Data is the hottest topic in business today. In discussions that range from understanding performance to predicting future outcomes, data is at the core. However, data has a bad reputation. Because businesses have been collecting data for decades, the amount that we must analyze can seem insurmountable. Simply saying “data” is enough to conjure images of someone poring over a thick stack of spreadsheets, manually going through row after row to identify performance, trends and figure out what to do with them. This intimidating view is all too common.