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May 31, 2018

Dresner Advisory Services, LLC

Wisdom of Crowds® Business Intelligence Market Study

2018 Edition

Licensed to Information Builders

2018 Wisdom of Crowds® Business Intelligence Market Study

http://www.dresneradvisory.com Copyright 2018 – Dresner Advisory Services, LLC

2

Disclaimer

This report should be used for informational purposes only. Vendor and product selections should be made

based on multiple information sources, face-to-face meetings, customer reference checking, product

demonstrations, and proof-of-concept applications.

The information contained in all Wisdom of Crowds® Market Study Reports reflects the opinions expressed in

the online responses of individuals who chose to respond to our online questionnaire and does not represent

a scientific sampling of any kind. Dresner Advisory Services, LLC shall not be liable for the content of

reports, study results, or for any damages incurred or alleged to be incurred by any of the companies

included in the reports as a result of the content.

Reproduction and distribution of this publication in any form without prior written permission is forbidden.

http://www.dresneradvisory.com/



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Business Intelligence: A Definition Business intelligence (BI) is “knowledge gained through the access and analysis of

business information.

Business intelligence tools and technologies include query and reporting, OLAP (online

analytical processing), data mining and advanced analytics, end-user tools for ad hoc

query and analysis, and dashboards for performance monitoring.”

Howard Dresner, The Performance Management Revolution: Business Results Through

Insight and Action (John Wiley & Sons, 2007).




4

Introduction In 2018, we celebrate the 11th anniversary of Dresner Advisory Services! Our thanks to

all of you for your continued support and ongoing encouragement. Since our founding in

2007, we have worked hard to set the “bar” high—challenging ourselves to innovate and

lead the market—offering ever greater value with each successive year.

We are also excited that our second annual conference, Real Business Intelligence, will

be held June 27 and 28, 2018 on the MIT campus in Cambridge, Massachusetts. Unlike

other events, Real Business Intelligence was designed as an immersive thought

leadership event focused on strategies for success with information management,

business intelligence, analytics and performance management.

Our first market report in 2010 set the stage for where we are today. Since that time, we

expanded our agenda and added new research topics every year. For 2018, we plan to

release 16 major reports, including, this, our original BI flagship report—in its ninth year

of publication!

This latest installment of our flagship Business Intelligence Market Study continues to

evolve. This year, we further expanded our section on the Chief Analytics and Chief

Data Officer roles, added an “achievement” question and began tracking additional

technologies and initiatives including IT analytics, sales planning, and GDPR—bringing

the total to 36.

We hope you enjoy this report!

Best,

Howard Dresner Chief Research Officer Dresner Advisory Services

http://www.dresneradvisory.com/http://www.realbusinessintelligence.com/



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Contents Business Intelligence: A Definition .................................................................................. 3

Introduction ..................................................................................................................... 4

Benefits of the Study ..................................................................................................... 12

Consumer Guide ........................................................................................................ 12

Supplier Tool .............................................................................................................. 12

External Awareness ................................................................................................ 12

Internal Planning ..................................................................................................... 12

About Howard Dresner and Dresner Advisory Services ................................................ 13

About Jim Ericson ......................................................................................................... 14

Survey Method and Data Collection .............................................................................. 15

Data Quality ............................................................................................................... 15

New for 2018 ................................................................................................................. 15

Executive Summary ...................................................................................................... 17

Study Demographics ..................................................................................................... 19

Geography ................................................................................................................. 19

Functions ................................................................................................................... 20

Vertical Industries ...................................................................................................... 21

Organization Size ....................................................................................................... 22

Analysis and Trends ...................................................................................................... 24

Departments/Functions Driving Business Intelligence ............................................... 24

Functions Driving Business Intelligence 2013-2018 ............................................... 25

Changes in Functions Driving Business Intelligence 2017-2018 ............................ 26

Functions Driving Business Intelligence by Major Geography ................................ 27

Functions Driving Business Intelligence by Vertical Industry .................................. 28

Functions Driving Business Intelligence by Organization Size ............................... 29

User Roles Targeted for Business Intelligence .......................................................... 30

Targeted Users for Business Intelligence 2013-2018 ............................................. 31

Targeted Users for Business Intelligence by Geography ........................................ 32

User Targets for Business Intelligence by Organization Size ................................. 33




6

User Targets for Business Intelligence by Vertical Industries ................................. 34

Objectives for Business Intelligence .......................................................................... 35

Business Intelligence Objectives 2014-2018 .......................................................... 36

Percent Change in BI Objectives 2017-2018 .......................................................... 37

Business Intelligence Objectives by Geography ..................................................... 38

Business Intelligence Objectives by Function ......................................................... 39

Business Intelligence Objectives by Vertical Industry ............................................. 40

Business Intelligence Objectives by Organization Size .......................................... 41

Business Intelligence Achievements .......................................................................... 42

Business Intelligence Achievements by Organization Size ..................................... 43

Penetration of Business Intelligence Solutions .......................................................... 44

Change in Penetration of BI Solutions 2017-2018 .................................................. 45

Expansion Plans for Business Intelligence Through 2021 ...................................... 46

Current Business Intelligence Penetration by Geography ...................................... 47

Planned Business Intelligence Penetration by Geography ..................................... 48

Current Business Intelligence Penetration by Function .......................................... 49

Planned Business Intelligence Penetration by Function ......................................... 50

Current Business Intelligence Penetration by Vertical Industry .............................. 51

Planned Business Intelligence Penetration by Vertical Industry ............................. 52

Current Business Intelligence Penetration by Organization Size ............................ 53

Planned Business Intelligence Penetration by Organization Size ........................... 54

Chief Data and Chief Analytics Officers ..................................................................... 55

Enterprises with Chief Data or Chief Analytics Officers .......................................... 55

Plans to Implement Chief Data or Chief Analytics Officers ..................................... 56

Effectiveness of Chief Data or Chief Analytics Officers .......................................... 57

Business Intelligence Achievements by Presence of CDO ..................................... 58

Business Intelligence Achievements by Presence of CAO ..................................... 59

Enterprises with Chief Data or Chief Analytics Officers by Geography ................... 60

Enterprises with Chief Data or Chief Analytics Officers by Industry ........................ 61

Enterprises with Chief Data or Chief Analytics Officers by Organization Size ........ 62




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Enterprises with Chief Data and Chief Analytics Officers Reporting Structure ....... 63

Chief Data and Chief Analytics Officer and Success with BI by Reporting Structure

................................................................................................................................ 64

Number of Business Intelligence Tools in Use ........................................................... 65

Number of Business Intelligence Tools in Use 2013 to 2018 .................................. 65

Number of Business Intelligence Tools by Geography ........................................... 66

Number of Business Intelligence Tools by Function ............................................... 67

Number of Business Intelligence Tools by Vertical Industry ................................... 68

Number of Business Intelligence Tools by Organization Size ................................. 69

Technologies and Initiatives Strategic to Business Intelligence ................................. 70

Technology Priorities 2015-2018 ............................................................................ 71

Technology Priority Changes 2017-2018 ................................................................ 72

Technologies and Initiatives Strategic to Business Intelligence by Geography ...... 73

Technologies and Initiatives Strategic to Business Intelligence by Function .......... 74

Technologies and Initiatives Strategic to Business Intelligence by Vertical Industry

................................................................................................................................ 75

Technologies and Initiatives Strategic to Business Intelligence by Organization Size

................................................................................................................................ 76

Business Intelligence and the State of Data .............................................................. 77

Business Intelligence and the State of Data 2015-2018 ............................................ 78

Business Intelligence and the State of Data by Geography .................................... 79

Business Intelligence and the State of Data by Function ........................................ 80

Business Intelligence and the State of Data by Industry ......................................... 81

Business Intelligence and the State of Data by Organization Size ......................... 82

Business Intelligence and Action on Insight ............................................................... 83

Business Intelligence and Action on Insight by Geography .................................... 84

Business Intelligence and Action on Insight by Function ........................................ 85

Business Intelligence and Action on Insight by Vertical Industry ............................ 86

Business Intelligence and Action on Insight by Organization Size .......................... 87

Success with Business Intelligence ........................................................................... 88

Change in Success with Business Intelligence 2017-2018 ..................................... 89




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How Successful Organizations Measure Success with Business Intelligence ........ 90

How Unsuccessful Organizations Measure Failure with Business Intelligence ...... 91

Success with Business Intelligence by Organization Size ...................................... 92

Success with Business Intelligence by BI Objectives ............................................. 93

Success with Business Intelligence by Targeted Users .......................................... 94

Success with Business Intelligence and Technology Priorities ............................... 95

Success with Business Intelligence and Technology Priorities ............................... 96

Success with Business Intelligence and Number of BI Tools ................................. 97

Success with Business Intelligence and the State of Data ..................................... 98

Success with Business Intelligence and Action on Insight ...................................... 99

Success with Business Intelligence and Penetration of Users .............................. 100

Business Intelligence Achievements by Success with BI ...................................... 101

Technologies and Initiatives Strategic to Business Intelligence by BI Success .... 102

Budget Plans for Business Intelligence .................................................................... 103

Budget Plans for Business Intelligence 2017-2018 ............................................... 104

Budget Plans for Business Intelligence by Geography ......................................... 105

Budget Plans for Business Intelligence by Function ............................................. 106

Budget Plans for Business Intelligence by Vertical Industry ................................. 107

Budget Plans for Business Intelligence by Organization Size ............................... 108

Budget Plans for Business Intelligence by Penetration of BI Solutions ................. 109

Expansion Plans for Business Intelligence through 2021 by BI Budget Plans ...... 110

Budget Plans for Business Intelligence by Success with BI .................................. 111

Business Intelligence Achievements by BI Budget Plans ..................................... 112

Technologies and Initiatives Strategic to Business Intelligence by BI Budget Plans

.............................................................................................................................. 113

Business Intelligence Product Replacements .......................................................... 114

Current Business Intelligence Products Replaced by Another .............................. 114

Reasons BI Products Are Replaced ..................................................................... 115

Industry and Vendor Analysis ...................................................................................... 117

Scoring Criteria ........................................................................................................ 117




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Industry Performance ............................................................................................... 118

Sales/Acquisition Experience................................................................................ 118

Value .................................................................................................................... 119

Quality and Usefulness of Product ........................................................................ 120

Technical Support ................................................................................................. 121

Consulting ............................................................................................................. 122

Integrity ................................................................................................................. 123

Recommended ..................................................................................................... 124

Performance Improvements ................................................................................. 125

Vendor Ratings ........................................................................................................... 127

Business Intelligence Market Models .......................................................................... 128

Customer Experience Model .................................................................................... 128

Vendor Credibility Model .......................................................................................... 130

Detailed Vendor Ratings ............................................................................................. 132

Board Detailed Score ............................................................................................ 133

ClearStory Data Detailed Score ............................................................................ 134

Dimensional Insight Detailed Score ...................................................................... 135

Domo Detailed Score ............................................................................................ 136

Google Detailed Score .......................................................................................... 137

IBM Detailed Score ............................................................................................... 138

Infor Detailed Score .............................................................................................. 139

Information Builders Detailed Score ..................................................................... 140

Jedox Detailed Score ............................................................................................ 141

Klipfolio Detailed Score ......................................................................................... 142

Logi Analytics Detailed Score ............................................................................... 143

Looker Detailed Score .......................................................................................... 144

Microsoft Detailed Score ....................................................................................... 145

MicroStrategy Detailed Score ............................................................................... 146

OpenText Detailed Score ..................................................................................... 147

Oracle Detailed Score ........................................................................................... 148




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Pyramid Analytics Detailed Score ......................................................................... 149

Qlik Detailed Score ............................................................................................... 150

RapidMiner Detailed Score ................................................................................... 151

Salesforce Detailed Score .................................................................................... 152

SAP Detailed Score .............................................................................................. 153

SAS Detailed Score .............................................................................................. 154

Sisense Detailed Score ........................................................................................ 155

Tableau Software Detailed Score ......................................................................... 156

TIBCO Software Detailed Score ........................................................................... 157

Yellowfin Detailed Score ....................................................................................... 158

Zoomdata Detailed Score ..................................................................................... 159

Other Dresner Advisory Services Research Reports .................................................. 160

Dresner Advisory Services - 2018 Wisdom of Crowds Survey Instrument .................. 161




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12

Benefits of the Study The Wisdom of Crowds® Business Intelligence Market Study provides a wealth of

information and analysis—offering value to both consumers and producers of business

intelligence technology and services.

Consumer Guide

As an objective source of industry research, consumers use the Wisdom of Crowds®

Business Intelligence Market Study to understand how their peers leverage and invest

in business intelligence and related technologies.

Using our trademark 33-criteria vendor performance measurement system, users glean

key insights into BI software supplier performance, enabling:

• Comparisons of current vendor performance to industry norms

• Identification and selection of new vendors

Supplier Tool

Vendor Licensees use the Wisdom of Crowds® Business Intelligence Market Study in

several important ways such as:

External Awareness

- Build awareness for the business intelligence market and supplier brand, citing

Wisdom of Crowds® Business Intelligence Market Study trends and vendor

performance

- Create lead and demand generation for supplier offerings through association with

Wisdom of Crowds® Business Intelligence Market Study brand, findings, webinars,

etc.

Internal Planning

- Refine internal product plans and align with market priorities and realities as

identified in Wisdom of Crowds® Business Intelligence Market Study

- Better understand customer priorities, concerns, and issues

- Identify competitive pressures and opportunities




13

About Howard Dresner and Dresner Advisory Services The Wisdom of Crowds® Business Intelligence Market Study was conceived, designed,

and executed by Dresner Advisory Services, LLC—an independent advisory firm—and

Howard Dresner, its President, Founder, and Chief Research Officer.

Howard Dresner is one of the foremost thought leaders in business intelligence and

performance management, having coined the term “Business Intelligence” in 1989. He

published two books on the subject, The Performance

Management Revolution – Business Results through Insight

and Action (John Wiley & Sons, Nov. 2007) and Profiles in

Performance – Business Intelligence Journeys and the

Roadmap for Change (John Wiley & Sons, Nov. 2009). He

lectures at forums around the world and is often cited by the

business and trade press.

Prior to Dresner Advisory Services, Howard served as chief

strategy officer at Hyperion Solutions and was a research fellow at Gartner, where he

led its business intelligence research practice for 13 years.

Howard conducted and directed numerous in-depth primary research studies over the

past two decades and is an expert in analyzing these markets.

Through the Wisdom of Crowds® Business Intelligence Market Study reports, we

engage with a global community to redefine how research is created and shared. Other

research reports include:

- Advanced and Predictive Analytics

- Analytical Data Infrastructure

- Business Intelligence Competency Center

- Cloud Computing and Business Intelligence

- Collective Insights®

- Embedded Business Intelligence

- End User Data Preparation

- IoT Intelligence®

- Location Intelligence

Howard (www.twitter.com/howarddresner) conducts a weekly Twitter “tweetchat” on

Fridays at 1:00 p.m. ET. The hashtag is #BIWisdom. During these live events, the

#BIWisdom community discusses a wide range of business intelligence topics.

You can find more information about Dresner Advisory Services at

www.dresneradvisory.com.

http://www.dresneradvisory.com/http://advancedanalyticsreport.com/http://www.analyticaldatainfrastructure.com/http://www.biccreport.com/http://www.cloudbi.report/http://collectiveinsights.report/http://collectiveinsights.report/http://www.embeddedbireport.com/http://www.enduserdataprep.com/http://www.iotintelligence.report/http://www.locationintelligence.report/http://www.twitter.com/howarddresnerhttp://www.dresneradvisory.com/



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About Jim Ericson Jim Ericson is a research director with Dresner Advisory Services.

Jim has served as a consultant and journalist who studies end-user management

practices and industry trending in the data and information management fields.

From 2004 to 2013, he was the editorial director at Information Management magazine

(formerly DM Review), where he created architectures for user and

industry coverage for hundreds of contributors across the breadth of

the data and information management industry.

As lead writer he interviewed and profiled more than 100 CIOs,

CTOs, and program directors in a 2010-2012 program called “25

Top Information Managers.” His related feature articles earned

ASBPE national bronze and multiple Mid-Atlantic region gold and

silver awards for Technical Article and for Case History feature

writing.

A panelist, interviewer, blogger, community liaison, conference co-chair, and speaker in

the data-management community, he also sponsored and co-hosted a weekly podcast

in continuous production for more than five years.

Jim’s earlier background as senior morning news producer at NBC/Mutual Radio

Networks and as managing editor of MSNBC’s first Washington, D.C. online news

bureau cemented his understanding of fact-finding, topical reporting, and serving broad

audiences.




15

Survey Method and Data Collection As in our original Wisdom of Crowds® Business Intelligence Market Study, we

constructed a survey instrument to collect data and used social media and crowd-

sourcing techniques to recruit participants.

We also include our own research community of over 5,000 organizations as well as

vendors’ customer communities.

Data Quality

We carefully scrutinized and verified all respondent entries to ensure that the study

includes only qualified participants.

New for 2018 For 2018, we again expanded our research objectives substantially. This year’s study

adds:

• Three additional technologies and initiatives strategic to business intelligence (IT

analytics, sales planning, and GDPR), extending our study to 36 areas

• Expanded questions surrounding chief data officers (CDOs) and chief analytics

officers (CAOs)

• New question on business intelligence “achievements”

• New questions related to BI product/tool replacements and rationale




16

Executive

Summary




17

Executive Summary User Analysis:

- Executive Management, Operations, and Sales are the primary roles driving BI in

2018 (pp. 24-29).

- Executives and middle managers are the most likely targeted users of business

intelligence. Customer targeting increased in 2018 (pp. 30-34).

- "Better decision-making" remains the top BI objective; but efficiency, revenue,

and competitive objectives gained momentum (pp. 35-41). BI objectives are not

always reflected in BI achievements (pp. 42-43).

- Penetration of business intelligence grows year over year and continues to grow

over time. Expansion plans are bullish, particularly in small organizations (pp. 44-

54).

- The ongoing uptake and longevity of chief data and chief analytics officers is

quite modest and growing only slowly over time. Organizations with either title

are more effective at achieving goals. CAOs are viewed as somewhat more

effective in their roles and are more likely to report directly to the CEO (pp. 55-

64).

- The number of BI tools in use has grown slightly over time but remains stable

overall (pp. 65-69).

- Familiar technologies—dashboards, reporting, end-user self-service, advanced

visualization, and data warehousing—remain most strategic to BI users. Several

newer technologies grew strongly in 2018 (pp. 70-76).

- Users’ confidence in their "state of data" grew over time, particularly in small

organizations (pp. 77-82).

- Organizations large and small in most industries are confident of their ability to

take action on BI insights (pp. 83-87).

- Our core measure of "success with BI" declined somewhat in the last three years

(pp. 88-89).

- Organizations that are successful with BI tend to measure results on user

feedback. Unsuccessful BI organizations more often measure adoption and

usage rates. Small organizations are usually more successful with BI.

Organizations with an effective CDO or CAO report more success (pp. 90-102).

- More than half of organizations will increase BI spending, and only 6 percent will

decrease BI spending. Highly penetrated, high achieving, and successful

organizations are more likely to increase BI investment further (pp. 103-113).

- Three-quarters of respondents say they did not replace a BI product with another

product. New products are more often purchased to serve a different audience or

function (pp. 114-115).




18

Industry Analysis:

- We observe mostly small declines in measures of industry sales and acquisition

performance (p. 118).

- End users continue to report that they receive high value from industry vendors,

and value performance reached an all-time high in 2018 (p. 119).

- Many measures of industry quality and usefulness touched all-time highs

including “completeness of functionality, “customization/extensibility,” and “ease

of administration” (p. 120).

- All measures of industry technical support declined modestly, and “continuity of

personnel” declined most of all (p. 121).

- BI vendor consulting scores all dropped noticeably between 2017 and 2018 (p.

122).

- Vendor integrity—measured as honesty and truthfulness in all dealings—

continued its slow long-term upward climb to an all-time high in 2018 (p. 123).

- The number of customers willing to recommend a provider grew to another

consecutive all-time high and delivered the highest score in our survey (p. 124).

- A recent peak in overall vendor performance may signal maturity and diminishing

urgency for upgrades (p. 125).

- Perpetual on-premises licensing is offered by 50 percent of vendors in 2018, a

notable decline over 2017. Public cloud perpetual licensing dipped more

modestly (p. 126).

- Concurrent use licensing continues to decline in favor with vendors, reaching an

all-time low (p. 127).

- The number of vendors offering subscription licensing continues to grow for both

on-premises and public cloud models (p. 128).

- Named user and concurrent use licensing models become less available over

time (p. 129).

- Among vendors that still offer perpetual licenses, maintenance fees are now as

likely to be based on discounted price as on list price (p. 130).

- (VENDOR RANKINGS…)




19

Study Demographics Our 2018 survey base provides a cross-section of data across geographies, functions,

organization sizes, and vertical industries. We believe that, unlike other industry

research, this supports a more representative sample and better indicator of true market

dynamics. We have constructed cross-tab analyses using these demographics to

identify and illustrate important industry trends.

Geography

Seventy-one percent of respondents work at North America-based organizations

(including the United States, Canada, and Puerto Rico). EMEA accounts for about 20

percent of respondents; the remainder are distributed across Asia Pacific and Latin

America (fig. 1).

Figure 1 – Geographies represented

70.5%

20.3%

5.4%3.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

North America Europe, Middle East andAfrica

Asia Pacific Latin America

Geographies Represented




20

Functions

Our 2018 sample base includes a mix of functions (fig. 2). IT accounts for the largest

group (28 percent), followed by Executive Management (22 percent), and Finance (19

percent). Sales/Marketing (8 percent) and the BICC (7 percent) are the next most

represented functions.

Tabulating results across functions helps us develop analyses that reflect the

differences and influence of different departments within organizations.

Figure 2 – Functions represented

28.3%

21.7%

18.5%

7.7% 7.3%

4.4% 4.3%

1.5%

6.06%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Functions Represented




21

Vertical Industries

In 2018, technology organizations lead vertical industry distribution (16 percent). Business Services and Healthcare each represent 9 percent of our sample (fig. 3). Manufacturing, Consulting, and Retail/Wholesale are the next most represented. Tabulating results across industries helps us develop analyses that reflect the maturity and direction of different business sectors.

Figure 3 – Vertical industries represented

16%

9% 9%

7%

6% 6%

4% 4%3%

3% 3% 2% 2% 2% 2% 2%

4%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Vertical Industries Represented




22

Organization Size

Participation in our sample base is balanced across organizations of different sizes in

2018 (based on global headcount). Small organizations (1-100 employees) represent 25

percent of respondents, mid-size organizations (101-1,000 employees) represent 31

percent, and large organizations (>1,000 employees) account for the remaining 43

percent (fig. 4).

Tabulating results by organization size reveals important differences in practices, planning, and maturity.

Figure 4 – Organization sizes represented

25.3%

31.1%

10.0% 10.3%

6.3%

17.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1-100 101-1,000 1,001-2,000 2,001-5,000 5,001-10,000 More than10,000

Organization Sizes Represented




23

Analysis and

Trends




24

Analysis and Trends

Departments/Functions Driving Business Intelligence

We asked respondents which functional roles drive business intelligence “always,”

“often,” “sometimes,” “rarely,” or “never” (fig. 5). Our results show a breadth of influence,

and in 2018, survey respondents say Executive Management is the leading BI driver.

Operations (which was the leading driver in 2016 and 2017), closely follows as the

second most likely driver of BI, followed by Sales (which moved ahead of Finance) as

the third most likely driver in 2018. Other departments that, at minimum, "often" drive BI

at least 40 percent of the time include Marketing, IT, and Strategic Planning. While

functional influence may roll up to a centralized program or strategy, we observe that BI

tactics and influence are widely distributed in organizations.

Figure 5 – Functions driving business intelligence

0% 20% 40% 60% 80% 100%

Manufacturing

Human Resources

Research and Development (R&D)

Competency Center/Center of Excellence

Strategic Planning Function

Information Technology (IT)

Marketing

Finance

Sales

Operations

Executive Management

Functions Driving Business Intelligence

Always Often Sometimes Rarely Never




25

Functions Driving Business Intelligence 2013-2018

As noted in fig. 5, Executive Management supplants Operations as the leading driver of

business intelligence, though the two functions narrowly shifted order over time (fig. 6).

Also, Sales gains influence as a BI driver in 2018, as do Marketing, the BICC, and HR.

This second tier of role influence likely reflects more front-end control of BI strategy

execution and shorter cycles of decision support. R&D and Manufacturing also gain

influence in small degrees while other functions are flat or lower.

Figure 6 – Functions driving business intelligence 2013-2018

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Functions Driving Business Intelligence 2013-2018

2013 2014 2015 2016 2017 2018




26

Changes in Functions Driving Business Intelligence 2017-2018

Fig. 7 depicts another instructive view of year-over-year office and departmental

influence. Most notable in 2018 is a greater than 7 percent increase in influence among

Human Resources respondents (also the leading gainer in 2017). Marketing, the BICC,

and Sales gains also portend an increasing expectation of front-end BI execution.

Despite the attention shown to technology and process automation in 2018, BI influence

slips among IT and Strategic Planning respondents, albeit only slightly.

Figure 7 – Change in functions driving BI 2017-2018

-2.2%

-1.3%

0.0%

0.5%

1.1%

1.1%

2.7%

5.0%

5.1%

5.9%

7.3%

-4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0%



Finance

Operations

Manufacturing

Research and Development (R&D)


Sales

Competency Center/Center of Excellence

Marketing

Human Resources

Change in Functions Driving BI 2017-2018




27

Functions Driving Business Intelligence by Major Geography

Functional influence of business intelligence varies interestingly by geography (fig. 8).

We note that Executive Management and Operations lead influence over time; but

notably, Sales emerges as the leading driver among Latin American and EMEA

organizations in our 2018 sample. Latin America and Asia Pacific report the greatest

executive influence, while Latin and North America report the most operations influence.

Finance is the next most likely to drive BI decisions across all geographies. Marketing

influence is strongest among Asia-Pacific respondents.

Figure 8 – Functions driving business intelligence by geography

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Asia Pacific Latin America North America Europe, Middle East andAfrica

Functions Driving Business Intelligence by Geography

Executive Management Operations

Sales Finance

Marketing Information Technology (IT)

Strategic Planning Function Competency Center/Center of Excellence

Research and Development (R&D) Human Resources

Manufacturing




28

Functions Driving Business Intelligence by Vertical Industry

The importance of various functional drivers of BI is somewhat predictable across

industries (fig. 9). In 2018, Executive Management leadership is greatest in Insurance

and Healthcare. Likewise, Operations influence is most prominent in Insurance,

Healthcare, and Retail/Wholesale organizations. Insurance, Retail/Wholesale and

Business Services often lead BI through sales. Education respondents are most likely to

drive BI through HR while Retail/Wholesale respondents are least likely to drive BI at

the human resource level.

Figure 9 – Functions driving business intelligence by industry

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5Executive Management

Operations

Sales

Finance

Marketing



Competency Center/Center ofExcellence

Research and Development(R&D)

Human Resources

Manufacturing

Grand Total

Functions Driving Business Intelligence by Industry

Insurance Manufacturing Financial Services Technology

Healthcare Education (Higher Ed) Retail and Wholesale Business Services




29

Functions Driving Business Intelligence by Organization Size

Executive Management and Operations are the most likely drivers of business

intelligence in all enterprises with the exception of small organizations (1-100

employees) where Sales has the most influence (fig. 10). The net influence of Sales

generally decreases as organization size increases, while the influence of IT grows with

organization size. Executive and Operational influence is greatest in very large

organizations (> 10,000 employees), followed by mid-sized organizations (101-1,000

employees). The influence of Finance is also greatest at very large and mid-sized

organizations.

Figure 10 – Functions driving business intelligence by organization size

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

1-100 101-1,000 1,001-10,000 More than 10,000

Functions Driving Business Intelligence by Organization Size

Executive Management Operations

Sales Finance

Marketing Information Technology (IT)

Strategic Planning Function Competency Center/Center of Excellence

Research and Development (R&D) Human Resources

Manufacturing




30

User Roles Targeted for Business Intelligence

In 2018 (as in our two most recent studies), executives and middle managers are the

most likely targeted users of business intelligence (fig. 11). By a wide margin,

executives are primary targets 65 percent of the time and not targeted only about 7

percent of the time. Like middle managers, individual contributors and professionals are

primary targets of BI almost 40 percent of the time and only somewhat less targeted as

secondary users compared to middle managers. Suppliers and partners are least often

targeted.

Figure 11 – Targeted users for business intelligence

0% 20% 40% 60% 80% 100%

Suppliers

Partners / Affliates

Customers

Line Managers

Individual Contributors andProfessionals

Middle Managers

Executives

Targeted Users for Business Intelligence

Primary Secondary Future plans No plans




31

Targeted Users for Business Intelligence 2013-2018

In 2018, we observe a significant increase in the targeting of customers, individual

contributors, and to a lesser extent, line managers (fig. 12). At the same time,

designated targeting of middle managers decreases significantly year over year,

followed by a slight decline in executives. In our opinion, this demonstrates an

increasing democratization of business intelligence as it increasingly flows to historically

less well-served constituents.

Figure 12 – Targeted users for business intelligence 2013-2018

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Executives MiddleManagers

IndividualContributors and

Professionals

Line Managers Customers Suppliers

Targeted Users for Business Intelligence 2013-2018

2013 2014 2015 2016 2017 2018




32

Targeted Users for Business Intelligence by Geography

Executives are the most likely targets for business intelligence across all geographies,

though Asia Pacific respondents place the highest secondary emphasis on middle and

line managers (fig. 13). Asia Pacific and Latin America account for a part of the surge in

customer BI enablement noted already. Unlike other geographies, North American

respondents are most likely to target individual contributors and professionals equally or

more than middle or line managers.

Figure 13 – Targeted users for business intelligence by geography

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Asia Pacific North America Latin America Europe, Middle East andAfrica

Targeted Users for Business Intelligenceby Geography

Executives Middle Managers

Individual Contributors and Professionals Line Managers

Customers Partners / Affliates

Suppliers




33

User Targets for Business Intelligence by Organization Size

Small organizations (1-100 employees), which tend to be flatter organizationally, most

often choose executives over other roles as targets for BI enablement (fig. 14). Small

organizations are also most likely to target customers. As we would expect,

organizations with more than 1,000 employees are more likely than others to target

middle and line managers, as well as individual contributors and professionals. Very

large organizations (> 10,000 employees) are most likely to target suppliers with BI

enablement.

Figure 14 – Targeted business intelligence users by organization size

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Targeted Users by Organization Size

Executives Middle Managers

Individual Contributors and Professionals Line Managers

Customers Partners / Affliates

Suppliers




34

User Targets for Business Intelligence by Vertical Industries

In our 2018 sample, respondents in the Insurance industry are most likely to highly

target multiple constituencies of users with BI enablement, and this leading sentiment

extends to customers and lesser tiers of users as well (fig. 15). Business Services and

Technology are the industries next most likely to target customers. After Insurance,

Healthcare organizations are most active in middle-tier enablement of managers and

individual contributors. Like the aforementioned, Manufacturing, and Education

respondents are also likely to target individual contributors and professionals. Executive

targeting nonetheless leads across all industries.

Figure 15 – Targeted business intelligence users by industry

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Targeted Users by Industry

Executives Individual Contributors and ProfessionalsMiddle Managers Line ManagersCustomers Partners / AffliatesSuppliers




35

Objectives for Business Intelligence

In 2018, the non-specific goal of “making better decisions” remains atop our list of

business intelligence objectives (fig. 16). (We traditionally associate this goal with

organizations seeking general improvements wherever they may be found through the

use of business intelligence.) At the same time, a second tier of more quantifiable

objective emerged in "improved operational efficiency," "growth in revenues," and

"increased competitive advantage." While the overall finding is not industry specific, it is

worthy to note that "compliance/risk management" is the least likely "critical" driver of

business intelligence.

Figure 16 – Business intelligence objectives

0% 20% 40% 60% 80% 100%

Compliance / Risk Management

Enhanced Customer Service

Increased Competitive Advantage

Growth in Revenues

Improved Operational Efficiency / Cost Savings

Better Decision-Making

Business Intelligence Objectives

Critical Very important Important Somewhat important Unimportant




36

Business Intelligence Objectives 2014-2018

As we noted, more notable growth in BI objectives comes in formerly secondary

concerns about customer service, revenue growth, competitive advantage and other

more quantifiable business imperatives (fig. 17). This may result from both the newer

directive and the ability to identify ROI in all investments including BI, and not just the

"soft" benefits of technology evolution. In demonstration of the importance of business

intelligence, the importance of all specified objectives increases year over year in sum

and in detail. (We added compliance/risk management in 2018).

Figure 17 – Business intelligence objectives 2014-2018

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ImprovedOperational

Efficiency

Growth inRevenues

IncreasedCompetitiveAdvantage

EnhancedCustomer

Service

Compliance /Risk

Management

Business Intelligence Objectives 2014-2018

2014 2015 2016 2017 2018




37

Percent Change in BI Objectives 2017-2018

Fig. 18 shows another helpful view of year-over-year attitudes toward BI objectives.

Here we observe clearly that the BI objective of "enhanced customer service" gains the

most importance, followed by "growth in revenues" and "increased competitive

advantage." "Improved operational efficiency" (a topic that gained momentum in earlier

studies), grows at a slower rate, while "better decision-making" continues its upward

trajectory, but at the slowest rate of all BI objectives.

Figure 18 – Percent change in BI objectives 2017-2018

1.2%

2.8%

4.5%

5.4%

8.2%

0.0% 2.0% 4.0% 6.0% 8.0% 10.0%


Improved Operational Efficiency /Cost Savings

Increased Competitive Advantage

Growth in Revenues

Enhanced Customer Service

Percent Change in BI Objectives 2017-2018




38

Business Intelligence Objectives by Geography

“Better decision-making” is the most important BI objective across all geographical

regions in 2018, though by lower margins than we observed in earlier studies (fig. 19).

Overall results are somewhat similar across geographies. Excluding non-specific "better

decision-making," revenue growth and competitive advantage are most important to

Latin American respondents, while Asia-Pacific and North American respondents

posted slightly higher scores for better operational efficiency. Asia-Pacific respondents

also gave the highest degree of importance to enhanced customer service.

Figure 19 – Business intelligence objectives by geography

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3.5

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Asia Pacific North America Latin America Europe, Middle East andAfrica

Business Intelligence Objectives by Geography

Better Decision-Making Improved Operational Efficiency / Cost Savings

Growth in Revenues Increased Competitive Advantage

Enhanced Customer Service Compliance / Risk Management




39

Business Intelligence Objectives by Function

In 2018, the importance of "better decision-making" is highest across all functions with

the exception of R&D, where "increased competitive advantage" earns the top priority

(fig. 20). The BICC and Operations are most likely to focus on issues of revenue growth

and customer service. As we might expect, "improved operational efficiency" resonates

strongly with Finance, IT, and Executive Management. Compliance/Risk Management is

the least important objective across all roles.

Figure 20 - Business intelligence objectives by function

00.5

11.5

22.5

33.5

44.5

5

Business IntelligenceCompetency Center


Finance

Information Technology(IT)

Operations (e.g.,Manufacturing, Supply

Chain, Services)

Research and Development(R&D)

Sales & Marketing

Business Intelligence Objectives by Function







40

Business Intelligence Objectives by Vertical Industry

By industry, Insurance respondents give the highest mean scores for all BI objectives

(with emphasis on customer service) (fig. 21). Financial Services organizations report

the most tightly clustered importance and awarded high importance to “enhanced

customer service” and "compliance/risk management." Interestingly, Healthcare

respondents give above-mean scores to compliance, but are more interested in all other

objectives, led by "better decision-making." Business Services give the highest overall

score to "increased competitive advantage."

Figure 21 – Business intelligence objectives by industry

00.5

11.5

22.5

33.5

44.5

5Insurance

Financial Services

Retail and Wholesale

Technology

Healthcare

Business Services

Manufacturing

Education (Higher Ed)

Business Intelligence Objectives by Industry

Better Decision-Making Growth in Revenues

Improved Operational Efficiency / Cost Savings Increased Competitive Advantage





41

Business Intelligence Objectives by Organization Size

Organizations of different sizes all place the highest emphasis on "better decision-

making" with strong mean importance above "very important" (fig. 22). Improved

operational efficiency is the next most important objective at mid-sized organizations

(101-1,000 employees) and larger organizations. 2018 focus on "compliance/risk

management" importance tends to increase with organization size.

Figure 22 – Business intelligence objectives by organization size

0

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1-100 101-1,000 1,001-10,000 More than 10,000

Business Intelligence Objectives by Organization Size







42

Business Intelligence Achievements

New for 2018, we asked respondents to gauge their level of "BI achievements" as a way

of augmenting our longstanding and ongoing polling on "BI objectives" (fig. 23). By this

measure, we find some minor distinctions between intent and ongoing accomplishment.

In 2018, for example, the top two achievements ("better decision-making," "improved

operational efficiency") match the top BI objectives (fig. 17, p. 36), but "enhanced

customer service" is the third most cited achievement and perhaps easier to achieve

than the third most cited objective of "growth in revenues" (ibid). Over time, we expect

this polling will help identify some distinctions between specific organizational goals and

the difficulty of modeling and managing different processes successfully.

Figure 23 – Business intelligence achievements

0% 20% 40% 60% 80% 100%

Compliance /Risk

Management


Growth inRevenues

EnhancedCustomer

Service

ImprovedOperationalEfficiency /…


Business Intelligence Achievements

High Achievement Moderate Achievement Acceptable Achievement

Not Yet Attempted Not Yet Achieved




43

Business Intelligence Achievements by Organization Size

Measured by organization size, respondents at all organizations find "better decision-

making" their most successful organizational BI achievement (fig. 24). Perhaps more

interesting, we observe that small organizations (1-100 employees) and, to a lesser

degree, mid-sized (101-1,000) organizations are more successful than larger peers at

achieving revenue growth and increased competitive advantage through BI. Both small

and very large organizations (>10,000 employees) are similarly successful at improving

operational efficiency. Finally, compliance and risk management achievement (success)

requirements are more often achieved as organization size increases.

Figure 24 – Business intelligence achievements by organization size

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Compliance / RiskManagement

Business Intelligence Achievements by Organization Size

High Achievement Moderate Achievement Acceptable Achievement Not Yet Attempted




44

Penetration of Business Intelligence Solutions

In an ongoing (and positive) development, the penetration of business intelligence (as a

percentage of total employees) increases over the past four years (fig. 25). Percentages

of the lowest penetration (< 10 percent) fall from 34 percent to 30 percent in 2018, while

mid-tier (11-20, 21-40, 41-60 percent) all increase. At the highest levels of penetration,

the 61-80 percent segment grows slightly while the highest (> 81 percent) penetration

group declines slightly. The trending of this finding gives us some confidence that the BI

enablement and democratization we saw last year continues to show improvement.

Figure 25 – Business intelligence penetration 2015-2018

0%

5%

10%

15%

20%

25%

30%

35%

40%

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more

Penetration of Business Intelligence Solutions2015-2018

2015 2018




45

Change in Penetration of BI Solutions 2017-2018

Year over year, increased BI penetration is greatest at the 21-40 percent level, where

there is 2.6 percent growth (fig. 26). We also see lesser growth in mid-tier levels of

penetration, while the highest level of growth declines slightly. The largest decrease is

at the lowest (< 10 percent) level, reflective of the aforementioned improvements in BI

penetration generally.

Figure 26 – Change in penetration of BI solutions 2017-2018

-1.3%

1.3%

1.3%

2.6%

0.9%

-4.7%

-6.0% -5.0% -4.0% -3.0% -2.0% -1.0% 0.0% 1.0% 2.0% 3.0%

81% or more

61 - 80%

41 - 60%

21 - 40%

11 - 20%

Under 10%

Change in Penetration of BI Solutions 2017-2018




46

Expansion Plans for Business Intelligence Through 2021

Beyond current deployment, respondents describe bullish plans for expanding BI in

future time frames (we consider the 12-month period the most likely to be supportable

and budgeted) (fig. 27). In this context, respondents expect a decline in the sub-10

percent segment, and an increase in all higher levels of penetration in the coming 12

months. This 12-month finding includes significant growth at high penetration levels

above 41 percent. Extended time frame plans beyond 12 months are expected to

extrapolate higher levels of high BI penetration and lower levels of low penetration.

Figure 27 – Expansion plans for business intelligence through 2021

0% 20% 40% 60% 80% 100%

In 36 months

In 24 months

In 12 months

Today

Expansion Plans for Business Intelligence through 2021

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more




47

Current Business Intelligence Penetration by Geography

Arguably the most mature among BI markets, North America leads penetration at the

highest (> 81 percent) level in 2018 (fig. 28). Penetration at or above the 41-60 percent

level, however, is slightly higher in EMEA. Asia Pacific respondents report the greatest

number of low-penetration (from less than 10 percent to 40 percent) BI users.

Figure 28 – Business intelligence user penetration today by geography

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North America Latin America Europe, Middle Eastand Africa

Asia Pacific

Penetration of Business Intelligence Solutions Today by Geography

81% or more

61 - 80%

41 - 60%

21 - 40%

11 - 20%

Under 10%




48

Planned Business Intelligence Penetration by Geography

A view of future BI plans by geography reveals distinctions but globally supports the

overall theme of growing expectations in 12, 24 and 36-month time frames (fig. 29).

North America and EMEA expect the most expansion at the highest (> 81 percent) level

in future time frames. Over time, Asia-Pacific respondents by far expect the largest

lingering constituencies of lower penetration (



49

Current Business Intelligence Penetration by Function

In 2018, the most penetrated BI users by function are in Executive Management, the

BICC and IT (fig. 30). This tranche generally leads with the most numerous high level

and fewest low-level penetration of users. A second tier of Finance, Sales/Marketing,

Operations reveals noticeably more lingering low-level penetration but still holds distinct

pockets of users at the higher penetration levels. Somewhat curiously, R&D

respondents fare worst at both low and high levels of BI penetration.

Figure 30 – Business intelligence penetration today by function

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ExecutiveManagement

BusinessIntelligenceCompetency

Center

InformationTechnology (IT)

Finance Sales &Marketing

Operations(e.g.,

Manufacturing,Supply Chain,

Services)

Research andDevelopment

(R&D)

Penetration of Business Intelligence Solutions Today by Function

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more




50

Planned Business Intelligence Penetration by Function

All functions expect to see increased BI penetration over time (fig. 31). BICC and

Executive Management respondents expect the greatest improvements at varying

levels of penetration. Conversely, Operations respondents expect far larger cohorts of

low to mid-level BI penetration and very little BI penetration at the highest (>81 percent)

level. Notably, IT respondents expect greater future improvements than do

Sales/Marketing respondents.

Figure 31 – Expansion plans for business intelligence through 2021 by function

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Services)

Expansion Plans for Business Intelligence through 2021 by Function

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more




51

Current Business Intelligence Penetration by Vertical Industry

Both high and low levels of BI penetration vary inconsistently across different vertical

industries (fig. 32). In our 2018 sample, Insurance again provides the best overall result

with the greatest high level and lowest low-level penetration among industries.

Technology reports 40 percent of organizations with 41 percent or greater penetration,

while, by the same measure, Business Services reports 38 percent penetration.

Education and Manufacturing report the lowest overall penetration by weighted mean,

though "pockets" of penetration among certain specialist users in all industries color

these results.

Figure 32 – Penetration of business intelligence solutions today by industry

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Insurance Technology BusinessServices

Retail andWholesale

Healthcare FinancialServices

Manufacturing Education(Higher Ed)

Penetration of Business Intelligence Solutions Today by Industry

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more




52

Planned Business Intelligence Penetration by Vertical Industry

In our 2018 sample, expansion plans for business intelligence vary unevenly by industry

(fig. 33). Insurance respondents, already with the fewest low-penetration users, expect

to carry that forward and increase penetration most dramatically at high levels.

Technology and Business Services make up a clear second-best tier of future

expectations while Education respondents expect only modest gains in BI penetration in

coming time frames.

Figure 33 – Expansion plans for business intelligence through 2021 by industry

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Expansion Plans for Business Intelligence through 2021 by Industry

Under 10% 11 - 20% 21 - 40% 41 - 60% 61 - 80% 81% or more




53

Current Business Intelligence Penetration by Organization Size

As we reported in every year of our study, small organizations of one to 100 employees

have higher BI penetration than larger peers (fig. 34). While overall headcount almost

ensures this score, we also expect small organizations, likely to be newer and

comprised of more information workers, would find fewer barriers of cost or deployment

and more immediate benefits than larger and older companies. As we saw in earlier

studies, very high penetration rates tend to decrease with organization size, while low

penetration rates tend to linger.

Figure 34 – Penetration of business intelligence solutions today by organization size

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1-100 101-1,000 1,001-10,000 More than 10,000

Penetration of Business Intelligence Solutions Today by Organization Size

81% or more

61 - 80%

41 - 60%

21 - 40%

11 - 20%

Under 10%




54

Planned Business Intelligence Penetration by Organization Size

Along with being the most penetrated BI users today, small organizations (1-100

employees) have the steepest expectations for high future BI penetration in coming time

frames (fig. 35). Though less aggressive, mid-sized organizations (101-1,000

employees) expect the next highest number of highly penetrated (> 60 percent) user

audiences. Large and very large organizations (> 10,000 employees) have somewhat

lower expectations (which may be colored by large global headcounts not considered

audiences for business intelligence).

Figure 35 – Expansion plans for business intelligence through 2021 by organization size

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Expansion Plans for Business Intelligence through 2021 by Organization Size

81% or more

61 - 80%

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Under 10%




55

Chief Data and Chief Analytics Officers

Beginning in 2016, we asked our audience whether their organization had appointed a

chief data officer (CDO) or chief analytics officer (CAO). We understand that these

appointments can cause significant changes in the technology and business

architecture of organizations and also that these roles and titles are relatively new, fluid

by definition, and evolving.

Enterprises with Chief Data or Chief Analytics Officers

The ongoing uptake and longevity of chief data and chief analytics officers is quite

modest but growing over time. Fewer than 15 percent of respondent organizations have

a chief data officer and only about 10 percent have a chief analytics officer (fig. 31). In

both cases, the largest groups of adopters have had a CDO or CAO either five years or

longer or from 3 to 5 years. In the last year, more CDOs have been appointed than

CAOs. Over three years of study, momentum is somewhat in favor of the former as the

preferred role/title.

Figures 36 – Enterprises with chief data or chief analytics officers in place

75% 80% 85% 90% 95% 100%

Chief AnalyticsOfficer (CAO)

Chief DataOfficer (CDO)

Enterprises with Chief Data or Chief Analytics Officers in Place

Don't have one For less than 1 year 1 -3 years 3 - 5 years More than 5 years




56

Plans to Implement Chief Data or Chief Analytics Officers

Among the large majority of organizations that have no CDO or CAO, adoption plans for

coming time frames are modest and similar for both roles (fig. 37). Just 5 percent of

organizations say they will name a CDO this year (3 percent will name a CAO), and 11

percent or less will name a CDO or CAO either this year or next. Two-thirds or more of

all organizations currently have no plans to appoint either title.

Figure 37 – Plans to implement Chief Data or Chief Analytics Officer Roles

0% 20% 40% 60% 80% 100%

Chief AnalyticsOfficer (CAO)

Chief DataOfficer (CDO)

Plans to Implement Chief Data or Chief Analytics Officer Roles

This Year Next Year Distant Future No plans




57

Effectiveness of Chief Data or Chief Analytics Officers

We asked respondents to describe the effectiveness of a chief data officer or chief

analytics officer in their organization (fig. 38). By this measure, we find that CAOs are

viewed as more effective in their roles than CDOs. More than 20 percent of CAOs are

"highly" effective compared to 17 percent of CDOs. Likewise, CAOs are only about half

as likely (13 percent) as CDOs (25 percent) to have "low" effect on their organization. In

total, however, between 79 and 82 percent of CDOs and CAOs have, at least

"moderate" effectiveness, which indicates that the presence of a CDO or CAO definitely

creates broad workforce awareness and a more noticeable approach to data and

analytics that likely brings more organizational focus.

Figure 38 – Effectiveness of Chief Data and Chief Analytics officers

0% 20% 40% 60% 80% 100%

CAO

CDO

Effectiveness of Chief Data and Chief Analytics Officers

Low Moderate High




58

Business Intelligence Achievements by Presence of CDO

We asked respondents to describe the degree of achievement of BI objectives in the

presence of a chief data officer (fig. 39). This question also addresses impact

regardless of the tenure of the CDO. Across all objectives/achievements we study,

organizations with a CDO fare better than those without. In 2018, about half of

respondents with a CDO report a "high" achievement of "better decision-making"

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