Companies big and small are now in the business of collecting a wide variety of data on everything from your favourite colour to your physical location. Data collection can ultimately serve a number of different purposes, not the least of which is improving your personal customer experience. However, having privileged access to a wealth of salient information comes with major responsibilities—are most companies ready for the challenge? In this episode featuring commentary from Alexandra Ebert, the Chief Trust Officer at Mostly AI, and Doug Merritt, the CEO of Splunk, Claudette explores some of the challenges and ethical dilemmas that have cropped up as a result of the ongoing reliance on data to improve business practices. Alexandra and Doug explain how data can help businesses improve the customer experience, personalize the sales journey, and ultimately scale up by making use of important insights gleaned from a rich data collection. They also provide examples of how data can be used incorrectly, offering tips and tricks for companies hoping to maximize their use of data in the future.