Challenges, gaps and opportunities #CFOReimagined MASTERING DATA “One of the biggest challenges is locating the right data,” says Rubens Batista of Martins. “That’s what keeps me awake at night. We can collect data more easily now, partly due to the rise of social media. I think this is important and we are integrating this into business.” 23 The CFO Reimagined: from driving value to building the digital enterprise