Three Quarters of UK Businesses Prioritise Data To Drive Performance in 2025

As Big Data London gets underway, new research from global data and technology company, Experian, reveals how leading organisations are navigating the evolving landscape of data management. 

The findings reveal nearly three quarters (74%) are actively prioritising data to drive performance, innovation, and real-time decision-making, with 85% seeking even more data to make their business a success. In fact, improving data quality and consistency is the number one priority for investment, with 76% planning to invest in this area over the next two years. Notably, 74% are turning to AI to support their data validation efforts.

However, many organisations continue to face significant challenges in managing data effectively and responsibly. A striking 81% are held back by distributed data – data which is spread across multiple systems and locations – while 77% say their current tools can’t handle the volume of data they process. 

Compliance and capability gaps are also a concern. Over three-quarters (77%) cite data legislation and industry regulations as a major challenge, and 75% report a shortage of skilled analysts. Concerningly, only 25% have clear visibility over data ownership, emphasising the need for stronger data governance.

To help organisations strengthen their data management strategies, the Experian Data Quality team recommends an approach built around three key pillars:  

• Embed data into the business culture: Effective data management starts with a data-centric environment where data is trusted, accessible, and used confidently across teams. The most successful organisations encourage collaboration between departments and ensure that data literacy and training are part of everyday business conversations.
• Invest in scalable tools and technology: Manual data management is no longer sustainable. Businesses should embrace automation to streamline data cleansing, validation, and enrichment. Technologies like GenAI, for example, can help streamline data preparation by automating the creation of data pipelines. 
• Regularly review data management approaches and policies: Strong data governance requires ongoing attention. As systems evolve and needs shift, businesses should regularly assess how data is collected, stored, used, and secured. This includes ensuring data quality and accessibility align with evolving business goals and compliance requirements. 

Andrew Abraham, Global Managing Director, Experian Data Quality, said: “Organisations today face a complex challenge – unlocking the full value of their data while navigating fragmented systems, regulatory pressures, and skill shortages. 

“Data governance is the foundation of success. By establishing clear standards, implementing robust monitoring, and fostering a culture of data quality, businesses can ensure their data is both trustworthy and fit for purpose.”

At Big Data London, Experian will share expert insights throughout the conference, including a session on Wednesday where Coman Wakefield (Chief Technology Officer) and online florists Bunches will discuss how delivery challenges became a smart, data-led strategy. Attendees can also visit Booth K70 to discover Experian’s latest innovations in data management and AI.

To learn more about how Experian can help businesses with smarter data management, visit Aperture Data Studio | Customer Data Platform | Experian Business.