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92% of Product Decision Makers Say Data & Analytics Critical to Success of Business

New Harris Poll/Sisense Study Titled “The Business Intelligence Landscape” Outlines the Value of Analytics, Making Connection to the Bottom Line, but Notes Current Barriers to Success

Sisense, the leading AI-driven platform for infusing analytics everywhere, has announced a new study, “The Business Intelligence Landscape,” commissioned by Sisense and conducted by The Harris Poll among product decision makers, highlights that companies offering data and analytics to their customers have a competitive advantage and reap the benefits of increased revenue and loyalty.

However, there are some challenges to overcome. For example, 53% of respondents wish their analytics experience was more aligned with user-friendly entertainment applications, such as Netflix and Spotify.

Analytics Drive Business Value

92% of product decision makers say that data and analytics are critical to the success of their businesses. More than 4 in 5 (86%) say that offering data and analytics to their customers plays a critical role in not only the satisfaction of those customers but also in terms of building and retaining loyal customers.

And for a direct tie to the bottom line, 96% note that an increase in average selling prices would be possible with personalized and customized analytics, with 46% noting they could charge 10-19% more for their products and services because of the analytics they provide.

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Sisense ImageBenefits of Embedded, Actionable Personalized Intelligence

Nearly all decision-makers (94%) feel companies that they are able to deliver data and analytics at the right time to the right people are considered innovative.

Other key points:

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  • 96% believe their customers are interested in having AI-driven insights that can provide actionable, personalized intelligence in the context of their activity
  • 97% think their customers are interested in analytics provided in the context of the task the user is completing
  • 97% note that customers want analytics more personalized to the specific end user
  • 96% feel customers want data customized to their industries or consumer activity
  • 95% think their customers want interactive analytics
  • 56% believe that customers would find prescriptive analytics most useful

Looking to the future, 81% of product decision makers say that if they could provide their customers with personalized data and analytics, it should be provided by embedding those into communication software or platforms, custom-built apps or off-the-shelf business or SaaS applications.

Current Barriers to Success with Analytics

While the numbers above speak to the opportunity, 83% of decision makers think their customers currently are making decisions without proper data and analytics at least sometimes. However, product decision makers cite barriers in being able to deliver such offerings. 41% of decision-makers cite legal and compliance requirements as an issue. 38% say their customers have difficulty accessing information. And this access may in large part be due to the fact that 92% of decision makers deliver data and analytics to customers via non-embedded methods such as email and dashboards, requiring them to disrupt their workflows to go elsewhere for critical information.

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“The results from this third-party study are directly in line with what we are hearing from our customers and see in 2022 for analytics. Firstly, we expect organizations will redefine what it means to build a ‘culture of analytics’ by bringing insights to workers in a more digestible way, such as embedding them into regular processes so no new skills are required. Secondly, most data-driven organizations will combat tool fatigue by bringing data to workers where they are, directly within their workflows,” said Sisense Chief Product and Marketing Officer, Ashley Kramer.

“And lastly, we see automation turning descriptive analytics, that demonstrate what already happened, and predictive analytics, profiling what will happen, into prescriptive guidance, focusing on what the best course of action to take is to make smart, proactive decisions,” Kramer continued.

Study Methodology

Findings are based on an online survey conducted by The Harris Poll on behalf of Sisense among 503 product decision makers in the US. All respondents (referred to as “product decision makers” throughout the report) are age 18+, work full time at a company with at least 200 employees, with the title of director or higher in either a research and development or engineering department and have at least some influence in decisions made for embedding analytics solutions into the delivery of their product or service. Respondents’ company must also deliver their product or service through technology platform or software application and serve B2B or B2C customers. The survey was conducted between October 12 – November 1, 2021. Data are weighted to be representative of the distribution of US businesses with at least 200 employees. Because we do not have business size data specific to companies who embed analytics solutions into the delivery of their product or service, a larger sample was weighted initially, with the set of qualified respondents selected out for the final analysis.

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[To share your insights with us, please write to sghosh@martechseries.com]

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