Analytics technology allows for the tracking of consumers to and from your company’s site, teaching you what is getting them to your site, how they are interacting with your content and what actions they are taking.
Data analytics is the science of extracting patterns, trends, and actionable information from large sets of data. It involves making sense of data before acting on it. When it's accurate, companies can use data to improve their promotional efforts and operations.
Slicing and dicing the data to extract the insights is your competitive advantage.