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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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3. Analytics

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What is analytics? Simply put, analytics is derived from data that enables you to make decisions based on what is important to your company—making money, saving money, or making customers happy. The act of measuring, analyzing, and reporting on this data is analytics, which in and of itself is not new, but the plethora of data sources and the rich diversity of information available is—thanks to the Internet. Because prospect and customer behavior is tracked across the web, devices, and channels, you can use the resulting data to improve marketing performance, increase customer retention, improve conversion rates, and provide a better ...

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