Marketing analytics consists of the processes and technologies that enable marketers to evaluate the success of their marketing initiatives. It has two main areas: managing and studying metrics data to determine the ROI of marketing efforts, and identifying opportunities for improvement and future growth. Marketing analytics accomplishes these by measuring performance over various important business metrics such as ROI, marketing attribution, and overall marketing effectiveness. It also gathers data from across all marketing channels and consolidates it into a common marketing view. This allows you to extract analytical results that provide invaluable assistance in driving your marketing efforts forward.

To make the most of marketing analytics, we:

• • Offer understanding of big-picture marketing trends and monitor them to determine which programs worked and why.
• • Forecast future results after thoroughly understanding the ROI of each program.