01: Introduction - Why every business is now a data business02: Use cases for data03: Using data to improve your business decisions04: Using data to understand your customers05: Using data to create more intelligent services06: Using data to make more intelligent products07: Using data to improve your business processes08: Monetizing your data09: Defining your data use cases10: Sourcing and collecting data11: Data governance, ethics and trust12: Turning data into insights13: Creating a technology and data infrastructure14: Building data competencies in your organization15: Executing and revisiting your data strategy16: Looking ahead