It is vital to get robust measurements of results or else analyzing and articulating business performance will be far out of reach. To measure these results, it is mandatory to have accurate data. If there are various marketing initiatives executing on different platforms then analyzed data from these platforms can help you to enhance your marketing strategies.
Analytics is not only limited to site performance, reports and metrics but it is beyond that. It is fine to know how the websites are performing. However, relying upon web analytics is not enough. Considering past few years, marketing analytics is one of the hottest buzzwords amongst marketers because of its advantages.