Data collection is no longer a “nice to have” capability. In a
modern world filled with smartphones, tablets and other gadgets,
reams of data are being collected every second.  Retailers,
manufacturers and service brands have been developing ever more
sophisticated systems to capture information about every tweet,
Like, banner click, product purchase or email read.  But here’s
the thing: While many brands have made an effort to capture
data, few have succeeded in effectively translating that data
into something meaningful. Let’s look at a few well-worn data
clichés to help clarify the difference between data and
insights.  Data doesn’t lie  We can’t argue with this one. Data
doesn’t lie or tell the truth. Data is just a collection of
facts. But to turn data into insights, it is important to
understand what truth needs to be uncovered.  For example, I can
tell you with certainty that in September, 352 people redeemed a
coupon for a $20 rebate on a prescription drug related to
treating a chronic skin condition.