Marketing Metrics: A Complete Guide to the Most Common Marketing Metrics and Marketing Analytics

Marketing analytics is the practice of measuring and analyzing marketing activity in order to improve effectiveness. Because marketers have a finite amount of budget to spend on their initiatives, it is critical they invest in the most effective tactics and strategies. Marketing analytical evaluations are the tools used to maximum effectiveness. Marketing analytics can range in rigor from simply examining metrics at face value to looking at deltas over time, modeling and projecting future values, causal analysis (a brand-new frontier), machine learning and more.