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Analytics in marketing refers to the tools used to analyze and report on marketing data collected through the digital channels on which your business holds a presence. These channels might include organic google searches, social media platforms, search ads, email, affiliate marketing sites, and many others.

With digital analytics, you:

• Understand who your customers are to help you target them more meaningfully, 
• Helps guide your marketing campaign, 
• Increase the customer lifetime value, 
• Proactively relate to customers, understand their needs, and 
• Deliver the right message at the right time

You need marketing analytics because the Internet is a crowded space and it's easy to waste resources on things that don't work. Web analytics focuses your efforts to save time and money by Optimizing the return on your marketing investment.