With all consumer activities becoming more and more digital barring the consumption itself, tracking user behavior across platforms and collating this information to identify trends and more importantly points of failures where improvement becomes both easy and complicated at the same time. The information is easily available with more and more datapoints being added on a regular basis but the analysis of these data points becomes trickier in the sense, knowing which metrics to use and what statistical tools can help in each instance is important.
Data is our forefront with each change and addition coming with either data to prove its effectiveness or an A/B test where we will be closely monitoring the performance of the changes made.