The Importance of Analytics in Marketing

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Long gone are the days of marketing executives and managers making important marketing decisions based on a hunch or intuition. It’s the digital age and for marketing, this means a world of online campaigns, content and connections. To succeed, it’s highly essential you know how to read and measure the success of the content you put out and this is where analytics comes in.

It’s 2019 and it could not be a better year to learn about analytics and how to better use them to achieve your business goals.

What Is Analytics?

Image of a Google Analytics Page, Courtesy of Google Images.

Analytics is the detection and interpretation of data to realise patterns which can then be used to make better decisions. In Marketing, analytics is used to measure the success of your campaigns, determine your target audience and help you make better decisions that will enable you to reach your marketing goals.

What exactly can you measure With Analytics?

You can use analytics to track a number of different groups or categories of data. Data such as user demographics, interests, geographical location, and mobile phone used, just to name a few, can be measured with analytics. Overall, it helps you measure your user acquisition, engagement and conversion rates. It can be used to determine what platforms or ad campaigns attract the most traffic, how people engaged with your website pages, and how many users completed purchases on your site, among other things.

Tools and Platforms For Analytics

There are various tools for marketing analytics. Here’s a list of some of the tools most commonly used by marketing professionals.

  1. Google Analytics
  2. Adobe Analytics
  3. MixPanel
  4. Webtrends Analytics
  5. IBM Digital Analytics
  6. KissMetrics
  7. HubSpot
  8. TrackMaven
  9. TrendKite
  10. Piwik

Social media platforms such as Twitter, Instagram, Facebook and LinkedIn also offer analytics which helps you measure how users engage with your content. Other marketing tools such as Google Ads and MailChimp for example, include analytics. Essentially, most marketing tools nowadays have in-built analytics platforms which help you measure how your campaigns and content are performing.

Features Of A Great Marketing Analytics Tool

Now that you know some of the various marketing analytics tools that exist on the market, here are the important features you should always look out for when testing out a new platform.

  1. Competitive Analysis
  2. Campaign ROI
  3. Multi-Channel Tracking
  4. Attribution Modelling
  5. Conversion Funnel Analysis
  6. Forecasting
  7. Campaigns Comparisons
  8. Customer Analytics

Analytics is a tool that can completely transform your marketing and further your goals, so you have every reason to start using a good marketing analytics tool to track your performance and leave making intuitive decision-making behind you.

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