MENUMENU
  • Services
    • Services
      • Search Engine Optimization
      • Local SEO
      • Generative Engine Optimization
      • Digital PR
      • Content Marketing
      • Email Marketing Services
      • Lifecycle Marketing
      • Paid Media Advertising
      • Social Media Marketing
      • Creative Design Services
      • Conversion Rate Optimization
      • Website Design & Development
      • Amazon Marketing Services
      • Franchise Marketing
      • Franchise Development
      • National to Local Marketing
      • Reporting and Data Analytics
      • Digital Marketing Strategy
  • Who We Serve
    • Who We Serve
      • Franchise Marketing
      • B2B Marketing
      • Lead Generation
      • Ecommerce
      • We Build Custom Strategies
      • View Sample Industries
  • About Us
    • About Ignite Visibility
      • Our Story
      • Our Values
      • Our Team
      • Clients
      • Diversity & Inclusion
      • Our Blog
      • Marketing Resources
      • Franchise Marketing Resources
      • Careers
      • Hiring Notice
  • Case Studies
  • Awards
  • Contact
  • 619.752.1955
Home / Digital Marketing / What Are Marketing Analytics? How To Use Them To Grow!

What Are Marketing Analytics? How To Use Them To Grow!

March 5, 2020 By John Lincoln

Never before in human history have we had access to such a wealth of data. While having that much information at your fingertips is a definite perk of living in the new tech era, the numbers on their own aren’t enough.

In the same way that football players can leverage the power of data to lead their teams to victory, your marketing team needs to know how to collect and analyze consumer data to improve how you market your goods and services. But, with infinite data points to track, it can be tricky to figure out where to start.

What types of data do you need to record? How should that data be measured?

What are marketing analytics?

What You’ll Learn:

  • What is marketing analytics?
  • Why it matters
  • The benefits of marketing analytics
  • Top metrics to monitor

Marketing Analytics Defined

In the simplest terms, marketing analytics is the process of overseeing and researching metrics data in order to evaluate the ROI of your business’ marketing initiatives, as well as the act of finding opportunities for improvement. It also includes the practices and technologies involved in helping marketers determine their effectiveness.

Marketing analytics defined

 

Marketing analytics enables you to collect data from across all of your marketing channels and consolidates them into a single marketing view.

It’s nearly impossible, however, to separate the analytics from the metrics, but it’s also important to explain the difference between the two. While marketing metrics represent the data points themselves, the analytics aspect involves tailoring that data to your brand, which gives users a comprehensive story of how those marketing efforts work together to drive your bottom line.

Why Marketing Analytics Matter

Over the years, as more and more businesses expand to new marketing categories, they begin to adopt new technologies to support them. And since each new technology was likely deployed at different points in time, the result was a mishmash of disjointed data environments.

As a result, there’s a pattern of marketers making major decisions based solely on data they gather from individual channels without taking into account the bigger marketing picture. Social media data on its own is inadequate. Email campaign analytics data alone is inadequate. And tools that take snapshots within a certain frame for a single channel are extremely inadequate.

Marketing analytics, by contrast, gauges all marketing programs across all channels over a certain time span, which is critical for effective and efficient program execution.

Global marketing analytics market

Source

As analytics software becomes gradually more advanced, organizations need to be able to accurately measure these data points in order to make sound data-driven business decisions. With that being said, here are a few interesting marketing analytics statistics that you should keep in mind:

  • 66 percent of marketers agree that data analytics is an important part of evaluating their marketing strategy.
  • 26 percent of marketers believe that their existing marketing analytics tools work well together.
  • More than half of marketers worldwide feel overwhelmed by the wave of incoming data.
  • Roughly 76 percent of marketing leaders base their decisions on data analytics.
  • Marketing analytics is the top investment for marketers, making up nearly 20 percent of their annual budgets.
  • Although many organizations are starting to realize the value of marketing analytics, 37 percent of marketers claim that proving their value is one of their top three greatest challenges.
  • 45 percent of the organizations surveyed say that their data scientists are performing more basic tasks like data visualization instead of data analysis.
  • The marketing analytics industry is predicted to grow by 14 percent by 2022.

26% of marketers believe that their marketing analytics tools work well together

Source

Benefits of Marketing Analytics

While today’s customers are often underestimated, they’re savvy. With marketing analytics, you can gain customer insights that enable you to deliver superior customer experiences tailored to their diverse needs and preferences. Specific advantages include:

  • Interact with customers in real-time
  • Understand past events and purchasing patterns
  • Uncover areas of the buyer journey that could be refined or improved
  • Measure the effectiveness of current marketing campaigns
  • Boost customer retention rates
  • Predict the future of consumer behavior
  • Monitor trends and developments over time
  • Turn raw data into actionable insights

Top Marketing Analytics to Measure

Strategically selecting which metrics to monitor will significantly streamline the analysis process, empowering you to be more proactive than reactive. Once you’ve collected your data, you need to learn how to use it. Let’s take a deep dive into some of the top methods for examining your metrics to ensure you’re dedicating the right marketing resources to the right places at the right times:

Sales Revenue

This KPI is at the top of the list for obvious reasons. With every business, you need to make sure that your sales are surpassing the expenses your marketing campaigns earn. This sales KPI measures how your sales revenue is performing over a period of time.

Conversion Rate

It’s no secret that more leads result in more sales. Although this metric looks at the outcome, it can give you clarity on how targeted your traffic is and whether your marketing endeavors are helping you achieve your business goals.

Social Media Reach

Are you attracting new customers from Facebook, LinkedIn, Twitter, or Instagram? Look at how well each social platform is working, and which one is adding the most value to your business. That way, you can optimize your budget and build a more structured approach to social media marketing.

Most Viewed Pages

This is an easy way to see your business from the perspective of your customer base and find out what appeals to them most without the guesswork.  It also gives you a better understanding of the topics you should be focusing on.

Bounce Rate

Visitors may land on your website through different channels, whether it be a blog or social media post. Regardless of the point of entry, it’s your job to facilitate further interaction once they get there. Your bounce rate represents the percentage of people that left your website after browsing through only one page.

Frequency

While it’s useful to know the time lapses between a visit and a purchase, you need more information. Comparing which customers stop by once versus which customers consistently come back to your website each time you publish new content will help you identify the problem areas.

The Bottom Line

As the age-old management adage goes — “You can’t manage what you don’t measure.”

But be sure to measure what’s important.

When equipped with the proper tools and metrics, you’re able to discover the whos, whats, hows, whys, and wheres of your business, empowering you to not only meet but exceed customer expectations at every stage of the buying journey.

About John Lincoln

John Lincoln (MBA) is the CEO of Ignite Visibility, a top performance marketing agency backed by Mountaingate Capital. A digital marketing strategist and keynote speaker, Lincoln has managed over 1,000 marketing programs for brands like DoorDash, HBO, Tony Robbins, and Experian. Under his leadership, Ignite Visibility has been named a leading digital marketing agency in the U.S. and made the Inc. 5,000 list six times. Lincoln also spearheaded the development of CertaintyTech, a cutting-edge media mix modelling and forecasting platform. An award-winning marketer, Lincoln has authored three books, including Advolution (2022), and produced films such as SEO: The Movie. Recognized as a Top Business Leader, he has been featured in Forbes and The New York Times and spoken at global events like Web Summit and SMX. Lincoln's mission is to empower businesses through innovative digital strategies while reinvesting in clients, employees, and the community.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

noun-trading

Our Services

Ignite Visibility offers Award-Winning Services including comprehensive full-funnel digital marketing strategies. Learn more about our most popular service offerings below:

  • SEO Search Engine Optimization
  • PPC Pay Per Click
  • Email Marketing
  • Social Media
  • Creative
  • View All Services

Contact Us. Let’s Chat!

  • This field is hidden when viewing the form

Marketing Guides

SEO In 2020: How To Prepare For Major Disruption

"SEO: The Movie" - Have You Seen Our Film? Watch Now

"Social Media Marketing: The Movie" - Have You Seen Our Film? Watch Now

Amazon Seller Central vs Vendor Central

Listen To The Podcast Featuring The Best Minds In Marketing

John Lincoln Interviews Global Director of Digital Marketing & Strategy at Qualcomm, Jessica Jensen

Check Out 227 Free Online Marketing Classes

The 2020 Guide To Dominating SEO With Advanced Schema

Learn More About Our Digital Marketing Agency

Learn More About Our SEO Services

Learn More About Our Paid Media Services

SELECT CATEGORY

Become A Contributor

Interested in writing for Ignite Visibility?

APPLY NOW

noun-chat

Let's Chat

Ready to grow your online visibility and sales?

Request Your Free Proposal

Work With Us

NEWSLETTER // SIGN UP NOW










noun-strategy

Free Marketing Resources

  • Digital Marketing Resources
  • Marketing Strategy Videos
  • Weekly Marketing News Recaps
noun-strategy

Most Popular Blogs

  • How Long Does SEO Take?
  • Multi-Location SEO: Top Strategies
  • Google AI Overviews: Everything You Need to Know
  • Technical SEO 101
  • 18 Google Ad Extensions You Should Use
  • Complete Guide to Google Responsive Display Ads
  • Capitalizing on Local Service Ads
  • How SEO and PPC Work Together
  • Community Management Best Practices
  • B2B Social Media Marketing Guide
  • VIEW ALL BLOGS
noun-letter

Join Our Newsletter

CONNECT WITH US

  • facebook
  • twitter
  • instagram
  • youtube
  • linkedin

Services

  • Search Engine Optimization
  • Generative Engine Optimization
  • Pay Per Click Management
  • Social Media Marketing
  • Email Marketing
  • Conversion Rate Optimization
  • Website Design & Development
  • Creative Design
  • Content Marketing
  • Digital PR
  • Franchise Marketing
  • Digital Marketing Agency Services

About

  • Our Team
  • Our Values
  • Clients
  • Industry
  • Reviews
  • Careers
  • Marketing Resources
  • Privacy Policy & Service Terms
  • Advertising Disclosures
  • Sitemap

Contact

4370 La Jolla Village Drive
Suite 320
San Diego, California 92122

619.752.1955

Join The Newsletter

Sign up for our newsletter to get the latest from Ignite Visibility.











google parther logo

©2025 Ignite Visibility. All Rights Reserved. Privacy Policy and Terms of Service