Maintaining a competitive edge in today’s digital landscape hinges on the ability to leverage accurate and reliable data to make informed and strategic business decisions. But transforming data from liability to strategic asset is far from simply flipping a switch. New research from Experian shows that while 85 percent of businesses believe data is one of their most valuable assets, a high degree of inaccuracy is hindering critical initiatives. In addition, rising levels of data debt and a data skills shortage are converging to make data insights harder to achieve. To tackle the large degree of distrust in information, a growing number of companies are investing in specialized data talent and data literacy programs. Join us to uncover new research from more than 1,000 global professionals as we take a deep dive into: • The top challenges in leveraging trusted data • How data debt drags down ROI • Trends around data skills, talent, and the rise of data literacy • Tips for how you can drive a data-driven culture

1. 1 © Experian Public
Bridging the data disconnect
Trends in global data management
Presented by:
Erin Haselkorn, Experian
Liz Torres, Experian
©2020 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks
of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of
this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public

2. Agenda
• Research methodology
• Key findings
• Building trust in data
• Challenge of data debt
• The skills shortage
• A new era of data literacy
• Questions
2 © Experian Public

3. Research methodology
Manager
50%
Director
26%
Non-
managerial
12%
CEO / C-level
12%
22%
11%
7%
6%
6%
5%
5%
4%
4%
4%
3%
3%
3%
2%
2%
1%
1%
11%
IT
Sales
Finance
Risk management
Research & development
Chief data officer
Chief marketing officer
Data engineer
Other data/insight/analytics
Data/business analyst
Data production officer
Other finance role
CRM administrator
Innovation
Other/marketing
Enterprise architect
Data steward
Other
*2019 interviews included employees in US, UK, France, Germany, Australia, and Brazil with
knowledge/visibility of data management issues in businesses with 250+ employees, in any
sector
SeniorityJob function
3 © Experian Public

4. 94% of businesses have issues
from poor data quality (e.g., waste
resources, inaccurate analytics).
85% see data as one of the most
valuable assets to the organization.
77% are actively working to put
data insights into the hands of more
people across the business.
84% see data literacy as a core
competency that all employees need to
have in the next 5 years.
Data debt is a problem for 78% of
organizations.
87% of organizations see
specialized data roles as difficult to hire.
Key findings
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5. 5 © Experian Public
Building trust in data
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6. 6 © Experian Public
Data is a valuable asset
have issues from
poor data quality.
high-quality data is
extremely important to
achieving business
objectives and
outcomes.
69%94%85%
Data is one of the
most valuable assets
to the organization.

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Top business priorities for 2020
32%
38%
42%
47%
48%
52%
55%
Innovate with respect to AI / ML
Manage talent and workforce
Reduce risk
Move through digital transformation
Gain cost efficiencies
Data security
Improve customer experience
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8. 8 © Experian Public
Benefits of data
4%
20%
23%
25%
41%
41%
46%
Don’t know
A general pain point
As an asset that we don’t know how to
quantify
As an asset we struggle to harness
As a strategic financial asset
As a source of competitive advantage
As a source for insight 85% data is one of the most
valuable assets to the organization.
87% data quality is a critical
component to analytics or machine
learning initiatives.
88% data quality as an essential
component of data governance.

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1%
2%
28%
35%
37%
39%
41%
42%
44%
45%
50%
Data doesn’t give us a competitive advantage
Don’t know
Data monetization
Improved marketing efforts
Compliance with regulations
Increase revenue
Better ability to adapt to market changes
More efficient business practices
Allows us to be more innovative
Better insight for decision-making
Improved customer experience
Being data-driven provides a competitive advantage
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10. 10 © Experian Public© Experian Experian Public10
On average, 28% of customer/
prospect data is suspected to
be inaccurate in some way.
10 © Experian Public

11. 11 © Experian Public 1%
30%
31%
34%
36%
41%
42%
43%
44%
60%
We do not have a data quality strategy
Reduction of risk / fraud
Accelerate data initiatives (AI, ML, data literacy)
Capitalize on market opportunities (via personalization)
Regulation / compliance
Cost savings
To enable more informed decisions
Enhancement of customer / citizen satisfaction
Increase customer trust
Increase efficiency
Reasons to maintain high-quality data

12. 12 © Experian Public
Categorizing organizations
Inactive
Reactive
Proactive
Optimized
• Inconsistent
understanding
across the
business of impact
of data quality
• Data quality fixes
sometimes
happen
• Manual processes
used to fix issues
• Improved
knowledge of
impact, but no
data-specific roles
• Data quality fixes
happen in silos
• Manual processes
used to fix issues,
though some
departments have
more sophisticated
tools
• Data quality
success metrics
exist, and there
are formal
sponsors
• Clear data quality
processes
between business
and IT
• Focus on data
discovery vs. root
cause analysis
• Central role to
oversee
company-wide
data assets
(CDO, CIO, etc.)
• Monitor data
quality as
standard
business practice
• Platform
approach to
profiling,
monitoring and
visualizing data

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Inactive
16%
Reactive
36%Proactive
25%
Optimized
23%
Approach to data quality

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Challenge of data debt
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15. 15 © Experian Public
The accumulated cost that is
associated with the sub-optimal
governance of data assets in an
enterprise, similar to technical debt.
“
© Experian Experian Public15
What is
data debt?
15 © Experian Public

16. 16 © Experian Public
Stuck in a data rut
it is difficult to
know where to start
in wrangling data
debt.
a backlog of data
debt is negatively
impacting new data
management
initiatives.
78% 63% 59%
data debt is a
problem for the
organization.

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Implications of data debt
Not a problem
22%
A significant
problem
28%
A moderate
problem
50%
6%
30%
33%
35%
40%
Don’t know
Unable to become data-driven
Not able to get value from new system or
technology implementation
Not able to see ROI on data management
initiatives
Individuals within the business do not trust
data insight

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6%
9%
16%
20%
22%
51%
Don’t know
Not great - we don’t trust the information
Not great - It is hard to manage and full of duplicates
We are planning to upgrade our CRM or ERP soon
Not great - We struggle with the level of accuracy
It is clean and we can fully leverage it
Current state of CRM/ERP data

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Impact of poor-quality data
6%
29%
30%
31%
33%
35%
39%
41%
41%
None of the above / no issues from poor data quality
Hinders compliance around our regulatory obligations
Hinders key business initiatives
Delays data migration projects
Negatively impacts our reputation and customer trust
Delays in fulfilment
Negatively affects customer experience
Damages the reliability of our analytics
Wasted resources and additional costs

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Current and planned data preparation activities
40%
45%
48%
51%
53%
54%
58%
72%
39%
37%
40%
38%
34%
33%
31%
21%
21%
18%
12%
10%
14%
13%
11%
6%
Automation (ML/AI)
Single customer view initiative
Operationalize data
Data migration
Business or industry initiatives
Marketing
Regulation
Analytics
Currently Planning in next 12 months No plans in next 12 months

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Top challenges in preparing data
7%
30%
35%
37%
38%
42%
42%
No challenges
Culture challenges (lack of understanding, ownership or
empowerment)
Strategy challenges (lack of data vision, direction and
investment)
Process challenges (lack of consistency, siloed or
unavailable data)
Technology challenges (lack of tech, too complex,
integration issues)
Data quality challenges
Skills challenges (lack of experience, specialist skills or lack
of data literacy)

22. 22 © Experian Public
Are companies addressing data debt?
We already have a
strategy in place to
address this
24%
No and no plans
to address this
12%
We plan to
address this
64%

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The skills shortage
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24. 24 © Experian Public
New data skills required
looking to hire
specialized data roles
in the next 12 months.
responsibility for data
quality should lie
within the business
with occasional help
from IT.
76% 77% 84%
actively working to
put data insights into
the hand of more
people across the
business.

25. 25 © Experian Public
A chief data officer is often a sign of data
investment and brings a new level of
sophistication to data management practices.
© Experian Experian Public25
Growing role
of the CDO
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26. 26 © Experian Public
Existence of a CDO and how they are viewed
Yes, we
currently have
a CDO
52%
No, but this is
planned in the
next 12 months
27%
No, and no
plans to in the
next 12 months
15%
Don’t know
6%
Existence of CDO role
1%
6%
9%
37%
47%
Don't know
The head of our data governance efforts
Just a person who handles basic data
A member of the CIO or CTO team
A critical member of our leadership team with a
seat at the table
How CDO is viewed in business

27. 27 © Experian Public
CDO
54%
IT
27%
Single function w/in
business
1%
Multiple other
functions w/in
business
12%
No one in particular
2%
Don't know
3%
Where a CDO is present
Data ownership
IT
45%
Single function within the
business
4%
Multiple other functions
within the business
38%
No one in particular
7%
Don't know
6%
Where there is no CDO

28. 28 © Experian Public
Management of data
Only centrally
through IT
54%
Primarily through IT, but some
individual dept. manage own
data
43%
Decentralized
across multiple
dept.
12%
Through office of
CDO
14%
Don't know
1%
Where a CDO is present
Only centrally
through IT
23%
Primarily through IT,
but some individual
dept. manage own
data
49%
Decentralized
across multiple
dept.
23%
Other
1%
Don't know
4%
Where there is no CDO

29. 29 © Experian Public
16%
18%
19%
21%
23%
25%
35%
38%
None of the above
Data steward
A new, replacement or additional CDO
Data governance manager
Data scientist
Data engineer
Data quality analyst
Data analyst
Specialized data roles

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A new era of data literacy
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31. 31 © Experian Public
Democratizing data
data literacy is seen
as important
because data is an
essential part of the
business.
data literacy is a core
competency that all
employees need to
have in the next five
years.
a lack of data literacy
skills in the business
impacts the value
from investment in
data and technology.
84% 70% 40%

32. 32 © Experian Public
Promotion of data literacy skills
We have a formal data
literacy program in place
30%
We are planning a formal data
literacy program in the next 12
months
36%
No formal program, but we
will train every employee
on basic data handling
19%
We don’t have anything in place;
we rely on data-specific roles to
handle data
8%
We are not working
on data literacy at all
3%
Don’t know
4%

33. 33 © Experian Public
4%
30%
30%
32%
34%
34%
36%
39%
40%
Don’t know
To fill skills gaps (e.g. specialized data scientists)
To drive more value from investment in data-driven tech
A lack of data understanding negatively impacts strategy / business initiatives
To encourage better collaboration between business and IT
To empower employees to embrace digital technologies
To innovate and future-proof our business
To ensure a consistent understanding of data across the org
Data is an essential part of our business / culture
Why data literacy is important

34. 34 © Experian Public
Most companies still lack trusted information—even in their
CRM systems.
Organizations need to address a data skills and talent gap
and invest in data literacy to enable wider data usage.
Inaccurate information weighs down the business,
resulting in growing data debt that hurts new investments.
Major takeaways

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Questions?

36. 36 © Experian Public
Thank you!
For more data
management insight,
download the full report at:
edq.com

37. 37 © Experian Public
©2020 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks
of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian .