Where I used to work I feel like it was actually used. And it gave some surprises to deals that were until then seen as profitable. I worked with consumer apps

Where I used to work I feel like it was actually used. And it gave some surprises to deals that were until then seen as profitable. I worked with consumer apps and it was used for making business decisions related to return of investment and marketing. But it took some time to get there and before that I think most decisions were based on questionable assumptions from half-baked results. What was the final building bricks were to be able to calculate the lifetime value of recently acquired users, but also to collect all the types of revenue and cost and through various tricks (based on user base numbers mostly) break it down into countries and marketing channels.