On the face of it, the concept of businesses bringing structured and unstructured data together through technology to surface new insights about themselves, their products and their customers sounds simple.
But this year’s Harvey Nash Group Digital leadership report – the world’s largest and longest-running survey of senior technology decision-makers – shows that reaching this data gold standard remains tantalisingly difficult for organisations to pull off.
The research shows that only around a quarter of technology leaders rate their organisation as highly effective in using data to generate more revenue or to inform their product or service offering.
