As the way we do business becomes more complex and changes more quickly, the gap between the top and bottom performers widens considerably (Source: Competitive Advantage from Better Interactions, by Scott C. Beardsley, Bradford C. Johnson and James M. Manyika). Across sectors, leaders such as Tesco, Procter & Gamble, Goldman Sachs, Apple and Google have one thing in common – they all have an unquenchable thirst for collecting vast amounts of data from everywhere, which is converted to actionable insights for smarter innovation, interactions, transactions.