Marketers have been monetising data for years, but today, fuelled by an explosion in data and driven by more ambitious brand strategies, marketing professionals need to think carefully and act confidently if they’re to achieve a competitive advantage and avoid losing out. It is possible to be opportunistic and monetise data tactically, but to be a long-term winner brands must embrace ‘data monetisation by design’. A practical, structured plan should be followed to deliver that vision, blending short-term wins with long-term strategies that can create very significant, sustainable revenue streams and a real competitive advantage.