There’s no such thing as “the data”

One of the typical patterns I experience a lot when working with companies on digitalization is the claim that they have all the data in the world. They can just pick what they want from the candy store to get the data-driven insights they’re looking for. When inspecting the data in detail, it rapidly becomes obvious that the amount of data available is indeed humongous in volume but highly limited in terms of usefulness, if not entirely useless.