Marketing Analytics is the act of tracking, collecting and analyzing data to evaluate marketing effectiveness and guiding future marketing decisions. Marketing Analytics encompasses a wide range of data such as page views, impressions, email opens, clicks, unsubscribes and leads.
This process helps marketers understand and quantify the effectiveness of programs, campaigns
Beyond basic reporting, data contained in the analytics can lead to insights, which guide future decisions and actions on spending, strategy
Business to business (B2B) marketers will also use marketing analytics to track Return on Investment (ROI) by channel, campaign
Marketing Analytics Tools and Techniques
Once the web analytics system captures and stores data, the collected data is made available to marketers via dashboards and reports. Solutions range from simple and low-cost (e.g., spreadsheets) to complex and expensive (e.g., enterprise analytics software). Heap, for example, allows users to analyze product engagement, feature adoptions, retention, and conversion rates.
Marketing reports and dashboards are then shared with other groups, such as Sales and executive management.