The market is changing rapidly and old approaches are losing their effectiveness. It becomes essential to determine any changes in a timely manner and establish the new direction for the efforts. Based on historical data, the value of which is not always immediately obvious, you can observe what is changing in the behavior of your users. Decision makers have little time and lots of data to work with. I'll show how you can get your questions answered on the basis of complete data, without asking for data analysts' help.