In this episode of Sunny Side Up, Kieran Conway interviews Gail Buffington, a seasoned expert in analytics. Drawing from her rich background in both marketing and analytics, Gail discusses the importance of using diverse data sources to gain deeper business insights. She shares insights from her role at MilliporeSigma, emphasising the value of blending internal and external data, collaborating with third-party data providers, and the innovative use of public data sets. Gail's main message? Adopt a broad, exploratory approach to data to unlock its full potential.