Analytics is the process of using historic data as the basis of any new decisions. Online advertisers now have an increasing amount of tools bringing ever-improving reporting functionality. The number of metrics being recorded and the volume of data being captured leads to the question – where should analytics and optimization efforts be focused?
Apart from the volume of data, online campaigns are especially difficult to analyze since there are so many factors constantly changing. The performance is directly affected by the actions of competitors. Also, there are often multiple people working on the same campaigns each optimizing to their own agenda, but in doing so, making any analysis of overall performance far less clear.