Acxiom Research Reveals Data-to-Decision Gap in Enterprises

Event summary

Acxiom's research with Forbes Insights found 60% of business leaders say data-driven insights often fail to translate into execution.
59% of leaders cite organizational silos and difficulty sharing data across teams as the leading barriers.
92% of respondents report breakdowns in their data-driven decision-making processes.
The study surveyed 300 U.S.-based business leaders across multiple industries in May and June 2026.

The big picture

The research highlights a critical shift from data generation to data activation, emphasizing the need for interconnected systems and teams. This trend is particularly relevant as enterprises increasingly rely on AI-driven decision-making, where identity and data fragmentation pose significant challenges. The findings underscore the growing importance of a unified data foundation to drive competitive advantage.

What we're watching

Silos Breakdown: How enterprises will address the 59% of leaders struggling to scale data-driven decision-making across functions.
Data Strategy Alignment: Whether companies can effectively align data strategy with business goals to reduce breakdowns between regions and teams.
Real-Time Decision Making: The pace at which companies will build systems to respond in real-time without compromising accuracy.