The cost of not having the amount of data and saving a few dollars in the short run is far more costly than spending the dollars to understand the business better. The total cost of data for us is growing due to better systems and a better understanding of data. If you look only at the databases the growth is significant. However, if you look at the amount of noSQL data in documents and spreadsheets across the business it is massive.

The cost of data is very high and growing, but the demand for information from that data is critical to any business. Can you imagine the company who projects their product line on the business in the last weeks trend and not the other important periods of time. By identifying the needed time spans and evaluating the trends within those time periods can be the most important thing a business does short of producing the primary product.

M.