How to Get High Quality Business Insight: A Quick Guide for CFOs & Finance Directors WHITEPAPER Written by: Trey Johnson, Chief Evangelist, ZAPWhy you need to apply your data Most businesses that depend on knowledge have started referring to themselves as data-driven by now. They’re all going through what they call a digital transformation and the IT department is talking about big data and analytics. For the lay person – for which you can read ‘for the experienced business person’ – it can end up sounding like just so much word soup. This is nothing new Actually using information for business growth (and survival) goes back to whenever business first started. You want to sell something to a customer, you need to find where the customers with the need and enough money are. And you

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