E-commerce firms have extensive opportunities to make use of marketing analytics

Thanks to advancements in technology, it is now obvious that, E-commerce firms have extensive opportunities to make use of marketing analytics, as it is considerably easier to collect data from online customers than from those who visit brick-and-mortar stores. Analytics can track key data points such as customer demographics, the specific marketing campaign that brought them to the site; what area they live in, and what types of products they have previously looked at or bought.