Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). In other words, it tells you how your marketing programs are really performing.
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Gather and analyze customer data.
Gather and analyze sales data.
Gather and analyze marketing activities data.
Provide analysis reports and recommendations to leadership for further decision making.
Marketing analytics gathers data from across all marketing channels and consolidates it into a common marketing view. From this common view, you can extract analytical results that can provide invaluable assistance in driving your marketing efforts forward.
With marketing analytics, you have a good, solid look into the direct relationships between your marketing channels. It's great to be able to see how each of your individual channels (e.g. social media, blogging, email marketing, SEO, etc.) are performing.