Andrea De Mauro is Director of Business Analytics at Procter & Gamble, looking after the continuous elevation of the role of data and algorithms in the business and the development of digital fluency across the global organization. He is a professor of Marketing Analytics and Applied Machine Learning at the Universities of Bari and Florence, Italy, and at the International University in Geneva, Switzerland. His research investigates the essential components of Big Data as a phenomenon and the impact of AI and Data Analytics on companies and people. He is the author of popular science books on data analytics and various research papers in international journals.