The Importance of Customer Data in a Finance Role

I'm super impressed by the different sort of roles you've had there and some of the different departments. The one thing that I kind of have always anchored on is customer data, but you can't fault it. What you see the customers doing in the data is the truth. And so my whole career has been shaped around at a high level, at least understanding what kind of customer data you have available to you. Is there a particular example that comes to mind period? You think about one of those un-Earth opportunities where you saw an opportunity to improve the business and the customer experience at the same time?