Data is the great digital enabler. It’s the topic of conversation in every boardroom and the meat in every survey and analysis done by research giants such as Gartner, IDC, and Forrester. It’s been described as the black oil of the business world, the key to unlocking the secrets of a sustainable future, and the answers to potentially tricky business questions. And yet, for the small to medium enterprise (SME), data often feels a distant and unavailable dream. The technology that creates it, the tools that analyse it and the individuals that interpret it are expensive or difficult to find. For the SME, finding the insights in the data can seem as attainable as a short visit to the moon.
But this is changing
Data and the insights it offers are not just for the enterprise with a weighty wallet, not anymore. Yes, the technology and data scientists that are lured into the enterprise are far more likely to be the cream of the proverbial crop, but equally the tools that are now available to the smaller business are more cost-effective and accessible than ever before. Any organisation, regardless of its size, can leverage this technology to glean digital insights that will help them to better understand their customers.
Why bother?
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