Cultural acceptance of data analytics insights is one of the biggest barriers for organisations looking to utilise big data to drive competitive advantage, Accenture Australia’s analytics chief claims.
CMO caught up with the consulting group’s analytics practice lead, Michael Pain, to discuss the rise and application of big data and data analytics within organisations today, as well as its transformative impact on all functions within the enterprise.
According to Pain, more and more organisations are investing in their ability to deliver analytics capabilities across all areas of their businesses. The most active area to date is sales and B2C transactions and marketing, which he put down to the advent of the Internet and rise of new consumer interaction and business delivery models. Key industry sectors include telco, retail and banks.