Perhaps the most noticeable change in the field of data analytics is how rapidly it’s growing. Every year companies are able to gain more data from their customer interactions, and the lag time between feedback and insights continues to shrink. It’s also true that customers are often very informed, coming to your website already knowing what they want, and how much they’re prepared to spend. Data analytics is the means by which companies can better connect with those savvy customers. In order to make use of growing data resources, companies will benefit from understanding how analytics and data capture works, and they’ll want to devise an effective analytics strategy for the near and long term.