Online marketing analytics are important because they can help you gain a competitive advantage over your rivals in several ways. First, online marketing analytics can help you know your customers better, by segmenting them based on their demographics, preferences, behaviors, and needs. This can help you tailor your marketing messages and offers to each segment, and increase your customer satisfaction and loyalty. Second, online marketing analytics can help you optimize your marketing budget, by tracking the return on investment (ROI) of each channel, campaign, and action. This can help you allocate your resources more efficiently, and focus on the most profitable and impactful activities. Third, online marketing analytics can help you discover new opportunities, by spotting emerging trends, gaps, and niches in your market. This can help you innovate your products and services, and create new value propositions for your customers.