Data presents us with a challenge: as more is gathered, from more sources, the tools we need to use to manage it and sort the signal from the noise need to step up to the task. The further problem then becomes: who's really in charge - the leaders or the technologists?
John Barraclough from P&G discusses how businesses can get a grip on their data and put the information to best use.
'The amount of data that's going to be available to us in the next 48 months is huge. Internal, external, new data created by digital processes, we need everybody to be able to take this data, to be able to consolidate it, model it and then not just send this out onto an Excel sheet, but use tools that are available.'