Data has become companies’ new hard currency – half the Swedish enterprises do not collect data and risk losing business

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When it comes to knowing what works for business, and what’s not working, data has become the new hard currency for companies. In a new study made by the AI company Graviz Labs and research company YouGov, where 500 CEOs and IT-managers from Swedish enterprises were approached, the results show clear deficiencies from a business and brand perspective.

AI-company Graviz Labs, which is behind the market analysis tool Graviz Telescope, has become a challenger in the analyst industry and helps companies allocate their budgets and make the right marketing interventions to reach their business goals. The survey that is now being conducted shows deficiencies both when it comes to collecting data, and also in how companies use their data, when many companies cannot even read how data affects their marketing efforts, either positively or negatively.


The research results show that:

  • 54% of the companies approached don’t collect data at all. With data we mean for example market research data, brand index research, customer and usage information, manufacturing data e.g.

  • One-third, 31% of the enterprises don’t have a clear purpose with the data they collect, other than for analysing the operational work.

  • Of the ones collecting data, only 26% use it for analysing the result of their marketing initiatives.

  • Many companies admit using only fragments of the data they collect, 32% mean that it’s because they haven’t been able to connect and correlate the different data in a desirable way.

  • 40% of the managers don’t get any reports from the organization showing brand development and how it affects the business, positive or negative

The AI-tool Graviz Telescope is created by Rodrigo Pozo Graviz and Frédérique Pirenne, in cooperation with a handful of highly skilled mathematicians. The algorithm in Telescope analyses seven parameters, four are Philip Kotler’s well known Product, Price, Place and Promotion, with Preference, People and Proposal added. Telescope makes it possible to, using historic and real time data, identify customers’ perception of a brand, and also suggest relevant areas for improving commercial results. The data used can come from different sources, like market research, online customer reviews, social media comments, internal CRM-systems, annual reports, etc. Graviz Telescope makes it possible for companies to identify strengths and weaknesses in the marketing efforts, see how the seven parameters interact, and how they drive the business.

Rodrigo Pozo Graviz