Sound understanding of analytics has become essential to deriving best results out of digital marketing. However, some principles need to be followed to understand this art the best. One needs to be aware and frame the analytical problem accordingly. The team must involve people who possess sound quantitative skills. A background understanding of data & its derived implications is necessary before plunging in. Even analytics have variations and this must be well grasped. Finally, the marketer needs to work out how best to fit business analysis for internal organizational purposes and which part can be utilized for the external environment.