Marketing Analytics

Digital marketing has a significant advantage in that it can be tracked and measured. Previously, coupons and similar direct mail marketing pieces were the only things that could be followed. You could tell if a customer used the coupon. Analytics allow marketers to monitor user behavior at a very detailed level.


  • How many times have they clicked on a link?
  • What time do they spend looking at a website?
  • How many times they open an email, and more.


However, the sheer volume of data available on digital marketing performance can make it seem like you are drinking from a firehouse. Marketers must be able to understand the meaning and use the data to inform their strategy.


This allows marketers to understand what works with consumers, adapt their marketing messages, and show their value to the company. Digital marketers can understand all this data and use it to make strategic business decisions. This sets them apart from their traditional counterparts.


Digital marketing campaigns can be measured using many tools. Many marketers will use a combination of these tools depending on their needs and audience. Fortune magazine reported many marketers using over 100 applications during their entire marketing process. Google Analytics is one of the most popular tools for marketing analytics. It can be customized almost endlessly to measure how your website is performing, what keywords are driving users to it, how users navigate through it, and many other things.

Marketers can "fail fast" by having accurate, reliable analytics and the ability to interpret them. This allows them to quickly cut campaigns that aren't working and build better campaigns around concepts with a track record of success. Analytics will not only be used to measure campaigns but also to inform and improve them.


digital marketing degree program will teach you about various topics relevant to your career in marketing. These include marketing strategies and plans, branding, digital advertising, and mobile marketing.

Advertisers see a growing job market. According to the U.S. Bureau of Labor and Statistics, there will be a 9% increase in advertising managers. The U.S. Bureau of Labor and Statistics (B.L.S.) predicts a rise of 9% in advertising, promotions, marketing managers. According to B.L.S., the median income for these positions in 2018 was $132,000.

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