Tracking and measuring is very important to running a successful business. If you don’t know what you’ve done and when you’ve done it, how else do you know what’s working and not working? For example, if you suddenly see an increase or decrease in sales or leads, will you know what the cause of it is? Was it a particular promotion or a new source of traffic to your website? Was it a traditional marketing strategy or an online strategy? Arming yourself with data can provide the insight that you need to make strategic decisions as well as provide help with normal daily operations.