Increased revenue. That’s the reason why we spend so much on analytics and data gathering. However, in our quest for data we tend lose sight of the goal and misinterpret the data as a result. We can track any data we like. Technology doesn’t limit that, regulations do. But just because we can, doesn’t mean we should. Aside from moral objections, collecting a large quantity of data just doesn’t compensate for the lack of quality. What data provides us with is speed. With the right data we can already see what does and what doesn’t work without having to run additional tests. What data also provides us is knowledge. A hell of a lot of knowledge. Timo Luoto is the Chief Business Development Officer at FROSMO and also a Member of the Board of mobile game studio Dodreams. You'll find the video of this, and other inspiring FrosmoX16 presentations, on www.frosmo.com/frosmox16