In June 2014, oil was averaging US$120/bbl. Over the last two years, until very recently, it has not been above US$60/bbl. There is what you can control, and there is what you cannot. Wisdom, as the saying goes, is knowing the difference, and in the world of midstream oil and gas, wisdom is making and breaking companies. 'Wise' midstream oil companies have recognized that, in the digital era, operational data has become a critical asset. When collected and made available in context, this data can reduce their 'controllable margins', guarantee their social license to operate, and ensure their survival amid a wave of mergers and acquisitions.