In August 2014, the White House announced the creation of the US Digital Service, which promptly released a US Digital Services Playbook. This playbook, which spans the fields of customer experience, digital governance, application development and operations, and data and analytics, provides federal CIOs a modern and reliable approach to improving federal digital services. In this report — the fifth in our series on the new federal playbook — we offer CIOs guidance for implementing and improving upon plays 12 and13, which focus on data and analytics.