A common data model lets organizations develop a real sense of how to extract insights from the data, and to do so quickly and cheaply.

Ask any data manager what their biggest pet peeve is, and there is a good chance the response will be data complexity. This should come as no surprise. Quite simply, most organizations are creating or collecting more data than they can keep up with or easily derive genuine business value from.

A number of factors contribute to data complexity. The most obvious are the sheer volume of data and the fact that it is being created by different applications, which often don’t talk to each other. This makes it time and resource-consuming, not to mention extremely expensive, to gain business insights from data on an organization’s customers, products, partners, and more.

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