Data-Centric Transformation in the Age of Disruption

In this contributed article co-authored by Atul Chadha and Arun Rajagopal of Affinity Solutions, we look at how it is time for organizations to integrate data into their business models, going beyond serving as an asset for improving marketing. Being data-centric is about weaving several internal and external data assets into the fabric of strategic decision-making processes across all functions and at all levels of the organization. Now is the time for businesses to shift from being data-driven to data-centric to achieve customer-centric business transformation that yields hyper growth in this era of continuous change.