No matter what anyone says, analytics is extremely necessary in digital marketing, as in any other field. It provides data that enable companies to make advised decisions about future actions. Key indicators, such as website traffic, conversion, social media coverage, and others, give marketers a sense of the state of the brand on the web: whether people like content, whether they want to buy a promoted product, what they lack,and so on. There are also a number of analytical tests, such as A/B, that augment the process and give more customer insights. With the help of analytics you can also trace the ROI in digital marketing, that is, whether you got more than you invested, or vice versa. It helps to analyze content, reduce the risks of failure, and increase productivity. Today, the analyst performs an extremely important role – pre-empting crises and allowing deeper analysis.