The last 20 years have witnessed an incredible growth in the requirement for data-driven decisioning within many aspects of society – from the commercial world, through governmental and civil service decision making, to the services we all rely upon as citizens. Reliance on fact, science and predictability has replaced HiPPO decision making, gut instinct and guesswork and now that the genie is out of the bottle, there’s no going back. However, is the industry overcomplicated? Accidently or deliberately? Are the companies that sell products and solutions in the data sector muddying the waters for their own benefit?
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