Marketing analytics is the collection and study of data from various online marketing campaigns and platforms.
The objective of marketing analytics is to assess the efficacy and performance of your marketing tactics so that informed business decisions can be made about the future direction of a particular strategy.
In the earlier days of marketing, advertisements ran in newspapers and on radio channels, but there was no way to understand if the ads were working. We weren’t able to assess if the right audience saw an ad and how many people bought a product or service after seeing it. It was a ‘pay and hope it works’ method.
Today, businesses can understand what device a person uses to search for their products or services (laptop, cellphone, or tablet) and where or how they found them. They also understand what type of content or media works best for their target audience.