The "2019 Martech 5000" infographic based on Scott Brinker's work illustrates the rate of marketing technology ("martech") solution proliferation, showing how the martech space has grown to more than 7,000 solutions today. If you're in charge of marketing analytics for a smaller company with a limited budget, contemplating that vast array of choices might make you wonder where to start.
Marketing metrics are a good place to begin. You can't fix what you don't know, so first, you need a way to establish baseline metrics. From there you can measure progress toward your revenue objectives. This ability is important in marketing operations in companies of any size but for smaller companies where there's little or no margin for error, metrics are even more crucial.