Do you know how many people are coming to your website? Do you know who they are? What would you change if you knew who they were?
How many people are coming is not nearly as valuable as knowing who these people are.
Analytics gives us a bit of insight into who is coming to our site. We know where they are coming from. We can see a whole bunch of technical information about them.
Analytics also allows us to see what pages they look at, what types of wines they are adding to their cart, and where they are spending the most time.
Having feedback forms, contact us type forms, etc also gives us a bit of insight, but the conversion rate on these forms isn't that great. How many people have filled out your feedback form?
Asking preference based questions on forms also is a great way to gather insight into who is coming to your site, but again these forms aren't filled out by the majority of visitors.
One advantage a tasting room has over a website is that you can put a face to the visitor and see exactly who it is.