Working on the IBM Cloud makes it easier to glean more insight and boosts the industry-specific business impact of technology for IBM Cloud customers. IBM has a suite of analytics tools – many best in class – to get more out of the big data that a company might store in the cloud; a business installing the cloud will more likely find a manufacturing expert to talk to at IBM than at any competitor. Data is often presented as the currency of the digital age, or more aptly, as “the new oil” – a memorable phrase coined by data scientist Clive Humby back in 2006. So it is; but of course the role of data in the advertising business is hardly new. David Ogilvy loved direct response advertising for its rooting in data. “For forty years,” David wrote, “I have been a voice crying in the wilderness, trying to get my fellow advertising professionals to take direct response seriously. Direct response was my first love. And later, my secret weapon.” “Just because you can collect data doesn’t mean you should.” David’s love notwithstanding, data never did give us the ability in itself to find the nirvana of perfect solutions. I remember well the advice I was given when joining Ogilvy & Mather Direct in London as its Managing Director from the data-illiterate