• Shreyash Shinde
• H. R. Kulkarni
• Snehal V. Sinalkar

Data analytics has become a fundamental pillar of digital marketing, enabling organizations to interpret consumer behaviour, optimize marketing campaigns, and make informed strategic decisions. With the exponential growth of digital platforms, businesses accumulate vast amounts of data that can be transformed into actionable insights through analytical tools and techniques. This research paper examines the role, scope, and impact of data analytics in digital marketing, supported by a comparative study of three digital marketing companies—Techmagnate, Osumare Marketing Solutions, and Brainmine Web Solutions. The study also includes a detailed research methodology, questionnaire, objectives, hypotheses, data collection analysis, and practical insights derived from industry observations. The paper concludes with key recommendations and references for further research.

Data Analytics, Digital Marketing, Consumer Behaviour, SEO, AI in Marketing, Campaign Optimization, Business Intelligence.

"A Study on Importance Of Data Analytics In Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.454-457, January-2026, Available :http://www.jetir.org/papers/JETIRHG06049.pdf

"A Study on Importance Of Data Analytics In Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. pp454-457, January-2026, Available at : http://www.jetir.org/papers/JETIRHG06049.pdf