In boardrooms across the Middle East, dashboards glow with an overwhelming amount of data. Click-through rates, dwell times and net promoter scores are all meticulously tracked. Yet, when asked why a campaign failed, the same data-rich teams often fall silent.
This paradox highlights a significant issue: Brands in the region are data-rich but insight-poor. Despite a rapidly growing digital transformation market, companies struggle to translate data into culturally resonant experiences. The problem isn’t a lack of data, but a failure of interpretation.
When more data creates worse experiences
A retail executive in Dubai once showed me a ‘single customer view’ that tracked every touchpoint,
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