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Explore the critical importance of data understanding in this insightful conference talk from GOTO London 2016. Delve into the challenges of Big Data and the path towards Fast Data as John Davies, CTO at LJP Tech, examines common pitfalls in data representation. Learn why storing date-time information as strings or numbers can hinder data processing and analysis. Discover strategies for improving data quality, efficiency, and accessibility in various formats including CSV, JSON, XML, database tables, NoSQL stores, and Java Objects. Gain valuable insights on optimizing data structures for better performance and decision-making in your projects. This presentation offers practical advice for developers, data scientists, and IT professionals looking to enhance their data management practices and unlock the full potential of their information assets.