There are many small businesses that believe that web analytics is linked entirely to PPC and keyword campaigns. It can be. But analytics solutions can do so much more by inferring your customers wants and desires from a number of marketing channels. Small businesses are bombarded with new means to market themselves, so as a business adds a new marketing tool -- both online and offline -- the new tools increases the attention needed. Remember your business can market itself through:
Plus, there are additional analytics for some of these, sources such as MailChimp's Site Analytics (see a previous post on the subject here).
So the point is to use your analytics solutions as an anchor for understanding your marketing and managing your costs.
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