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It's a question just about every enterprise asks itself: How can we monetize our data? On the surface, the question makes sense. It's cheaper than ever today to store data thanks to Hadoop and cloud storage, so many enterprises are sitting on huge volumes of customer, product, market and other data. It's only logical to think about turning all that data into new revenue, right? Not quite, says Dormain Drewitz. Starting with your data and trying to find the money is, Drewitz argues, labor-intensive, inefficient and - most importantly - rarely successful. In this episode of Pivotal Insights, Drewitz, head of product marketing for Pivotal data, and host Jeff Kelly chat about these contrasting approaches to data and analytics, and share some best practices for getting the most value from data.