Data is the lifeblood of the modern business. What you can capture and learn from it helps determine the course of your company over time. Analyze it well and you will succeed, but take it for granted, and you risk losing out to the competition.
Ignoring a potential problem won't help you avoid it. This is true in business as it is in life. While planning for the things that will make our companies profitable, we also have to plan in advance how to keep our companies protected.