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  Data! Data! Data! He cried impatiently I can’t make bricks without clay!

– Sherlock Holmes
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Errors using inadequate data are much less than those using no data at all.

– Charles Babbage

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What gets measured gets managed

- Peter Drucker

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Acquiring new customers can cost 5 to 10 times more

Than the costs involved in satisfying and retaining current customers

- Phillip Kotler

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The simplest explanation is more likely to be accurate than a complex one

- Occam’s razor

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