Marketing analytics is the process of measuring, analyzing, and managing your marketing strategy’s performance to maximize its effectiveness and optimize your return on investment.
Marketing analytics involves a set of practices and tools that empower marketers to evaluate the effectiveness of their marketing resources. Effectual marketing data collected from consumers and on consumer buying habits to perform analysis. Marketing analytics is used to make key marketing decisions, such as how much money to spend on advertising.
Fundamentally, analytics pull together data from all marketing networks and merges it into a collective marketing dashboard, from which comparative decisions can be made.