Analytics (or Digital Analytics) is the process of discovering, interpreting, and communicating meaningful patterns in data. In the context of marketing and SEO, it is the systematic study of data generated by digital initiatives – website traffic, user behavior, PPC campaign performance, social media activity, etc.
Conceptually, Analytics is the transformation of raw data into actionable insights. Its purpose is to evaluate the effectiveness of marketing efforts, identify trends and anomalies, and provide an objective basis for making better-informed strategic decisions. Key tools, such as Google Analytics, collect information about user acquisition, behavior, and conversions.
Expertly implementing analytics is about building a measurable culture. It requires not only collecting data, but also defining key performance indicators (KPIs) that directly reflect business goals, thus transforming it from a purely statistical activity into a strategic performance management.