Sometimes big data tells big lies.
Google Analytics can provide incredible comprehension as to who is visiting your site, what they're doing, what they're looking at and where they're getting bored and moving on. It can tell you how long someone's been on a page or how they got to your page in the first place. The benefits to marketers are invaluable. We can see which content is the most popular, which blogs are being read, which topics get the most attention, which social media platform is the most fruitful and so many other insights that drive future digital marketing and sales efforts.