JJ Reynolds from Vision Labs joins Will Laurenson to break down why most eCommerce brands are swimming in data but still making guesses. They explore the flaws in plug-and-play analytics tools, how to clarify what “working” actually means, and why percentage increases over time matter more than most dashboards show. JJ shares actionable frameworks like the “two-metric tango” and explains how to build a smart, scalable tech stack for brands doing £10–15 million. Whether you’re chasing profitability or growth, this episode will reshape how you think about analytics and decision-making.