Our view of data often doesn't extend further than numbers. When you think about it, data means a percentage, a total, or something to which those numbers are attached. Furthermore, we want to act on those numbers with familiar math.
We don't act on data, we act on information, and we only act on information when it creates knowledge in our minds that enables us to make informed decisions. We might call this customer insight, but in the reality it is - data, information, and knowledge.