As I am planning to build an online business, as a complete business start-up novice, I am educating myself in the meanwhile to be able successfully have a (partially) data-driven business. Although this book (The Cult of Analytics) is geared to big companies with different departments, I find it very helpful starting out to identify the types of different web metrics I should be measuring as a business owner, questions to ask regarding establishing KPIs etc. in light of the author's concept - REAN (Reach-Engage-Activate-Nurture) (see Chapter 3 esp).