Stop thinking about Sitecore as a website. It’s now your central information / experience delivery vehicle. And, you need a strong content model to deliver that.
Looking to set-up Sitecore Experience Analytics? Most folks don't initially understand how much of Sitecore's overall marketing configuration pushes through to the various Sitecore analytics tools. Or put another way, you need to set-up Sitecore for marketing in order to get better analytics out of Sitecore.