• Arun Velu

Marketing Analytics, as suggested by the name, indicates the data analytics used for studying, evaluating, and predicting trends in marketing within the consumer marketplace. The digital platforms' expansion and the existing success observed in digital and online marketing has made marketing analytics a must for all organizations aiming at maintaining significance in this technological field. There are a number of questions that can be answered by marketers with the help of implementing and embracing the different tools of marketing analytics. Marketing Analytics is a tool that used for collecting information regarding the use of a particular website, along with using that data in a way that assists in providing measurements associated with the web traffic. These measurements provide a number of benefits to marketers. Each data area can be used in addition to other collected data or on its own for predicting customers' future behavior and providing insight into the best manner for enhancing the customer experience. This paper is aimed at focusing on different tools and techniques of marketing analytics.

Marketing Analytics, Tools, Big Data Analytics

"Marketing Analytics – A Comparative Study of Practices and Techniques", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 5, page no.g760-g771, May-2021, Available :http://www.jetir.org/papers/JETIR2105899.pdf

"Marketing Analytics – A Comparative Study of Practices and Techniques", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 5, page no. ppg760-g771, May-2021, Available at : http://www.jetir.org/papers/JETIR2105899.pdf