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Introduce new metrics into your business by tracking your brand’s online presence.  With so many different options out there, starting with Google Analytics and funneling down to social media monitoring, not watching how customers are engaging with your brand is ignoring valuable data that could be used to optimize the business’ online performance. Google Analytics is a free solution, and many of the social media tracking services also have complimentary offerings (see TwitterCounter, Twitonomy, and Twenty Feet) although you often get what you pay for with these freebies. Paid options like Marketing Cloud (formerly Radian6) and Vocus Social provide more robust monitoring software.