PwC’s 4th Annual Digital IQ Survey: Data is currency

Using data to understand your customer’s needs

As a result of the sweeping changes in the global economy — new middle classes in emerging markets, increasing commodity price volatility, and greater risk aversion — turning data into information that can inform wise corporate decision making is more important than ever. Not only do companies collect more data than at any time in the past, but they need to access it and take action on it more swiftly.

Supporting a recognition of the volatility and risk associated with data, our study shows that top performers are more likely to be investing heavily in data collection and security. Furthermore, information on customer needs will be the main focus of data collection over the next year