Matthew West spent over 20 years as a leading data modeler for Shell where he was a key technical contributor to data modeling and data management standards and their application. Matthew was responsible for Shell's Downstream Data Model. He currently serves as the Director of Information Junction, a data architecture and analysis consultancy in the UK. He is also a key contributor to ISO 15926 (Lifecycle integration of process data) and ISO 8000 (Data and Information Quality). Matthew is a Visiting Professor at the University of Leeds