Data has been called 'the oil of the digital era'. Watching the rise of Google, Facebook, Amazon and other companies that are strongly data-driven, this statement does not seem too absurd. Even in companies that are not explicitly data-centered, data has always been a byproduct. It is being produced and processed at numerous different points within a company: sales, accounting, procurement, production, marketing, just to name a few. Collecting, storing, integrating and visualizing this data through data warehousing and reporting allows people in the company to make decisions informed by data. Such decisions are based on the real situation of the company rather than guesswork and gut instinct. This is a great innovation, but there are still many small to medium-sized companies that do not monitor their most important metrics. I have seen a company having problems calculating the revenue from individual sales due to bad accounting tools and practices. If you cannot calculate the revenue from a sale, you are unable to calculate your margin, one of the most important metrics of all. This may sound like an extreme case, but it is more common than you would think.