2022’s favorite investments will be ‘data’ again

The results of the survey conducted by KPMG show that TMT companies are not fully productive from their data sources, and there is a strong opportunity for optimization of investments made over the past two years. Most of the companies surveyed are planning infrastructure investments to standardize cloud technology for data management and connect data. The rate of those who state that they make full use of customer data is only 32%. 57% do not have a specific data strategy throughout the organization. Only 23% of executives surveyed said that data is stored in a cloud system with access to artificial intelligence and machine learning tools. According to the research, 44% of companies have implemented their data strategies in several areas. While 29% of the participants have a comprehensive data strategy throughout the company; 18% plan to invest in data strategy in the future. The rate of those who state that their companies have achieved world standards in terms of data monetization, data management and architecture, and data quality is less than 10%. 66% of people spend between 10 and 100 million USD on data investments. More than half of them believe their current data investments are above their long-term needs. More than half of TMT companies predict a 4% or more increase in performance efficiency and other indicators when they implement a 25% increase in their data investment. 39% of companies think that data investments will provide the most significant return among all technology investments in the next 1-2 years. More than 70% of survey participants expect the efficient and widespread use of data to bring about a radical change in business models. KPMG Turkey Technology Sector Leader Gökhan Mataracı evaluated the results as follows:

“Data is one of the most important tools for companies to understand and serve their customers in an era where personalization is a necessity rather than an option. With the insights provided by data, companies can develop new market entry strategies, discover new revenue streams or take market share from their competitors. Technology, media and telecommunications are also at the forefront of data-driven industries. Companies need services that will support faster and more accurate decision-making, and new methods that will provide competitive advantage, more than before. At this point, services that provide added value such as data strategy and governance come to the fore. When we look at the survey results, we see that companies are reviewing their data investments to gain competitiveness. The rate of those who think that their investment in data will turn into profit in a short time is also high.”