I was recently listening to GGG founder Chris Wilson and he was discussing how analytics can easily misfire if you do not apply them in a more conscious way. In

I was recently listening to GGG founder Chris Wilson and he was discussing how analytics can easily misfire if you do not apply them in a more conscious way. In his story, when reviewing logs someone saw that there was a big drop in engagement from quest A to quest B ( people stopped playing for a while between those two events ). What Wilson explained is that it is not exactly a surprise. Quest A effectively marks the end of a chapter and a lot of people stop at that point. Chris's insight from that was and I am paraphrasing so hopefully I will get it right: 'It is ok to dive into data with a question you want answered in mind; we should be careful about stumbling onto data and assume the question as a result.' Needless to say, it is a little different from, say, Amazon's creed so it is somewhat controversial for analysts.