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INTRODUCTION

The world is bursting at the seams with data. It’s on our computers, it’s in our networks, it’s on the web. Some days, it seems to be in the very air itself, borne on the wind. But here’s the thing: No one actually cares about data. A collection of data — whether it resides on your PC or some giant server somewhere — is really just a bunch of numbers and text, dates and times. No one cares about data because data doesn’t mean anything. Data isn’t cool. You know what’s cool? Knowledge is cool. Insight is cool.