In the book A Scandal in Bohemia, Sherlock Holmes states that:
"It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts."
At its core, Infusionsoft is a database, which means our business is swimming in an ocean of valuable data. The purpose of this chapter is to empower us to fish for meaningful insights that we can use to drive business decisions. This way, we can make informed and educated decisions as opposed to just guessing.