{"id":7503,"date":"2023-03-15T07:07:00","date_gmt":"2023-06-06T07:07:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=7503"},"modified":"2023-06-27T13:08:35","modified_gmt":"2023-06-27T13:08:35","slug":"data-transformation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/","title":{"rendered":"Great Data Alone Won\u2019t Make You Data-Driven \u2013 This Will"},"content":{"rendered":"\n<h3 class=\"wp-block-heading has-medium-font-size\" id=\"the-problem\"><span>The problem<\/span><\/h3>\n\n\n\n<p>Companies are investing in data at record levels, and hiring more C-suite data execs than ever. But for all their efforts around data transformation, companies are seeing little improvement in the business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\" id=\"how-we-can-tell\"><span>How we can tell<\/span><\/h3>\n\n\n\n<p>Only 47% of companies in a <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.newvantage.com\/_files\/ugd\/e5361a_bc4200d11bfb42478c782ad863e983eb.pdf&amp;sa=D&amp;source=docs&amp;ust=1678685345463020&amp;usg=AOvVaw0h-2J9K1CMXFo3s1XdoSBz\" target=\"_blank\" rel=\"noopener\">2022 study<\/a> say they are able to compete on data and analytics, and just 26.5% say they have established a data culture. According to Randy Bean, CEO and founder of NewVantage Partners, \u201cMost organisations are not historically set up to manage data as an asset and harness its potential to deliver business value.\u201d <\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\" id=\"what-you-can-do\"><span>What you can do<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hire data executives with a background in organisational change, not just data technology and analytics.<\/li>\n\n\n\n<li>Work with change management experts to understand barriers to establishing data cultures, and how to remove them.<\/li>\n\n\n\n<li>Promote data-driven decision-making, and hire and promote those who practice it.<\/li>\n\n\n\n<li>Celebrate data successes and highlight them at all levels of the organisation.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\" id=\"the-upshot\"><span>The upshot<\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highly-data driven orgs are <a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/cloud-digital\/data-analytics.html?CeoDexState=%7B%22currentQuestionId%22%3A%22Q19a1%22%2C%22selectedFacet%22%3A1%2C%22flipped%22%3Atrue%2C%22flippedFaction%22%3A%22Healthcare%22%2C%22selectedFactions%22%3A%5B%22Global%22%2C%22Healthcare%22%5D%2C%22chartOverrides%22%3A%7B%7D%2C%22hideInterface%22%3Afalse%2C%22selectedCategory%22%3A%22Section4%22%7D\" target=\"_blank\" rel=\"noopener\">three times as likely<\/a> to see big improvements in decision-making.<\/li>\n\n\n\n<li>Data-driven orgs can leverage data proactively, identifying opportunities or competitive threats early.<\/li>\n\n\n\n<li>Data-driven companies have higher rates of customer retention, since the data helps them understand how to keep customers happy.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"to-kickstart-a-data-transformation-chief-data-officers-need-to-speak-the-language-of-business\"><span>To kickstart a data transformation, chief data officers need to speak the language of business<\/span><\/h2>\n\n\n\n<p>There are transformative benefits to unifying your company\u2019s data across channels and departments, and making it available and accessible to every corner of the organisation. That starts, as all transformations do, at the top. Today, nearly three-quarters of Fortune 1000 companies have a chief data or analytics officer. But too many organisations build data capabilities that are not connected to critical business questions. As a result, business leaders (the ones who control budgets and organisational initiatives) wind up believing there is little value in investing in them.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Discover hidden insights in your customer data<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><a href=\"https:\/\/www.tableau.com\/blog\/what-is-salesforce-data-cloud-for-tableau\" target=\"_blank\" rel=\"noreferrer noopener\">Drive customer success now<\/a>\u00a0with Data Cloud, powered by Tableau.<\/p>\n\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>\u201cData leaders need to answer the question of what they need to deliver better customer experience, service, or to enter new markets,\u201d said Bean. \u201cThen you ask what data you need to answer those questions, and who needs access to that data. If you do that, you\u2019ve established the most important thing, which is trust and credibility with the business.\u201d<\/p>\n\n\n\n<p>A case in point is the fast-growing 5-year-old Danish car subscription company Dribe, whose primary investor hails from the traditional auto industry. Executives who led companies in the pre-internet era \u201caren\u2019t inclined to believe data, so you\u2019ve got to do two things: show very specific use cases, and serve the data on a silver platter so it is extremely easy to understand,\u201d said Erik Asbj\u00f8rn Arvid, Dribe\u2019s chief technology officer.<\/p>\n\n\n\n<p>Bean suggested the following for senior leaders looking to establish a data culture:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Organisations should hire data executives with a background in organisational change, not just data technology and analytics.<\/li>\n\n\n\n<li>Companies should work with change management experts to understand barriers to establishing data cultures, and how to remove them.<\/li>\n\n\n\n<li>Business executives need to promote data-driven decision-making and hire and promote those who practice it.<\/li>\n\n\n\n<li>These leaders should also celebrate data successes and highlight them at all levels of the organisation.<\/li>\n<\/ul>\n\n\n\n<p>To get buy-in from business leaders, it\u2019s critical for data executives to articulate the business case for an organisational transformation built around data, including specific examples of business results.<\/p>\n\n\n\n<p>\u201cIt\u2019s not enough to say you\u2019ve got the highest IQ or the best algorithm,\u201d Bean said. \u201cYou\u2019ve got to make your case demonstrating business value.\u201d<\/p>\n\n\n\n<p>Advanced education programs are emerging to bridge the divide. MIT, Carnegie Mellon, and the University of North Carolina-Charlotte, for example, have executive programs that meld the studies of data, analytics, and business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"data-for-all-not-just-the-gatekeepers\"><span>Data for all, not just the gatekeepers<\/span><\/h2>\n\n\n\n<p>At too many companies, the only people who manage data are the analysts who specialise in organising and assessing it. This narrow approach is a key impediment to building a data culture. After all, how can you establish an organisational norm when only a select few are invited into the club?<\/p>\n\n\n\n<p>To democratise data across all stakeholders, companies need to start by investing in training and data literacy. Today, only <a href=\"https:\/\/venturebeat.com\/data-infrastructure\/report-80-of-employees-say-theyll-stay-at-a-company-offering-data-training\/\" target=\"_blank\" rel=\"noopener\">39% of companies<\/a> reported making data training available to all employees, even though 80% of employees said they\u2019re more likely to remain with a company if they offer data training.<\/p>\n\n\n\n<p>The ability to access and understand data will yield faster and better-informed decisions, and higher-performing, empowered, more agile teams. The good news is technology has <a href=\"https:\/\/www.salesforce.com\/in\/products\/integration\/overview\/\" target=\"_blank\" rel=\"noopener\">made it possible<\/a> to not only connect previously disconnected data sources, but also <a href=\"https:\/\/www.tableau.com\/\" target=\"_blank\" rel=\"noopener\">make it<\/a> shareable, manageable, and interpretable to a much broader pool of stakeholders.<\/p>\n\n\n\n<p>These tools, Bean noted, must filter the data so it\u2019s relevant to each person\u2019s role, and be presented in a visual way (such as easy-to-read dashboards) so they are comfortable with it. These visualisations must align with the organisation\u2019s key business objectives.<\/p>\n\n\n\n<p>At Dribe, nearly every employee is trained and has access to continuously-updated <a href=\"https:\/\/www.salesforce.com\/in\/products\/analytics\/overview\/\" target=\"_blank\" rel=\"noopener\">Tableau<\/a> dashboards. For example, business leaders have insight and forecasting into sales, profit, and inventory, while portfolio managers rely on algorithms to predict members\u2019 future car needs.<\/p>\n\n\n\n<p>\u201cTraining is where you sow the cultural seed,\u201d said Arvid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"technology-isnt-the-end-game\"><span>Technology isn\u2019t the end game<\/span><\/h2>\n\n\n\n<p>Global spending on big data and business analytics <a href=\"https:\/\/www.businesswire.com\/news\/home\/20210817005182\/en\/Global-Spending-on-Big-Data-and-Analytics-Solutions-Will-Reach-215.7-Billion-in-2021-According-to-a-New-IDC-Spending-Guide\" target=\"_blank\" rel=\"noopener\">hit $215 billion<\/a> in 2021, driven by businesses\u2019 desire for better, faster decisions, according to research firm IDC.<\/p>\n\n\n\n<p>\u201cLeveraging data for insights into everything from internal business operations to the customer journey is top of mind and of strategic importance,\u201d the company noted.<\/p>\n\n\n\n<p>But acquiring the technology, and naming C-level data leaders, will only get you so far. To become truly data-driven requires a sea change in attitudes at every level, and a commitment to training, promoting, and rewarding data literacy across the organisation.<\/p>\n\n\n\n<p>\u201cUnless organisations change, the technology really does nothing for the business,\u201d George Westerman, principal research scientist for workforce learning at MIT\u2019s Abdul Latif Jameel World Education Lab, <a href=\"https:\/\/mitsloan.mit.edu\/ideas-made-to-matter\/digital-transformation-after-pandemic\" target=\"_blank\" rel=\"noopener\">told<\/a> MIT Sloan.<\/p>\n\n\n\n<p>Organisations should not fall into the trap of deploying technology for its own sake. Data leaders need to help business leaders understand the relationship between data transformation and business strategy.<\/p>\n\n\n\n<p>Companies of all stripes have proven they can pivot fast, and get employees to adopt new ways of working and serving customers. Many companies have been transformed around digital. Now they need to transform around data.<\/p>\n\n\n\n<p>\u201cData is helping us constantly refine our understanding of who our customers are and what they need. Becoming a data-driven company that revolves around data,\u201d Arvid said, \u201cis a groundbreaking evolution.\u201d<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Discover hidden insights in your customer data<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><a href=\"https:\/\/www.tableau.com\/blog\/what-is-salesforce-data-cloud-for-tableau\" target=\"_blank\" rel=\"noreferrer noopener\">Drive customer success now<\/a>\u00a0with Data Cloud, powered by Tableau.<\/p>\n\t\t\t\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p> <i>This blog originally appeared on Salesforce US blog <a href=\"https:\/\/www.salesforce.com\/blog\/data-transformation\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/i> <span id=\"authorRoot\" path=\"\/content\/blogs\/in\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Companies are investing in data technology, and hiring more C-level data execs, than ever. So why do so many of them say they struggle to be data-driven?<\/p>\n","protected":false},"author":1,"featured_media":7501,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"1e441ee277ff4397849e46ea808f0f19","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[555],"sf_content_type":[],"coauthors":[578],"class_list":["post-7503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Great Data Alone Won\u2019t Make You Data-Driven \u2013 This Will - Salesforce<\/title>\n<meta name=\"description\" content=\"Companies are investing in data technology, and hiring more C-level data execs, than ever. So why do so many of them say they struggle to be data-driven?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Great Data Alone Won\u2019t Make You Data-Driven \u2013 This Will\" \/>\n<meta property=\"og:description\" content=\"Companies are investing in data technology, and hiring more C-level data execs, than ever. So why do so many of them say they struggle to be data-driven?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T07:07:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-27T13:08:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/great-data-500x281-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lisa Lee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lisa Lee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/#\/schema\/person\/image\/55060042d9b66aab686849169d2ea0be\"}],\"headline\":\"Great Data Alone Won\u2019t Make You Data-Driven \u2013 This Will\",\"datePublished\":\"2023-06-06T07:07:47+00:00\",\"dateModified\":\"2023-06-27T13:08:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\"},\"wordCount\":1101,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/great-data-500x281-1.png\",\"inLanguage\":\"en-IN\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\",\"url\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/\",\"name\":\"Great Data Alone Won\u2019t Make You Data-Driven \u2013 This Will - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/data-transformation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/great-data-500x281-1.png\",\"datePublished\":\"2023-06-06T07:07:47+00:00\",\"dateModified\":\"2023-06-27T13:08:35+00:00\",\"author\":{\"@id\":\"https:\/\/www.salesforce.com\/in\/blog\/#\/schema\/person\/601f410a2801f4ddcf6f00cb182e69d3\"},\"description\":\"Companies are investing in data technology, and hiring more C-level data execs, than ever. 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