Data and analytics are increasingly important tools that help us decide where to invest and develop. They are a critical means of measuring the success of current strategies, justifying decisions, and building confidence in plans for growth. Engagement with customers is what matters, and that engagement is often measured in clicks. We track where site visitors are coming from, how many pages they visit, whether they click on ads and banners, and how long they ultimately choose to interact with our site or service. Without this information, we’d be making decisions in the dark.