Email team members trapped in your silos should ask yourselves this: Are you truly part of your company’s data culture?
The answer will determine how well you deploy data for campaigns, judging by The Alation State of Data Culture Report, a study from Alation, conducted by Wakefield Research.
Assuming you are part of your firm’s marketing unit, you are hardly at the forefront. Only 36% of marketing staff are top proponents for data and analytic usage.
That changes to 44% at top-tier data culture companies.
But, overall, 49% of operations people drive data and analytics use, versus 44% of governance, risk and compliance experts.
Only 12% of companies say all departments can conduct data search & discovery, and 15% claim data literacy across units. In addition, only 13% claim universal skills in data governance.
Yet most mid-tier and low-tier firms think they are doing well at it.
For example, 83% of mid-tier outfits have an inflated sense of their data culture, as do 91% of low-tier companies. Only the top tier firms justly claim a high grade in this area.
What does having a data culture entail? It includes:
But there are serious challenges, as one knows who looks over their cubicle wall:
When it comes to AI, here are the issues that lead to failure:
Aside from that, the biggest hurdles to using AI effectively are getting buy-in from executives who control funding for AI (55%) and having employees without skills to create AI models (45%).
Meanwhile, there’s no question the top-tier are ahead of the game—38% were likely to exceed their revenue goals, compared with 28% overall. However, there’s a seeming when it comes to simply hitting the goals—62% of the top-tier companies have done so in the last 12 months, and 61% of all firms.
Wakefield Research surveyed data and analytics leaders at firms with 2,500+ employees in the U.S., UK, Germany, Denmark, Sweden and Norway.