This document discusses data analytics and the value of associative data. It summarizes that while data is growing exponentially, the value comes from making connections between different data sources. It promotes an associative engine technology that allows users to explore data freely and dynamically understand how all data relates, providing a more complete picture. This approach increases effectiveness over only looking at partial views that consider predefined relationships. The document then discusses Credon, a company that provides data analytics platforms and services to help customers achieve more with their data.