The Age of Data
Data comes in different ways. You are generating and aggregating probably a lot already. The main objective is still widely not fulfilled those days: Most companies do not make use of their data. But what most studies won't tell you - they actually can't.
Your Data should be prepared, structured and contributed in a useable way. In general, we recommend an abstract approach: You'll never know what your data will be used for so you better gather all the relevant information in a way you can access and facilitate in a later point. You've probably read through those lines and thought mostly about a website-analytics tool but this is just the tip of the iceberg...
Welcome to the Age of Data: Your products, your site structure, your tracking plus external sources you might never thought of a correlation — there are many internal and external sources that you could and should put into use, of course GDPR compliant.