Digital technology has changed the corporate landscape irrevocably and there are no signs that the pace of change is abating. Every aspect of business, every transaction, interaction and iteration is recorded, building up a store of data that continues to grow exponentially. Within these vast troves of information are patterns and trends that can shed light on customer behavior, business processes and system effectiveness, but only if they are effectively extracted using data analytics. The companies doing it right are able to formulate relevant questions, model scenarios and discover insights that are used in decision-making to build a competitive advantage. But right now, very few are achieving this analytic panacea.