One of the great benefits of digital marketing is the ability to inexpensively track, analyse, and optimise your marketing activities. Analytics helps your business determine whether your website is achieving your business objectives by, for example, helping establish the patterns of user behaviour on your site and how that behaviour can be influenced.

Analytics can be great for identifying trends, benchmarking performance and pin-pointing quick wins. The key, explained here, is in identifying clear objectives, goals and KPIs.