This chapter provides an understanding of how firms should manage data to create value in digital transformation. It provides an overview of important data management concepts including the 3 V’s of volume, velocity and variety in big data, the digital data streams concept and data network effects, along with the challenges of managing data. A framework is presented for managing and analysing data to create value, which includes data preparation, data warehousing, and data analytics applications including descriptive, diagnostic, predictive and prescriptive analytics. The chapter highlights how data analytics tools can be employed in text, audio, video and social media analytics. Finally, critical practices that firms should consider in building trust and transparency into their data analytics efforts are outlined.