Every company wants to use data to drive better decisions, improve operations, and gain a competitive edge. But the real challenge isn’t access to data – it’s the culture around it.
Many companies assume that better tools will solve their data challenges. They invest in analytics platforms, AI-powered dashboards, and expensive data teams. Yet, they still struggle to generate value from data. The reason? A weak data culture.
Why Data Fails to Deliver Value
Data issues don’t start in the analytics team – they start at the source. Take a simple example: A call centre agent enters customer details but skips a few fields. They aren’t being careless; they’re just working under performance metrics that prioritise speed over accuracy. Months later, when the company tries to analyse customer behaviour by location, they realise 40% of addresses are incomplete.
At this point, the damage is done. They either work with flawed insights, accept bad decisions, or pay an external provider to fill in the gaps. Either way, they lose value.
This problem happens across departments – sales, operations, finance – because most employees don’t see the downstream impact of small data errors. And when leaders don’t recognize data as a business asset, teams fail to prioritise quality.
Shifting to a Data-First Culture
A company with a strong data culture treats data like cash flow – it’s critical to business success, not just an IT concern. It’s part of every discussion, from executive strategy to daily operations.
Fixing data culture starts with leadership. When data is seen as a business-wide responsibility, teams start using it correctly and consistently. Instead of being a last-minute addition, data becomes part of decision-making from the start.
Equally important is education. Employees at every level should understand how their work impacts data integrity. A call centre agent should know that an incorrect address today means missed opportunities tomorrow. A marketing manager should recognise that cleaner data leads to better campaign results.
Incentives also need to change. If employees are only measured on speed, quality will always take a back seat. Companies need to balance efficiency with accuracy, ensuring the right behaviours are rewarded.
How the Best Companies Approach Data
The difference between average companies and market leaders isn’t just in the data they collect – it’s in how they treat it.
A company with a strong data culture doesn’t just ask, “Do we have the data?” It asks, “Is the data reliable, complete, and meaningful?” Instead of retrofitting data into decisions, it’s part of the conversation from day one.
Fixing technology won’t solve this. Fixing culture will.