Data is all around us. Every action we take – whether visiting a website, swiping a card or traveling with a smartphone – leaves a digital footprint. Market datasets, like financial filings or market indices, have long been staples for decision-makers. However, alternative data goes a step further by leveraging less structured and often real-time sources such as satellite imagery, social media sentiment or geolocation data.

Imagine this: satellite images tracking activity at retail parking lots to predict quarterly sales or sentiment analysis of social media posts revealing public opinion on emerging brands. These are just a few ways alternative data provides a competitive edge.

While alternative data began as a tool for quantitative hedge funds, its appeal has expanded dramatically. Today, a diverse array of users – from investment managers to corporations and consulting firms – rely on alternative data to:

• Anticipate market trends
• Assess company performance
• Understand consumer behavior
• Identify environmental, social and governance (ESG) risks
• Optimise strategic decision-making