I have often wondered why some companies languish in their use of customer data and others feast on it. The stakes are high because data-driven companies see an average of 6% gross revenue increase and 5% in productivity

An executive sits at a conference table, reviewing a newly released digital metrics report. She asks a few questions trying to relate business value to the numbers on the page.

It is Sunday morning and you, the analyst, are just beginning to review and assemble the data pulls that will get pushed out on Sunday night for the Monday morning executive report. Blocks in Excel need to be debugged. Data is missing from a different source.