Nearly half of
CEOs believe that all of their employees have access to the data they need, but only 27% of employees agree.
That’s according to study results from Teradata, a data analytics and
marketing firm. The company commissioned The Economist Intelligence Unit to survey 362 workers across the globe -- including those in management, finance, sales and marketing, business development and
more.
CEOs also overestimate how quickly “big data” moves through their company, with 43% of CEO respondents believing that relevant data is made available in real-time, compared
to 29% of all respondents.
Overall, CEOs are wearing rose-colored glasses when examining the overall effectiveness big data has on their initiatives: 38% believe their employees are able to
extract relevant insights from the data, while only 24% of all respondents do.
The report notes that of companies that outperform in profitability as a result of data-driven marketing, 63% of
the initiatives are launched by corporate leadership, and 41% have a centralized data and analytics group. Of companies that say they underperform, 38% of initiatives are launched by the higher-ups
and 28% say data and analytics are centralized.
“The survey is clear that organizations succeed when the data-driven vision and leadership are shared, and the benefits of data
initiatives are consistently tracked, promoted, and most importantly, linked to corporate goals and business results,” stated Chris Twogood, vice president of products and services marketing at
Teradata.
The full report can be found here.