Marketing analytics isn’t the easiest digital tactic to grasp, in theory or in practice. But it is one of the most important, because if you aren’t measuring your business’s campaigns, then you’ll never know whether they’re working or how they can be improved. And make no mistake, your campaigns will need to be tweaked and tinkered with; constant iteration is the key to keeping up with the shifting landscape of the Internet.
Any discussions involving aspects of digital marketing campaigns such as conversions,
traffic and links is really centered on marketing analytics and measurement, since that’s where the data comes from. Without the metrics, we
wouldn’t know how many people visited your site and the number of them who converted into
customers. Marketers and businesses would be operating in complete darkness, essentially guessing based on biased perception.
Billy Beane (watch Moneyball to learn about Beane's tactics!) doesn’t assemble his baseball teams without looking at the stats, and by the same token, you don’t want to start your digital campaigns without a thorough understanding of marketing analytics.