Data tsunami makes for slippery customer info

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Data tsunami makes for slippery customer info

Snowballing data volumes are preventing datawarehousing and business intelligence (BI) tools from delivering the single view of the customer that firms so crave.

Three-quarters of 100 companies polled by PMP Research for The Evaluation Centre use datawarehousing. A similar number either use or plan to employ BI tools.

Yet despite this commitment, only 20% of respondents claim to have achieved their key desire to pin down that elusive single customer view. An alarming 45% of them feel they are nowhere near this goal as they struggle to cope with data quantity and quality.

E-business, compliance, company expansion and growing computer usage have caused a data tsunami. One in 10 of the respondents claim a 200% increase in data volumes over the last three years.

A third of the sample firms took more than a year to de-gunk the data sufficiently to use in a new warehouse.

But once the clean-up operation is complete, growing numbers of firms are pushing BI further into operational corners. An ambitious 16% of the firms are already using BI or corporate performance management tools to analyse data in real-time. Many are also rolling out BI capabilities to non-specialist managers.

Choosing the right database management system

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