Analytics

Category: Analytics

The systems, dashboards, and disciplines that turn raw event data into decisions.

Marketing analytics stacks typically include a web/app measurement layer (GA4, Amplitude, Mixpanel), a warehouse (BigQuery, Snowflake), a modeling layer (dbt), and a visualization layer (Looker, Tableau, Metabase). The stack matters less than the operating cadence. A weekly business review that everyone owns beats a fancy tool nobody opens.

Related terms

• Google Analytics 4 (GA4)

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.