Organizations’ use of data and information is evolving as the amount of data and the frequency with which that data is collected both grow. Data now streams into organizations from a variety of sources such as social media feeds and internet of things devices. The ever-increasing number of devices and streams of data offer new ways to capture information about a business and improve its operations. If an organization doesn’t capture this information and utilize it, it would be analogous to running a business without recording its sales or capturing its expenses. We at Ventana Research project that within two years the collection and analyses of streams of event data will be a standard component of enterprise information architectures.