An immense and constant flow of multi-dimensional data is gathered every second of everyday. Embedding a data-led culture into your organisation will enable you to make better predictions and smarter decisions and target more effective interventions has the potential to transform the business and offer greater opportunities for competitive advantage. To transform data into intelligence, you need to define what is most important to your business – be it growth, launch of a new product or surpassing a competitor. Once you define what you want to achieve, you can recognise which data sources and metrics are key to isolate from the noise of all the data you are collecting. It is most likely that you have data coming from multiple sources, the decisions you make from data are only as good as the data itself. Bad data comes in many forms – duplicates, outdated, missing or inaccurate information. It is important to use the right tools and technology (which must be user friendly and easy to use) that allows you to focus on quality collection, aggregation and analysis and fully understand what is working and what is not.