CGG Smart Data Solutions, like many other service providers in the E&P sector, has seen a transformation of data management from a support function to a value generator for our clients. Companies are expecting service providers to deliver solutions to enable their E&P digitalization strategies, as they move towards adopting emerging digital technologies, such as machine learning and public cloud services. While these new frontiers are exciting and ultimately game-changing, ensuring all factors are considered prior to choosing a solution that is right for your business is extremely important. This is why I encourage people to “ASK before you ACT”. Jumping head first into a new business endeavor before defining the desired outcome, and then asking how we go from here to there, will typically not garner the desired results.