"There are three kinds of lies: lies, damned lies, and statistics" [Mark Twain]
Data is only crude information. It is not knowledge by itself. Knowledge is the catalyst for Data Analysis. It plays an important role in any decision making process. Management will look at the data that is available to them to extract the knowledge they require.
The sequence from data to knowledge is:
Data becomes information when it becomes relevant to your decision problem. Information becomes fact when the data can support it. Fact becomes knowledge when it is used in the decision process.
The service we provide in the area of Data Analysis is identifying and eradicating the lies, and then transforming the data into information. The rest we will leave up to you.