web leads submitted
without any analytics
trees fell silently

I'm sure many of us in the Web Development world have run into this scenario: you're 70-85% of the way through a website implementation and someone says "oh, hey... we need to add analytics."  So a ticket is added into the backlog, a s_code.js file gets added into source control and some klugy JavaScript library gets cobbled together to track most (but not all) of what visitors do on the website.

In the end, the business kind of gets what they want and after a couple iterations and some lost data, you're eventually pretty much tracking everything which needs to be tracked. This process gives one of the most important considerations in building a website a short shift. Without proper and complete analytics tracking how can the organization track and demonstrate the ROI on the (probably significant) investment in a new web platform? Detailed analytics tracking also allows analysts to derive information about visitors in order to start providing a more tailored experience and perform optimization testing.

Now of course many organizations do understand the value of analytics and have made tracking and analytzing their clients behavior a core component of their website, but for those who haven't, the time is now! 

New tools and solutions by Adobe and other analytics platforms make the process of adding analytics even easier, Adobe Digital Tag Manager (DTM) allows analytics experts to create, deploy and manage analytics tracking without having to make changes within the Web Content Management platform. This gives the business control to add the tracking they need when they need and reduces the cost in time and effort in maintainance on both the development and analytics teams.

By considering analytics from the beginning of the project and utilizing tools to help you manage your analytics such as Dynamic Tag Manager it's possible to fully leverage the information generated on your site to provide better insights and understanding of your customers.