When we make decisions in business, there's often a lot of elements to consider. Whether it be economic climate, organizational culture, financial return, or simply competitive pressure, these decisions can be complicated. So we go to the "big data" to give us the answers. But data itself can't provide you with the right answer, but simply more elements to consider when making the decision.

We have an obsession with data, and often times lean on it to justify decisions, whether it be spending more money on digital advertising or investing in a new acquisition. However, data isn't the magic bullet we often think it is. We need to look deeper, and not only learn how to better understand what data is telling us but more importantly, what questions to ask.

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