A lot of the time when a company reaches out to me they're looking for data that's capable of delivering an extraordinary experience. This, to me, says a lot. It's critical for professionals of all industries to no longer be tied up in the nitty gritty details of any product, including data. For data to be successful, it needs to deliver a unique experience that satisfies individual business goals. But what exactly do I mean by experience? Why is it essential? And what does that experience need to entail?