This report explores the role of data and analysis in the footwear industry and how it helps in making informed business decisions. It discusses the types of data used, such as first party, second party, and third party data, and how knowledge and data are used in day-to-day operations. The report also explains how data is stored and documented using different database types and information system styles. Examples are provided to illustrate how data provides insights into business judgment in the footwear sector. Additionally, the report highlights the importance of secondary and primary market analysis with MIS and other information systems in improving insights.