WHAT ARE MARKETING ANALYTICS?

We all hear the term analytics thrown around, but what does this really mean? And more importantly – why are analytics important?
 
Marketing analytics refers to the logical analysis of relevant data for the purpose of improving marketing performance.

Why IS marketing analytics important?

Before marketing analytics, the value of marketing efforts could never be truly quantified, and it was very difficult to attribute customer purchases with a particular campaign.
 
Now with analytics, we can use powerful insights from our online and offline touchpoints with customers to determine the most effective ads, events, emails, and marketing communications to achieve business goals. 
 
More importantly, these insights allow us to see how customers interact with a business across marketing channels. This, in turn, allows us to better map out our customer journeys and optimize our marketing spend.

Analytics as both science and art

Analytics can be considered a scientific process when it helps you understand raw numbers, such as sales, purchases, or website interactions. However, when you employ analytics to understand how your data points can paint a bigger picture of your customers and marketing efforts, your analytics become more art than science.

START ANALYZING WITH GOOGLE

There are many different ways to analyze marketing data. One of the best ways to get started is by installing Google Analytics onto your website. It’s a free and versatile tool by Google that shares actionable insights regarding your website traffic, user demographics, website behavior, and marketing goals.

Conclusion

If you’re not analyzing your marketing data, your competitors definitely are. Don’t fall behind the competition and optimize your marketing efforts with your data. There are many free or low-cost analytics solutions to inspire your marketing decisions.

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