‘Big data’ intimidates; practical analytics rarely requires petabytes. Most decisions stall because events are untracked, inconsistently named, or never reviewed on a cadence leadership attends.
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.