Marketing Analytics – Why is it Important?

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Welcome to Fun Facts with Kae, the blog where I share complex marketing analytics topics in easy, digestible, and fun ways. Contrary to the famous opening of Hard Times, facts alone are not enough. We need context, relevance, and, most notably, to consider the end recipient.

“Now, what I want is Facts. Teach these boys and girls nothing but Facts. Facts alone are wanted in life. Plant nothing else, and root out everything else. You can only form the minds of reasoning animals upon Facts; nothing else will ever be of any service to them.”

― Charles Dickens, Hard Times

Dickens, C. (1995). Hard Times. Wordsworth Editions.

I love to learn, but more than that, I love to share fascinating and valuable information with my peers in a fun and exciting way. Breaking down significant complex concepts such as analytics is my passion. Through this blog, I will provide top tips to help viewers understand and maximize their online brand presence by focusing on quality over quantity.

Have fun with data

Marketing analytics is often thought of as stuffy, tedious, or overly complex. However, that couldn’t be farther from the truth. Data is fun, exciting, and can be thrilling at times. Think of it as a data detective, discovering insights and testing assumptions to uncover results. Determining the success of a marketing campaign can be overwhelming if there is no data to build the story.

close up photo of book pages

What is Marketing Analytics?

Marketing analytics measures and analyzes marketing performance to maximize effectiveness and optimize return on investment (ROI). Understanding digital analytics allows marketers to be more efficient at their jobs and minimize wasted budgets (Wordstream, 2022). Measurement is a challenge to every aspect of marketing, from attribution to campaign optimization. Marketers need insights into the large quantities of data generated from numerous touchpoints to meet that challenge (Dooley, 2022).

What can you do with marketing analytics?

Analytics is one of the best ways to understand your customer journey and discover what’s working in your campaigns and what isn’t. And having that information is crucial for your future online marketing efforts.

Data and analytics take the guesswork out of marketing. They help you get more value from your marketing budget, improve customer experience, and understand what’s working at the end of the day.

Turn data into action.

Most businesses today have access to customer data and web analytics tools. The difference is in whether your company makes use of that data. Too often, according to the Harvard Business Review, it sits on servers without doing anything beneficial. It can be misinterpreted and misused in the worst-case scenario, leading your marketing team down the wrong path. Data analytics gives you the answers to these questions. With those answers, you can make decisions based on facts instead of assumptions.

Measure your campaigns

Analytics lets you take the data from a set time period and determine how much a particular campaign brought in – its impact. You can demonstrate that something is or isn’t working and why with data. And with that “why,” you can convince people to make a change (Mailchimp, n.d.).

Stay on track

Every one of your marketing pieces has a goal, whether it’s increasing sales or driving more traffic to your company website. The more you analyze and use the data available, the more you know about your progress towards your goals. Marketing analytics lets you measure that progress and helps you figure out where the problem might be if progress isn’t coming as fast as you’d like.

Analytics is more than just a bonus.

Regardless of business size, analytics can provide invaluable data that can help drive growth. By tracking and reporting on business performance data, diagnostic metrics, and leading indicator metrics, marketers can provide answers to the questions most vital to their stakeholders. So long as marketing analytics is carefully curated and adequately implemented, the data collected can help a business of any size grow.

Disclaimer: The ideas and opinions expressed in this blog post are solely my own and are not representative of any current or previous employer. Any similarity to any actual company, organization, or individual is purely coincidental. This blog post is written to provide general information and does not intend to violate any non-disclosure agreement or confidentiality agreement.


Analytics in marketing – measure, analyze, and manage. WordStream. (2021, December 7). Retrieved August 29, 2022, from

Dooley, J. (2022, August 25). Marketing analytics: What it is and why marketers should care. MarTech. Retrieved August 29, 2022, from

What is marketing analytics? definition and examples. Mailchimp. (n.d.). Retrieved August 29, 2022, from

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