- Companies expect a lot from data analysis: about half (51%) of the respondents hope to better understand customer behaviour through advanced analytics.
- Most companies use data to identify problems (59%), but not to optimise their processes.
- On average, the companies surveyed achieve a data maturity of 2.6 on a scale of 1 to 5.
- The greatest need to catch up exists in the areas of data-driven processes and capabilities.
- Traditional tools are still used for data analysis: 83 percent of the companies surveyed evaluate their data with Excel.
St.Gallen / Frankfurt, 03.06.2020 – The full-service digital agency Namics - A Merkle Company publishes the study "Rookie or Pro? Data Maturity in Germany and Switzerland". It examines how well companies handle data and to what extent they benefit from it. The result: A large proportion of those surveyed already collect at least simple customer data (58%) and product performance or sales data (57%). However, about two-thirds lack the sustainable integration of data analysis into business processes. As a result, they cannot fully exploit the value of the data.
As part of the study, Namics interviewed a total of 300 German and Swiss companies from various industries in the form of a standardized online questionnaire. In order to make the degree of maturity measurable, Namics developed a concept according to scientific standards: Namics Data Maturity Assessments (NDMA) help to determine and evaluate the maturity level of a company with regard to various dimensions. This results in a comprehensive maturity score, which can be classified on a scale of 1 to 5.