South Africa, July 4 -- Phophi Ramavhoya, analytics director and EMEA lead at Incubeta describes this phenomenon, saying: "Clients tend to create more data than they need, thinking it leads to better decisions. But that's hardly ever the case. If anything, this tends to dirty the data they do have, which means any insights are going to be flawed. And that means that your business decisions are going to be compromised."

Unfortunately, the problem is multifaceted. Internal organisational silos create significant barriers to effective data collection and utilisation. Different teams such as data analytics, creative, and marketing, all operate in isolation, each maintaining their own dashboards and access points. This fragmentation leads to ...