When I was preparing for my wedding dinner , I have to count how many guests I have to invite, colleagues, ex-colleagues, Church friends, etc. All these names were pulled out from my memory. The worry was “Did I miss out anybody important?”

In business, we also have multiple list of names which we labelled them as customers. Where do they stay, how old they are, what products are they interested in, how did we get these customers. These are important information (or data) that will help you plan the type of new products to launch or the promotion that you wish run. You need to analyze them to make sure that the decision you make offers you the best returns.

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