“Get the Facts, Be Sure and then Decide.” Ezra Taft Benson Picture the scene: It’s 10am on a Monday and you’re sitting in a meeting room surrounded by tired-looking colleagues, all hoping the speaker will hurry up already because it’s time for some coffee. Someone proposes a solution based on the latest data and you can feel the collective sense of relief that finally, a decision can be made. Coffee time? Not so fast! Generally, the client makes a claim based on web analytics data and wants to jump right into action and use it to make a business decision….
