What exactly is Marketing Analytics? Definition and tools

Marketing analytics refers to the procedures and techniques that allow marketers to assess the performance of their marketing campaigns.
Achieved through performance evaluation.
Marketing analytics makes use of critical business indicators including ROI, marketing attribution, and overall marketing performance.
In other words, it shows you how effective your marketing campaigns are.
Hence, marketing analytics collects data from all marketing channels and aggregates it into a unified marketing perspective.
From this shared viewpoint, you may derive analytical data that will be of great aid in propelling your marketing activities forward.

What is marketing analytics?

It is the process of maintaining and analyzing metrics data to evaluate the ROI of initiatives.
Such as calls-to-action (CTAs), blog posts, channel performance, and thought leadership pieces, as well as to suggest areas for development.

Why marketing analytics is important

So, firms grew into new marketing categories throughout time, new technologies get developed to assist them.
Because each new technology generally deployed in isolation, the consequence was a jumble of disparate data ecosystems.
As a result, marketers frequently make decisions primarily on data from particular channels rather than considering the overall marketing picture.
Data from social media is insufficient on its own.
Web analytics data alone is insufficient.
And technologies that just look at a single channel at a particular point in time are grossly insufficient.
Marketing analytics, on the other hand, takes into account all marketing activities across all channels throughout time.
Which is critical for smart decision making and successful, efficient program execution.

What you can do with marketing analytics

So, can use analytics to answer queries like these:
How are our marketing activities doing right now?
In the long term, what do you think?
What can we do to make them better?
How do our marketing efforts stack up against those of our competitors?
What are they doing with their time and money?
Are they utilizing routes that we are not?
So, what should we do now?
Are our marketing resources being used effectively?
Are we allocating enough time and resources to the proper channels?
How should we allocate our resources for the coming year?

Types of Marketing Analytics

Marketers frequently want four sorts of analytics:
Website analytics, social media analytics, lead generation analytics, and ROI analytics.
Each of these elements of your customers and prospects works together to provide a unified picture of your organization’s interactions with diverse audiences.
which serves as the foundation of a data-driven marketing strategy.
Marketing analytics may assist you to get insight into cross-channel attribution, campaign monitoring, and consumer segmentation, as well as evaluate your rivals’ brands to determine whether you are gaining traction against their brands.

  • Web Analytics
  • Digital Marketing Analytics

Web Analytics

Analytics utilized to assist you to understand your audience’s very restricted interactions with your website content.
So, web analytics in digital marketing use to assess whether your online message is engaging your audience and driving them to take action.
So, whether they are just clicking away and visiting a competitor’s website.

Digital Marketing Analytics

With digital analytics, you get a more complete view of your company that is more user-centric and contains data from many sources.

  • Email engagement
  • Social media interactions
  • Online sales and leads
  • Offline sales
  • Website Traffic
  • Website Events
  • Digital advertising

It’s impossible to overestimate the value of analytics in digital marketing, especially when you consider the capability of comparing different marketing platforms and the potential to move your marketing spend to where it produces the best results.


So, analytics enables smarter, more effective by closing the loop on your  efforts and investments.
Closed-loop marketing analytics allows you to understand which individual marketing activities are contributing to your bottom line by more effectively managing leads and being able to correlate those leads to sales.
Connect with Nummero for additional digital strategy and services.