Impact of Digital Marketing and Analytics on Business Performance: An Empirical Study

Author(s)	Ankur Yadav
Country	India
Abstract	The rapid growth of digital technologies has transformed traditional marketing practices into data-driven, customer-centric approaches. Digital marketing combined with analytics enables organizations to understand consumer behavior, optimize campaigns, and enhance business performance. The present study examines the role of digital marketing tools and analytics in improving brand awareness, customer engagement, and organizational outcomes. Using a quantitative research design, data were collected from marketing professionals and small-to-medium business owners. Statistical analysis revealed that digital marketing strategies supported by analytics have a significant positive impact on decision-making, customer reach, and return on investment (ROI). The findings highlight the importance of integrating analytics into digital marketing practices for sustainable competitive advantage.
Keywords	Digital Marketing, Marketing Analytics, Business Performance, Consumer Behavior, ROI.
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-30
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.65305

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