3What’s Data?

DOI: 10.4324/9781003372660-3

Information is the oil of the 21st century, and analytics is the combustion engine.

Peter Sondergaard, Senior Vice President and Global Head of Research at Gartner, Inc.

Data is like garbage. You’d better know what you are going to do with it before you collect it.

Mark Twain

Jonathon took his data cleansing responsibilities very seriously.

Data, it seems, is everywhere. Ubiquitous. All-pervading.

Data about you and me; data about our money; data about our television viewing habits or our musical or literature preferences; data about where we’ve been, how we got there, who we spoke to, what we ...

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