The book explores how consumer data are currently collected from people's everyday interactions, surveys, website usage, purchases, and more, then examines how that information feeds data and business strategies for companies around the world. Data collection is often complex—it requires different kinds of technology and uses different validation methods, all across different pieces of data—and this complexity can lead to issues with accuracy and tracking of when and how consumer data are used. Data are used to drive business strategies by helping companies find their most loyal users, bring in new customers, and increase usage, among other things. An underlying guide for data principles can lead to improved accuracy in data collection, help businesses stay transparent with consumers, generate more trust, and ultimately, increase business performance.