Nearly all of our daily behavior is influenced to some degree by data and analytics. I receive coupons from my local grocery store for items I've already purchased, based on loyalty card data. As I browse the web, I see advertisements for products I've added to shopping carts and later abandoned. My bluetooth-enabled toothbrush tracks my brushing and flossing history. We readily accept these metrics-driven elements in our lives. So when it comes to business, why does data suddenly become so intimidating?