Data is one item that is now part of everyday business procedure but it is important that the data is correct ,what you require , and the correct questions were asked. It is surprising how much data collected ​is actually not correct.

How many people when asked how much they earn actually put in the right 

figures. Are their answers aspirational  or just a dream.

Analysing data also requires the perspective is it correct and does the data give a real time view or have your customers or prospective customers moved on.