Placing a Price on Data Assets

Am in the midst of addressing just such a task.  What is data worth?  What is its risk?  " .... We know in our gut that data has value. No company can run without it. But what is it really worth? As CEOs realize that data is an asset that can be exploited as a new source of revenue, they will start to ask CIOs about its financial potential. Responding with a shrug and a shot in the dark won't exactly enhance your own value in the CEO's eyes. ....  "