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Most companies are better at collecting data than they are at using it. In many cases, reporting is limited to single data sources and serves to track metrics rather than answer questions. Analysis is typically done in Excel pivot tables by data die-hards attached to a particular function.
Turning your business into a data user requires connecting the threads that weave your different datasets into a tapestry of knowledge. Doing so doesn't require a dozen expensive consultants and futuristic AI models, but rather a few common-sense principles and simple tools.