Data is a must-have for any business looking to thrive. So is having leadership who 'get' data and use it to support their decision-making.

But how do you embed the use of data and analytics across your organisation so they truly support every process end-to-end?

Becoming data literate in this way is a journey that involves vision, strategy, value creation, culture and data foundations. With an evidence-based framework to guide you, this book lays out a roadmap to ensure you get where you need to go.

A great handbook for anyone looking to use data to drive unique competitive advantage. -- Orlando Machado, Vice President, Data Office, LEGO
A fundamental stepping-stone. -- Anita Fernqvist, Chief Data Officer, UK Operations, Zurich Insurance
Provides... unparalleled support -- Scott Joslin, SVP International Data Strategy, WarnerMedia

David Reed is a professional, skilled communicator with deep domain knowledge of data and analytics. His career has followed the evolution of data’s use as a corporate asset, from the rapid growth of direct marketing in the late 1980s through the 1990s, via CRM and one-to-one marketing, through the arrival of digital and mobile channels and into the world of big data, AI and machine learning. In 2005, he pioneered journalism about the role of data and analytics in business before joining DataIQ in 2011 where he has continued to advocate, innovate and educate the data community.