What do Machine Learning (ML), chatbots, Artificial Intelligence (AI), and deep insights have in common? Data, and lots of it. But having lots of data isn’t sufficient, and the data must be mastered, cleaned, curated, secured, and made available. Regulators are increasing their demands on companies to ensure the ethical use of data, especially customer and client data, and determining all the compulsory requirements is becoming an increasingly complex set of tasks that requires analysis. Business analysts can play a significant role in supporting data analytics projects and programs by applying the tools and techniques of our trade tailored to the new digital landscape surrounding big data.