Since the dawn of analytics we have strived to improve both the quality and volume of our data, with no other ambition to ensure the largest possible dataset – not because we need it, but because we might need it. GDPR have temporarily put a wrench in our original approach, but it takes more that the law to keep a good analyst away from his data and with Machine Learning as an active part of the toolbox the value of data have grown exponentially. The sessions in a reflection on how we have done things so far and where we might end if you don’t stop doing business as usual and instead calibrate our efforts in a more strategic and ethical direction.