Qlik Sense versus Looker Studio: what are the differences?

When making choices for data visualization and analysis, marketers often face an important decision: which tool best suits their needs? Qlik Sense and Looker Studio (formerly Google Data Studio) are two widely used solutions that each have their own approach. Qlik Sense is known for its powerful analytics capabilities and flexibility, while Looker Studio stands out for usability and integration with the Google ecosystem. Both tools have strengths, in this article we discuss the differences.

Functionalities and analysis capabilities

With Qlik Sense, users can easily analyze data from multiple angles thanks to the smart associative model. With this model, you can easily find connections between different data sources and discover patterns that are often overlooked in standard analyses. For marketers, this means you can quickly and deeply answer questions such as "What factors influence customer behavior within different segments?" or "How do campaigns perform under different conditions?"

Looker Studio focuses more on accessibility and ease of use. The user-friendly interface makes it easy to create reports and visually appealing dashboards even without having technical knowledge. The platform is ideal for teams in need of quick insights within the Google ecosystem. Looker Studio is primarily focused on reporting rather than comprehensive analytics. This lacks the depth that Qlik Sense does offer when dealing with difficult data sets.

Integration and ecosystem

Qlik Sense can easily interface with different data sources and systems. This makes it a flexible choice for companies working with a variety of data types. Whether you want to bring together data from CRM systems, ERP software or external databases, Qlik Sense provides the tools to analyze everything in one place.

Looker Studio works especially well within the Google ecosystem. It connects perfectly with tools such as Google Analytics, Google Ads and BigQuery. So for companies working primarily with Google products, this is a convenient and easy solution. But if you want to combine data from multiple, non-Google sources, the options may be more limited.

Usability and learning curve

Looker Studio is easy to use, making it perfect for teams without much technical experience. Its simple interface allows you to quickly create reports and dashboards without complicated settings. This makes it an accessible choice for marketers who want to gain quick insight into their data.

Qlik Sense is a bit more difficult to master, but offers much more potential for in-depth analysis. After a learning period, users can analyze more complex data and discover valuable insights. Therefore, for marketers willing to invest time in training, Qlik Sense may be a better choice in the long run.

Complexity and customization with NXTLI dashboards

Working with a comprehensive tool like Qlik Sense can be quite complicated, especially if you have many different data sources and want to achieve specific business goals. With NXTLI, this gets a lot easier. We develop dashboards that get the most out of Qlik Sense, but at the same time are easy to use. By bringing data from different systems together in one clear dashboard, you get quick and easy insight into the most important figures. So you don't have to worry about complexity, but can focus on making other smart decisions. You can read more about these dashboards on our Next Level Dashboards page.

So Qlik Sense and Looker Studio are both useful tools for data visualization, but for marketers looking for in-depth analytics and flexibility, Qlik Sense offers just a bit more. NXTLI's dashboards turn the complexity of Qlik Sense into a clear and practical tool that helps improve your marketing strategy.

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Why native analytics is inadequate

The use of native analytics tools such as Google Analytics 4(GA4) is common today for many businesses looking to gain insight into their online performance. Although GA4 offers powerful functionality and is free, there are several reasons why this tool is not always sufficient for complete insight into your business data.

In this article, we discuss the limitations of native analytics and how using dashboarding tools can improve it.

Limitations of native analytics

Limited data sources

Native analytics tools such as GA4 are primarily focused on online data. This means they don't take into account offline data such as physical store sales, phone orders or other offline transactions. This leads to an incomplete picture of the customer journey and business results because (depending on what kind of business you have) much of the interactions and transactions are left out of the picture.

In addition, a tool like Google Analytics lacks the ability to integrate data from different sources such as benchmarks from competitors, Spotify data and organic data from platforms like Facebook and Instagram. As a result, your options are limited and you're really only looking at 1 piece of data from your online presence.

Lack of in-depth analysis

Google Analytics provides standard reports and visualizations that often lack depth if you want to perform complex analysis or are looking for just a particular piece of data. While these types of tools are useful for giving you a global overview, they can fall short if you want detailed insights and make strategic decisions based on them. The customization options within native tools are often limited compared to dashboarding tools from which you can use data from different sources and make connections based on them.

Silo-ed data

Data from different sources is often stored and analyzed separately, which can lead to inconsistencies and a lack of overview. This fragmentation makes it difficult to get a complete and accurate picture of your performance. Inconsistencies between reports from different platforms, such as ad platforms (e.g., Meta Ads) and GA4, can have significant differences due to different measurement methodologies and attribution models. This makes it difficult to determine which data is accurate and what you as a business need to focus on.

Benefits of Integrated Dashboarding


Full Data Integration

One of the key benefits of integrated dashboarding solutions is the ability to combine data from various sources. By integrating GA4 data with offline sales, subscription data, competitor benchmarks, Spotify data and organic data from platforms such as Facebook and Instagram, you get a complete and coherent picture of your company's performance. This full data integration helps identify trends and patterns that might otherwise be overlooked. Moreover, an integrated dashboard provides data visualization that is unified, giving you a consistent view of your data and all key metrics and KPIs.

Profound Insights and Analysis

Integrated dashboarding tools give you advanced analysis and visualization options that go beyond the standard reports of native analytics tools. This gives you deeper insights and also allows you to make better decisions based on them. With customized reports and dashboards, you can specifically address the piece that you as a business focus on and where any depth is needed. This gives you more relevant and better insights.

Enhanced Decision Making

With a fully integrated dashboard, you have a clear view of your business data, allowing you to quickly see where problems and opportunities lie or what is going well. This makes it easier for you to make a decision or discuss / present it to other stakeholders within your organization. Furthermore, integrated dashboards can provide real-time data, giving you access to the most up-to-date information at all times. This real-time insight is crucial if you as a company want or need to react quickly to changing market conditions and customer behavior.

Consistent Data

By bringing data from different platforms together, you can minimize discrepancies between different analytics or advertising tools. This gives you a more reliable picture that you can do something with. You avoid incoherence in the data, making your reports more accurate and reliable. This increases the efficiency of data analysis and ensures that decisions are based on the best possible information.

The constraints and the solution

While native analytics tools like GA4 are powerful for basic website analysis, they fall short when it comes to providing fully integrated and in-depth insight into your business data. By using a clear and uncluttered dashboard that combines your data streams, you can combine GA4 data with offline sales, subscription data, competitor benchmarks and more giving you a more complete picture and a better grip on your business.

Would you like to start using a dashboard for your business? We offer several solutions for your business, including a social media dashboard, analytics dashboard and more.

Contact us and ask about the possibilities. We will be happy to help you.

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The ABCD principle: the 4 building blocks for digital growth

At a time when digital transformation is no longer a choice but a necessity, successful organizations distinguish themselves by cleverly combining four core elements: AI, Business, Content and Data. They reinforce each other and together create a lasting competitive advantage.

The four building blocks give you the tools to create value in an increasingly dynamic digital playing field. If you use the ABCD principle strategically, you will strengthen your position and build strong relationships.

AI as a smart extension of your organization

AI offers unique opportunities for organizations to turn raw data into valuable insights. This allows you to discover and understand trends and patterns, predict customer behavior and proactively respond to market developments. This can be done by using AI to analyze data.

In addition, you can also use AI to deploy AI colleagues to support you in various tasks that you do on a daily basis, for example, such as writing captions, content and analyzing data or writing content.

In addition to its practical applicability, AI can also support the creation of insights that are important for both operational improvement and customer experience. There are many applications and by deploying AI well, it can serve as a foundation for digital growth.

Business as a catalyst for digital growth

A Business Acceleration Scan helps map out how your business is doing. By continuously evaluating and optimizing your performance, you future-proof your business model. By using the framework and focusing on goals such as customer engagement and brand loyalty, you will optimize your processes and increase your value in the digital ecosystem.

In sectors such as the dance industry, organizations are using this framework to strengthen connections with fans and build brand value through data-driven insights. This shows how the framework increases not only operational value, but also the relationships and collaborations needed for growth in the digital world.

Content as an engine of engagement and value creation

Content plays an important role in building digital power by connecting with customers and fans. You build your customer journey with it. With the Content Impact Model you can fine-tune your content strategy by formulating clear goals around reach, interaction, conversion and customer retention. Content thus becomes more than just a communication tool; it becomes a strategic instrument to strengthen relationships and create sustainable value within the ecosystem. A music label that actively communicates through social media, for example, can build a long-term relationship with fans through this model that adds economic and social value for both the brand and the broader ecosystem.

Data as a strategic resource and fuel for growth

Data provides contextual insights within with digital ecosystem. Data, within the ABCD principle, fuels collaboration and insight. By cleverly combining data with AI, you can deepen your customer relationships, uncover market opportunities and strengthen collaboration within the ecosystem. By leveraging data not only internally, but also externally, you can gain contextual insights that strengthen your digital network. This is how you strategically build a digital capability that adds both economic and relational value.

The ABCD principle as a foundation for value creation

The four pillars of the ABCD principle can help your business create value no matter what industry you are in. Check out this page, to learn more about the ABCD principle within e-commerce. However, digital value goes beyond the sum of these components; it arises from the interaction of data, relationships and collaboration. At a time when technological developments are racing, a strong digital capability is important if you want to innovate and grow. By focusing strategically on AI, Business, Content and Data, you can secure your digital future and add sustainable value for both your customers and partners.

The ABDC principle provides the foundation for sustainable growth and enables you to not only survive, but thrive in the ever-changing digital world. Want help with this? Then get in touch with us.

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Introducing our Conversion Monitor

Do you ever ask yourself: Which channels deliver the most, or which changes really impact your conversions? The Conversion Monitor gives you real-time insights into your conversion performance and all the data you need to make strategic decisions. The Conversion Monitor shows you exactly which channels generate the most revenue, where visitors drop out and which adjustments have the biggest impact.

The Conversion Monitor lets you get the most out of your data. So you not only know what works, but also where there is room for improvement and how you can adjust your online strategy in a more targeted way.

Want more traffic or a higher conversion rate? With the Conversion Monitor, you'll discover exactly what it takes to achieve this.

Why choose the Conversion Monitor? Because every conversion counts

Many companies regularly make changes to their Web sites or launch new campaigns without knowing exactly what they are producing. The Conversion Monitor helps you gain insight into every detail of your marketing efforts. By means of clear graphs and conveniently arranged tables, you quickly get a complete picture of your most important KPIs (key performance indicators), such as conversion rates per channel and the behavior of your visitors on the site.

With these insights you can easily determine which adjustments actually have an effect and which still need extra attention. As a result, you no longer make decisions based on feelings, but on hard data that provide direct insight into the success of your approach.

The main functionalities of the Conversion Monitor

Understanding channel performance and revenue

Want to know which marketing channels contribute the most to your sales? The Conversion Monitor makes this crystal clear. You can immediately see which channels generate the most conversions, so you can optimize your marketing budget and focus on what really works.

See the impact of your optimizations

Have you recently made changes to your website and are you curious to see if they are actually producing results? With the Conversion Monitor you can easily see which changes have a positive effect on the conversion rate. By tracking performance over time, you will discover which changes are most successful and where further optimization is possible.

Conversion Monitor

Understanding visitor behavior and bottlenecks

By gaining insight into visitor behavior on your website, you know exactly where bumps in the conversion path lie. This allows you to make targeted improvements to remove these obstacles and optimize the user experience, which directly contributes to higher conversions.

Calculation of traffic targets per channel

The Conversion Monitor allows you to accurately calculate how much traffic you need to meet specific revenue goals. Based on the current conversion rates, you get insight into the required visitor numbers per channel. This helps you plan campaigns more efficiently and take targeted actions.

Conversion Monitor

How the Conversion Monitor helps you make strategic choices

With the insights provided by the Conversion Monitor, you can make important strategic choices. By analyzing which channels have the highest return on investment (ROI) and how much traffic is needed to reach certain goals, you can optimize your strategy and plan in a more targeted way. This dashboard not only provides insight, but also helps you measure the impact of each decision so you can continuously adjust for the best results.

You have two main points to make to get more conversions, increasing your website traffic and optimizing your conversion rates. The Conversion Monitor helps you with both by giving you data that allows you to see what is working. In both improving traffic to your website and increasing conversion rates, this tool is useful.

Stay ahead of your competitors with the right data instrumentation

One of the most valuable features of the Conversion Monitor is that it not only provides insight into performance, but also quickly reveals where data instrumentation is lacking or can be improved. After all, reliable data is the foundation of any effective marketing strategy. This dashboard helps you see immediately where optimization of tracking and measurement tools is needed.

Ready to deploy Conversion Monitor for your growth?

The Conversion Monitor is the tool for business owners and marketers who want to work data-driven and exceed their conversion goals. Whether you're looking to drive more traffic, higher conversion rates or use your marketing budget effectively, this dashboard provides the insights to make that happen effectively.

Are you interested in the Conversion Monitor? Then visit the Conversion Monitor page to read more about it and leave your details.

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What is a dashboard?

A dashboard is a visual tool used to display data and performance at a glance. It provides an overview of important statistics and KPIs (Key Performance Indicators) and can help you get quick insights into the status of various processes within an organization. Many companies underestimate the now of using dashboards, but using dashboard can add value in many sectors and help in terms of efficiency and decision making.

Why use a Dashboard?

Using a dashboard brings numerous benefits to businesses. First of all, dashboards provide quick insights. If you use a good dashboard functionality or tool, it makes the data much clearer and easier to understand.

Depending on the type of dashboard you use and for what purpose, you can design dashboards the way you want them. They present data in a visually appealing way, allowing users to quickly identify trends and patterns. In addition, many dashboards offer real-time data, so users always have access to the most up-to-date information, which is crucial for making decisions, both in terms of marketing and business.

Furthermore, dashboards contribute to more efficient decision-making. With all the necessary information in one place, instead of having to use different tools, it is much easier to see everything at a single glance. This increases efficiency and productivity. So by making important information available centrally, teams can work more efficiently and save time. Time that was otherwise used to lie connections to different data sources.

What do you put in a Dashboard?

What you put in a dashboard depends very much on your organization's needs and goals. In general, a good dashboard contains only the most relevant data. This keeps you from being overloaded with data that you don't use and that isn't relevant, and it allows users to focus on the most important data.

If you are going to have a dashboard set up or set up yourself, it is important that it be user-friendly. It should be intuitive and easy to navigate so that users can find the information they need without difficulty.

It is also important that it be interactive. Users should be able to easily zoom in on details to explore specific data sets. Furthermore, it is important that you can also modify the dashboard later. Do your organization's goals or the important elements you focus on change? Then you also want the ability to customize a dashboard.

What Dashboards are there?

There are different types of dashboards, each designed to meet specific needs.

Operational dashboards focus on mapping processes and activities. These can support you in monitoring various tasks and activities.

Strategic dashboards help you create a strategic plan, which is normally more long-term focused. They provide an overview of performance and help companies chart progress against strategically set goals.

Analytic dashboards are used for in-depth analysis and to discover trends and patterns in large data sets. They are ideal for companies that need detailed insights and analysis.

There can also be overlap between different dashboards. For example, our digital reputation monitor is a strategic and analytical dashboard that allows you to map out what your strengths and weaknesses are in terms of social media within the digital playing field, but you can also use it to map out competitors in such a way that you can use the data to know exactly how you can start performing better than competitors.

A dashboard that can monitor your digital reputation

As a content marketing agency ourselves, we deploy several dashboards, but the most important dashboard we usually recommend is a Digital Reputation Monitor. A Digital Reputation Monitor allows companies to get real-time insight into how their brand is perceived online and how their social media is performing. We collect data from many different sources so you can actually see in 1 dashboard all the data you need as a business to grow your business.

Want more w

eat about how this dashboard works or wonder if this could be useful for your business? If so, please contact us.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.

Sign up for Marketing AI Friday for free.

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