Data analytics is a process of sourcing and analysing data to better understand our marketing strategy, in a hope to improve our performance and make better decisions. With a high online traffic and all the tools available to track that traffic, we can utilise data analytics in an efficient way to better the marketing for our products.

Data analytics can for example in a case of a video game marketing campaign, can give us insight on what features caught the eyes of the visitors most, what aspects of the game are most researched and/or interacted with. Based on these figures we could optimise development and strengthen those aspects in our approach. 

With access to real-time data, we can monitor trends and consumer behaviours. By using this data we can make better decisions on how to promote our product in a successful way. We can also enhance features in our product that might be not receiving enough positive feedback based on likes, comments and reviews sourced by analytics.

The huge amount of data online makes data analytics one of the most powerful tools for measuring the success of a marketing campaign and a tool for adjusting parameters in real-time for achieving even better results.

Reference:

The importance of data analytics in digital marketing (2023) William & Mary. Available at: https://online.mason.wm.edu/blog/data-analytics-in-digital-marketing#:~:text=Using%20sophisticated%20data%20analytics%20techniques,higher%20efficiency%20and%20bigger%20profits. (Accessed: 12 June 2023).