Introduction Part I Foundation Chapter 01 Quo Vadis: Before The Transformational Journey Chapter 02 Decision-Driven Before Data-Driven Chapter 03 Known's, Unknowns And The Elusive Value From Analytics. Chapter 04 Towards A Data-Driven Organization: A Roadmap For Analytics Chapter 05 Identifying The 'Big' Decisions... Chapter 06 Decisions To Data: Building A 'Big' Decision Roadmap & Business Case Part II Data Strategy & Governance Chapter 07 Unchartered: A Brief History Of Data Chapter 08 Building A Data-Driven 'It' Strategy Chapter 09 Building A Data Strategy Part III Data-Driven Marketing Function Chapter 10 Building A Data-Driven Marketing Strategy Chapter 11 Integrated Data Governance