Data is the new oil. This slogan is popular among senior managers when they are explaining the relevance of a data-driven digital strategy or corporate culture to board members, investors or employees. The phrase appears simple and clear, and rarely provokes questions. But actually, it‘s a lot more exciting to answer questions like: How can this oil be extracted? How will it be transported? How and where do you refine it? And what does the business model look like? The same questions apply to data and the opportunities to monetize data assets within a framework of new data-driven business models and analytics solutions.