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Organisations of all kinds recognise that they must rapidly digitise their businesses to remain competitive in the face of massive technological change. They must develop new business models and routes to customer and partner engagement using the power of digital. That's why over 80% of the CEOs of large European companies have digital transformation (DX) at the centre of today’s corporate strategy. As part of this shift, forward-thinking companies are investing heavily in becoming data-driven organisations, utilising an evidence based culture that expands their capacity to collect, analyse and monetise data in areas such as enhancing customer experiences, empowering the workforce and rethinking business models.