Analyzing only your organization's data may not bring all the insights you need to increase margins or create innovative products. There is already a lot of open data, provided by the government or other organizations, that can enrich your database by providing new relevant metrics to your business.
Consider, for example, how to better understand your business's sales pattern according to weather data. Or predict certain products price imported from public data. Another possibility is to look at the competitive prices that are available on their portals, allowing you to compete smarter with your top competitors.