The Economist recently wrote that ‘The world’s most valuable resource is no longer oil, but data,’ and like oil, data needs to be refined into a usable state. Oil and data share many traits. They both begin in a crude state and need to be refined into something useful. Depending on the source, the process of transformation can take many paths, but the intended outcome helps to guide the best process to take. And like the Pennsylvania Oil Rush of 1859, everybody wants in and many claims are made. I’ll be discussing the challenges we face in trying to discover the insights for our business in today’s unique market where the competition is in plain sight, but the way retail is engaging customers is often out of site, which brings us back to why getting to insight is more important than ever, and it all starts with data.