If you have ever worked in a large organisation, especially a multinational one, you will know the frustration of trying to get meaningful, timely information about business performance. How profitable is a certain account? How effective was the last promotional campaign? Which is our best channel partner? Which product lines really make the most money?
The problem is not a lack of data—companies are drowning in it. The difficulty stems from the fact that complex organisations have multiple ways of dealing with business issues. Different countries have differing market concerns and priorities, so set up additional systems to collect the data they need. This results in multiple business units each having differing figures, and each claiming their numbers are correct. This makes intelligent decision making difficult.