As we completed the Barack 2.0 project, we had the opportunity to speak with the professors at Wharton School of Business about the data exhaust that is created due to new media platforms and practices.

These are the questions that came out of that discussion:

• What data is required to produce a profit in business?
• What data is worth inspecting?
• You have the data… now what?
• Does it go into a nice report and sit on the shelf?
• Is all of this data collection and measurement meaningless?

It can be meaningless if the data is not useful and pragmatically applicable.

Let’s look at a few concepts that filter out a lot of the noise:

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