Information Alchemy: Transforming Data and Information into Knowledge and Wisdom
March 30, 2012
Mike Eisenberg
Dean Emeritus and Professor
The Information School of the University of Washington
One of the key conceptual models of the information field is the "information spectrum," the hierarchyof data - information - knowledge - wisdom.
I first learned this model from Bob Taylor, former dean of the Syracuse University School of Information
Studies, and it is explained in his book, Value-Added Processes in Information Systems, Ablex, 1986, as
the "Value-Added Spectrum," (p. 6).
I teach this model to almost all of my classes as part of developing an "information perspective" -looking at the world through information-colored glasses.
This is the way I explain the information spectrum (sometimes referred to as the DIKW hierarchy): Data = characters, symbols, numbers, signs whose meaning may or may not be apparent.
 Information = data with labels or definition; data that has structure or relationships.
 Knowledge = collected, combined, organized, processed information for a purpose.
 Wisdom = knowledge over time; knowledge without thinking.
The transformation from information to knowledge has a special, almost magical quality to it. It’s nearlytangible— that “aha” moment when things come together and you “get it.” Take a moment to recall
some “aha” moments. Think about what happened and also how you felt—enlightened, pleased,relieved, inspired, empowered…and more!
That moment—that “aha”—is the transformation from information to knowledge. Things (data andinformation) come together. Things suddenly makes sense, you see the pattern, you understand, youget it. You know something. And, along with knowing, comes a warm and wonderful feeling. Aha leadsto ahhhhh, and you can’t help but smile the smile of satisfaction.
That’s because this movement up the spectrum from data and information to knowledge is what weconstantly strive to accomplish. In problem-solving and decision-making, we want to take actions andmake choices based on knowledge not just data or information. We want to comprehend the data, andgather, juxtapose, organize, and process the information so that we reach a higher level ofunderstanding - one of knowledge or "knowing."
I’ve started calling this movement up the spectrum as “information alchemy” – turning data andinformation into knowledge (and someday, wisdom). The goal of traditional alchemy is to turn basematerials into gold; to transform common lead or iron into valued gold. Information alchemy is similar—
turning common data and information into valued knowledge. Knowledge is valuable and precious.
Knowledge helps us to accomplish tasks, to make better choices, to be effective and successful in all
types of human endeavor.
We observe and carry out information alchemy in many different settings and ways.

Education, for example, is a process of information alchemy by identifying what is worth knowing andthen compiling and presenting data and information so that students gain the desired knowledge.
Information systems—books, libraries, the Web, Google, iPhone—are intended to provide access andadd value to information so that people can become knowledgeable and use and share that knowledge.
Information alchemy appears to be a fundamental human activity and those of us in the information andeducation fields have unique responsibilities and opportunities to help students gain the criticalinformation problem-solving skills and understandings required to turn data into information and theninto knowledge that can be applied to complex and challenging real world problems.
I welcome your reactions, insights, questions and comments.

Mike Eisenberg
Information Alchemist
Seattle, WA
March 30, 2012