Himanshu Sharma of Optimize Smart writes: “If you can’t decide which data should be collected and analysed… If you can’t decide which data should be overlooked… If every second or third day you wonder ‘what should I do next?’… then you have got directional issues.”

I love walking in mountains alone, and I used to have (ahem) the odd “directional issue”. So in 2016 I did my NNAS (National Navigation Award Scheme) training in Bronze, Silver and then Mountain navigation, and completed some winter skills training. That helps me on the mountains themselves, but more importantly it helps me plan my route beforehand. That way I’m ready for conditions to change dramatically, to walk confidently in the dark if I choose, and switch to a planned escape route if it all turns really nasty and I’ve had enough!

Every year, Mountain Rescue Teams are on standby, ready to rescue – thankfully I’ve never needed them yet – with ropes, stretchers, dogs, Land Rovers and in extreme cases, helicopters.

But...

where MRT call-outs used to be predominantly for trauma, like a badly twisted ankle, now they’re increasingly for “people without maps, torches or basic survival gear, nor the skills and knowledge to use them”.

(Police Scotland’s mountain rescue co-ordinator’s words, not mine.)

In mountaineering, if you don’t use the correct data available to you – i.e. your map and your compass bearings – it’s very easy to set off from a summit in the wrong direction.

For example, if you’re coming off Ben Nevis summit in a whiteout, DON’T follow Trail Magazine’s 2004 article where they printed a bearing of 231° or you’ll probably break your neck. DO use your map and compass to take the correct bearing, and enjoy simply being hurled about in the (possible) 70mph winds on the (usually) less fatal mountain track.

As with all data, as Himanshu Sharma says:

it’s as important to know what data to ignore as it is to know what data to pay attention to.

So if you’re flailing about in Google Analytics, because you haven’t decided what actual metrics you want, or you’re counting your Facebook likes and ignoring your Click-Through Rate, remember: there’s no Charity Rescue Team on standby with a stretcher when you make a decision based on the wrong data.

And if you still need persuading, have a look at this brave, honest and sobering report from WalkHighlands.