“Data! Data! Data! I can’t make bricks without clay!” – Sir Arthur Conan Doyle Sir Conan Doyle’s famous fictional detective, Sherlock Holmes, couldn’t form any theories or draw any conclusions until he had sufficient data. Data is the basic building block of everything we do in analytics: the reports we build, the analyses we perform, the decisions we influence, and the optimizations we derive. When you’re battling for a competitive advantage in business, analytics data can be equally important to your success. Well over a year ago now, I found myself in a bit of a situation. A new client…
