There are so many sources of information in the world right now so it is a daunting task just to collect information. Anyone can Google themselves and get a myriad of information from all across the web. The sheer volume of information stored on the internet about any particular subject can be astounding. When given raw data, some discard it without a second thought while others look deeper into trends and patterns that can be capitalized on. True business intelligence comes to those who are able to discern the wheat from the chaff and use it to their advantage.