We’ve never had more data at our fingertips, yet when it comes to communications, many organisations are still struggling to turn that data into useful insight. And this isn't just a CCM problem. Gartner's research[1] points to a broader challenge: while organisations increasingly want to become data-driven, many still struggle to demonstrate how analytics is actually influencing business outcomes. In fact, Gartner found that just 22% of organisations had defined, tracked and communicated business-impact metrics for the majority of their data and analytics use cases. So, are organisations really using the data they have to make smarter decisions – or are other factors still calling the shots?