On July 2nd, the annual convention of the Upper Austrian IT cluster brought together over 130 visitors under the topic “IT generates value” at the Power Tower in Linz. In their presentation, Wolfgang Kienreich, Head of Business Development at Know-Center in Graz, and Horst Pflügel, Global Research Program Manager at AVL, talked about the value of data and presented project results which demonstrate how large amounts of data can support industrial value chains through domain contextualization.