Imbibing business analytics into work can make wholesale changes into the marketing culture. First of all it helps in breaking past the traditional status quo. Instead of relying on gut instinct, one can take help of real time data to take informed decisions. Story-telling is an art that is increasingly being used by marketers to highlight achievements or important events with easy recall value. Business insights gleaned through data allows the team to uncover more such stories as granular information can be sought. Analytics also allows the marketers to study a variety of metrics. Some of those metrics could be aspects such as – emails sent, open rate, opt-out rate, click-through rate or conversion rate. Adjustments to existing plans can also be made seamlessly if analytics is clearly integrated with the work pattern.

Source:https://hbr.org/2016/10/how-an-analytics-mindset-changes-marketing-culture