'Data is the new oil." That's what the marketing departments are telling us at least and in particular our senior management. To be fair there is an amount of truth in the concept and a few years back McKinsley consulting rating it as important for an organisation as labour and capital. Gartner more recently predicted that by 2022, 90% of organisations will declare that information is a "critical enterprise and analytics as an essential competency". This is certainly true for the senior management where I'm working now. Gartner also suggested that "leading organisations in every industry are wielding data and analytics as competitive weapons", not as true where I work.