Hootsuite Addresses Analytics Struggles with Naritiv Acquisition

Hootsuite, the industry-leading social media management software product, has steadily expanded its scope of capabilities from scheduling posts to social media analytics software, social media advertising and social media monitoring software.

It has dominated the market with its all-encompassing, big picture approach to social media management. So the recent announcement that it plans to purchase Naritiv, a company specializing in Snapchat analytics, makes perfect sense. Hootsuite already documents a variety of metrics, from KPIs and performance monitoring, to social ROI and real-time reporting.

Addressing the Problem

The company’s recent actions make it pretty obvious Hootsuite hopes to lead the pack on social analytics as well. Earlier this year, Hootsuite acquired social analytics company LiftMetrix in an attempt to bolster its analytics capabilities.

While its has been one of the top products in all of our social media management reports, Hootsuite has struggled comparatively in social analytics. In our Results Index for Social Analytics | Winter 2017, Hootsuite ranked 8th overall of 24 products with a 8.37/10 results score. A top-third mark isn’t a generally a poor showing, but it’s below Hootsuite’s standards.

It had above-average Time to Go Live statistics, estimated ROI and Meets Requirements scores. But user adoption was average and only 84 percent of users said they were likely to recommend the product, below the category average of 87 percent.

In the report, competitors like Digimind Social and Brandwatch had similar scores for ROI factors, but much higher requirements and recommendation ratings. While Hootsuite has a far bigger market presence than these two products, a lack of customer satisfaction in particular areas for Hootsuite users can cause that gap to narrow.

So let’s dive into some specific feature ratings from the Grid℠ for Social Media Suites | Spring 2017 which included both Hootsuite and Digimind.

User Satisfaction: Social Analytics Features
Hootsuite
Competitor Analysis
77%
Follower Analysis
79%
Content Engagement Analysis
82%
Influencer Identification
73%
Paid Campaign Tracking
70%
Report Exporting
80%
Report Customizability
77%
Digimind Social
Competitor Analysis
91%
Follower Analysis
90%
Content Engagement Analysis
88%
Influencer Identification
92%
Paid Campaign Tracking
87%
Report Exporting
93%
Report Customizability
91%
Category Average
Competitor Analysis
80%
Follower Analysis
81%
Content Engagement Analysis
88%
Influencer Identification
92%
Paid Campaign Tracking
68%
Report Exporting
83%
Report Customizability
77%

There’s a clear divide between the two products’ capabilities: Hootsuite is consistently below the category average (and Digimind Social) for analytics features in terms of user satisfaction. But with the purchase of Naritiv, it seems Hootsuite is knowingly addressing its limitations.

Digimind does actually offer Hootsuite integration for improved management and is significantly more focused on analytics than Hootsuite. If Hootsuite wants to lead without needing an external analytics tool, it’ll have to address just about all of these features.

Its lowest scores were in Paid Campaign Tracking (70 percent user satisfaction) and Influencer Identification (73 percent). Digimind dominates Hootsuite in those areas with scores of 87 percent and 92 percent, respectively.

Some more of its lowest ratings were Competitor Analysis (77 percent) and Report Customizability (77 percent). Again, Digimind dominated with scores of 91 percent for both features.

Interpreting Action

It will be tough to tell how significant an impact the acquisitions of LiftMetrix and Naritiv will have on Hootsuite’s functionality. But the individual products do provide capabilities for many of those key struggles.

LiftMetrix’ product journey begins with capturing data and moves to defining areas of growth. It then tracks investment returns and provides actionable recommendations.

Hootsuite CEO, Ryan Holmes, told TechCrunch the company made more money from one feature for Facebook advertising than it did on Snapchat for the entire year.

Hootsuite users and social media fans alike should be curious about Hootsuite’s new capabilities. Stay tuned for the next round of reports for Social Media Management software and Social Media Analytics software categories. They will be solid indicators of immediate impact and Hootsuite’s timeline for improvement.

Hootsuite Reviews

To see what Hootsuite users have written about it in reviews and to compare it to other products, visit the Hootsuite product page on G2 Crowd.