Data has been called the new oil and for good reason. While as recently as a decade ago our ability to use data effectively was limited by technology, today our access is nearly unlimited. New platforms like Hadoop and Spark allow us to analyze hundreds —or even thousands — of databases at once. … Many managers pride themselves on being “data driven,” but that’s a fairly meaningless term. Data, by itself, tells you nothing. That’s why the first thing … to do is ask the right questions, form hypotheses and use data to test them.

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