What is Marketing Analytics?

Marketing analytics is a way to think about all of your marketing efforts in one place. It looks at your metrics and strategies together, so you can understand how they work—and what works and what doesn’t.


Data analytics is a math-based discipline that uncovers insights by analyzing data. It helps you determine what is working, what’s not, and what should happen going forward.

Analyze Key Performance Indicators

Marketing analytics involves examining and dissecting data, as well as making informed decisions based on that information. The practice of using marketing analytics can help companies to gain deeper consumer insights, optimize their marketing objectives and achieve better returns on investment.

Depending on the specific goal, marketers will monitor different marketing metrics and KPIs, or key performance indicators. For example, a company might want to increase newsletter signups or website traffic by 40% over a certain period. Using marketing analytics tools, a marketer can track the progress of these campaigns over time and identify any issues or areas for improvement.

Measuring the success of a campaign can help marketers make better marketing decisions and boost overall business growth. For instance, if a marketing campaign is not achieving its intended results, the marketer may decide to change or abandon it altogether. Likewise, if a campaign is performing well, the marketer can increase its budget to allocate more resources to it.

In addition, marketers can use marketing analytics to uncover trends that can provide guidance for future marketing efforts. For instance, if a specific type of product feature is consistently a pain point for consumers, the marketer can pass this insight onto the product development team for consideration. Having the right marketing analytics tools in place can also ensure that marketers get the most out of their current resources and eliminate any unnecessary spending.

Measure Return on Investment (ROI)

One of the most important questions that marketers ask is how much they are getting back for their investment in marketing campaigns. There are many ways to calculate ROI, but marketing analytics can help to get more accurate results.

The most simple way to calculate ROI is to take the sales growth in a business line, subtract the marketing costs, and then divide by the marketing costs. This is a quick and easy way to get an idea of the ROI of a campaign, but it doesn’t give you an accurate picture. It assumes that all of the sales growth was directly attributable to the marketing campaign and does not account for organic sales growth. A better way to measure ROI is to use marketing analytics tools to track campaign performance in real time. This allows marketers to see how well a campaign is performing and make adjustments accordingly.

By using unified marketing measurement and optimization (UMMO) technology, marketers can gain insights into which campaigns are working and identify opportunities for improvement. This can lead to more effective and relevant content that engages potential customers, faster sales cycles through a more direct buyer’s journey, and ultimately to increased revenue. In fact, a study by McKinsey found that highly data-driven companies are three times more likely to outperform their competitors.

Track Marketing Effectiveness

Marketing analytics can help you track the effectiveness of your marketing campaigns and identify areas for improvement. It can also help you understand what’s working and what’s not so that you can optimize future campaigns. Having a strong marketing analytics strategy is essential for improving your marketing performance and increasing your ROI.

Using marketing analytics can also help you better understand your customers and how to reach them. This helps you create more targeted marketing campaigns that are more likely to convert and drive more revenue. It can also help you get inside your customers’ heads (or as close as possible without an MRI) so that you can deliver more effective, personalized communications that will increase loyalty and customer retention.

Marketing analytics requires an analytical mindset and the ability to translate data into meaningful insights. It also requires the skills to use tools like SQL, a programming language used to manage relational databases. Developing these skills can help you advance your career in marketing and prepare for a number of different jobs in the field. This is especially important because data analytics is one of the top skills employers look for in job candidates, according to ZipRecruiter. In addition to technical skills, you’ll also need to have a good understanding of the industry and your competitors. If you want to learn how to master marketing analytics, this course can teach you the necessary fundamentals and provide hands-on experience with a variety of popular tools and technologies.

Analyze Customer Behavior

Marketing analytics uses data to improve marketing campaigns, identify customer segments, predict customer behavior, and optimize return on investment. It also helps marketers make more informed decisions that lead to stronger demand generation, better pricing strategies, and more targeted ad campaigns.

The modern application of marketing analytics is multifaceted and involves a variety of tools, software applications, and data visualizations. It combines predictive models, artificial intelligence, and machine learning to study consumer data and trends, identify patterns, predict future behavior, and inform decision-making around marketing initiatives.

A key benefit of marketing analytics is that it can help businesses personalize their customer journeys. By analyzing customer data and behavior, businesses can create tailored email campaigns and advertisements that meet the needs of individual consumers. This can lead to increased engagement and loyalty, and ultimately, higher sales.

Additionally, by analyzing customer behavior, businesses can understand what is driving churn and retention rates. This can help them take action to draw customers back in before they abandon a brand for good. By implementing marketing analytics, businesses can achieve their long-term business goals and build strong relationships with consumers. To get started with marketing analytics, organizations should first define their key performance indicators and set up tracking systems to collect reliable data. Once they have their metrics in place, they can begin to analyze their results and use them to drive improvements across all marketing channels.