(USA and Canada) Jude Schramm, Chief Information Officer at Fifth Third Bank, and Guy Peri, Chief Data and Analytics Officer at Procter & Gamble, together with Anthony Deighton, Chief Product Officer at Tamr share challenges from their respective organizations. Peri shares the challenges of ensuring a linkage between the data strategy and business strategy. Quality data signals should be ensured and proper integration and harmonization of data sets should exist. The combination of technology, processes, culture, and work systems drive the transformation and value of data. On the other hand, Schramm struggles with the digital transformation of data to cloud technology. Most banks still rely on legacy technology. Creating underlying data architecture to allow data to be collectively usable and accessible is a real challenge.