Marketing analytics is an analysis through numbers of how marketing has performed. It can also often reference an analytics platform, that helps track, measure and deliver these metrics to marketers.
The reason it is useful, is it acts as a feedback loop to tell us how well we are engaging with customers. And then that enables teams to make better decisions, to fine tune their work, and ideally delver on the business objectives.
Marketing analytics typically include metrics themselves, a type of measure on what a customer is doing, or interacting with the marketing work created. A dashboard, which shows this information. And then Insights, when turn the data into meaning, as to what the customer is doing. Put together, these gives an overall context for the customer journey and how successful the company is.