In the gold rush that is the utilisation of insights gained from analysing data, business leaders are inundated by consulting firms promising magic. Perhaps because of the “fear of missing out”, executives sometimes hand over the keys to the kingdom to these firms, hoping they will gain the competitive edge as promised.

The challenge is that it is very difficult to understand the data complexities of a large corporate unless one has been an employee for a long time, working in the trenches. It is rare to find a consulting firm formed by professionals who have worked in the gruelling commercial and technological demands of a large business...

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