Digital Analytics is important to an organization because it can help track various activities. It can help organizations see which company actions are more effective than others and allow us to allocate more resources towards that project. If you see a certain keyword being clicked on more than another, then you can allocate more resources towards that keyword. This will help you bring in more business as you invest more financial resources towards keywords that consumers are searching for.
https://smallbusiness.chron.com/track-referral-keywords-google-analytics-46284.html
The above link takes you to an article that teaches you how to set up your Google Analytics account. Creating an account can help you achieve your organizational goals of measuring your companies efforts.