69 Secondly, it is important for businesses to clean up their data. The report reveals that only 44 per cent of businesses say that their customer relationship management or enterprise resource planning data is clean, and that they can fully leverage it, compared to 50 per cent in 2020. By enriching data, organisations can open up new information about customers while also making sure their existing data is accurate. When purchasing a data set from a trusted source, you can be sure the data regularly refreshes to keep your data lists updated and reliable. Finally, businesses must make sure to prioritise their data insights. A total of 72 per cent of respondents say they have so much data in their organisation that it is difficult to prioritise where data management can add most value. DataOps for example, can shorten development cycles, increase deployment frequency, and create more dependable releases of data pipelines, in close alignment with business objectives. This practice helps organisations adapt more quickly to changing conditions and prioritise data effectively. As a data programme matures, organisations are now able to tap into their consumer data to understand who their customers are, what they need, and how to reach them. With a constant flow of trustworthy and reliable insights to teams across the business, a data-driven culture can begin to flourish. This allows customers to remain at the heart of every business, and across every department. You can read this year’s annual report here: https://bit.ly/3t41oVU Andrew Abraham is global managing director of data quality at Experian “With a data literate workforce, a business is armed with talent that can make timely, data-driven decisions” Experian’s Global Data Management report revealed that 89 per cent of businesses regarded contact data as key to customer engagement
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