Return on Ideas (ROI) is how we should measure our efforts to attract, enhance, and retain our Customers. Whether it's your external customer or your internal customer (employees) every organization faces increased challenges to provide an exceptional experience. Telling a story is the goal of collecting relevant data and useful information. For many, they don't ask the right questions, so the answers are not applicable. This presentation is a broad discussion of how to leverage the response to the targeted issues. There is no shortage of data. The focus should be on the relevant data that has the greatest positive impact. This presentation offers some insights into a more effective way to monetize those results.