Digital Analytics is so much more important than it sounds. In an age where almost all decisions are metric/data driven it's good to know which metrics matter and correlate to what you're trying to decipher. As important as it is, I do think that making SMART goals is just as important. Smart stands for

Specific

Measurable

Attainable

Relevant

Timely

These are all important items to assess when you want to improve your marketing performance online. You want to make sure you reach a goal that are within reach, don't set yourself up to fail. You also want it to be something that will be relevant to the company as a whole and measurable so you can understand what effect the changes are having on your performance. Like I said initially, analytics are the new wave in providing companies in ways to optimize their marketing but you always want to use SMART goals to keep things in perspective.