Dun&BradStreet：數據的過去、現在和未來（英文版）(14頁).pdf

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1、The Past, Present, and Future of Data The Past, Present, and Future of Data | 2 CONTENTS Introduction . 3 The Past: Realizing the Value of Data . 4 The Present: Perfecting the Basics . 8 The Future: Scoping Datas True Potential .11 Conclusion .13 The Past, Present, and Future of Data | 3 Introductio

2、n The importance of data to the business world has grown enormously in the past decade. According to some estimates, weve gone from a global datasphere of two zettabytes in 2010 to an estimated 41 zettabytes in 2019, although arguably its now impossible to even measure the volume and rate at which d

3、ata is being generated, with no end in sight. The creation and use of data has become central to our lives. Whether its the algorithm that selects the most relevant news stories for us when we wake up or the app that calculates the most efficient way to that crucial meeting, data is everywhere, info

4、rming what we see and what we do. For Dun validating potential customers, suppliers and partners; or ensuring the businesss compliance with regulations. Three fifths (61%) similarly agree that data has enabled a more holistic view of their business relationships. The prevailing focus for businesses

5、has been the customer, and the use of data to both find new prospects and better serve those already won. Nearly two thirds of respondents (63%) agree that data has helped to improve the service they provide to customers, with the same proportion agreeing that data has helped to identify new opportu

6、nities for growth. This customer-centricity is mirrored when leaders consider their biggest challenge. Over the last decade, 29% of business leaders cited finding new customers and prospects as their biggest challenge. Organizational ambiguity: Who owns data management? A key question over the past

7、decade has been where data ownership should sit. As its importance has become clearer, businesses have been challenging the idea that data should be a technology, rather than a business, consideration. This, however, has taken time and nearly half (45%) admit that data has been the concern of the IT

8、 department, rather than the business fewer business leaders in the US say this (42%). Theres a growing recognition that responsibility for data should be a priority for the C-suite. But business leaders are still split as to who in the leadership team owns data and how that will evolve over time. T

9、he most common answer is that the ultimate responsibility for data has sat, and will continue to sit, with the chief executive. This is an interesting shift as traditionally the chief technology officer and chief information officer roles have been those associated with data management. Data has ena

10、bled a more holistic view of our business relationships Data has helped us to identify new opportunities for revenue growth Data has helped us to identify and mitigate risks to our business Data has enabled us to improve the service we provide to customers ADVANTAGES BUSINESSES HAVE REALIZED FROM DA

11、TA IN THE LAST DECADE 61%63%63%63% The biggest data challenge of the last decade was finding customers and prospects 63% say data has helped to mitigate risks The Past, Present, and Future of Data | 5 However, when looking more closely at business leaders in the US, they see the CEO as most responsi

12、ble for data-related matters, its role in these matters has dwindled in the last ten years; 24% thought CEOs in were the most responsible in 2009, 22% in the present day and 19% in 2029. The relatively even split between business leaders answers suggests that the structures of organizations and thei

13、r views on where data fits in are highly varied. Concerningly, however, around one in ten dont know where data ownership has sat or will sit in the future, and this is something that organizations must define to support a coherent, valuable data strategy. Hurdles to overcome Beyond their desire to f

14、ind more customers and prospects, businesses biggest challenges in the last decade have all related to the “fundamentals” of using data. More than a quarter (28%) of businesses point to effective data management as their biggest hurdle, followed by difficulties with having the right technology in pl

15、ace to use data (26%). Overall, nearly half (46%) agree that they havent had the right technology to take advantage of their data. Almost as many (42%) admit that they have struggled with inaccurate data. Perhaps inevitably, many businesses experienced failures as they explored how best to use data.

16、 Forty-three percent of business leaders admit that some of their data-led projects have failed. Often, data management has not been connected to the overall business plan, and only 57% agree that they have had an effective data management strategy in place across the organization. We havent had the

17、 technology in place to take advantage of our data Some of our data-led projects have failed We have struggled with inaccurate data Data has been the concern of the IT department, rather than the business CHALLENGES EXPERIENCED IN DATA MANAGEMENT IN THE LAST DECADE 46%43%42%45% WHICH ROLE HAS BEEN,

18、IS AND WILL BE MOST RESPONSIBLE FOR DATA-RELATED MATTERS IN YOUR BUSINESS? (US AND UK)(US AND UK) Chief Executive Officer19%20%17% Chief Technology Officer14%14%13% Chief Financial Officer10%12%11% Chief Operating Officer14%16%13% Chief Information Officer15%14%14% None of these roles18%14%14% I don

19、t know11%9%17% 200920192029 One in five businesses have lost a customer due to incomplete or inaccurate data The Past, Present, and Future of Data | 6 The real cost of poor data management Shortcomings in data management have led to significant, business-critical challenges in the last decade, inclu

20、ding the all-important customer relationship. Nearly one in five (19%) businesses have lost a customer by using incomplete or inaccurate information about them. A further 15% failed to sign a new contract with a customer for the same reason. Losing customers can be a devastating outcome but its one

21、that affects a large proportion of businesses of every size. A quarter (25%) of businesses with over 500 employees have lost a customer due to incomplete or inaccurate information, rising to a third (32%) of those with 250 500 employees. Meanwhile, at the other end of the scale, 16% of businesses wi

22、th fewer than 10 employees have been affected. Losing customers due to poor data management could result in millions of dollars of lost revenue for the largest businesses and impact not only the growth of the smallest companies, but their very ability to survive. Businesses have also faced financial

23、 challenges due to poor information. Almost one in five (19%) said their financial forecasts have been inaccurate; US businesses were slightly less susceptible to this issue than their UK counterparts, as it has impacted 16% and 22% respectively. Meanwhile, 18% of organizations offered too much cred

24、it to a customer due to a lack of information about them and lost money as a result. The figure is higher for the largest businesses, with nearly a quarter (23%) of those with over 500 employees and 29% of those with 250 500 employees impacted. Not having the right data or not using it correctly can

25、 also impact a businesss all-important reputation with its customers, prospects and regulators: 17% of respondents say their businesss reputation has been damaged due to working with a supplier or customer involved in malpractice. 16% have run into regulatory issues due to a lack of information abou

26、t a supplier or customer. 12% have been fined or disciplined for data issues. Compliance concerns Compliance has not been as big of a concern for US businesses (31%) than UK businesses (16%) over the last decade, although the same proportion from each country (12%) has been fined or disciplined for

27、data issues. However, compliance has become an even more pressing consideration for organizations on both sides of the Atlantic in the present day, with the recently implemented General Data Protection Regulation (GDPR) and similar state- level regulations in the US. It will be even more important f

28、or businesses to avoid the failures of the past to set themselves up for the future. ISSUES CAUSED BY INACCURATE DATA OR A LACK OF DATA 19% 16% 18% 12% 19% 15% 17% 12% We lost a customer by using inaccurate or incomplete information about them We ran into regulatory issues due to a lack of informati

29、on about a supplier or customer Our financial forecast was inaccurate due to incorrect information about a customer We failed to sign a new contract with a customer due to inaccurate or incomplete information We offered too much credit to a customer due to a lack of information about them and lost m

30、oney as a result We have been fined or disciplined for data issues Our reputation was damaged due to our relationship with a supplier or customer (for example, due to malpractice) Lack of data or inaccurate data has never caused any issues for my business A fifth of businesses have lost money by off

31、ering too much credit to a customer due to a lack of information Over 1 in 10 organizations have been fined for data issues The Past, Present, and Future of Data | 7 A missed opportunity? Businesses have taken time to understand the data they have access to, and yet, in some cases, are not fully rea

32、lizing the value it offers. More than half (56%) of business leaders admit that they have not yet realized the full potential of data, while almost half (47%) say that data has been largely a buzzword, rather than a serious consideration, in the past decade. As a result, more than half of business l

33、eaders (55%) say that, so far, they have not maximized the power of data to gain a competitive advantage. Businesses have not always had a positive experience of data over the last decade, with poor data management often contributing to such issues as regulatory fines and even losing customers. Many

34、 businesses missed the opportunity to set themselves up for the future and keep up with their peers or new market entrants. The experiences of the businesses surveyed are representative of the wider business community; Forrester found that 80% of businesses still struggle to manage the volume, varie

35、ty and velocity of their data. Legacy systems may have made the process more challenging for older businesses, as one in four (25%) say they have not had the right technology in place to fully utilize data, leaving a gap for more agile start-ups. Unfortunately, many of these issues have not yet been

36、 consigned to the past, with organizations still trying to retro-fix the fundamentals of data management today. Problems with data structure mean that many businesses have failed to benefit from external data; in fact, the majority agree that they would benefit from more third-party data, even today

37、. Third-party data can not only provide vital insights about other businesses but help organizations to link their own information about companies and so improve their data management. This can help organizations to tackle the data issues of the past and meet the challenges of the present. “To some

38、extent its everyones responsibility to care about data management. Obviously, there needs to be someone who sets the tone and cares for specific issues that may arise. But at some level, there needs to be an awareness across the organization that the data that is created and curated are assets that

39、need to be treated carefully.” Dr. Anthony Scriffignano Chief Data Scientist Dun there was less of a concern for specific data management budgets in the US, with less than half (48%) citing this. Using third-party data could also be a valuable route for improving the quality of data available to bus

40、inesses and making it more accessible. Over half (54%) say that third-party data is valuable for enhancing the data that they hold in their organization, while a similar proportion (56%) agree that they would benefit from even more of it. Drawing on accurate, comprehensive third-party data offers be

41、nefits across the business. External data can help the sales team with identifying new prospects; the finance team with matching the credit offered to customers with their financial health; the compliance team with carrying out necessary checks and identifying risks; and the leadership team with und

42、erstanding the financial and business environment the organization is facing. All of this will boost overall performance, as data-driven companies are 23 times more likely to acquire customers than their competitors. But given the challenges that businesses are still experiencing, its clear that org

43、anizations have a way to go before they have mastered the fundamentals of data management; its unsurprising that 56% agree that they are not yet realizing the true potential of data. Tackling these structural challenges will be vital for setting businesses up for the future. Having more accurate and

44、 complete data would help sales to convert more opportunities Having access to more data can support revenue generation Effective data management can be a competitive advantage ADVANTAGES OF MORE EFFECTIVE DATA MANAGEMENT 69%68%75% “Today, data is unstructured its just words and dialogue. Thankfully

45、, we have artificial intelligence methods that can help us cluster unstructured data, find meaning in it, find out what the common themes are, extract meaning and understand shifts in sentiment. If we put all of that capability towards previously siloed data, all kinds of new value arises.” Dr. Anth

46、ony Scriffignano Chief Data Scientist Dun by 2020, there will be 1.7MB created every second for every person on Earth. The nature of that data, however, will change. Its estimated that 30% of the worlds data will be real-time by 2025 alone, double the 15% in 2017. Developing technologies, from artif

47、icial intelligence to blockchain, will underpin this evolution. Data will continue to transform the working world, changing many job roles and creating widespread demand for data scientists in the US alone, there will be an estimated shortfall of 250,000 data scientists by 2027. But to realize the opportunities this presents, businesses will need to see beyond the data management challenges they still face today and contend with new obstacles, from overcoming data