Report Summary

The data directive is an Economist Intelligence Unit (EIU) report, commissioned by Wipro. It seeks to explore the degree to which the ongoing data revolution is delivering truly strategic change within companies, as opposed to more incremental optimisation gains.


A special summary paper focusing on the finance function—The data directive: Focus on the CFO—is available for download by clicking on Multimedia above. An interactive visualisation of the survey data, produced by Wipro, is available here.


Published:April 29th 2013

Interviewed for this report:
  • Rajendran S, chief marketing officer, Acer India
  • David Johnston, group chief operating officer, Aimia
  • David Almeida, vice-president: sales, Anheuser-Busch
  • Philip Clement, global chief marketing officer, Aon
  • Irvin Newbitt, vice-president: enterprise IT, AstraZeneca
  • Rudy Puryear, director and global head: IT practice, Bain & Co
  • Julian Gray, chief information officer, BP Alternative Energy
  • Professor Andy Neely, director, Cambridge Service Alliance
  • Mike Balay, vice-president: strategy and business development, Cargill
  • Ged Brannan, head of Coutts Experience, Coutts
  • Greg Nichelsen, head of business intelligence, ING Direct
  • Christian Nelissen, director: customer analytics and decisioning, Royal Bank of Scotland
  • Asim Warsi, vice president: mobile, Samsung India
  • Jason Trost, chief executive officer and co-founder, Smarkets
  • Michel Allé, chief financial officer, SNCB Holding
  • Kenneth Cukier, data editor, The Economist 
  • Paul Gathercole, vice-president: digital tools, Universal Music
  • Christa Carone, chief marketing officer, Xerox Corporation
  • Chief operating officer, Fortune 100 retail bank
  • Chief financial officer, Fortune 100 chemicals business
  • Chief financial officer, Fortune 500 retailer

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