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Marketing applications generally come with predictive analytics to improve segmentation and targeting, and features for measuring the effectiveness of online, offline, and search marketing campaigns.

Web analytics have evolved significantly from their starting point of merely tracking mouse clicks on Web sites.

By evaluating “ buy signals ,” marketers can see which prospects are most likely to transact and also identify those who are bogged down in a sales process and need assistance.

Marketing and finance personnel also use analytics to assess the value of multi-faceted programs as a whole.