Let me answer with an example.   Taking an example wherein, considering myself as an owner of a small retail shop where I will be keeping track of sales and expenses using Tally.   You discover that sales primarily occur at one store location while being substantially lower at other sites. Additionally, you observe that shoe sales tend to be stronger on particular days of the week and peak at specific periods of the year.  The next step is to examine your clients' purchase behaviors using Tally's customer data. You see that younger customers are buying shoes more frequently. You also see that the shoes are often bought as presents for other people.  This information can lead you to believe that the shoes are more popular among younger customers and are being bought as gifts. With this knowledge, you may decide how to promote the shoes to younger customers or where to focus your marketing efforts, such as at shop locations and seasons when sales are normally greater.  This is how you utilize Tally to find patterns or trends to help you better understand your company and make decisions that will enhance your performance.