Marketing Analytics 101: What Is Marketing Analytics?

You’ve probably heard the term tossed around a lot — especially if you work in marketing, e-commerce, or tech. But what exactly is marketing analytics?

Let’s break it down.

So, What Is Marketing Analytics?

Marketing analytics is the process of collecting, measuring, and analyzing marketing data to understand how your campaigns are performing — and how to make them better.

In simpler terms: it helps answer questions like:

• Where are my customers coming from?
• Which channels drive the most revenue?
• Are my campaigns actually working?

It’s not just about reporting what happened — it’s about figuring out why it happened, and what to do next.

What Kind of Data Are We Talking About?

Marketing analytics pulls data from a variety of sources, like:

• Website activity (e.g., Google Analytics)
• Email campaigns (e.g., Klaviyo, Mailchimp)
• Paid ads (e.g., Google Ads, Meta)
• Customer behavior (e.g., Amplitude, Segment)
• Sales and revenue (e.g., Shopify, CRM)

All of this data comes together to paint a clearer picture of how marketing efforts are influencing customer actions and business outcomes.

A Simple Example

Let’s say you run an online store.

You notice your Instagram ads get tons of clicks, but those visitors rarely buy. Meanwhile, your email campaigns bring in fewer clicks but much higher purchases.

Marketing analytics helps you catch that — and shift your budget to where it matters most.

TL;DR

Marketing analytics is your cheat code to smarter marketing.
It’s how you turn messy data into clear, actionable insights.

Next Up:
In the next post, we’ll dive into why marketing analytics is such a game-changer — and how it can help you grow faster, spend smarter, and serve your customers better.