Successful business optimization is grounded in understanding. Any business looking to sell more, spend less or build better relationships with customers first needs to understand how their organization really operates. By far the most accurate way of doing that is by analyzing data. Thanks to the prevalence of digital technology over the past 15 years, there is now an abundance of data readily available to most companies. As well as CRM and transactional systems, each company's online transactions, mobile interactions and social media posts leave a data footprint that can be interpreted and acted upon.