Leveraging data to drive better decisions is a top priority for most companies. Yet, few companies are doing this well. To better understand the challenges and barriers that companies face, the Digital Analytics Association (DAA) partnered with TMMData to survey more than 800 digital analytics professionals. What follows are some highlights from their research.
... Only 13% of analysts are able to access the data that they need immediately. More than a quarter indicate that it often takes 2 weeks or more to access the data. TMMData Chief Marketing Officer Darren Wagner explained, “Despite the growing technologies in the industry, organizations – large and small – still struggle with gaining quick access to data due to incompatible BI tools, data integration challenges and corporate red tape.”
Only 3% of analysts believed that the data they used on a regular basis was of “excellent” quality. Half believed it was “okay,” “fair,” or “poor,” reinforcing the challenge that experts are facing with regard to data quality. “It’s unfortunate that so many analysts can’t trust their data. To improve, organizations need a solid data governance infrastructure, the right tools and buy in from the top and bottom,” Wagner said. “Otherwise, we’ll likely see disparities in data quality persist, and dated, siloed and disjointed data will continue to drive business decisions.”Read More