Analytics tools have left us swimming in data about company websites and if you’re not careful, you can waste a lot of time analyzing it and end up not very far from where you started. This is because this data tells us what happened, but it leaves out the most important information. Why it happened.

If you don’t have data to back up why something is happening, the door is left open to opinions; and the one who wins isn’t necessarily the right one, but usually the highest paid one. This can cost lots of money. No matter how you slice and dice the data, you can’t answer the why question yourself without imparting your own biases into the answers.