Marketing analytics refers to the various processes for measuring the effectiveness, reach, and success of marketing campaigns and strategies. Marketing analytics are used in several organizations to ensure the proper allocation of marketing resources. Measuring the performance of marketing efforts based on lead generation and customer acquisition involves analytics tools. To optimize return on investment (ROI) of marketing strategies, businesses look to analytics data to decide which marketing activities are creating the most interest and which marketing efforts aren't pulling their weight.
Marketing performance can be measured in several ways, including evaluation of which marketing channels generate the most leads, assessment of which marketing initiatives have the lowest customer acquisition costs, and which products and services lend themselves best to various outlets and platforms. For example, a company could approach marketing analytics through the lens of effectiveness and optimized return by determining if social media and digital marketing programs are worthwhile uses of your marketing teams' time and assets.
Marketing analytics encompasses several collection methods for marketing data, including the use of machine learning, web analytics, lead generation surveys, cost-benefit analyses, and consumer feedback. By analyzing the data across several channels and campaigns, businesses can get a more accurate picture of what marketing initiatives are the most successful and which are not worth the cost. Looking at which channels and campaigns have brought in the most advantageous leads and led to the most revenue can show not only what is and isn't working, but also develop a predictive analysis of what will be the most successful avenues for future campaigns.
Many businesses utilize at least one type of marketing analytics, but successful marketing campaign analysis requires an evaluation from several angles against past campaign data and competitor campaign data.