Data Maturity in Germany and Switzerland: Data potential is not fully exploited
St.Gallen / Frankfurt, 03.06.2020 - The full-service digital agency Namics - A Merkle Company publishes the study "Rookie or Pro? Data Maturity in Germany and Switzerland". It examines how well companies handle data and to what extent they benefit from it. The result: A large proportion of those surveyed already collect at least simple customer data (58%) and product performance or sales data (57%). However, about two-thirds lack the sustainable integration of data analysis into business processes. As a result, they cannot fully exploit the value of the data.
As part of the study, Namics interviewed a total of 300 German and Swiss companies from various industries in the form of a standardized online questionnaire. In order to make the degree of maturity measurable, Namics developed a concept according to scientific standards: Namics Data Maturity Assessments (NDMA) help to determine and evaluate the maturity level of a company with regard to various dimensions. This results in a comprehensive maturity score, which can be classified on a scale of 1 to 5.
Namics identified two groups of test persons who were clearly differentiated from each other: pros (37%) and rookies (63%). The latter companies collect data but do not integrate it into their daily processes. The pros, on the other hand, include those companies that are already well positioned in terms of data-driven strategies, processes and technologies. The study shows that almost two-thirds of the companies surveyed have already recognized the added value of data, but do not yet anchor it sustainably in their internal processes and structures.
The complete data study with the full results is available here: