Word is getting around: the use of business metrics has nothing to do with business size. Defining metrics makes sense for businesses of all sizes and is already a competitive advantage for some companies. Online pure players, like Zalando, placed a high value in automation and testing early on to achieve excellent results.
Web analysis makes it possible to analyze the customer journey across all end devices. Businesses can collect data from all monitoring tools and systems and display it on spread sheets. This makes it possible to build up dashboards for a quick overview and detailed reports, making the entire business process transparent.