Companies invest only in technology, fail to generate business value
Organisations are developing on the technology side of analytic but failed to derive business out of it, as per Broken Links, the latest report by Zassociates. More than half, 52%, of organisations are spending or planning to spend heavily on the technology related to analytics.
Only 2% companies have a positive business effect of their sales and marketing analytics whereas a majority of 70% companies consider them to be important tool, as per the report. The problem arises in the basic alignment amongst the members of the company. The problem lays in the business model as companies are unable to derive business from the technology despite huge efforts.
Source – ZS and The Economist intelligence Unit Ltd.