Owning 2 cats. Not just 1 cat, but 2. That interesting bit of consumer data turned out to be a leading indicator of who the biggest supporters were for one human services organization—one that had nothing to do with animals. Yet cat lovers unexpectedly became their biggest prospects.

powerful Data comes from asking the right questions. And some odd ones too.

Of course, data is the very essence of classic performance understanding. But used well, it reveals the unseen corners of your capability to move hearts and minds and meet people’s needs in your own, unique way.

Data is Bigger than Big Data