but to a company not in that league, premature datafication could be fatal. Better to focus on truly understanding and addressing user needs rather than shaving a tiny advantage in a conversion funnel.
Datafication and ideological blindness
Cennydd Bowles

This issue actually runs all the way up. Game changing decisions and innovation rarely have enough “big” data to support them. But we can’t quit making decisions just because we don’t have “big” data.