I was talking with a vendor today. They said something to the effect of, “Data collection is worthless.”
Inside the context of the conversation, this made complete sense. Yet, even then, I had to initiate a rebuttal.
Collecting data, and not using it is as close to worthless as an analytics team can get. However, by collecting the data, you have a head start on everyone who has not started collecting data. Therefore, collecting data is not worthless.
But yea, let’s agree, collecting data, storing it in a usable way, and making decisions based on it, is probably the best course of action.