The data that you have access to affects the questions that you can answer. By using external data sources you can drastically increase the range of analysis that is available to your organization. The challenge comes in all of the operational aspects of finding, accessing, organizing, and serving that data. In this episode Mark Hookey discusses how he and his team at Demyst do all of the DataOps for external data sources so that you don't have to, including the systems necessary to organize and catalog the various collections that they host, the various serving layers to provide query interfaces that match your platform, and the utility of having a single place to access a multitude of information. If you are having trouble answering questions for your business with the data that you generate and collect internally, then it is definitely worthwhile to explore the information available from external sources.