1) Discovering Trends with the Time Axis Looking at any given day or month’s numbers doesn’t tell us what is working and what isn’t. By looking at the overall picture, we can determine if certain trends are moving up or down and develop policies based on that understanding. 2) Understanding Changes with the Benchmark Axis By adding a consistent benchmark axis, we can determine if year on year changes are simply the results of time or if they represent special trends. 3) Creating Hypotheses About Changes Using Segmentation Just looking at the change in a value doesn’t tell us anything about why it changed. User segmentation lets us develop hypotheses to try and explain why and develop plans for overall improvement.