Lack of data is not normally a problem for business - the issue, is how to pull meaningful information out of it. Most businesses know what they've sold: what they need to know, is how and why they sold it.
Businesses need insights into their own data. The brand manager needs to understand the factors that influence performance - like buying habits and promotions. All managers need to monitor actual performance against budgets, in a way that lets them spot weaknesses and new opportunities. Account managers want to monitor the performance of customers against plans, and track the success of tailored activities. And salesforce management need to know who's really performing and who isn't.
All the information is available, somewhere - Investigator II makes it easily accessible, in the right form, to the right people.