First, the quality of information. The old adage ‘garbage in, garbage out’ is as true today as ever. Over recent decades, storage capacities have grown exponentially and prices have shrunk equally dramatically, the benefits gleaned from information have grown relatively slowly. During this time the expressions data warehousing and data mining were coined, on the path towards what today we call ‘big data’. In theory the cheap and easy availability of storage should mean that all data that might possibly be useful is now captured. The reality has been that turning it into something really useful—information, knowledge, wisdom, rather than just bits and bytes of data—still requires a lot of effort.