First, together with key stakeholders from different departments we kicked off this project by setting a common and clear dot on the horizon. Second, we conducted a gap analysis of the as-is and to-be situation. We aligned on consumer data objectives, clarified  governance, defined scope and described value areas to achieve common goals. Third, we created a Center of Excellence with the right usage of resources, we put the right people and resources in the right place. We empowered them to fully focus on the foundational value of consumer data, and make it a crucial business asset. And finally, we ensured that this CoE will operate as One team being more efficient and effective in acquiring, storing and using data to create value for Heineken and its consumers.