What is marketing analytics software and what is it used for?

What will be an ideal response?

Marketing analytics software is a software package that collects, stores, analyzes, and graphically presents data on each of the stages in the conversion of shopper to customer process on e-commerce sites. Marketing analytics packages help business managers optimize the return on investment on their Web sites and social marketing efforts, by building a detailed understanding of how consumers behave when visiting their Web sites. They help analyze where customers come from, what they do on the site, and which content is most appealing, as well as how users shop, add to their shopping cart, and whether they abandon their shopping cart. Marketing analytics also allows managers to measure the impact of specific marketing campaigns.