.
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Data collection tools
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The solutions presented below are, in many cases, tools that allow you to monitor certain values over time. Some of them can be used to some extent for free, although of course paid versions provide more functionality.
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9 Senuto
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Categories of data collected:.
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visibility of a website on Google
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visibility of selected pages for specific keywords
detailed history of changes in the position of the selected domain
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ranking visibility of sites in the selected industry/topic category
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keywords typed in Google in connection with a given subject
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Example marketing reports: .
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Fashion blogs vs. SEO – August 2019 ranking
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[RANKING] Top 100 most visible sites in Marketing category
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Ranking of Polish travel blogs 2018
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Senuto is a mine of data that can serve as the basis for your content marketing reports, ebooks and white papers. Here you will find information that will allow you to observe trends, build rankings and draw conclusions about the Google situation of domains from various industries.
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Senuto has several pricing plans and a free trial period of 14 days.
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10th WhitePress
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Categories of data collected:.
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a database of influencer profiles searched by related topic and reach
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statistics on popularity of selected content and reader engagement
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The platform connects copywriters, journalists, publishers and influencers. It supports activities using content and influencer marketing.
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WhitePress with its influencer database is a very unique tool on the Polish market. The described feature is paid.
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11 Brand24
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Categories of data collected:.
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Detailed monitoring of the Internet and social media
Brand24 is a Polish company that currently serves clients from more than 40 countries. Their tool is a great fit for the demands that exist in the Internet marketing market.
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Example report:100 marketing influencers selected from analysis of 2 million mentions.
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Brand24 allows you to monitor mentions of a brand online. Reactions are also ranked due to the so-called influencer score, which determines the reach and popularity of the source. The tool also analyzes sentiment, or the emotional appeal of brand mentions. The discussion intensity graph shows detailed reactions to the brand over time. Brand24 allows users to take advantage of a 14-day trial period.
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12th IMM (Institute of Media Monitoring)
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Categories of data collected:.
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detailed monitoring of the Internet, traditional media and social media.
monitoring of advertising expenditures of selected brands in press, radio and television
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IMM has been on the market since 2000. The company is a member of FIBEP (Federation Internationale des Bureaux d’Extraits de Presse), an organization of media monitoring companies from around the world.
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Example study:Where on the Internet are moms looking for knowledge about perinatal checkups? IMM and Pregnabit report.
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IMM has similar features to Brand24, but also emphasizes traditional media. The analytics module allows the creation of reports using monitoring data collected from all media used. IMM has a free trial version.
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13th Buzzsumo
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Categories of data collected:.
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Detailed monitoring of the Internet and social media
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Buzzsumo is a U.K.-based company that specializes in monitoring metrics about content published online.
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Example study:Content Trends 2018: BuzzSumo Research Report
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Buzzsumo has similar features to the two aforementioned tools, but it will find application for the English-speaking part of the Internet. Using it in the context of Polish content is also possible, but can sometimes be limited. With Buzzsumo, we will discover details about the popularity of selected content on social media, find influencers and be able to monitor brand mentions.
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14 SimilarWeb
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Categories of data collected:.
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Detailed analysis and comparison of websites in a particular industry
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SimilarWeb has been on the market for more than 12 years. The tool collects data from a group of users who allow their online activity to be monitored. It then combines this with other direct observations of websites. Today, this group of users has grown to several hundred million.
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Example study:Has Snapchat Managed to Sustain Engagement – Q3 2019 Digital Insights.
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SimilarWeb will allow you to search for similar websites, perform keyword analysis, find information on the volume of traffic to selected websites, as well as its sources. With it, you can also discover such details as time spent on the site, number of pages visited, bounce rate, etc. SimilarWeb has a free version with limited functionality.
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15 Followerwonk
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Categories of data collected:.
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Twitter analytics
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Followerwonk narrows down its functionality specifically for Twitter. With this tool, we will gain details about the followers of selected profiles, such as their location and activity. It also allows you to search for influencers from a selected niche. Followerwonk also provides tools to easily compare specific profiles and automatically create charts and summaries.
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16 CrazyEgg
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Categories of data collected:.
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analysis of user behavior on the website
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CrazyEgg was founded by Neil Patel, one of the biggest influencers in the SEO industry. It has been on the market for 14 years, while being one of the first and better tools of its kind.
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Example caste study:How We Used Crazy Egg To Successfully Grow Our Analytics Startup.
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CrazyEgg monitors the behavior of visitors to your site and creates heat maps based on that behavior. They show how users scroll a site, which elements they click on, and how they use the application. The tool has a free trial version.
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17 Google Forms
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Application:.
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Conducting online surveys.
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Google has created numerous tools to help you with your work. One of them is Google Forms.
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How to use the tool:How to use Google Forms?
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The most interesting reports and summaries are often created precisely on the basis of data collected by a survey conducted on a large enough number of participants. With Google Forms you will complete such a survey for free, although there is also a paid version of the tool with additional security features and functions.
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18 SurveyMonkey
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Application:.
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conducting online surveys
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SurveyMonkey was created back in 1999. Thus, it was one of the first tools designed specifically for conducting online surveys.
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Example survey:What Percentage of Consumers Avoid Online Shopping?.
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Compared to Google Forms, SurveyMonkey has more options for editing the graphic form of surveys, and provides ready-made templates for them. It also has more advanced collaboration options for the team and allows you to collect data from users in more ways. SurveyMonkey has a free version, but it has limited capabilities.
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19th Opineo
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Categories of data collected:.
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user reviews of products and companies (mainly online stores)
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The popular Polish site was established back in 2006. Its mission since then has been “To promote safe online shopping through mutual exchange of opinions and experiences.”
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Example study: Ranking of Online Stores 2019.
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Opineo collects and segregates user reviews. From the data collected in this way, it is possible to create interesting lists on the best companies, product rankings, etc. For several years, the service has also been publishing detailed rankings of online stores that it compiles.
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20th Google Trends
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Categories of data collected::.
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Details on the popularity of selected queries on Google.
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The Google Trends tool was created back in 2006, but took its current form in 2012.
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The tool in question from Google shows how often a given query was typed into the search engine relative to the total number of queries entered by users over a given period of time. Google Trends also provides geographic information regarding the people using the search engine, as well as allowing trends of individual key phrases to be compared with each other.
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21st Facebook Audience Insights (Audience Group Statistics)
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Categories of data collected:.
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Facebook audience analysis
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Facebook is a huge social media platform that also has a lot of advertising potential. For this reason, the creators have provided a tool to precisely target groups.
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How to use the tool:Audience group statistics – information.
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The tool allows you to find basic data on Facebook user demographics, among other things. Searches can be narrowed in detail by region, age, gender, interests, language, etc.
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22nd Iconsquare
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Categories of data collected:.
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Instagram and Facebook analytics
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Iconsquare was founded in 2011. 5 years later, it became an official partner of Instagram thanks to the high quality it presented as a tool. As of 2017, Iconsquare also offers Facebook analytics, but its main domain remains Instagram.
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Example experiment:Which Instagram Ads Are Better? Results From Our Experiment
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Iconsquare allows you to track statistics on user engagement on Instagram, as well as compare them with other influencers. Built-in features create automatic reports that visualize the collected data.
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23 KRS (National Court Register) and eKRS
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Categories of data collected:.
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the most important information on companies and organizations in Poland
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financial reports of companies
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KRS is a state-run tool for finding information on business entities that correspond to a current or full copy.
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Using eKRS, we can find broadly defined business information and records from the National Court Register.
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Example report:https://samoseo.pl/blog/ranking-firm-seo-wg-wielkosci-przychodow-2018/
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24th CSO
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The Central Statistical Office is a central government office that collects and provides statistical information on various areas of public and private life of the Polish people. As an extremely rich source of data, it will find use in any type of report discussing topics related to the socio-economic situation in Poland.
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Example report:Demographic Yearbook 2019.
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25th EU Open Data Portal
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Categories of data collected:.
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economics and finance
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eCommerce
social media
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This portal publishes for free all data collected by the European Union and its related organizations.
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Example study: Turnover by type of media for advertising services.
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Much of the posted data is provided in a very “raw” format, so analyzing it requires appropriate statistical and analytical skills, as well as the right tools.
How to analyze collected data?
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The numerous information collected from surveys and extensive statistics can easily become large, making it hard for you to find your way around. That’s why it’s worth ensuring that the data collection process is overseen by people with the right skills. If you use strictly marketing tools (like Senuto, Brand24, Google Trends), SEOs and marketing specialists will probably be familiar with them.
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The analysis itself may already require the help of a specialist in analytics and statistics. In this area, it is easy to make mistakes such as collecting data of the wrong size or poor quality, confusing correlation with causation, etc. There are also programs such as SAS, Stata and R that can be used to perform statistical calculations. However, this requires advanced knowledge of these tools.
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Summary
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As you can see, there are plenty of data sources needed to create a marketing report or white paper. So, use the studies that are already ready, collect the necessary data with the right tools, and then make sure to analyze everything properly. And the report is ready! ????
Lingwistka, copywriterka, online marketerka, ale przede wszystkim – fanka dobrego content marketingu. Z contentem związałam się zaraz po studiach, z Senuto i SEO – w 2018 roku.
Karolina Matyska 
Published: 28.10.2019 
15 minute 
