They Had All the Data. They Still Didn’t Know What to Fix.

This brand wasn’t short on data.

They had dashboards.Weekly reports.Funnels, cohorts, and metrics everywhere.

And yet, every growth discussion ended the same way: “We’re not sure what to prioritise.”

Conversion wasn’t terrible.Retention wasn’t great.But no one could confidently say why — or what would actually move the needle.

What We Looked At

Instead of adding more dashboards, we looked at how data was being used.

And the problem became clear quickly.

• Metrics weren’t mapped to journey stages

• CX issues weren’t tied to revenue or retention

• Different teams were optimising different things

• Insights existed, but decisions didn’t

Data was describing the business — not guiding it.

The Real Issue

This wasn’t a data problem. It was a context problem.

The brand knew what was happening, but not:

• Where customers were struggling

• Why certain drops mattered more than others

• Which fixes were worth prioritising

Without journey context, data became noise.

What We Changed

We didn’t rebuild their analytics stack.

We:

• Mapped data to customer journey stages

• Analysed conversion and retention by cohort

• Linked CX issues directly to business impact

• Sized opportunities instead of listing problems

• Built decision-focused views for leadership

The goal wasn’t more insight.It was clarity.

The Outcome

Once data was grounded in the journey:

• Teams aligned on what to fix first

• Low-impact optimisation was deprioritised

• Execution became faster and more confident

Growth conversations shifted from debate to action.

The Takeaway

Data doesn’t drive growth.Decisions do.

And decisions only get better when data is anchored to how customers actually move, decide, and drop off.

If your dashboards aren’t changing priorities, you don’t need more data.You need better context.