German digital companies fail to leverage data, new dotSource whitepaper warns

A whitepaper released by the digital agency dotSource highlights that German digital firms are leaving significant value on the table because their data remains largely unused. While many companies possess extensive data from online shops, social media, customer service and internal processes, 67 % say the data grows faster than they can manage, and a lack of clear KPI structures leads to fragmented analysis.

The report notes that 76 % of firms intend to invest in data competence, but without unified definitions of key metrics—such as differing interpretations of “revenue” across sales, controlling and logistics—misunderstandings and contradictory decisions persist. dotSource proposes a step‑by‑step approach to build a company‑wide KPI system that distills numerous figures into a few strategically relevant indicators, enabling concrete actions and better alignment across departments.