It appears that some CEOs risk diverting their attention towards big data at a time when existing information is not entirely managed effectively. No company is short of data, but in many instances current reporting does not support strategic decision making. Many existing systems capture too much of the wrong information and not at the right interval or level of frequency; severely limiting the company’s ability to respond readily to changing circumstances.
Companies that consistently use quality data to guide their decision making tend to be more profitable than those that do not embrace this type of culture. But how do companies can avoid using the data to do wrong things faster? C-level executives share their views on this topic.