California Management Review

Abstract

Data remains one of our most abundant yet under-utilized resources. This article provides a holistic framework that will help companies maximize this resource. It outlines the elements necessary to transform data into knowledge and then into business results. Managers must understand that human elements—strategy, skills, culture—need to be attended to in addition to technology. This article examines the experiences of over 20 companies that were successful in their data-to-knowledge efforts. It identifies the critical success factors that must be present in any data-to-knowledge initiative and offers advice for companies seeking to build a robust analytic capability.

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