Integrate Your Amplitude and HubSpot Data and Visualize it on a BI Tool: A Detailed Overview
Author: Nikhil Annadanam
Introduction
In this article, we will discuss the need to integrate your Amplitude and Hubspot data and how you can benefit by visualizing it on a business intelligence tool.
Here is an outline of what you will cover in this article:
- What is Amplitude?
- What is HubSpot?
- Why Connect Amplitude and HubSpot Data to BI Tools?
- Looker
- Tableau
- Power BI
- How HevoIQ Helps
What is Amplitude?
Amplitude is a Behavioral Analytics Platform for products. It tries to make it easier for companies to understand user behavior. It has features such as Compass that help companies identify behaviors that lead to retention and Microscope that lets businesses look at the data on user behavior.
So basically, Amplitude is a product analytics platform that gives you insights about your customers. It lets you keep track of the activities that improve retention, identify who could become power users through behavioral analysis, and study their motivations and intentions. All this information can help you find pitfalls and opportunities in your product.
Amplitude gives direct access to raw events data to its customers. It uses Amazon Redshift to do this. The reason for this is, it is not possible to build dashboards that serve all the purposes of every individual user. Companies usually have very specific queries and they are often complex. Amplitude provides raw data so that users can run SQL queries on their own.
Amplitude has real-time dashboards letting you measure and understand user behavior. You can know how many active users you have and what they are doing, session lengths, Pageviews, bounce rates, user location, traffic source, errors and bugs
What is HubSpot?
HubSpot is a marketing software that automates marketing activities like attracting leads, converting them, and closing customers. You can manage customer interactions, host web pages, create blogs, and emails. HubSpot has a Marketing Hub, a Sales Hub, a Service Hub, and a Content management software (CMS) Hub. You can get them separately or get the full platform.
HubSpot acts as an all-in-one tool especially dealing with inbound marketing and sales. You can also use it to discover keywords to drive organic search, check the ROI of your Ads, create blogs, send emails, keep track of clients, and create dashboards to share reports.
HubSpot lets you measure statistics like Views, Conversion rate, Submissions, Conversion funnel, Contact type, etc.
Why Connect Amplitude and HubSpot Data to BI Tools?
There is really no point in having data except to get insights out of it. Connecting your data to a BI tool and lets analysts create dashboards and reports. Companies use BI tools to get a clearer picture of how they are doing in the marketplace.
You might be using several marketing tools at the same time and hence connecting your data to a BI tool can help you get a better sense of it. Looking at all the data separately will lead to inaccurate and faulty analyses, which will do harm, not good. It is essential to unify the data to see the real and complete picture.
Once the data is integrated into a single source, it can be analyzed easily on a business intelligence tool.
Here are some of the primary benefits of using a Business Intelligence tool:
- Identify trends and patterns in your data.
- Tracking performance metrics.
- Visualize data.
- Track bottlenecks and manage operations.
There are many BI tools available in the market catering to different types of users. Let us take a look at a few important ones in this article.
Looker
Looker is a data visualization and real-time analytics tool. Looker has several types of visualizations in the Looker library. You can also create custom visualizations.
Similarly, Looker also has pre-built code blocks for analytics, which can be customized by the user. These are called Looker Blocks.
Looker uses the modeling language, LookerML, that lets users interact with data without having to learn too much SQL. Looker has very powerful capabilities with SQL modeling and hence, customers don’t need to learn SQL to use it.
Looker is a browser-based software and customers can deploy it quickly on their servers or Looker’s servers.
Looker pricing is customized for the customer. It is designed to fit the business by Looker’s pricing specialists. So the customer can request a quote to get their data’s worth!
So, Looker seems to be perfect for users who are not really data scientists and don’t know how to code.
Tableau
Tableau is one of the leaders of the BI tools market. The basic purpose is the same, simplify raw data, and present it in a more meaningful format. Tableau doesn’t require the users to code and hence is used by all levels of the organization.
You can use Tableau to create dashboards, charts, reports with Tableau Desktop and Tableau Public.
You can also share all of the above using Tableau Online, Tableau Server, and Tableau Reader.
The great thing about Tableau is that you can pull data from almost anywhere- Excel, PDF, Azure SQL, Google Cloud SQL, or AWS. It has integrations with a huge number of platforms (around 250). The number of data connectors you have will depend on the Tableau version. You can upload your files or connect to the source on a server after which you can drag and drop the dimensions you need.
The data that is pulled is connected to Tableau Desktop where the data analysts develop visualizations. These are shared and viewed in the Tableau Reader. The data from Desktop can be stored in Tableau Server where the workbooks can be shared. Tableau public does not let you save your workbooks locally. They are saved to Tableau’s public cloud for everyone to access. Tableau Online is a server in Tableau’s cloud with no storage limits.
Tableau is hence an amazing tool to visualize data from disparate sources without having to code.
Power BI
Power BI is another market leader and a tough competitor to Tableau. It is more focused than Tableau when it comes to data manipulations. Basically, it is a tool that you can use to connect data from various sources to visualize, analyze, and share. It is a Microsoft product and hence it has an interface that feels similar to Excel.
Data analysts and non-analytical users, both can use Power BI.
Power BI has components like Power Query for data transformation, Power Pivot for tabular data modeling, Power View for visualization, Power Map for geospatial data, and Power Q&A for questions and answers.
Power BI is constantly being improved by Microsoft and it definitely enjoys the advantage of Microsoft’s architecture.
How HevoIQ Helps
As you saw, unifying data from disparate sources and in the right format is essential for any sort of fruitful analysis.
HevoIQ helps high-performing marketing analysts do just that. It provides access to unified marketing data from not just Amplitude and HubSpot but from several other sources. Check out the list of sources here.
Checkout HevoIQ’s awesome features:
- Completely Automated: The HevoIQ platform can be set up in just a few minutes and requires minimal maintenance.
- Real-time Data Transfer: HevoIQ provides real-time data migration, so you can have analysis-ready data always.
- 100% Complete & Accurate Data Transfer: HevoIQ’s robust infrastructure ensures reliable data transfer with zero data loss.
- 100+ Data Sources: HevoIQ has in-built integrations for 100 + sources from which you can get data.
- 24/7 Live Support: The HevoIQ team is available round the clock to extend exceptional support to you through chat, email, and support call.
- Historical Data Load: When you connect HevoIQ to your marketing sources for the first time, it will automatically pull all your historical data.
- Secure: HevoIQ offers two-factor authentication and end-to-end encryption to make sure that your data is secure.
Benefits
- Say Goodbye to Data Silos
- Focus on Insights, not on Data Preparation
- More time for doing research, identifying opportunities and new customer acquisition
- Improve sales, retain customers and increase profitability
Steps to Use HevoIQ
Step 1: Connect: Connect your sales & marketing data sources with HevoIQ just by providing the credentials.
Step 2: Integrate: Integrate your data from multiple sources, store it in our fully-managed data storage, and make it analytics-ready.
Step 3: Analyze: Connect & visualize your unified data in your preferred BI tool and derive actionable insights in minutes.
You can try HevoIQ by signing up for the free trial here.
What are your thoughts on integrating Amplitude and HubSpot data? Which business intelligence tool would you prefer to use to visualize the data? Share with us in the comments below. We would love to hear from you!
