While not every company is ready just yet for robust business intelligence (BI), every organization needs to have a handle on its basic data. For SMBs with an online presence--which means most of them these days--that includes your website and related assets. Google Analytics is a straightforward place to start collecting data--a simple string of copy-and-paste code gets you up and running in 24 hours. Though Google recently launched a premium version, the core platform remains free. That makes lack of budget a poor excuse for not tracking--and acting on--critical information about your company's online presence.