profit increases when employees learn from and use the data to increase revenues, reduce expenses, or both. In this learn and earn model, managers learn—that is, gain insights—from their
data to predict what actions will lead to the greatest increase in net earnings. Net earnings are also referred to as net income or the bottom line. The pursuit of earnings is the primary
reason companies exist. Reducing uncertainty can improve the bottom line, as the examples in Table 3.5 show.