Abstract:
As the name implies, marketing analytics refers to data analytics used to research, evaluate, and forecast
marketing trends in the consumer industry. The growth of digital platforms, as well as the current
success of digital and online marketing, has made marketing analytics a must-have for any company
hoping to remain relevant in this technical industry. Marketers can answer a variety of queries by
deploying and utilising various marketing analytics solutions. Marketing analytics is a tool that collects
information about how people use a website and then uses that information to provide web traffic
measures. Marketers profit from these measurements in a variety of ways. Each data area can be used in
conjunction with other acquired data or on its own to forecast future customer behaviour and provide
insight into the best way to improve the customer experience. This article will concentrate on various the
scope and importance of marketing analytics in business organizations.
