Why is tool A reporting 20% more than tool B? Why are certain data points missing in tool C? Why is X higher than Y, if that's logically impossible? Why is the value of Z suddenly a string, not a number? That's not the kind of questions you want. Questions that turn data into value sound like this: Why did one user convert and another not? Why does one campaign perform better than another? Why did a customer cancel their order or subscription? Why did a user require assistance from sup