# Data and insights

URL: /systems/data-and-insights · Id: `page:systems/data-and-insights`

> The Systems that measure what happens and test what to change.

The [Systems](/business/nouns/system) in this group measure what happens and test what to change. Every visit and [Event](/business/nouns/event) is captured with no setup, and every number reads from the [Startup](/business/nouns/startup)'s own records.

## The Systems
They keep each [Experiment](/business/nouns/experiment), [Flag](/business/nouns/flag), [Survey](/business/nouns/survey) and [Dataset](/business/nouns/dataset) a Startup runs.

| System | What it does | Say |
| --- | --- | --- |
| [Product analytics](/systems/product-analytics) | [Funnels](/business/nouns/funnel), retention, session replay and web traffic, defined as [Metrics](/business/nouns/metric) | "Where do visitors drop off?" |
| [Experiments](/systems/experiments) | Tests a [Hypothesis](/business/nouns/hypothesis) by splitting traffic, and calls the winner | "Test a $39 price against $29" |
| [Flags](/systems/flags) | Turns a feature on for some people, or off for everyone at once | "Turn this feature on for 10% of users" |
| [Surveys](/systems/surveys) | NPS, satisfaction and the product-market-fit question, turned into [Evidence](/business/nouns/evidence) | "Send an NPS survey" |
| [Datasets](/systems/datasets) | Data you sell: built from sources, refreshed, and delivered | "Sell this data as an API" |

## From a question to a decision
Ask a question and your agent answers from Product analytics. If the answer suggests a change, Experiments tests it on a Flag, with a primary Metric and guardrails that stop a test that hurts revenue. The winner ships, and the result stays on record as Evidence.

A price is never split at random within one [Offer](/business/nouns/offer); a price test compares Offers.

## Who runs it
The [Analyst](/agents/marketing/analyst) owns Product analytics and Experiments. Revenue, runway and retention numbers live in [Reports](/systems/reports), under [finance](/systems/finance).