The collecting, storing, processing, analysing and presenting of data collected about your users needs to be a fundamental requirement. From data comes an understanding of who your customers are and what they are doing.
Who they are:
(Typically obtained from account / registration database)
Age, sex & other demographics
What they do:
(Typically obtained from your online analytics package)
Time of day they visit
Browsing behaviour (e.g. pages visited)
Marketing campaigns they have interacted with
Or put a different way... structuring your digital transformation efforts around your customer is more important than you possibly realise.