Your business likely has tons of consumer data, but is that data really as good as you think it is? Despite all of that data, research shows that nearly 9 out of 10 consumers think vendors and providers do not understand them well. The age of digital transformation has shifted from data collection to data in use, and businesses must create better experiences for their customers. It's time to look at data differently. By leveraging the right data, CIOs and CXOs have an incredible opportunity to move from being reactive, to becoming strategic enablers of business growth for their organizations.