With the rise of 'Big Data' companies seem willing to trade off their know-how and gut feelings in a rush to accumulate and store increasing amounts of raw data.

However, the smart operators will realise it's how you leverage your information that provides the important insight to bring the value.

Building in a robust analytics environment that is not afraid to question data, and having the belief to trust in such 'outdated concepts' as experience and instinct will provide a smarter environment to make decisions and help you win through in the long run.