a challenge,” says Simon Cole, CEO at
Automated Intelligence. “80% of data
a company holds is unstructured; this
data is challenging to examine, bring
structure to and extract value from.”
There’s also the question of so-called
“legacy” data hanging around organi-
sations, which may differ in format
and pose a risk of making data sets
unreliable if not properly cleaned.
Along similar lines, the multiple sources
of data available to a modern company
must be brought together if they are
to be of any use. “The biggest chal-
lenges come from data fragmentation,”
says Tido Carriero, Chief ProductDevelopment Officer at Segment.
“As the number of customer touch-
points balloons, it becomes harder
for businesses to ensure that they
have a complete and reliable under-
standing of their customers.”
Carriero emphasises that the big-
gest challenges all fall under this
umbrella of improper coordination.
“Similarly, data silos can prevent
teams from getting the data they
need, and create blindspots which
can result in security and privacy issues.—
Tido Carriero,
Chief Product Development
Of ficer, Segment“ As the number of
customer touchpoints
balloons, it becomes
harder for businesses
to ensure that they have
a complete and reliable
understanding of
their customers”66
FEBRUARY 2021AI AND DATA ANALYTICS