Maybe you don't have the resources to analyze the data today, but you still need to collect it for when you do. A history of data can give you a null hypothesis

Maybe you don't have the resources to analyze the data today, but you still need to collect it for when you do. A history of data can give you a null hypothesis to work with. When we see a drop in traffic in August is it because we're losing relevance, or because August tends to be a slow month.