This document is an MIT Technology Review Insights report titled 'Making data matter in real time,' developed in partnership with DataStax. The report is based on interviews conducted with senior technology executives and experts in data analytics, artificial intelligence, and information technology between December 2022 and February 2023. It examines the necessity for organizations to leverage real-time data to enhance personalized digital experiences, improve operational agility, and boost business performance. Key findings indicate that while the potential for real-time data collection is vast, only a small fraction is currently utilized due to challenges such as legacy technology systems. The report also discusses the importance of creating effective data architectures and utilizing open-source solutions and AI to manage real-time data effectively. Organizations that successfully implement these strategies are likely to gain a competitive edge in their respective markets.