What’s the difference between analytics and metrics?

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Marketing Technology
Is it simply what the measurements are used for?  Or is there a substantive difference between what's being measured by analytics, and metrics (which are in fact the measurements themselves).  Are metrics usually gathered with an ulterior analysis in mind?

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Metrics focus on counting, tracking and presenting past data derived from (for example): web visits, volume of customer purchases, how many (and what kind of) promotions were done in a year and other “low value” data gathering. Since metrics use data from in-house sources (like aggregated sales data), they’re often referred to as an “inside-in perspective” on a business. And, while metrics undoubtedly provide value, reporting of this nature most often yields only basic functional, operational or systemic insights.

Analytics, by contrast, deal with both tangibles and intangibles—harnessing the power of past and present data to generate new insights, optimizations and predictions. Analytics is the domain of software and systems that gather and crunch data from heterogeneous data sources to present transformational “high value” findings. Data streams used in analytics work stem from both internal and external sources; as a result, analytics are often referred to as an “outside-in perspective” on a business.

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  • Brijesh

    Analytics is the discovery and communication of meaningful patterns in data. Especially valuable in the areas with rich recorded information. Analytics often favors data visualization to communicate insight and relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. 

    Metrics is a system or standard of measurement.

    Ex: This person has secured more marks in this exam
    when compared to previous other exams. Which is calculated based on his metrics.
    8,320 pointsBadges:
    report

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