Digital analytics are crucial to your organization as they can tell you everything you need about your customer base. They help business to figure out what the consumer base desires so the company can better address those needs. This can really help with demographics as well to help make sure you hit your market segment because those are very important to optimize revenue.
The article above helps to support this as it talks about how analytics can help to hit your target demographic as well as what it can do to help you figure out the desire of the customers.