What is the purpose of marketing analytics?
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, 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 user behavior, customer behavior, or optimizing advertising spending.
Here's related information that you may also find helpful – Marketing Automation Statistics
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