Throughout my career, I've consistently emphasized the importance of data, whether it's processing speed or storage capacity. As a marketer, data has been crucial in discussions, and its uses have expanded beyond direct contexts to include ancillary applications. The focus shifted from data generation to collection, leading to questions about the value of collected data. However, making sense of data requires a humanized approach that connects one piece of data to another and adapts to changing behavior. Table-based data organization is insufficient for real-time tracking and recommendation engines, which demands a more holistic perspective. Connecting data points provides new insights, enables discovery of hidden information, and leads to knowledge, ultimately driving innovation and solving complex problems like climate change.