"Few organisations fully understand the huge potential residing within their data. Fewer still are making the right changes to their business strategy to take advantage of that potential," said Magimay.
"The fact is that zeroing in on the business problems and identifying key hypotheses may not be the easiest thing to achieve up front, but it is far more efficient and effective in the longer term. If they are to succeed businesses need to accept that throwing all available data into a pot and hoping for a tasty stew of insights will rarely - if ever - deliver meaningful results."
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