What is marketing analytics? Tips, tricks, and getting started
10 min read
Deep Dive

What is marketing analytics? Tips, tricks, and getting started

Marketing analytics is a way of using data to benefit your marketing communications. It’s about looking at the data behind your marketing to figure out what your customers want. That way you'll know what's working and what isn’t.

Last Updated: April 12, 2024
Table of Contents
  • What is marketing analytics?
  • Why marketing analytics matters
  • Why you need marketing analytics
  • Types of marketing analytics
  • Marketing analytics tools

Marketing analytics is the process of analyzing data to gain insight into a business’s marketing efforts. It helps marketers identify trends in user behavior, understand customers better, and develop smarter strategies for reaching their goals. 

By delving into the data behind marketing campaigns, businesses can make informed decisions that optimize their resources and maximize ROI.

What is marketing analytics?

Marketing analytics is a discipline that involves using data to gain insights into customer behavior, preferences, and interests. It lets marketers evaluate the effectiveness of their marketing campaigns, identify trends, and optimize marketing strategies to achieve better results. 

Marketing analytics uses statistical analysis, predictive modeling, and machine learning techniques to analyze marketing data and gain valuable insights.

Data can come from multiple sources. Examples include web analytics, social media analytics, lead generation, attribution modeling, SEO analytics, and email marketing analytics.

Marketing analytics metrics like ROI, conversion rates, and click-through rates let marketers measure the effectiveness of their campaigns and make data-driven decisions. It also helps them optimize where they spend their marketing dollars.

Why marketing analytics matters

Marketing analytics is more than just a bonus feature; it’s an essential tool that lets marketers to understand their customers better and make data-driven decisions to improve their marketing campaigns. Here are some of the reasons why marketing analytics matters:

Understand your customer journey

Armed with marketing analytics, brands can gain a deeper understanding of the customer journey—from initial contact to purchase decision. And by studying consumer behavior along each step of their journey, marketers are able to create personalized and pertinent experiences that not only heighten engagement but also conversion rates.

Identify what works and what doesn’t

With marketing analytics, businesses can identify which campaigns are successful and which ones need more work, and marketers can fine-tune tactics to generate even better results.

Personalize your outreach

Marketing analytics provides insights into customer preferences, behaviors, and interests. With this information, marketers can create personalized campaigns that resonate with their audience and drive engagement.

Measure ROI

Marketing analytics enables marketers to measure the return on investment (ROI) of their marketing campaigns, enabling them to make data-driven decisions about where to invest their resources for the best results.

Why you need marketing analytics

Data is essential for making informed decisions. With marketing analysis, businesses can analyze consumer behavior and preferences to better understand their target audience and create campaigns that are tailored to their needs. 

Furthermore, marketing analytics helps businesses stay ahead of the competition by providing insights into emerging trends and new opportunities.

Quantify claims

Marketing analytics can also be used to quantify claims. With the help of marketing data, businesses can demonstrate their success by showing quantifiable results from a particular campaign or strategy.  

For example, they can track the impact of a social media campaign on website visits or the ROI of an advertising campaign. This allows them to make accurate and informed decisions about their marketing strategies and determine how best to allocate resources.

Turn marketing data into insights

Data analytics is a powerful tool for marketers, allowing them to make strategic decisions based on facts and evidence rather than guesses. Marketing teams can then draw insights that help inform their strategy and get better results. 

What’s more, data analytics enables marketers to turn raw data into meaningful information. This information can be used to measure marketing performance and identify opportunities for improvement. With data analysis, marketers can get a better understanding of their target audience and adjust their strategy accordingly. 

Compare and contrast your marketing data

As a marketer, data analytics is a great way to compare and contrast different sets of data. For instance, you can compare the revenue generated from paid search, social media marketing, or organic search traffic. Or you can analyze the differences in revenue across different demographics. 

By evaluating your performance against these metrics, you can gain valuable insights into which channels are delivering the best results and which need improvement. You can also use this data to shape your future marketing strategy and make decisions that will optimize your results. 

Stay goal-oriented

Finally, it’s important to stay goal-oriented when utilizing marketing analytics. As marketers, our ultimate goal is always to increase sales, revenue, or profits. Data analysis can help you understand what strategies are working and which need improvement so that you can make informed decisions that will lead to better results. 

Understand and visualize your conversion funnel

Understanding your main conversion funnels is a critical part of effectively marketing almost anything. Whether it’s a newsletter, SaaS product, item up for sale, or anything else, understanding the routes your users take to go from prospective customer to customer is often the difference between success and failure.

Conversion funnel stages

Using product analytics tools and digital experience analytics tools to track where your users are falling out of your marketing funnel means you can more easily address issues and increase conversion rates.

What are the types of marketing analytics?

There are a few different types of marketing analysis that can be used to inform decision-making across any given marketing campaign. These include:

Web analytics

Web analytics is the study of website traffic, user behavior, and conversion rates. Thanks to tracking metrics such as bounce rate, time on site, and click-through rate, businesses can gain insights into how visitors interact with their website and identify areas for improvement. 

Social media analytics

Through the analysis of social media engagement, reach, and sentiment metrics via social media analytics, businesses can pinpoint which type of content is most successful among their audience.

Lead generation and attribution analytics

Lead generation and attribution analytics are used to track and measure the effectiveness of lead generation campaigns and attribute revenue to specific marketing efforts. 

SEO analytics

Boost your website’s organic search rankings and attract the right kind of traffic with SEO analytics. With this process in place, you’ll be able to capitalize on opportunities that will increase your online presence and draw more qualified leads.

Email marketing analytics

Email marketing analytics gives organizations the power to track and assess their email campaigns’ success. Companies can enhance their approaches by examining open rate, click-through rate, and conversion rate metrics.

The best marketing analytics tools

The right marketing analytics tools can help businesses streamline their data collection and analysis processes, save time, increase customer lifetime value, and make more informed decisions in both retrospect and real time. Here are some of the best marketing analytics tools on the market today:

For web analysis


Fullstory enables businesses to capture, analyze, and understand customer interactions on their websites and mobile apps. It offers a range of user analytics features, including Session Replay, Heatmaps, and Conversion Funnels, to help businesses improve their customer experience.

  • Offers powerful analysis tools, including heatmaps and conversion funnels

  • Easy to use and set up

  • Provides a comprehensive view of customer interactions

  • Utilizes autocapture, drastically reducing your setup time and ensuring you never miss an important piece of data

For social media analysis

Sprout Social

Sprout Social is a social media management tool for businesses. It offers analytics and scheduling features, as well as customer support to help manage your social media presence.

Pros of Sprout Social
  • Robust analytics and reporting capabilities

  • Easy scheduling and publishing of social media content

  • Offers a variety of social media management features

Cons of Sprout Social
  • Can be expensive, especially for small businesses

  • Some users have reported occasional glitches and slow loading times


Hootsuite is a social media management platform that helps businesses schedule and publish content across social media channels. Its simple interface, extensive analytics, and integrations with other tools make it a popular choice for social media marketers.

Pros of Hootsuite
  • Easy-to-use interface

  • Ability to manage multiple social media channels in one place

  • Extensive analytics and reporting features

Cons of Hootsuite
  • Limited customer support options

  • Some features require additional payment or higher pricing plans


Zoho is a cloud-based software suite that offers a range of business tools, including CRM, email marketing, project management, and more. Zoho is an affordable and feature-rich option for small to medium-sized businesses looking to streamline their operations and improve productivity.

Pros of Zoho
  • Affordable pricing with a free plan available

  • Comprehensive suite of business tools

  • Customizable and flexible to meet specific business needs

Cons of Zoho
  • Some users may find the user interface outdated

  • Support can be slow to respond at times

For email analysis


Mailchimp is a marketing tool catering to businesses of all sizes. Its drag-and-drop tools help create customizable templates, newsletters, automated campaigns, and targeted messages.

Pros of Mailchimp
  • User-friendly interface and design tools

  • Integrations with other apps and platforms

  • Automation features to save time and increase efficiency

Cons of Mailchimp
  • Limited customization options for some features

  • Higher pricing for larger subscriber lists


Hubspot is an inbound marketing and sales platform that offers tools for businesses to attract and engage customers. It provides features like email marketing, social media management, lead generation, and analytics to help businesses grow and succeed online.

Pros of Hubspot
  • All-in-one platform for marketing, sales, and customer service

  • User-friendly interface

  • Offers a free CRM with basic features

Cons of Hubspot
  • Can be expensive for small businesses

  • Some features are limited in the lower pricing tiers


Omnisend is a popular omnichannel marketing automation platform that helps businesses to create and deliver marketing campaigns across channels. It has features like email campaigns, SMS messaging, push notifications, and social media integration.

Pros of Omnisend
  • Wide range of communication channels

  • Provides automation workflows and segmentation options

  • User-friendly interface and integrations

Cons of Omnisend
  • The pricing can be steep for small businesses

  • Some advanced features may require technical expertise to set up and use

  • The reporting and analytics could be more robust

For SEO analysis


Semrush is an all-in-one digital marketing platform that provides tools for SEO, PPC, content marketing, social media, and competitive research. It is user-friendly and provides in-depth data analysis and insights to help businesses improve their online visibility and marketing efforts.

Pros of Semrush
  • Comprehensive suite of digital marketing tools

  • Robust competitor analysis capabilities

  • User-friendly interface and intuitive navigation

Cons of Semrush
  • Some features may require additional fees

  • Keyword tracking can sometimes be inaccurate

  • Limited customization options for reports and dashboards


Ahrefs is an SEO toolset that includes features like keyword research, site analysis, backlink tracking, and more. It provides insights for improving website traffic and search engine rankings.

Pros of Ahrefs
  • SEO toolset with multiple features

  • User-friendly interface

  • Provides insights for improving website traffic and search engine rankings

Cons of Ahrefs
  • Relatively expensive compared to some competitors

  • Some features may be overwhelming for beginners or small businesses

  • Keyword database limited to Google and a few other search engines

Google Search Console

Google Search Console is a free resource that helps website owners observe how their site performs in search engine results. It provides essential information like query traffic and crawl errors—all critical data points for any digital marketer or business owner.

Pros of Google Search Console
  • Helps identify crawl errors and indexing issues

  • Offers data on backlinks and search queries

  • Provides keyword performance data for website content

Cons of Google Search Console
  • Limited data accuracy compared to other paid SEO tools

  • Limited integration with other tools and platforms

  • Only search data and nothing else

Unlock the power of marketing analytics with Fullstory

Ready to supercharge your marketing strategy? Be sure to sign up for Fullstory today and discover the insights that will take your business to the next level!

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Additional resources and further reading

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