A Study on Role of Business Analytics in Enhancing Digital Marketing: A Case Study on Divisional Office Amravati

In the present digital era, business analytics has emerged as a vital tool for improving the effectiveness of digital marketing strategies. This study aims to examine the role of business analytics in enhancing the efficiency and performance of digital marketing activities. The research focuses on understanding how data-driven insights support better customer engagement, improved targeting, and informed decision-making in marketing campaigns. Primary data was collected from respondents involved in digital marketing activities using a structured questionnaire, while secondary data was gathered from reports, journals, and online sources. The study analyzes the usage of analytics tools, the benefits gained from analytics, and the challenges faced by organizations in adopting analytics-based marketing practices. The findings indicate that business analytics helps organizations better understand customer behavior, improve campaign performance, and optimize marketing efforts. However, challenges such as lack of skilled staff, high tool costs, and difficulties in data interpretation were also identified. The study concludes that effective integration of business analytics can significantly improve digital marketing outcomes. It suggests that organizations should focus on training, affordable tools, and strong management support to fully utilize analytics in digital marketing decision-making.