Congrats. You, like digital customer insights pros in many firms, continue to advance your ability to provide insights about your customers’ digital behavior. However, you’re leaving money on the table. Too many digital analytics teams still operate in separate silos aligned with the firm’s channels and org chart, which means that you’re not keeping up with today’s device-hopping customers. You need to invest in changes that measure customers wherever they actually are, which is across all of your digital touchpoints. And to do that, you need an effective business case. A business case is not a blah, blah, blah checklist item.