Leveraging Digital Analytics for Enhanced Marketing Outcomes

Abstract

Digital analytics enhances marketing performance as it allows firms and businesses to perform online segmentation and grow their business across geographic boundaries. This research provides a comprehensive analysis of how marketers can leverage digital analytics to enhance marketing outcomes. The article is a desktop review that looks at secondary data from publications of other researchers in different scholarly journals and makes a conclusion based on the findings. The article brings in different literature from perspectives of analytics and dives into issues of the relevance for managers as well as marketing professionals. The article provides critical analysis concerning the use and place that digital analytics occupies in modern marketing practice. The benefits of digital analytics cannot be under stated especially in the advent of Artificial Intelligence (AI) that has enhanced the use of digital analytics and brought a different dimension to the use of data in marketing decision making.The analysis of scientific information and empirical findings makes a conclusion that digital analytics is highly beneficial in enhancing marketing performance but also brings out the need for justification of spending on the marketing performance and measurement of ROI for marketing activities.