You have a lot of data. if not, you know you are losing competitivity by not storing data you know is related to your business. You don't know what data is important and what is not for getting deep insights. You have no time to find insights in all that data to reduce the risk in your decisions. You don't know if the data you have is the right one to answer the fundamental questions you have about your business. You want to boost the productivity of your organization. You suspects there are activities in your organization that could be automated reducing greatly your costs and boosting your customers and emploee experience. You could bring your customer’s experience to a new dimension learning about all the data they generate. You want to know in real time what is happening in your business and in your market.