You decided, as a modern alchemist, to seek the Philosopher’s stone and turn any metal into gold. That means, you decided to handle your data in such a way that it can be useful to your business, provide valuable insights, help you understand what you do well and where you can improve, what your customers like and don’t like about your business, how you grow, increase your revenues and market share. Data is your Philosopher’s stone turning lower metals (data points) into gold (information and insights).