[j7ake]

Data may not tell what to do next, but models do. For example Bayesian optimisation framework tries to do exactly that.

[AlotOfReading]

And as the saying goes: all models are wrong (but some are useful). You're going to have to sit down and do the thinking eventually anyway. May as well start by incorporating it into your process from the beginning.

[bloomingeek]

This is a great insight. In the past we called it fish-boning an idea, looking at every possible angle based on data AND other factors. Data is not the same as knowledge and knowledge isn't the same as wisdom.