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The idea of data bringing value to the business is no longer cutting-edge; it’s firmly established in the enterprise mainstream. Research from Forrester has shown that firms with good data analytics cultures perform significantly better against key marketing metrics like growth and engagement, and also achieve superior outcomes in terms of revenue and speed to market. In 2019, Gartner predicted that, by 2022, 90% of corporate strategies would explicitly mention information as a critical enterprise asset and analytics as an essential competency. CIOs need to go beyond thinking and talking about information as the new oil, said Douglas Laney, VP and Distinguished Analyst for Gartner. Information has unique economic characteristics that render it potentially much more valuable to their business than any fossil fuel.