We hear and read so much about the power of data - big data, small data, and the cries for companies to collect more and more data, but why, what for and who really cares? Data for decision-making can be powerful, but for most companies data only becomes an asset for them when it is transformed into information and it only becomes information when it is measuring something meaningful for the business! My message for businesses is simple - stop and think - what data do you r