Analytics has a role to play in all four of Rumsfeld’s quadrants: It can check our facts and assumptions — such as open rates or conversion rates — to be sure we’re not kidding ourselves, and check that our business plans are accurate. It can test our intuitions, turning hypotheses into evidence. It can provide the data for our spreadsheets, waterfall charts, and board meetings. It can help us find the nugget of opportunity on which to build a business.
