Skip to main content Skip to Footer


Fact-driven decision making in Southeast Asia

Companies in Southeast Asia are implementing and utilizing the potent practice of analytics enterprise-wide.


A surge in the adoption of analytics has led to questions around how companies are implementing the decision-making strategy. Big Data, technological advances and greater demand for predictive applications are making the analytics journey more complicated.

Accenture conducted one thousand in-depth interviews with director-level executives in analytics roles, including four hundred from Southeast Asia, to offer a better understanding of breakthroughs and pitfalls encountered by businesses grappling with today’s analytics landscape.


Analytics across Southeast Asian markets is a high priority. Accenture’s extensive surveys conducted in July 2013 found that 74 percent of senior management teams are either highly or totally committed to analytics based decision-making. That said, only 10 percent report integrating analytics across their enterprise.

Areas where firms see the most use of analytics is in growth-focused operations. Two-thirds of those surveyed made data-based decisions around driving customer retention, marketing effectiveness and customer experience.

But while awareness of the value of data is strong, significant concerns remain. Data management and governance is an obstacle and sourcing analytics talent is difficult with many companies in Southeast Asia turning to managed services to plug the capability gap.


Key Findings

The adoption of analytics is rapidly advancing in Southeast Asia with 74 percent of leaders highly or totally committed to its use and a third of companies claiming to have established some analytics capabilities with plans to make improvements quickly. However, analytics adoption is not without its challenges. Eighty nine per cent of companies say that they do not yet take an integrated, enterprise-wide approach and many are struggling with the basics of analytics. Fifty eight percent report problems with data collection and 73 percent cite data integration as a key challenge.

In addition, companies in the region are facing an analytics capability gap. While they are ramping up their internal teams to meet the increasing demand for analytics skills, they are also turning to outside expertise. Sixty seven percent report using managed services to resolve immediate analytics challenges.


While analytics-driven business is still developing, companies may be asking why they’re not yet seeing the returns they’ve been expecting.

There are three common reasons why analytics don’t perform as expected:

  • Bad Metrics—Using the wrong data or interpreting the wrong results.

  • Flawed Actions—Failures in identifying the correct insights.

  • Faulty Execution—Failure to embed analytics across the enterprise.

Accenture suggests that refining the metrics used to measure analytic impact is an indispensable first step. Companies then need to focus on getting the data that is relevant to business decisions and to business strategy to achieve a greater and more credible return on investment. The smartest businesses are creating a virtuous feedback loop that allows them to collect data, analyse the data, harvest insights and then make decisions and respond with agility