Since the beginning of mankind, appreciation of extracted rock was limited to its direct value and profit.

​Now with new digital age, mining is shifting into the new era. The mining industry wants to be profitable, sustainable and safe at the same time. The way to do that is through capturing primary, secondary, third party data and putting all into work with the help of technology and subject matter expert rule of thumb.

In 2006, a marketing commentator at the Association of National Advertisers, Michael Palmer made the now-famous assertion that raw data is like crude oil: It must be refined to release its potential. Just as crude oil must be converted into gas, plastic, chemicals, and other commodities, he reasoned, data must be captured, transformed, stored, processed, and analyzed to yield useful insights.