Data provides an intricate understanding of your company's audience. Organisations often collect consumer data to gain a clearer image of their customers' behaviour, as well as to define the general demographics of their clients. Furthermore, freely accessible data makes it significantly easier for the company to strengthen the link between them and its clients. When a business becomes more familiar with the demographics as well as profiles of its clients, the company can make real-time changes to the business to fit customers' needs and thus, improve the overall client experience.