Data helps us to cut to the heart of what is really working, getting us past the bias of what we like or don’t like to see what customers really respond to. Unfortunately, sometimes data is softer and fuzzier than we like, and it’s important to be aware of that. For example, had a client of ours looked only at the raw LinkedIn data they got for the videos they shared, they would have missed out on the bigger picture of how their video campaigns affected their reputation.