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Are you planning to start working with big data, analytics or AI, but don't know where to start or what to expect? Have you started your data journey and are wondering how to get to the next level? Want to know how to fund your data journey, how to organize your data team, how to measure the results, how to scale? Don't worry, you are not alone. Many organizations are struggling with the same questions. This book discusses 21 key decisions that any organization faces when travelling its journey towards becoming a data-driven and AI company. It is surprising how much the challenges are similar across different sectors. This is a book for business leaders who must learn to adapt to the world of data and AI and reap its benefits. It is about how to progress on the digital transformation journey of which data is a key ingredient. With contributions of experts from AXA, BBVA, ENGIE, EY, KPMG, MTN, O2, the ODI, OdiseIA, Rabobank, Telefónica, and Vodafone. Opinions of experts: So many talk abstractly about Big Data and AI in large organizations. If you are interested in the nuts and bolts of being data-driven, if you care about success and all the things that really matter, read this book! Viktor Mayer-Schönberger, co-author of the bestseller "Big Data" A fundamental book for companies that really want to become data driven. Avoid the hard way and learn the valuable lessons that Richard shares. Read it end to end. Francisco Martín, CEO of BigML Richard draws on his years of experience in the data journey to offer very practical advice for any company serious about becoming data-driven. This is a book you must read if you want to avoid the typical mistakes in this sort of transformation. David del Val, CEO of Telefonica R&D