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Increased monitoring, the IoT (Internet of Things), and big data crosstabulation are boosting the amount and type of information available, a trend Ovum expects to intensify in the next five years.


  • Self-service analytics vendors have made progress in sourcing, offering more data connectors to a growing user base ranging from data scientists to non-experts. Much of the information available, however, is unstructured, messy, and unreliable, raising several data management issues.

Features and Benefits

  • Assesses the key trends driving the data management market.
  • -Outlines how enterprises can build and benefit from a strong data culture.
  • Identifies investment opportunities for data management vendors.

Key questions answered

  • What are the drivers feeding the growth of the data management market over the next five years?
  • How can vendors and enterprises collaborate to create and benefit from a strong data management culture?

Table of contents


  • Catalyst
  • Key messages


  • Recommendations for vendors
  • Recommendations for enterprises

Tackling increasing amounts of unreliable data

  • Cleaning data sets starts with automated transformation tools
  • A human UI, the key to simple data preparation

Efficient data governance is essential

  • Using data lineage to build trust in data
  • Better customization of information access will help manage a growing user base

Investments in data management will lead to market consolidation

  • Third-party self-service data management platforms have an edge, for now
  • Enterprise application vendors are baking data management into their platforms


  • Methodology
  • Further reading
  • Author

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