The Basics #3: Where Does Data Come From?

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So far we’ve talked about what data is and why it matters. The next question is: where do you get this data? The short answer is that data comes from almost every activity in and around your organization. At Moonland, one of the first things we do with new clients is to map out all their data sources – and there’s often more than they expect. Let’s break it down into two main categories: data from within your organization (internal sources) and data from outside (external sources).

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Your Own Data Sources (Internal)

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Every business or NGO generates data during its day-to-day operations. You likely have valuable information already at your fingertips, such as:

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• Sales and revenue records: Every sale or donation is logged somewhere (in a point-of-sale system, an invoice, or a donation log). These records tell you what was sold, when, and how much.
• Customer or client information: If you have a list of customers, members, or donors, that’s data. Names, contact details, purchase history, or donation amounts – all these help you understand who you serve.
• Operations data: This includes inventory levels, project progress reports, delivery logs, or attendance sheets. For instance, a small manufacturer might track how many units they produce per day, and an NGO might note how many people attended each workshop.
• Marketing and engagement metrics: Do you have a website or social media page? Tools like Google Analytics or Facebook Insights are automatically collecting data on visits, clicks, and likes. Even an email newsletter provides data (such as open and click rates) that show how engaged your audience is.

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These internal data sources are often the easiest to start with because you have direct access to them. You might already be looking at some of this information in isolation – like checking your sales total at the end of the week. The key is to recognize it as data that can be analyzed for deeper insights, not just routine record-keeping.

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External Data Sources

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Beyond the data you generate yourself, there’s a world of useful information outside your organization. External data can provide context and fill in the bigger picture.

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Examples include:

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• Market and industry data: Think of reports or studies about your industry, or benchmarks like “the average spend per customer in your sector.” Larger organizations or research firms often publish statistics that you can use to gauge how you’re doing relative to others.
• Public data and trends: Government agencies and international organizations publish free data – from economic indicators to demographic stats. If you run a local business, city population growth or tourism numbers could inform your decisions. For an NGO, public data on community demographics or public health can help target your programs.
• Social media and search trends: Beyond your own pages’ analytics, general trends can offer insights. Trending topics on Twitter or popular Google searches can hint at what people are interested in. A spike in searches for “eco-friendly products” might signal growing interest if you sell sustainable goods.
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Using external data alongside your internal data gives you context. Say you know your store sold 500 units last month (internal data). Is that good? If you find out via an industry report that the average similar store sells 400 units, you now know you’re above average. Or perhaps external economic data shows a downturn in consumer spending – which might explain a dip in your donations this year.

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Bringing It Together

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Often, the magic happens when you combine data from multiple sources. For example, one small ice cream shop we advised began tracking daily sales (internal data) and also noting daily temperature and weather conditions (external data). They discovered a clear pattern: on hotter days, their sales spiked. This might sound obvious for an ice cream business, but having the data helped them quantify the effect. With this insight, they started stocking extra inventory and scheduling more staff on days when a heatwave was forecast – and as a result, they never ran out of ice cream and maximized sales on those high-demand days.

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This is a simple illustration of how combining different data sources can reveal connections you might miss if you look at each piece in isolation. The takeaway is that useful data is all around you. By identifying what you already have internally and what you can tap into externally, you’ll gain a much fuller picture of your organization.

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Now that we know where data comes from, the next step is making sure it’s in good shape. In the following article of “The Basics”, we’ll delve into clean data vs. dirty data, and why the quality of your data matters just as much as the quantity.

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About the Author

Pello Múgica Gonzalez is the cofounder of Moonland, a digital consultancy based in Ghent and Brussels, focused on empowering impact organizations through data, automation, and AI. With hands-on field experience at the Red Cross and a background in data science, Pello understands the unique challenges of the impact sector, from complex stakeholder environments to demanding reporting cycles.
He leads digital transformation initiatives that help NGOs and nonprofits streamline operations, unlock insights, and build long-term resilience through accessible, human-centered technology. In recognition of his work, Pello was named a Digital for Development laureate, honoring his innovative contributions to the humanitarian and development field
Passionate about making technology work for social good, Pello continues to support impact-focused teams in turning fragmented data into actionable strategy, helping them stay agile, transparent, and mission-aligned in a rapidly changing world.

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