Data from your business
There was a time when Digital Analytics used to be called Web Analytics but the DAA (our industry body) rightly decided that web analytics was too narrow a definition for what we do.
Digital analytics doesn't live in a silo, in fact for many companies these days, digital analytics is "business intelligence". But for others digital analytics is just one part of the wider BI jigsaw.
As well as qualitative and quantitative data from a myriad of digital sources, digital analytics needs to sit comfortably alongside your own in-house data:
If you are an e-commerce business that means revenue data from your app, website, in store kiosk etc that is recored in your web analytics tool should match what you see in your back office.
If you are an online publisher (or similar), that means data from your website should match your asset management library.
In fact, digital analytics clickstream data is quickly becoming just one part of the marketing and BI stack in which (for example) your CDP blends customer data and web usage data in a privacy compliant way to deliver enhanced insights and better customer experiences.
People as data sources
As has been said far too often, HIPPOs are not always helpful for decision making. But, as data becomes more dominant in guiding the decision making process across organisations and in situations from the government's response to Covid19 downwards, it is still sensible to listen to those who have experience. It's part of what makes us human.
Coupling experience of the people you trust in your organisation with the data generated by your users and customers is the smart way to generate meaningful insights.
That's why we listen to everybody (at least to begin with).