The State of
Behavioral Data 2022

Shifting from Data Exhaust to Data Creation

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Are organizations
getting the most value
from their data?

Are data teams empowered to deliver truly innovative projects?
Or is poor-quality data holding everyone back?

To help answer questions like these, Snowplow recently surveyed 480 data practitioners from large software, retail, and media / broadcast companies on their attitudes, experiences, and challenges in dealing with data.

The results reveal an immense opportunity for organizations to move from a culture of cleaning data, to creating behavioral data.

Gap between intent
and reality

While most organizations know how valuable data can be, they still have work to do in building a strong data culture across the business.

Image with the text 94% of organizations understand the value of data in decision-making. Yet only 59% have mature data culture. Image with the text 94% of organizations understand the value of data in decision-making. Yet only 59% have mature data culture.

Data’s potential not fully realized

Those innovating with best-quality behavioral data are forging ahead. Yet many organizations are yet to break through to true data-driven innovation.

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Only 24% of organizations say
their behavioral data is centralized, well-governed, and highly trusted
91% of data practitioners face challenges delivering actionable insights from customer data

“Business leaders want data teams to be reducing churn, personalizing customer experiences and completing attribution. Yet, the reality is that most can’t because they are plagued by issues of poor data governance and quality.”

Alex Dean | CEO and Co-Founder at Snowplow

Time could be
better spent

Too often, data teams waste time wrangling data exhaust.
This time could be better spent on value-driven activities
like feature engineering and model training.

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Skilled staff are on the move

Faced with a critical shortage of data talent, organizations urgently need to address the fact that so many plan to leave their current roles.

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Data teams are frustrated

With all their time and energy consumed with administrative tasks and data wrangling, data practitioners’ skills are underutilized.

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Dealing with last
minute requests

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Spending too much
time on admin

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Difficulty using business
data to personalize

“Many companies have built their entire data capability from the ground up, with expertise resting in the minds of their data leaders. Such a significant exodus of talent could set businesses back significantly in terms of data transformation.”

Alex Dean | CEO and Co-Founder at Snowplow

Shifting to a Data Creation approach to unlock insights and applications

To solve today’s issues and boost the retention of valuable, skilled data practitioners, organizations need to build a strong data culture across the business. And they need high-quality behavioral data.

Read the full report to discover how a Data Creation strategy opens the door to innovation and success with data.

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