No two customers visiting your online store are same. Each one of them react differently when it comes to your website and accordingly perform different actions on it. Your ecommerce business analytics can help you classify your customers based on their interest and other behavioral factors.
Suppose your ecommerce business has only a niche customer base, you can make use of the analytics to segment your specific traffic and various campaigns meant for them. By doing so, you will not only be able to reach your customer base easily but also will be able to add more value to your strategies and campaigns.