We live in a world of ever-increasing amount of data. Most of it is noise, some beneficial in terms of analysis and segmentation. However, the days of thinking of data as the end game are over. We now are entering the era of the narrative – narratives generated by systems that understand data and give us information to support the decisions for tomorrow. Data will always be important, the platform, but the story of that data is the last mile. And the last mile data is the context of the user.