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What is Marketing Analytics? Benefits, tools, scope and careers

Blog Date
August 25,

Most businesses nowadays leverage data to make well-informed decisions across various functions, and marketing analytics is a crucial aspect of this practice. By employing data, businesses can monitor and evaluate different marketing initiatives to gain deeper insights into their effectiveness.

What is marketing analytics?

Marketing analytics is the process of collecting, analyzing, and interpreting data related to marketing efforts and activities. The primary goal of marketing analytics is to gain valuable insights and understanding into the performance of marketing strategies and campaigns. By examining data, businesses can measure the effectiveness of their marketing initiatives, identify patterns and trends, and make data-driven decisions to optimize their marketing efforts.

Marketing analytics can provide valuable information on various metrics, such as customer behavior, conversion rates, return on investment (ROI), customer acquisition costs, and overall campaign performance. This data-driven approach enables businesses to allocate resources more efficiently, identify areas for improvement, and ultimately enhance their marketing strategies to reach and engage their target audience effectively. 

Also read: Best marketing jobs in India

Benefits of marketing analytics

In today’s marketing environment, the significance of precise data cannot be overstated. Consumers have grown increasingly discerning when it comes to selecting the branded content they interact with, while filtering out irrelevant media.

To captivate the attention of the ideal customer, brands must heavily depend on accurate data to craft personalized advertisements tailored to individual interests, rather than relying on generalized demographic assumptions. By doing so, marketing teams can deliver the most relevant ads precisely when and where they are needed, effectively guiding consumers through the sales journey. Here are some of the benefits of using marketing analytics.

Understanding consumer behavior

Marketing analytics allows you to track consumer behavior and see what they are doing, so you can plan for the future. Every customer goes through a unique journey before making a purchase decision. By leveraging marketing analytics, businesses can gain valuable insights into how customers interact with their brand across various touchpoints, such as social media and search. These insights allow marketers to provide personalized information and tailored experiences at each stage of the customer journey, ultimately driving growth and fostering customer loyalty. 

Making informed decisions

You can’t make informed decisions if you don’t have the information to back them up. And when it comes to marketing, there are so many variables involved that it’s impossible to know what works unless you have something to compare it to. Marketing Analytics gives you access to information that helps you make better decisions about your marketing plan. Without it, you’d be making choices based on gut instinct or personal preference alone—and those aren’t always great bases for decision-making!

Integrating marketing data for comprehensive analysis

Marketing teams often run campaigns across different platforms and teams. Gathering data from various channels can be challenging. With the use of marketing analytics, you can simplify processes by centralizing all marketing data for comprehensive analysis. This integration of marketing data empowers businesses to make data-driven decisions and optimize their marketing strategies effectively.

Enhancing brand awareness

In today’s competitive market, brand awareness plays a crucial role in attracting customers. Marketing analytics enables businesses to analyze key metrics across social channels and compare their brand awareness with competitors. By examining search volumes, web traffic, and social media sentiment, marketers can develop strategies to improve brand awareness and gain a competitive edge. With marketing analytics, businesses can track their brand’s performance and make data-driven decisions to enhance brand visibility and customer perception.

Staying ahead of competition

In today’s competitive landscape, businesses must leverage every advantage to stay ahead. Marketing analytics provides businesses with a competitive edge by enabling data-driven decision-making, optimizing campaigns, and enhancing customer experiences. By harnessing the power of marketing analytics, businesses can gain valuable insights into market trends, customer behavior, and competitor strategies. This knowledge empowers businesses to make informed decisions, refine their marketing strategies, and outperform their competitors.

Application of marketing analytics with examples

Marketing analytics is a powerful tool that can help you make good decisions, but it’s not magic. Here are some of the best examples of marketing analytics applications –

Use of marketing analytics to improve its website

Amazon has long been a leader in marketing analytics, using its data-driven approach to continue innovating its website and product offerings. For example, they have used data from their customers to help them improve their search functionality, including personalizing results based on each user’s browsing history. This personalized experience helps visitors find what they’re looking for faster and more efficiently, which keeps them returning to Amazon.

Using marketing analytics to make content recommendations

Netflix is another company that extensively uses marketing analytics to create content recommendations more likely to appeal to each viewer’s tastes. They collect data about what people watch (and don’t watch) every month and use this information to inform their recommendations algorithmically.

Customer insights 

Walmart has an enormous amount of data about its customers’ shopping habits. It knows where they live when they shop there, how much money they spend at the store each year, and much more! This information allows Walmart to target specific customers with coupons or other offers that appeal directly to them.

Marketing analytics skills

Here are some of the key marketing analytics skills you must know

Data analysis

One of the critical marketing analytics skills is data analysis. This involves using statistical methods to analyze large data sets and draw conclusions from them. A good marketer must identify patterns in their data and determine how to use them to improve their marketing strategy.

Analytics tools

Next, analytics managers must be onboarded and comfortable with various automation tools and analytics platforms, because of the vital role these tools play in reducing the time from consumer engagement to consumer insight.  

Spreadsheet skills

Businesses use spreadsheets for many things, including managing budgets and sales figures. Marketers need good spreadsheet skills to effectively manage all these different aspects of their role within an organization’s hierarchy.

Data visualization

Data visualization can take many forms, including charts, graphs, maps, etc. It’s important to choose a format that’s appropriate for your audience. If you are working with people who are unfamiliar with the data or industry-specific terminology, you may want to stick to a simple horizontal bar graph.

Careers in marketing analytics

Here are some of the top career opportunities that include marketing analytics as a major role.

Job roleAverage salary
Data Analytics ManagerINR 23 LPA
Marketing AnalystINR 10 LPA
Digital Marketing Analyst 7.2 LPA
Data analystINR 6.7 LPA

Source: Glassdoor

Marketing analytics tools

Marketing analytics tools are software programs that help marketers and business owners gather and analyze their marketing campaign data. They measure how well a campaign performs, so you can see what kind of return you are getting on your investment. Here are some of the top marketing analytics tools you can use.

Google Analytics

Google Analytics is one of the most widely used and powerful marketing analytics tools. It provides information on how many people are visiting your website, what they are doing there, and how you can improve your site for better conversions. 


Semrush functions as a marketing analytics solution designed to grant insights into your competitors’ actions. By utilizing SEMrush, you can gain a competitive edge in search outcomes and easily oversee rivals’ social media profiles and brand activities.


MixPanel is a marketing analytics tool that focuses on user engagement. It allows you to see who uses your product or service and helps you understand how they interact with it so you can optimize their experience. 

Heap Analytics

Heap Analytics is a tool that allows you to see how your users interact with your website, and it also helps you understand why they are doing what they are doing. With this information, you can make data-driven decisions about your marketing strategy based on user behavior rather than assumptions or guesses.


Cyfe is a dashboard tool similar to Heap Analytics in many ways, but it also has some unique features that make it worth checking out. It allows you to create custom dashboards and visualize data in new ways—and it integrates with other marketing analytics tools like Google Analytics to compare and contrast data sets across multiple platforms.

Read more: Why choose MBA in Marketing?

How does marketing analytics help businesses?

The biggest advantage of marketing analytics that helps businesses is that it allows you to take a more scientific approach to the market. This means that you can measure the effectiveness of your campaigns and then use that data to make smarter decisions about how you spend your money.

With the advantages of marketing analytics, businesses can find out which of their ads work best and which ones don’t. This allows them to optimize their advertising budget by only spending on the ads that are getting the best results.

Marketing Analytics also helps with customer acquisition. By analyzing trends in customer behavior and preferences, businesses can tailor their marketing efforts toward those customers who are most likely to buy from them. This makes it easier for companies to attract new customers without spending as much on advertising or other promotional materials.

Also read: Importance of business analytics in marketing

Bottom line

When you choose the MAHE’s online MBA in marketing at Online Manipal, you gain hands-on experience with  the skills, tools, and knowledge necessary to successfully manage your company’s marketing campaigns through an emphasis on data-driven decision-making and consumer-focused research.  It will also help you understand the critical role of social media marketing, brand management and consumer behavior in today’s business world. Enroll now!

ALSO READ: Important concepts to learn during an MBA in Marketing


Information related to companies and external organizations is based on secondary research or the opinion of individual authors and must not be interpreted as the official information shared by the concerned organization.

Additionally, information like fee, eligibility, scholarships, finance options etc. on offerings and programs listed on Online Manipal may change as per the discretion of respective universities so please refer to the respective program page for latest information. Any information provided in blogs is not binding and cannot be taken as final.

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  • Master of Business Administration
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