Abstract
This article examines the crucial role that marketing analytics plays in advancing data-driven
decision-making and improving performance in the marketing sector. Thanks to the
advancement of digital technology and the abundance of consumer data, organisations have
access to a lot of knowledge. The challenge, however, lies in effectively using these data to
derive analytical insights that will direct marketing strategies. This article emphasises the value of
marketing analytics for gaining insightful data and enhancing marketing initiatives. It examines a
variety of analytics techniques and tools, such as consumer segmentation, sentiment analysis,
predictive modelling, and attribution modelling. The article emphasises the importance of
developing a data-driven culture within firms and incorporate analytics into marketing practises.
Keywords: Marketing analytics, Data-driven decision-making, Sentiment analysis, Data-driven
culture
Received: December 2022 Accepted: December 2022 Published: January 2023
References
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