It’s also customer-centric, from the first interaction with your company to the most recent conversions and beyond. Marketing analytics measures people, not pageviews.
And in order to provide a full ROI picture, inbound marketing analytics are tied to sales, usually through a CRM platform like Salesforce.com.
I particularly like the disctinction she makes between measuring pageviews and time-on-site vs. measuring visitor interaction and conversions. Our clients can track individuals through the complete customer lifecycle, and understand precisely how their marketing is contributing to the bottom line with a strong ROI.
Read Meghan’s full article, “Marketing Anlytics vs. Website Analytics.”