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 ‚Äčis 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.