Collecting data is just one aspect of making data-driven decisions. You need reports to make sense of your analytics. Reports are the answers to your questions and theories. Reports show you where you have made improvements, or where a change has cause problems. The days of fumbling around Google Analytics, trying to make sense of the jungle of data have given way to a new breed of data services. Enable better decision making by building the right reports.
The reporting needs of a startup change all the time. SQL is a nightmare for some. What might take someone hours to create the SQL necessary for your report, an expert can do this in minutes. A SQL expert dreams in SQL. A SQL expert can ask the right logical questions to ensure that you are not missing out on any critical data, or accidentally reporting on duplicate data. Your decisions are only as good as the data you make them from.
Bridging the Product-Data gap