Yeah, management and marketing need web analytics. If you don't want 3rd party scripts you'd have to, what, roll your own analytics software? There is some open source analytics tools you could self host, but they're garbage compared to google/adobe/etc.
Server logs dont have much useful information, especially for SaaS interfaces. You need to have the events from the actual UI tracked, which requires a lot more work and is the reason why these analytics tools are used.
