It's the time of year when everyone's chasing metrics and mince pies in equal measure. Even Santa's deep in the data: reviewing behaviour, recalculating KPIs, and segmenting his naughty-and-nice list. Imagine the data behind that dashboard, behaviour tracking, sentiment analysis and real-time updates every time someone says sorry. It’s funny but familiar. Most organisations have their own version of the naughty-and-nice list: too many metrics, too much noise, not enough meani