Many business sectors are being reshaped at an astounding pace, fuelled predominantly by new digital innovations. In times of radical innovation, companies are always faced with a mixture of risks and opportunities. Traditionally, the ones with the best ability to adapt to continuously changing environments today have always been tomorrow's winners. There's no reason why this should be different this time. Business leaders need a profound understanding of what's happening in order to develop a structured approach, and should simultaneously by creating a stimulating environment for experimentation and collaboration. This article elaborates on the impact of digitization upon companies and sketches a way to approach the challenges involved. The Digital Era is characterized by technology that increases the speed and breadth of knowledge turnover within the economy and society. In time, within this version of the Internet, software agents will exchange knowledge without human intervention. Marketing metrics are a quantifiable way to track performance and are an important marketing measurement tool for gauging a campaign's effectiveness. In other words, marketing metrics are measurable key performance indicators KPIs that provide insight into marketing activity. It is the practice of measuring and analyzing marketing activity in order to improve effectiveness. Marketing analytical evaluations are the tools used to maximum effectiveness. The purpose of the study is to emphasize the concept of the Digital era, Marketing analytics and Marketing metrics. The research method of this study used the secondary data listed in different databases of books, research papers, and related articles on the internet of Marketing metrics. The present study will undertake to describe the different types of Marketing metricsas well as the role of Marketing metrics. Mr. Rajesh Kumar | Dr. Ani Smriti "The Role of Marketing Metrics in Digital Era: An Overview" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd47636.pdf Paper URL : https://www.ijtsrd.com/management/marketing/47636/the-role-of-marketing-metrics-in-digital-era-an-overview/mr-rajesh-kumar
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