Season 2: Episode #3 | The Impact of Data Culture on Business Growth
🎙️ Unlock the power of a data-driven culture to fuel business growth in 2025. In this episode, Vadym and Ievgen dive into how building a data-driven culture can fuel growth, innovation, and efficiency in 2025.
🔍 What you’ll learn in this episode:
1️⃣ The key to eliminating disconnected silos with scalable data architecture.
2️⃣ How to empower every team – not just analysts – through data literacy and collaboration.
3️⃣ Practical steps to foster a culture of data-informed decision-making and align teams.
Podcast listing
Vadym: Hey everyone, welcome back to The Data Crunch Podcast! I’m Vadym, your host, and as always, I’m joined by our in-house analytics expert, Ievgen. Today, we’re diving into a topic that’s not just a trend but a critical shift for businesses: how to build a data-driven culture.
Data-driven organizations excel in revenue, innovation, and efficiency. So, Ievgen, why aren’t more companies embracing this approach successfully?
Ievgen: That’s the million-dollar question. Actually it’s a 5 Hundred Million Question. Nice to be here with you today, Vadym.
The reality is that while most organizations have the data they need, they are not utilizing them. They are not equipped to use the data effectively. It’s not just about having the data or having the tools or the tech. It’s 2025 now. All the tools are available. Warehouses, Spreadsheets, BI Tools, AI tools, connectors.
it’s more about the people, the processes, and the culture of using data to make decisions. It’s about team alignment to leverage that data in meaningful ways.
Vadym: Sounds like we’re talking about more than just numbers on a dashboard.
Ievgen: Exactly. It’s about empowering everyone in the organization to make decisions based on data, not just instinct, tradition - basically guessing. That’s how 95% of business decisions are typically made... I want today to explore how organizations can make this shift, to better future, to data-driven culture, to a new way of making decisions, and
the challenges they need to overcome.
Vadym: Let’s start with the basics. What does it truly mean to be data-driven?
Ievgen: I don’t like this term. Let’s talk more about being data-informed.
So being data informed means integrating data into every level of decision-making. It’s not just about collecting data but using it to guide actions- whether it’s setting strategic or operational goals, setting team KPIs, personal KPIs, optimizing daily operations, or even predicting future trends.
Vadym: And this goes beyond data analytics, right?
Ievgen: Absolutely. A data-informed culture requires every employee—whether they’re in HR, sales, or marketing, C-level, it doesn’t matter - to use data in their roles. Large companies like Amazon and Google are successful because they have embedded data into their culture. It’s part of their DNA.
Vadym: That sounds ideal, but how do you get there?
Ievgen: It starts with the mindset. Leadership must champion the value of data, and employees need to see how it benefits their work. How this really benefits their KPIs, their decision-making, day-to-day work.
Without this cultural shift, even the best tools and strategies will fall flat.
Like implementing an AI analysts that would calculate something instead of you won’t make any difference if you don’t change the culture.
Vadym: So, if most organizations have the data, why do so many struggle to use it effectively?
Ievgen: They not just have the data…. They collect a lot of data every single day.
Marketing, Sales, Website analytics, product, all sorts of data.
I would like to put like 3 main roadblocks between the data and the decisions-making highway.
№1: Disorganized Data.
Most organizations collect data, but it’s scattered, siloed, and often unreliable.
List its all over the places. Sales figures here, website visits there, finance - another system.
So it’s like stored in different locations.
That would not be a problem, but that data not just disorganized. It’s disconnected.
Without a single place to store business data, without the keys to connect that data, basically a solid data plan - data architecture, business teams like marketing, sales, finance, customer success, product…. they can’t access the data they need. Plus they can’t trust the data in other systems… like C-level don’t trust the number is google analytics, but they do trust the number of visitors as the distinct count of clientIDs from Google Analytics, but calculated when the solid data model is in place.
Vadym: Great. That was the Problem #1. Disconnected data stored all over the place. What’s the next one?
Ievgen:
So basically, the next on is the skills to query their data. That’s not about SQL or Python skills. And that’s not about the data teams or managers skills. Like everybody act as they usually do. That’s ok.
But business teams often lack some quick training on how to analyze or interpret data.
Which questions to ask to get the data to answers those questions.
According to surveys, a majority of organizations struggle to basically put the questions to their business data. That’s what I called querying their data.
So it’s not about the data science talent, it’s about this cultural collaboration synergy, that is typically not in place.
Vadym: What’s the third one then?
Ievgen:
Number 3 is all about Cultural Resistance. People tend to resist change, especially when it requires learning new skills. Employees may not see how data impacts their daily work, leading to disengagement. But when they start making data-informed decisions, they just can’t live the ordinary life any more.
Vadym: That’s a lot to tackle. Where should companies start?
Ievgen: Start with leadership. Leaders need to prioritize data-backed culture and set an example.
Then, focus on practical steps like collecting all of the data in one place, build a solid data model that is a representation of your business model.
Like Website Visitors, Sessions, Leads, Clients, Ads, Orders, Products. This kind of things. It should all be connected, cleaned and prepared for reports.
Ideally with data marts for each of them.
And finally, I’d say, it’s important to foster that collaboration across teams.
Data and business teams. Marketing and Sales teams. They should all speak the same data. The same metrics. Share the same success. And failures of course.
Because data never lie.
Like when all of the metrics look ideal, and your business is not extremely successful - this means, you basically either selected the wrong metrics, or the way you calculate them sucks.
Vadym: Let’s get into the practical steps.
What’s the roadmap for leaders looking to build a data-driven culture inside their organization?
Ievgen: Building a data-driven culture starts with a few key steps, and it all begins with organizing your data.
I know the ideal first step.
Just visit our website, click the button to book a call and our absolutely amazing analytics solution architect would lay down your plan on paper.
If you;re not ready yet - that’s ok.
Think about your data model.
First, do you have it in place?
Is it scalable? Can it handle future growth?
New objects, new metrics, new dimensions?
And just as importantly, is the data accessible to non-technical teams?
Can they build reports without data teams? No? You’re in jail.
I think you had Jane here a few weeks ago where you’ve been speaking about data democratization, yet?
Vadym: Yes, amazing episode. We’ll link in here.
Ievgen: So asking These questions about data model helps to ensure your data is ready for reporting. Not actions yet.
Next, let’s talk about upskilling your team.
Data literacy isn’t just for analysts—it’s for everyone. Investing in trainings, so your teams know how to ask the right questions, get the answers and act upon them. Everybody should feel confident using data.
Vadym: I love how you’ve underlined the importance of scalable data architecture and teams trainings. These feel like solid foundations for a data-driven culture. But I’m curious—what’s the next step to tie it all together?
Ievgen: Well, here’s a pro tip: cross-train your teams. Let data teams learn about the business context, and help non-technical teams pick up basic data skills.
They don’t need to learn SQL. But they might know some basic google sheets functions to play with THEIR reports.
We have a collection of videos, blogs, everything to get started to work with data in Google Sheets.
Vadym: That sounds like a great way to bridge the gap between teams. What’s next?
Ievgen: Involve everyone, Vadym. Data projects aren’t just for data experts. For example, if you’re building a predictive model for lead generation, get the sales team involved. Get the marketing team involved. Their insights make models more practical and actionable.
Everyone should be on the same page.
Finally, adopt tools that everyone can use—like our reporting extension - whether you’re a SQL expert or a data analyst or a marketer, an ops manager. Whoever.
The best tools encourage collaboration, not data dictators, and adapt adapt adapt to your specific data model, skills, and make business data accessible across the whole organization. Don’t hide it inside your warehouse or thousands of spreadsheets and external platforms
Vadym: So, it’s all about setting up the right framework, training your people, and making sure everyone has the tools to succeed.
Ievgen: Exactly! When these elements come together, you’re well on your way to building a strong culture of data-driven decision-making.
Vadym: That sounds complete. How do you keep the momentum going?
Ievgen: Focus on small wins. Start with a high-impact use case to show the value of data-driven decisions. For example, use data to reduce customer churn or optimize inventory. Share this across the whole organization.
Success in one area builds credibility and enthusiasm for future projects.
Vadym: Let’s talk more about culture. How do you get employees excited about using data?
Ievgen: First, show them how data makes their jobs easier. For example, a marketing team can use data to identify the most profitable campaigns, I meen the ones that bring the most LTV over time.
When others see that real-world benefits, they’re more likely to engage.
Second, create a culture of collaboration. Break down silos between data teams and business users. Make your data a shared resource rather than an isolated for data folks or single teams. Make everyone work together.
Vadym: And leadership plays a big role here, right?
Ievgen: Absolutely. Leaders set the tone. If they make data-driven decisions and communicate this as a value, it creates a ripple effect throughout the organization.
Vadym: This has been a fantastic conversation, Ievgen. Before we wrap up, what are the key takeaways for our listeners?
Ievgen: Here are the main points:
- Building a data-driven culture today is not about technology—it’s about people and processes.
- Start small with a high-impact use case to demonstrate the value of data-driven decisions.
- Invest a little bit in tools, plus in the training that empower everyone, not just data analysts, to use data effectively.
Vadym: Great advice, Ievgen! And to our listeners, thank you for tuning in to The Data Crunch Podcast. If you’re enjoying these conversations, don’t forget to subscribe for more insights and practical tips.
Remember, building a data-driven culture doesn’t happen overnight—it’s a continuous journey, one step at a time.
Ievgen: Absolutely. As Lao Tzu said, "A journey of a thousand miles begins with a single step." Start small, stay focused, and always prioritize collaboration along the way.
Vadym: If you found this episode helpful, visit our website at owox.com to explore how our tools can help you foster a data-driven culture in your organization. From seamless data integration to advanced analytics, we’re here to empower your journey.
Start your free trial today and take the first step toward transforming your data culture. See you next time, and take care!
