Everyone likes to say they make data-driven decisions, fewer actually do, and even fewer are making those decisions with good data.As more and more Shopify businesses drill into making data driven decisions having the proper foundation is imperative.I have Rich Hannah from RHUX analytics here. One of our mutual clients has been working with him and was really impressed.Hot takes:Shopify's Google Analytics native integration is imperfect Size speed doesn't matter as much as you thinkIf you go headless, your data is going to brek.Prior to starting his own agency, Rich was the former lead analytics engineer for lululemon and consulted for brands like Nordstrom, Major League Soccer, Zendesk, Starbucks, Tesla and others.