- Most companies fail to keep their databases under control
- Many Still Manage Data Manually Across Multiple Platforms, HubSpot Says
- Your data must be highly accessible to future artificial intelligence tools
New research has highlighted how fragmented and siled data should be key considerations for businesses looking to lay solid foundations before exploring AI tools.
One-third (34%) of businesses surveyed by HubSpot have already experienced revenue loss due to customer data fragmentation, and even fewer (31%) believe the majority of their data is accessible to AI systems.
Additionally, almost no companies (9%) trust their data enough to generate accurate reports, making it nearly impossible to make informed, guided decisions.
Most companies are neglecting data
Nine in 10 (92%) admit that valuable information is actually located outside their CRM, for example in multiple spreadsheets or chats, making it inaccessible and unstructured. In that same sense, 37% recognize that productivity is affected by the time spent reconciling scattered information.
“The organizations that will be successful are those that focus on breaking down internal silos and ensuring that knowledge can flow freely and securely between teams,” explained VP Sales and General Manager EMEA Mark Barry.
At the moment, three in four (74%) still manually transfer data to CRM platforms at least weekly, and 88% of companies face at least one major challenge in AI adoption.
The clearest recommendation from the HubSpot report is for companies to unify customer data into a single source so it can be used for advanced, AI-enhanced reporting.
Doing this will also help them build an AI-ready infrastructure, but they should also consider upcoming changes in legislation to avoid having to change strategy later. To date, 71% of UK businesses have had AI projects delayed or disrupted by the GDPR or the upcoming AI Act.
“By prioritizing unified and intelligent data strategies, while staying ahead of evolving regulations, companies can turn digital disruption into a significant competitive advantage,” Barry concluded.
In an era where web traffic is falling and customer discovery is shifting to AI channels, being prepared for AI to extract meaningful insights has never been more important.
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