At Digital Insights Africa we can define marketing analytics as inferring insights for many marketing-related purposes, such as example quantifying the effect of different promotional/advertisement activities, effectively allocating the marketing budget, understanding the well discernible segments of the customer base, designing and targeting marketing campaigns to the right audiences. Simply it is a practice of measurement, management, and analysis of business for improving performance and generating more profit.
Importance of marketing analytics
Digital marketing analytics tools are the most important tools in marketing because without data you can not understand your audience, you can not see where you fail and where you succeed and as a consequence, you can not implement successful strategies.
In a nutshell, without data & analytics, you will certainly end up investing money in failing strategies.