Data in the 21st Century is like Oil in the 18th Century: an immensely, untapped valuable asset, according to Wired, amongst others. Like oil, for those who see data’s fundamental value and learn to extract and use it there will be huge rewards. And, indeed for some time now, the lure of big data has been a seductive one; successfully manage and exploit the explosion in data and commercial nirvana will be assured. Increased revenue will be yours! Competition will disappear! Your customers will love you (even more)! And yet, the reality is not matching the hype.