Benchmark ReportBenchmark report2019 Global data management researchTaking control in the digital age每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）Experian conducted a survey to look at global trends in data management. This study looks at how data practitioners and data-driven business leaders are leveraging their data to solve key business challenges and how data management practices are changing over time. Produced by Insight Avenue for Experian in November 2018, the study surveyed more than 1,000 people across four countries around the globe: The United States, the United Kingdom, Brazil and Australia. Organizations that were surveyed came from a variety of industries, including IT, telecommunications, manufacturing, retail, business services, financial services, healthcare, public sector, education, utilities, and more. A variety of roles from all areas of the organization were surveyed, which included titles such as chief data officer, chief marketing officer, data analyst, financial analyst, data engineer, data steward, and risk management. Respondents were chosen based on their visibility into their organization’s customer or prospect data management practices. MethodologyBenchmark report 2019 Global data management researchTaking control in the digital age | Page 3Taking control in the digital ageSection 2 Trust in data Section 3 Changing data ownership Section 1 Customer experience Executive summary ..........................................................................................................................................................4Section 1: Customer experience ..................................................................................................................................6Section 2: Trust in data ..................................................................................................................................................10Section 3: Changing data ownership .......................................................................................................................14Conclusion and key findings .......................................................................................................................................18Benchmark report2019 Global data management researchPage 4 | Taking control in the digital ageWe see, year after year, that despite our ambitions, many businesses fail to take full advantage of the opportunity that data can provide to improve customer interactions to increase business performance. Page 4 | Taking control in the digital ageBenchmark report 2019 Global data management researchTaking control in the digital age | Page 5Executive summary With companies facing increasingly complex data challenges that can determine the success or failure of their business, never has it been so important to have accurate and reliable data. Businesses encounter almost continuous disruption – frequently driven by accelerated data insights – and increasing regulatory pressure to improve transparency and ensure consumer privacy. Moreover, the modern consumer brings online expectations and digital demands, requiring companies to respond ever faster and more granularly than before. One-to-one marketing has become the new digital experience. Companies not only have more data, but also greater access to the technology required to convert increased volumes of data into meaningful, actionable insight. Yet, so many seem paralyzed. Why? The answer is simple: lack of control and poor data quality. Companies continue to see the importance of leveraging data to improve their customer experience, which remains the top strategic business driver. However, we see from the survey that companies are not achieving this strategic intention, and others, to the degree they deem necessary to be competitive. They struggle in two main areas: gaining timely access to all relevant data and in developing trust in the accuracy of their data. Organizations told us they suspect almost a third of their data is inaccurate, and 70% say they don’t have the direct control over data that they need to impact strategic objectives - namely customer experience. We see, year after year, that despite our ambitions, many businesses fail to take full advantage of the opportunity that data can provide to improve customer interactions to increase business performance. Current data infrastructure and management practices are often not set up to handle today’s digital consumer, the volume of data generated, and the multitude of systems collecting the data, leaving users with inaccurate data and limited access. Consequently, they have been limited in their ability to leverage new data talent, technology, and best practices that can help them gain the necessary insight to innovate and stay competitive. Our research this year explores these areas where businesses are feeling...
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