The application of scientific methods to guide marketing efforts is undergoing significant changes. Today’s Marketing Analytics should blend in newly available non-traditional sources of data with enterprise data, and adapt to the rapidly evolving digital delivery channels.

A very micro-level view of the target audience is becoming feasible with increased digital activity. The ability to connect online and offline footprint is giving the new age marketer a 360-degree view of their prospects – including their demographics, attitudes, and behaviors.

Technology, data, and analytics are driving omnichannel marketing, throughout the prospect lifecycle, with personalization at the core. This is allowing marketers to identify value propositions and the best targeting options.

Why You Need Marketing Analytics In Your Business

Marketing analytics is important to today’s marketers because it lets them measure the impact of their work. Measurement of a campaign means a proper analysis of what went right or what went wrong as well as exploring the possibilities for future campaigns. It provides insights into how the customers perceive a brand as well as customers’ needs and aspirations. This can involve data from various sources such as the company’s website, social media pages, market surveys, customer’s purchase history, sales data, customer demographics etc. We can say that marketing analytics provides a wholesome picture of a company’s marketing efforts.