Business Data has never been as available — perhaps even as unavoidable — as it is today, with every expense tracked, every transaction sliced and diced and every client described down to the finest nuances of their purchasing history and personal preferences. In many ways, it's a golden age, says the firm.

But there's a growing gap between the businesses that use this data to hone their strategies and improve their performance and those that only think they do, adds the firm.

State of Play

In its third annual State of Digital Survey, Digitlab aims to explore the differences between stats-driven businesses and the rest. And one of the key differentials is confidence: when a business has confidence on its data, it uses this data more effectively, improves its results and outperforms its competitor, says the firm.

Digitlab is a data-driven marketing firm that works with software partners with the aim to help its clients build their brands and grow in the digital economy; the survey captures the evolving relationship between technology, marketing and business growth, adds the firm.

2025's insights aim to reveal a market that is increasingly mature, pragmatic and focused. Rather than chasing every trend, businesses are learning to balance innovation with discipline — building marketing systems that are data-informed, AI-enabled and human-centred, says the firm.

Defining the Differences

A major finding from the survey is that there is a sharp divide between data-driven marketers and those still guided by instinct or budget constraints — and this difference may be simply stated as confidence. For example, 72% of data-driven organisations express confidence in their own previous experience and success — compared to just 55% of non–data-driven companies, says the firm.

They also prioritise customer data (57%) far more than their less mature peers (31%). Data replaces hesitation with direction: when businesses have access to clear, validated insights, they can make instinctive yet evidence-backed decisions — confident that each move supports growth, adds the firm.

Data-driven organisations can make investment and strategy decisions with greater clarity and conviction. They use customer feedback, campaign data and performance insights to validate direction and measure success. This data fluency can allow them to move beyond budget limitations — aligning marketing investment with business objectives rather than reacting to competitor behaviour or short-term financial pressures, says the firm.

By contrast, non-data-driven businesses often rely on fragmented decision-making frameworks — multiple opinions, external advice and internal politics — that can dilute focus and slow progress. Without the confidence that comes from substantial evidence, marketing strategy becomes defensive, reactive and over-reliant on cost control, adds the firm.

The danger is clear: when budgets — rather than data-drive decisions, businesses begin to lose confidence. Strategy becomes dictated by affordability rather than opportunity, and over time, these businesses are more likely to experience declining marketing budgets as performance stagnates, says the firm.

In essence, data can build conviction. It can enable marketers to act decisively, trust their instincts and maintain focus on business goals rather than competitor movements or short-term trends, adds the firm.

Confidence is a Business Tool

When businesses have confidence in their decision-making processes, they are able to innovate quickly and achieve first-mover advantage in a market. They are also able to pivot more quicky when the data reveals that a strategy or tactical approach is not working, says the firm.

Confidence in decisions means that sufficient resources can be allocated to their execution — increasing the likelihood of success. It also means decision-making is more objective: data-driven confidence can reduce the likelihood of such errors as confirmation bias, adds the firm.

Not all data is created equal, however. "Poor-quality data can result in poor decisions, so it's critical that businesses cleanse, validate, and maintain their data regularly," says Mike Saunders, Founder of Digitlab.

"They also need to ensure that it’s easily accessible. And most critically, they need to invest in technology and processes to integrate their data sets into a single cohesive source that gives them a clear and realistic view of their operations," adds Saunders.

The ROI on Data Confidence

When it comes to data confidence, the better question may rather be: what's the cost of not investing: lost time, wasted investments, an unbalanced or irrelevant product offering and poor customer retention, says the firm.

There is no fixed formula for return on investment in data confidence, as it depends on many variables — including the investment in the resources required, and the nature of the business itself, adds the firm.

However, ROI on data confidence is a function of several very predictable and in some instances measurable key drivers: the savings in reduced operating costs, the efficiencies gained through enhanced decision making, the opportunities it provides for increased revenues and the savings achieved in both risk and compliance mitigation, says the firm.

And as AI is adopted and integrated into decision-making, quality input data also improves the ROI on these new technologies, adds the firm.

Striding With Confidence

Businesses that invested early in data confidence have generally outperformed their competitors. But it's never too late, and as AI matures and data becomes increasingly available, these investments are more affordable. "An investment in data confidence is perhaps the most effective way to grow your business," concludes Mike Saunders. 'And the correct time to invest is now."

To register for the "Future of Digital" webinar via the Digitlab official website. The webinar is free to attend.

For more information, visit www.digitlab.co.za. You can also follow Digitlab on Facebook, X, or on Instagram.

*Image courtesy of contributor