when you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meagre and unsatisfactory kind.
Lord Kelvin got a lot of things right, a few things wrong (“heavier-than-air flying machines are impossible”)… but was way ahead of his time when it comes to digital marketing analytics. On the eve of the 20th anniversary of the World Wide Web, the need for analytics, for really KNOWING what is going on with your website, your e-commerce business, your digital marketing campaigns… has never been greater. Digital analytics enable you to identify what works, and perhaps more importantly, what doesn’t work, in your efforts to outreach to customers online. They allow you to understand your efforts from your customer’s point of view, and provide a foundations for running successful marketing efforts on the web. Even if you make loads of mistakes initially, your analytics provide you feedback with which you can identify these errors and correct them quickly.