The first version of the Data Value map (DVM) was created in 2013, when we first observed the difficult people had in describing their utilisation of data. In an attempt to put a visual perspective on the issue, the DVM was designed to be a very simple tool to enable data conversations. The focus of these conversations were mainly around the problems or pain points that organisations were experiencing while trying to derive value from their data. From its early use, it was clear to see the dominance of technology in the way people think and talk about data. It became very evident that for the DVM to be effective the need to take technology out of the conversation was essential. However, this version did have a lot of impact in its own right. This simple version was used in our maturity analysis of agile analytics in organisations. Helping to frame the questions a global survey, the results highlight significant issues in integration and governance in organisations. In particular, 80% of organisations did not have a single version of the truth, along with a very low rate of governance implementation.