Through measuring you can know how your target interacts with you, what they do, when they do it, among others, allowing you to adapt you communication to better suit their needs.
On a first level, is important to have an overall idea of how people interact and behave online, so that you can understand if what you are trying to sell is a good match or not.
Here's an interesting infographic on how people spend their time online and some interesting trends.
Let us know your thoughts on it.
by Paulo Bartolomeu
Partner @ Whitekube