To add to the “the real issue is…” pile: Most orgs collect the data that is easy to collect, and they are extremely lucky if that happens to be the data that e

To add to the “the real issue is…” pile: Most orgs collect the data that is easy to collect, and they are extremely lucky if that happens to be the data that enables the insights they desire. When the data they really need looks too hard to get, the org tries to compensate by collecting more of the easy stuff, and hoping that if blood can’t be squeezed out of a stone, maybe it can be squeezed out of 100bn stones.