Data is important. Crucial. Critical. We know that. But why? Data doesn’t sit on the balance sheet so what makes it so important? Are we just collecting data because we believe there’s value to it, or is there actual tangible value we can extract – if so, what is that? And how can it be used? In this podcast we look at what makes data so important; what you should be thinking when collecting and managing it; and who is the main benefactor of the information you gather.