Marketing Analytics

What is Marketing Analytics and how does it differ from Web Analytics?

“Web analytics measure things a webmaster cares about, like page load times, page views per visit, and time on site. Marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which events (both on and off your website) influence whether leads become customers. Marketing analytics includes data not only from your website, but also from other sources like email, social media, and even offline events. Marketing analytics are also usually people-centric, featuring the prospect, lead, or customer as the unit of focus, whereas web analytics usually regard the page view as the unit of focus in its reports.”

1. Integration Across Different Marketing Channels
With marketing analytics, you have a good, solid look into the direct relationships between your marketing channels. It’s great to be able to see how each of your individual channels (e.g. social media, blogging, email marketing, SEO, etc.) are performing, but the true power of analytics comes into play when you can easily tie the effect of multiple channels’ performances together .
2. People-Centric Data on the Customer Lifecycle
This enables you to track how your individual prospects and leads are interacting with your various marketing initiatives and channels over time. How did an individual lead first come to find your website? In search? Via Facebook? From direct traffic? Is that lead an active part of your email subscriber base, often clicking and converting on marketing offers presented via email? Do they read your blog? Marketing analytics can tell you all of this and more, providing you with extremely valuable lead intelligence that can be applied to such marketing initiatives as lead nurturing .
3. Data
Perhaps the sexiest function of marketing analytics is its ability to tie marketing activities to sales. Sure, your blog may be effective in generating leads, but are those leads actually turning into customers and making your business money? Closed-loop marketing analytics can tell you. The only dependency here is that your marketing analytics system be hooked up with your customer relationship management (CRM) platform such as Microsoft Dynamics, HubSpot, etc.

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