Integrated CRM and web analytics means you get to see how specific contacts in your CRM move around your website. In realtime, see what pages they visit, forms they submit, links they click, and more. All of this information is stored in their contact record. Using this information, you can trigger automated follow-ups, notifications for your sales teams, personalized emails, etc.
The ability for you to create personalized and high converting sales and marketing outreach depends on your ability to track specific details surrounding your website visitors.