The year 2017 will be all about the spirit of machine learning, artificial intelligence (AI) and algorithms. Optimizing AI and business processes or using Slack will be as natural as sending emails in a few years. The data about their customers and their behaviour is the basis that enables companies to move in this direction. Data from internal applications such as CRM and ERP systems are then enriched with other sources such as visitor data on Internet page or app. But there’s the rub. The sobering message is, that the visitor data, that’s collected with mostly free and externally run analytics providers such as Google Analytics, cannot be accessed free of charge. A direct interface to that valuable and over the years collected visitor data costs up to several thousand dollars per month (!).