We’ve all heard the phrase “data is the new oil”, and companies are capturing immense amounts of it. Despite this, a surprising number still struggle to realise its full potential, not because they lack data, but because they fail to move up the data value chain strategically. This journey from raw information to tangible business value is not a single leap, but a progressive and methodical ascent. It can be conceptualised as a climb up a value chain, with each step offering