SumAll is a cloud-based data analytics platform that enables users to integrate, view, and compare key data in real time on one central dashboard from sources such as Google Analytics, Facebook, Twitter, Instagram, payment processors, shopping carts, and online marketplaces.
Features include SumAll Social Metrics, a real-time social marketing ROI tool that correlates level of social media engagement with Web traffic and revenue. Personalized data summaries are delivered in daily and weekly emails.Cost
Subscriptions start at less than $100 per month, with pricing based on company size and features required. A free version with limited functionality is also available.
Justin Winter, CEO of Diamond Candles, has been using SumAll for nearly two years.
How do you use it?
We previously used Shopify for our e-commerce platform, and SumAll built an app for us onto Shopify's platform. It was a one-click install. Now we have a custom e-commerce platform, so I just go to SumAll's website and click to log on.
We have integrated data set sources – Google Analytics, Facebook, Twitter, and Instagram. It's like our library of connected platforms. SumAll lets us filter date ranges and data sources and compare them.
It's a very easy dashboard. There are easy-to-use graphs, and it lets us easily get a range of insights.
We haven't had any problems, but there's a help button on the dashboard. I've reached out to SumAll with feedback and ideas. I do this via email. Response time is usually five to six hours.
We were one of the first 10 companies on the platform and it has evolved a lot since it launched. We were a good case for SumAll because we have more than 250,000 Facebook fans and we're a vertically integrated online business. They spent a lot of time asking what we thought would be valuable, and some of that feedback has been integrated into the product and how it works today.
How does it serve your business needs?
It allows us to easily draw correlations and insights between our softer social activities and hardline revenue and business performance data. We're able to cross reference social data – whether it's from Instagram, Twitter, Facebook, or YouTube – with hardline business metrics like revenue or conversion from different traffic sources.
SumAll does all this in a visually appealing, compelling, and concise way.
You can play around with different data sets. It's a discovery process that invites you in, and it is so much fun. As a result, I learn a lot about things such as how Facebook activity impacts sales or how Twitter activity impacts Facebook. It makes figuring that stuff out fun.
It provides high-level insights, but it also shows direct impact on sales data and direct impact ad related decisions. For example, we did some tests with daily deal sites in early fall 2012. After we ran these, one thing we wanted to see was the big pops in the graphs in terms of revenue when comparing coupon codes. We could easily compare the different deals and performance, and that helps us hone decisions for future daily deal type promotions.
We're very active on Facebook. We might run a refer-a-friend sweepstakes for two days one weekend, which is about driving new likes. The following week we might run something more engagement focused for our existing audience. For both of those time periods, we can see the impact on Facebook traffic and also the correlating impact on sales. SumAll lets us know if what we intend to do is actually really happening.
There are applications for SumAll for everyone from your social media team to your CMO to your CEO. We still use Google Analytics, but SumAll is the quickest and easiest way to make sense of all the data.
How does it integrate with your existing infrastructure from an IT standpoint?
What are the main benefits?
It's a cost savings and efficiency tool while also driving qualitative insights about frontline customer social acquisition and sales.
Another is the conservation and optimization of HR resources around social media activity. If a social media manager is paid $100,000 a year and a CEO thinks Twitter is good and requests the manager spends 20 hours a week on Twitter, then with SumAll you'll be able to see that those activities on Twitter provide a $1 return, for example, while Facebook activities provide a $2 return.
If you shift more of the social media manager's time to Facebook, you double the top-line revenue number from that $100,000 a year hire. So it's actionable data in terms of increasing how quickly we're able to drive new revenue from social channels.It's super quick and easy to use. The user interface and experience is very consumer like and accessible.
What are the main drawbacks?
For the purpose and the price, I don't see any drawbacks.
What would you like to see improved / added?
In terms of platform development, the future is more proactive insight suggestion. The discovery element is huge and fun, but if I can get an email that tells me I might want to spend more time on Facebook this week because Facebook traffic has been higher this week, that would be great. I know that's where they're moving.
They're really looking at how we can use this data to a higher degree to drive customer retention and be able to pinpoint new customers. I'm excited to see how they drive the big data to make the insights more accessible and more easily discoverable beyond what they are now.
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