|Owning Your Data
“At a young company, you probably don’t have all the analytics pipes setup. You should store your own data even at the very start. In this post I’ll explain why and the default way to get it done.”
Why You Must Store Your Own Analytics Data, by Ivan Kirigin
It’s not always straightforward why should own your data right from the start. The main point being formulated is that if you can’t answer (or easily answer) questions via traditional digital analytics tools such as Google Analytics, Amplitude or Mixpanel, then you probably won’t ask them. This forces you into a frame of mind that is delimited by their walled garden.
To fully explore your product’s data, you need to go beyond what those tools offer. This blog post is short, but I like the simple ideas it conveys. You should note though that it is a bit outdated when it talks about Segment, as sending your data to a data warehouse is now so simple and cheap.