We’re drowning in data in the eCommerce world. We can and do measure everything. But how do we get the most out of those numbers? Those mountains of data can be full of gold if we mine them correctly, or they can just be big piles of useless dirt. All too often, we misuse the valuable data we have and end up flailing away. Many of the reasons we aren’t happy with the results of the analyses come down to fundamental disconnects in human relations between all parties involved. Groups of people with disparate backgrounds, training and experiences gather in a room to “review the numbers.” We each bring our own sets of assumptions, biases and expectations, and we generally fail to establish common sets of understanding before digging in.