The document discusses how to turn data into actionable insights through a multi-step process. It outlines two case studies where this process was applied. For the first case of increasing low-performing store performance, the process identified cross-selling as a hypothesis, tested it with store data, and found opportunities to improve layout, staffing, and skills. For the second case of finding new fitness center locations, the process developed a model to estimate revenues in different catchment areas and identified optimal new locations based on potential revenues.