Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance on using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness.
An effective marketing analytics program will improve sales, retain customers and increase profitability. Marketing Analytics focuses on :
- How are your marketing activities performing?
- Where are your competitors investing time and resources?
- How do your marketing activities perform in the long-term?
- How does your marketing analytics data inform your next decision?