Were we not all inspired by the promise? Freshly motivated by every speaker at a business conference or a writer of a thought-leadership piece who highlighted the untapped potential in your data. Many a C-Suite decision-maker resolved to leverage this newfound power and start driving it in their organisation. For a decade, we’ve been hearing things like “Data is the new oil!”, “We’ll make marketing and IT work together!” and “We’ll build dashboards and put them in reception!”
But, despite now being greeted by those shiny 78-inch screens with their live, animated graphs and figures, most of these businesses remain fundamentally unchanged...
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