Data is the cornerstone of the modern digital world; powering innovation and ingrained in every aspect of the digital economy. It fuels the growth of industries, and even entire sectors, and is recognised as a key competitive advantage. The better a business can capture, analyse and act on data, the greater their chances of success. Measurement is nothing without action, which is where the business world is facing a significant challenge: the demand for people with expertise in data analysis is far outstripping supply.