With the rise of digital marketing, the challenge for marketers is to understand the behavior of prospects and customers across a wide range of marketing channels – both conventional and emerging – and to act on that intelligence in real-time. That's where marketing analytics comes in.
The purpose of marketing analytics is to understand what's working and what's not, who your customers are and how they're interacting with your brand, and how you can improve your marketing efforts to drive more engagement and sales.
This may also include understanding campaign performance, understanding customer behavior, or optimizing advertising spending.
If you're a marketer, the purpose of marketing analytics is to give you the insight you need to make data-driven decisions that will help you reach your business and marketing goals.
Overall, the purpose of marketing analytics is to provide a better understanding of your marketing activities in order to improve their overall performance.
By the way, are you aware of Google Analytics-4 (GA 4)?
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