In the first part of the i3-MARKET Book series we begin by discussing the principles of the modern data economy that makes readers more aware about the value of the data that is produced everyday by individuals and also in a collective manner, i.e. in an industrial manufacturing plant, a smart city full of sensors generating data about the behaviours of the city and their inhabitants and/or the wellbeing and healthcare levels of a region or specific locations. Data, and the use of it, is one of the most disruptive areas in today's global economy, particularly with the value that large corporations have embedded in their solutions and products because of their use of data from every individual.