Analytics is the general term for the discovery, interpretation, and communication of patterns in data. Data can be collected from places like websites, landing page campaigns, emails, paid Google AdWords, forms, social media, and more.
The collected data (the analytics) relies on a combination of statistics, computer programming, and operational research to measure a value or component of performance expressed in numbers and is often compiled in an analytic report.
The patterns in the information collected and found in the analytics report can then be used and applied in what will ideally result in an effective decision in an organization. Analytics can provide insight into a company’s customer personas, their behavior, and the typical customer journey.