Data collection tools and techniques have improved significantly, leaving companies with vast amounts of data—billions or even trillions of data points. There are many ways you can use this data: to improve customer satisfaction, to deliver a better product, or to raise morale among your employees. You’ve collected all this data through surveys, questionnaires, tracking software, and other means, and compiled it into spreadsheets.
But there’s a problem: the data as collected isn’t organized or structured. All you see is numbers. You thought that data collection was the panacea that would revolutionize your company, but raw data is only the beginning; alone, the numbers don’t do much.