Not enough businesses are using data analytics, and it’s not because there’s a data shortage. A new survey found that more than half of companies with devices that collect data aren’t using it for customer insights. Another found that many tech executives don’t think their companies can fully use the data they gather. This reluctance to use data can be costly, especially when businesses undertake expensive expansion programs without all the information they need to make the best possible orientation, site, and timing decisions for new stores.

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