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Marketing analytics puts data gathered from across marketing channels into context and shows how a company’s marketing plans and efforts can directly translate into revenue. CMOs and marketers use these technologies and processes to successfully evaluate and value their marketing campaign efforts. Marketing analytics techniques look at metrics from all sources and channels, and combine it into a single view to summarize the performance of marketing initiatives.
Successful teams use this marketing analytics data to identify areas of success and opportunities for improvement. Determining the effectiveness and ROI of your marketing campaigns without marketing analytics is extremely challenging. Marketing analytics provides valuable assistance in driving marketing efforts forward. It offers insights into what has happened and what is happening as well as into ways to predict, target and optimize future marketing efforts.