You know that 37% of the customers in your restaurant buy wine, but you don’t know why they buy it.
You know that the customers in your clothing store who spend the most time with salespeople end up buying the most merchandise, but you’re not sure if their returns are higher.
You get a lot of new visitors to your website, but you’re not sure how many are from past customers and how many are from non-customers.
What do you know about your business, and what don’t you know?
What’s in the light … and where are you in the dark?
It’s very important to understand what you know, but it’s also really important to know what you don’t know. What key information are you missing?