A data collection and utilisation plan is a documentation of all events that need to be sent from the application. Even though tracking everything might get you lots of data, it will most likely be chaotic and turn out to be missing key parameters; that is why it is so important to include data scientists in the process and create a data collection plan to avoid information overload and spot the most important parameters at first glance. This is also an advantage of custom solutions over out-of-the-box analytics.