Traditionally we think about value in business in terms of assets—property, plants, equipment, inventory, and even human resources. The explosion of technology over the last decade has made us re-think what is valuable. In fact, what many businesses today consider to be their most valuable asset cannot be held in your hand because it is the information generated by the collection of billions of bits of data. In fact, the data that businesses gather about their customers is, to the most progressive companies, invaluable! This podcast sheds some light on how businesses can use the information to gain a competitive advantage. As you can see, the use of information cuts across the entire organization. Although the uses may vary from area to area one thing that is consistent is that the use of accurate, timely information can improve business processes and thereby enhance the customer experience. When the customer experience is enhanced, revenues rise, profits rise, and business flourishes. Information is quickly becoming the lifeblood of business and its importance in the long-term success of an organization cannot be overstated.