The current technological transformation in most organization’s operations shows that “companies have a large appetite for increasing complex analytics, even when they cannot adequately perform the basics”. Two major trends over the last few years are the growing importance of ‘big data’ and analysing these data though ‘analytics’. The data contain much value and companies need to capitalise on the variety of data sources by in-depth and proper analysis through the use of ‘big data’ analytics. Most companies and governments still spend 80% of their time on data cleansing, which an appropriate machine learning (ML) algorithm can perform in minutes. Data is considered the “new oil”.