A recent study by the Harvard Business Review revealed something both alarming and unsurprising: only 37% of respondents feel that their organisation is good at using data to make decisions. This number drops to 20% when asked about using data to personalise customer experiences. In a world where we are increasingly defined by the data we generate, these numbers cause concern.

Luckily, there is a way to turn this around. As the world increasingly moves online, more and more data is being generated. This data provides organisations with a superpower – if they know how to use it. By understanding and utilising the customer data at their disposal, businesses can make decisions that empower them to succeed like never before.