Analytics generally has a very wide scope. Because everything feeds into marketing, from the product, packaging, positioning, to how customers react. Marketing analytics is almost that line between the company and where customers interact, analytics is seeing how those exchanges happen.
That gives marketing analytics a very broad remit. As a starting point, focusing on the current strategy and where actions are being made, making sure that those are being captured. Then working out from there.
Marketing analytics also doesn’t just stop at the company, it should go broader to competitors and overall market.
If you were to think about a hierarchy of the scope:
1. Our current initiatives/strategy.
2. Business as usual metrics
3. Competitors & overall market