We track the behavior of visitors to our websites hit by hit. We have hundreds of fields in our CRM to log everything we know about our prospects and customers. We run experiments that generate data that tells us how two or more experiences perform relative to each other. We gather attitudinal data from surveys and focus groups. And we store and curate and munge and analyze it all with great rigor and enthusiasm. But are we missing out on the most valuable data of all? In this session, Tim makes the case that treating employees’ ideas as data that is formally ETL’d and then actioned is one of the highest ROI investments in data that an organization can make.