Vaulted Collection had established itself as a leader in Funko Pop protection, but they faced two major hurdles. First, their data was unreliable, making it impossible to measure or predict the impact of performance marketing and foundational metrics. Second, as interest in Funko products began to decline, they considered pivoting to other categories, like trading card protection. However, without a strong data foundation, it was hard to tell if this shift would help or hurt the business.