Analytics is the science of analyzing the information gathered from the internet and other interactive channels (mobile, social, etc.). The results of the analysis are used to optimize the online marketing strategy, in order to increase the customer base and the revenue of the company.
Reviewing the performance of your various marketing activities, you can identify the winning ones and eliminate or drastically modify the ineffective. This way, you can refine your Internet marketing strategy, figure out what you want to improve and set your marketing goals. Evaluating the performance of your modifications and repeating the process, you are always a step closer to your targets.
Understanding your marketing data is the first step to a successful marketing.