Determine the top 10 or so landing pages and track every channel through which your visitors find you – no matter how miniscule; I track it to find its origin.
It might be a blog post comment you or somebody linked to from years before, or it might very well lead to an undiscovered community of people you didn’t even know existed.
3 pilars for the base of your website:
1.) Acquisition. Know at any given time where your visiters come from? From which source they come from and to which landing page they arrive on? And the bounce rate for each of those landing pages?
2.) Conversion. What is the conversion rate of your registration and/or checkout form? What is the behavior of visiters prior to purchase?
3.) Loyalty. How do you retain your visiters and convince them to purchase? How good is your CRM (Customer Relationship Management) strategy?
The creative and commercial departments contribute fun ideas and viral videos. Data consultants contribute mathematics and data collection techniques. Data consulting is a small but important part of advertising.