The age of gut feeling and intuition-led marketing is rapidly becoming obsolete. Welcome to the era of data-driven decisions, where every click, share, and scroll provides an invaluable insight into your target audience. You’re probably aware by now that understanding the nuts and bolts of analytics is the linchpin for marketing success in this data-centric world. Let’s look into the complex yet intriguing domain of marketing analytics, to see how it can revolutionise your decision-making process.

What is marketing analytics?

Marketing analytics is the practice of measuring, managing, and analysing marketing performance to optimise ROI (Return on Investment) and improve effectiveness. It incorporates the strategies for scrutinising metrics for keeping track of performance, engagement, and audience behaviour.

The Metrics That Matter

  • Traffic Source: Know where your visitors are coming from.
  • Conversion Rate: The percentage of visitors who take a desired action.
  • Customer Lifetime Value (CLV): Predicts the net profit attributed to the entire future relationship with a customer.

The Centrality of Google Analytics

When it comes to marketing analytics tools, Google Analytics is arguably the most widely used platform globally. Its user-friendly interface, coupled with robust features, provides a comprehensive view of your website performance. And it’s free!

The Google Analytics Dashboard: What to Focus On

  1. Audience Overview: Provides insights into user demographics and behaviour.
  2. Acquisition Channels: Identifies how visitors are finding your website.
  3. Behaviour Flow: Reveals the path users typically take through your site.
  4. Conversions: Monitors the efficiency of your conversion goals.

Decoding the Data: Interpretation Techniques

Cohort Analysis

By segmenting your audience into related groups, Cohort Analysis allows you to trace patterns over time. This is beneficial for understanding seasonal trends or the impact of specific campaigns.


Heatmaps show where users have clicked on a page, how far they have scrolled down, or what areas they have hovered over. This visual information can be a goldmine for fine-tuning your site layout. A popular heatmap solution is Hotjar.

A/B Testing

Also known as split testing, A/B testing involves comparing two versions of a web page or an email campaign to see which one performs better. Hubspot has some great resources here.

Decision-Making: Connecting the Dots

  1. Traffic Optimisation: Identifying your top-performing channels can help allocate your budget more efficiently.
  2. Content Strategy: Knowing which pages have the highest engagement rates can inform your content creation efforts.
  3. Customer Retention: By understanding CLV, you can focus on retaining your most profitable customers.

The New Zealand Scene

New Zealand has plenty of opportunities for those of us who enjoy making better decisions based on objective analysis of marketing data. For those keen on working on the field of marketing analytics, there are lots of jobs on the Seek website. And you can study it at Victoria University

Data is often called the ‘new oil,’ but unlike oil, it is infinite and doubles every two years. Mastering the art of marketing analytics is not merely a competitive advantage but an existential necessity. Therefore, it is high time that every business, regardless of its scale and domain, takes the analytics bull by the horns to carve out a sustainable future.