The interpretation of reports will generate increased value by improving your marketing performance.
If you have an analytics report but then fail to understand what it is telling you and do not act on it, you are wasting time and money. You need to constantly test and learn in order to improve.
Marketing analytics enables you to do this by gaining insights into customers, adjusting your tactics as required, identifying problems with certain marketing channels, optimising processes and, if necessary, reviewing your overall marketing strategy.
Marketing analytics reports can provide the insights, but it is the interpretation of those analytics that will improve your performance.