Modern social analytics tools expand the insights you can get into the performance of your products, services, and related marketing campaigns. Looking beyond internal data sources, these tools can analyze external sources, including social media, chats, and forums, to reveal what your customers really think about your company’s services.

Visualization helps you put huge sums of data gathered from web analytics tools into a visual format that’s easier to understand. Spreadsheets and lists just can’t convey the meaning of data the way a chart can. It helps you gain insights, find trends and patterns, show large amounts of data at scale, and identify items for further analysis. One way to use visualization with web analytics is through “heatmaps” that reveal insights about user behavior.