"It's obvious now we're in the world of the customer and the choice of what they want and what they do is critical to all businesses."
The trick is prioritising and using the data. Elliott stresses the importance of clear business actions and plans. "There are interesting opportunities when you start combining data with information outside your boundaries as well."
With so many business units focused on data to make better decisions, questions have been raised about how this will alter or potentially remove the need for a CIO. For Elliott, remaining relevant comes back to that blend of business insight and IT management.
"How data is used and interpreted sits more in partnership with business and business should be accountable for that and have a better understanding of it over time," she claims.
"But the I in CIO stands for information, and you have to be able to understand the data and the integrity of it. If two executives have different interpretations of the data, the CEO will look to the CIO to determine which one's right."
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