Descriptive analytics is one of the three primary categories of big data analytics. It’s the first step that tells you what has happened.
What is Descriptive Analytics?
Descriptive analytics is the first step in big data analytics. It’s the most concrete type of marketing analytics because it’s based on measurable data that tells you what has happened. Descriptive analytics is also the most straightforward, basic way of analyzing data.
With descriptive analytics a company is able to condense and organize a large amount of data into actionable information. Both historical and real-time data is included to track what’s happening now and what’s happened in the past. You can use descriptive analytics to learn where users come from, bounce rate, what is viewed, how a product is used, customer preferences, overall performance and more.