As a business digital analytics tools are very useful especially if your business has a website. The data collected from the analytics can be useful for reports being made about what consumers are interested in and are looking for.
https://www.fullmedia.com/an-intro-to-digital-analytics
The article above states that analytics is not just qualitative data but also quantitative data. This is very important because businesses can see actual statistics on what people are clicking on but also being able to hear what the consumer needs, helping them change their strategy to help those customers with their needs.