You don’t have a data problem. You have a direction problem.

You bought the analytics platform. You set up the dashboards. You hired someone who knows what a funnel is.

Six months later, nobody looks at any of it.

Here’s what happened: you started with the tool, not the question. You measured everything because you could. Not because you should. More data didn’t make you smarter. It made you slower.

The companies that win at analytics start with one question: what decision will this data help me make? If the answer is “I don’t know,” you don’t need better analytics. You need a clearer strategy.

Stop collecting data. Start making decisions.