Overcoming the challenge of legacy cultures, resistance to change and disjointed processes in order to unlock new ways of working with data and analytics. Getting the business to understand what the data team does and embedding the importance of (and collective responsibility for) data across the organisation is essential if companies are to truly embrace and optimise advanced analytics capabilities. A top-down approach is often an essential part of this, so obtaining board level buy-in to secure investment in data initiatives is a key facet of this challenge. Equally, the question of whether the data team should be centralised or decentralised (i.e. integrated within different lines of business) is also a key tenet of the cultural challenge.