Most of the fear in life comes from a fear of the unknown. People who don't drive, for instance, may be scared to venture onto the open roads as they don't understand how they work. We are scared of the dark because we don't know what is going on, as we can't see - we can't get that visual information as our eyes won't work that well in the dark, they send nothing to our brain, so our brain can conjure up all sorts of things. We don't like what we don't know, and that can make us afraid. We can defeat our fear with intelligence, though. Information makes it all different, and it takes our fear away. When you flick a light bulb on, you can process everything going on in that dark corner - when you learn to drive, you lose your fear. When we learn or gain information, it gives us strength.Information? That gives your business strength as well. We aren't talking about spies like those in the old Willy Wonka novels that spied on the marvelous factory of Willy Wonka to gain industry insight - no, not that type of corporate espionage that can help you get the jump on your competition. Every business in the modern age has access to information - thanks to the internet. Those businesses that are using the internet will find themselves rich in data. But what can simple data do for our business? What can these numbers tell us what we don't know? Will they be a lightbulb that we can turn on to rid us of our worries? Well, not necessarily, but at the very least they will lift your business out of the dark world of the unknown. Data can tell us a lot.

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In data's most basic function, it exists as numbers. From the data that shows us profit, which would be the difference between a business's income and expenditure, to visitor figures and follower counts. These numbers can be used to show how successful a business is, their patterns can also allow an opportunity to forecast future success.

Then there is the data that moves on from numbers - visitor locations that show where in the world a website is being accessed from. This gives us a picture of a new market.

There is also the advanced data - names and addresses that can help someone promote their business, gained from advanced campaigns through something like Postman email marketing software, which can also deliver queries to customers - are they interested in a product? Yes or no? Those answers are the data that light the way forward for your business.

Data is just information. We can twist and manipulate information in ways that we see fit, we can also ignore data. Data won’t do its job if you don’t do yours and use that data to inform your next big move in business. Data isn’t something that works for you and it certainly isn’t an employee - don’t wait around for data to do something for you and your business, but see what you can notice and realize from the data to boost your business.