One of the hardest challenges is ensuring alignment with the end user from ideation to delivery. It can be tough to figure out what the end user needs in the first place, let alone the details of how to define individual metrics or slice the data. This is a huge pain point for both externally and internally facing deliverables, but it's especially tough for external clients because you're likely a lot more limited in your ability to communicate ad-hoc to clarify things down the line. And once you've delivered something that's either irrelevant or inaccurate, then it can end up being game over for the engagement (if you're working externally) or your counterpart's trust in your output (if you're working internally).

So it's super important to get on the same page RE: goals and expectations and keep that alignment going to the end - so that there aren't any unpleasant surprises at the delivery stage. Some more on who to get involved and how here: https://www.avo.app/blog/who-should-be-involved-in-tracking-...