Making decisions with data you already have.

Instrument the journey you care about before chasing exotic datasets — most teams sit on unused signal.

Start with decisions, not warehouses

List the five choices you make monthly — pricing tweaks, funnel fixes, retention experiments — and ensure telemetry serves those questions directly.

Culture completes tooling

Dashboards without owners rot. Pair instrumentation investment with someone accountable for acting on the metrics — otherwise data work is theater.