Tools available online allow business and brands to understand the demographic of their visits down to the N'th degree. What % of male/female interactions did we have? Which countries visited our site? How long did they stay on our welcome page, then where did they go? How many visitors converted to buying customers?
Google Analytics has for many years led the path in data analytics and remains at the forefront of such technology. With the insertion of a small piece of HTML code into any given website, suddenly a dashboard comes to life, with more facts, figures and statistics than you can shake a stick at. But data itself is of no use with an analytical approach to its review, to find the trends emerging from the data. You can see that 500 visitors visited on Friday night, this was much more than normal, but where did they come from? Even better, 20% of these visitors lead to a sale, much higher than your day to day conversion rates from organic search results. Only when delving into the statistics do you find a positive review has been written about your brand from a national newspaper, referring readers to your brand! Fantastic. Having the ability to understand where your traffic has come from then allows you do develop relationships with other influential users, snowballing the positive effect seen previously into a rolling digital methodical approach, resulting in better conversions and further referrals.
Data itself is great. But without looking at the insights the data can provide, it can often be overwhelming. Analyse carefully, spot the trends, spot what works and develop on those trends accordingly, to better your position and help you learn from what you have already achieved. If something works - great, copy it, test it, evolve it. Fail to analyse your data and failing to learn from it will leave you tailing behind those that do.