Once again, the cow is being left stood gaping at a passing high-speed train. This is how most Belgian companies are currently dealing with their data. Increasing digitisation means we’re collecting more and more data but, apart for a few notable exceptions, we’re still doing much too little with it. In the meantime, the data train is racing past as companies simply stare at it wide-eyed – amazed and fascinated, but scared to jump on. Why? Because the destination is still uncertain.