Businesses relying on gut instinct risk missed opportunities, while data-driven decisions deliver smarter, faster results, says Mark Drasutis, Head of Value across APJ, Amplitude.
Would you drive a car that was engineered using “gut feel” only? Or fly in a plane that was built based on instinct alone? No. Me neither. Yet businesses everywhere continue to make critical decisions based on how they feel, rather than relying on hard data.
Nearly 61% of Australian professionals prioritise other factors, such as gut instinct and what their managers tell them, over data when making decisions at work, according to recent Amplitude research. Just 39% of professionals surveyed view data as the most important element.
Even so, 46% of respondents said they use data to support their existing opinion, highlighting the reliance on instinct in decision-making – a factor that could see them miss critical insight.
The dangers of instinct alone
Despite the availability of business data today, many professionals still have reservations. Making instinct-led decisions feels natural, fast, and easy. Meanwhile, using data can be overwhelming. It often has a steep learning curve, and many people don’t know where to get started.
But the consequences of relying too heavily on gut instinct are vast. It can result in ineffective marketing campaigns, over-investment in poor-performing channels, and slow or misguided responses to customer problems. Not to mention a disadvantage against companies using data to innovate faster, personalise at scale, and optimise continuously. It’s the difference between leading the market, and always feeling 10 steps behind.
Keeping data quality high to avoid distrust
There are a number of things holding businesses back from making the most of their data. Over 40% of professionals either don’t trust or are unsure about the accuracy of the data their company is using. This level of uncertainty significantly hampers data-driven decision-making and hinders business growth.
Businesses should always prioritise a high standard of data quality. It ensures decisions are guided by reliable insights rather than gut feel. This is especially important in situations where businesses may have a high number of products, customers, or channels through which they sell. Often, the more data points, the harder it is to ensure the data is entirely trustworthy.
Data quality can be enhanced by platforms designed to consolidate, clean, and manage data effectively and securely. That way, employees can access the information they need with confidence, knowing it’s up to date and accurate. This transparency is a key driver in building a data-literate workforce and reducing scepticism around data-led strategies.
Setting clear data governance policies is fundamental when businesses embrace a data-driven approach. By establishing clear roles, processes, and data ownership, businesses of all sizes can create data consistency and accountability across the workforce.
Simplifying analytics tools to tackle complex data
Making the most of analytics tools isn’t always straightforward. Some 43% of professionals surveyed said their company’s analytics tools are difficult to understand or require a lot of training, with nearly one in three indicating they feel unqualified, overwhelmed, or uncertain about using data at work.
One way to encourage data-driven decision-making is by using technology that makes data and analysis easier to access. About a third of professionals say they would use data more if tools were easier to use, and a fifth indicate they would use data more if they had better ways to extract insights.
A unified platform that offers clear dashboards, visual reporting, and built-in guidance can help teams make smarter decisions without a dedicated data analytics team. These features are especially useful for smaller teams where employees wear many hats and need insights at their fingertips.
When tools are easier to use, employees are more likely to engage with data and incorporate it into everyday decisions – whether that’s understanding customer behaviour, improving a product, or identifying opportunities to grow.
Using AI agents to streamline the data journey
Another way to make the process easier is to leverage platforms with AI capabilities, particularly agentic AI.
AI agents are already reshaping what’s possible and bringing new opportunities for businesses. Instead of spending hours combing through data or reacting to vague alerts like “sales are down,” AI-powered assistants can now do the heavy lifting and free up time for employees to deliver more valuable work.
Intelligent systems can proactively flag issues, explore root causes, suggest next steps, and even help set up complex tests. Coding skills are no longer a blocker. Non-technical employees can accomplish tasks using simple, natural language – eliminating the need for deep technical expertise or constant oversight.
With over half of professionals saying they would ideally want data to help them make confident decisions, the appetite for good data is clear. Maintaining data quality, implementing easier-to-use tools, and leveraging emerging technology like AI agents can move the needle toward smarter decision-making.
Just like a car built on top-notch engineering or a plane designed using solid aeronautical data, a business backed by data for decision-making is set up for long-term success.
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