Adyen is the payment processor for many brands we love. Spotify, Netflix, Nike, eBay and thousands more. We process hundreds of billions of euros every year. An outstanding success, thanks to a strong backend engineering culture. Data today permeates Adyen, as every single transaction is and generates data. 25% of engineering is about data. Every day: * Analytics answers question to run the business better * We mature experiment and playground ideas * We build and refine automated machine learning products. Yet, up to a couple of years ago, data was not exploited. Why was backend-heavy organization not leveraging all that data? In this talk, we cover our journey to create a data culture. From engineering, to our executive leadership, through everyone in the organization. We cover the challenges, risks, decisions, successes, failure, and lessons learned. We do that across our tech stack, team structure and topology. We talk about re-organizing and products to be built. Our journey took data from a buzzword to a core part of the company. Discover how it started and where it brought us.