Five reasons why few companies are data driven

“There are several reasons:

1. The executive team does not like what the data tells them.  In many cases, data contradicts what management wants to do, so in those cases the data must be “wrong”.  The data is inconvenient to current thinking or perspectives.
2. The executive team does not trust the data, and has good reason not to trust the data because it is out of date or incomplete.  The data is full or errors, untrustworthy, incomplete.
3. The executive team trusts the data and the data is accurate, but the data does not inform current or future decisions.  It is good data, just not the necessary data.
4. There is too much data and not enough information to inform executives.  The team is inundated with data and has too little information.
5. The executives have accurate and up to date data that is meaningful and easy to understand but they do not know how to interpret or act on the data.  The decision makers do not have the perspectives or tools to interpret the data and make decisions.”