Some days you just get lost in the data. No one wants to admit it, but if you don't feel comfortable being overwhelmed by metrics from time to time, you'll rarely discover something worthwhile.

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We've lived in that paradox for quite some time and eventually found that if you push far enough, you end up trying to answer questions you weren't supposed to ask. In the end, how do you measure the seemingly immeasurable? If you could get through the dizzying world of data and get to answers that mean something, haven't you essentially turned lead into gold?

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So that's how alchemetric Consulting came about, a few stubborn, number-obsessed creatives started playing around with everything from Twitter streams to veterinary data, from logistics schematics to art patterns, always looking for solutions that matter.

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Asking more questions, getting better answers, that became the alchemetric way.