Every day, businesses create huge amounts of data: sales transactions, website clicks, sensor readings, customer emails. If you leave that data alone, it's just noise. This chapter is about turning that noise into a clear signal. You'll learn how to answer questions like “What happened?”, “Why did it happen?”, and “What should we do next?” We'll look at the tools and methods that help organizations store, clean, combine, and analyze all that information to make better decisions.