You can't improve what you can't measure. This makes analytics a vital part of digital experience initiatives, which require continuous improvement of many experience elements—which might include product choices and recommendations, website layouts, marketing copy, and pricing—to establish and maintain successful return on technology investments. Enterprise Strategy Group research found that organizations deploy analytics in conjunction with digital experience to measure progress toward numerous external customer-facing and internal metrics. Companies planning new digital experience projects should bake analytics technologies into their plans to increase their odds of success.